The All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have signed a landmark three-year Memorandum of Understanding (MoU) aimed at strengthening Lesotho’s music industry and creating greater opportunities for Basotho artists on the continental stage.
The agreement officially recognises the Lesotho Music Awards as AFRIMA’s collaborating country partner and regional liaison in Lesotho, positioning the country to play a more active role within Africa’s creative and cultural industries.
The partnership will focus on promoting African music and cultural exchange through artist development, talent discovery, institutional collaboration, knowledge sharing, industry networking and advocacy. It also seeks to strengthen cooperation between government, the private sector, media organisations and stakeholders in the music industry.
Under the agreement, the Lesotho Music Awards will promote AFRIMA initiatives, facilitate industry engagement within Lesotho, encourage greater participation by Basotho artists in AFRIMA programmes and coordinate AFRIMA-related activities in the country.
In return, AFRIMA will provide official recognition to the Lesotho Music Awards, support promotional activities, collaborate on programmes and maintain ongoing institutional engagement.
A key component of the partnership is the introduction of a collaborative framework for selected Lesotho Music Awards categories supported by AFRIMA. Under this arrangement, AFRIMA will participate in mutually agreed adjudication and verification processes aimed at strengthening fairness, transparency, accountability, integrity and international credibility, while respecting the independence of all other LMA award categories.
Lesotho Music Awards Founder and Executive Director, Malibe Mahao, described the agreement as a milestone for the country’s creative sector.
“This partnership represents a defining moment for the music industry in Lesotho. Working alongside AFRIMA allows us to connect Basotho artists with one of Africa’s most respected music institutions while strengthening our own commitment to developing a sustainable and internationally competitive creative industry. Together, we are creating new pathways for talent, investment, collaboration and continental recognition,” Mahao said.
AFRIMA Chief Experience Officer, Adenrele Niyi, said the organisation’s vision extends beyond hosting an annual awards ceremony.
“At AFRIMA, our vision, driven by our seven core pillars—Music Awards, Music Festivals, The AFRIMA Kreative Academy (TAKA), Music Business Hub, Talent Discovery and Promotion, Advisory and Policy Debates, and CSR and Advocacy, has always gone beyond an awards ceremony. We are building Africa’s leading music ecosystem that discovers talent, creates opportunities, connects cultures and takes African music to the world,” Niyi said.
He added that the partnership with the Lesotho Music Awards marked another important step in expanding opportunities for African creatives and deepening collaboration across the continent.
The agreement is expected to increase Lesotho’s visibility within Africa’s music industry while providing local artists with greater access to continental networks, professional development opportunities and international recognition.
Summary
- The All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have signed a landmark three-year Memorandum of Understanding (MoU) aimed at strengthening Lesotho’s music industry and creating greater opportunities for Basotho artists on the continental stage.
- The agreement officially recognises the Lesotho Music Awards as AFRIMA’s collaborating country partner and regional liaison in Lesotho, positioning the country to play a more active role within Africa’s creative and cultural industries.
- Under the agreement, the Lesotho Music Awards will promote AFRIMA initiatives, facilitate industry engagement within Lesotho, encourage greater participation by Basotho artists in AFRIMA programmes and coordinate AFRIMA-related activities in the country.
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