Fresh from their triumphs at the 9th All Africa Music Awards (AFRIMA) in Lagos, Nigerian, Tanzanian music stars Juma Jux and Folex have described the awards platform as a powerful catalyst for global exposure and industry growth across East Africa.
The artistes spoke in Dar es Salaam during a Media and Stakeholders’ Parley organised by AFRIMA’s International Committee. The forum brought together musicians, regulators, industry executives and journalists to assess the impact of the continental awards on Tanzania’s music ecosystem and explore opportunities for deeper regional collaboration.
The event was held at Urban by City Blue Hotel, where Juma Jux, who won East African Artiste of the Year (Male), reflected on how the recognition has reshaped his career trajectory.
According to the singer, the AFRIMA experience expanded his reach beyond familiar markets and placed new expectations on his work.
He noted that appearing on a platform with audiences spanning more than 80 countries has significantly increased his visibility and professional responsibilities, while also attracting attention from industry players who had not previously engaged with his work.
Jux also urged stronger collaboration between award platforms and public institutions in Tanzania, stressing that partnerships with government agencies could unlock greater benefits for artistes through structured exposure, capacity building and knowledge exchange.
Music video director Folex, who won Best Music Video of the Year for his work on Juma Jux’s Ololufemi, said the Lagos experience marked a turning point in his professional life.
He explained that being recognised alongside globally known creatives reinforced the competitiveness of East African talent and boosted confidence within Tanzania’s visual and music production space. According to him, the award has helped validate the contribution of music video directors to the wider creative economy.
Also addressing participants, AFRIMA Associate Producer, Victoria Nkong, said the awards have evolved beyond entertainment into a development-focused platform for African creatives.
She explained that AFRIMA’s broader mission includes talent promotion, industry growth and the creation of clear pathways for artistes to move from local acclaim to international recognition.
Nkong added that engagement with Tanzanian stakeholders was a strategic step toward building long-term collaboration with government bodies and industry leaders across East Africa.
She described the region as culturally rich and reaffirmed AFRIMA’s commitment to ensuring its musical identities gain stronger representation on the global stage.
Representing the National Arts Council of Tanzania (BASATA), Acting Assistant Director of the Music Department, Selemani Mabisso, welcomed potential partnerships with AFRIMA and other international organisations.
He said the council remains open to initiatives that strengthen Tanzania’s music industry and enhance the global competitiveness of its creatives.
The 9th edition of AFRIMA took place in Lagos, Nigeria, from January 7 to 11, 2026. The event was organised by the African Union Commission and AFRIMA’s International Executive Committee, in partnership with the Lagos State Government as the official host city.
The five-day celebration featured seven major activities, including a Welcome Soirée, the Africa Music Business Summit, the AFRIMA Music Village at Ikeja City Mall, where more than 30,000 fans were entertained by over 25 top artistes, and a grand finale at the Eko Convention Centre. The awards ceremony was broadcast to audiences in 84 countries worldwide.
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