Fresh from their big wins at the 9th All Africa Music Awards (AFRIMA) in Lagos, Nigeria, Tanzanian music stars Juma Jux and Folex have hailed the awards as a powerful catalyst for global recognition, as key industry stakeholders gathered in Dar es Salaam to assess AFRIMA’s impact on the region’s creative sector.
The artistes spoke at a Media and Stakeholders’ Parley organised by AFRIMA’s International Committee, which brought together musicians, regulators, music executives and members of the media to explore opportunities created by the awards and strategies for strengthening East Africa’s presence on the global music stage.
The meeting, held at Urban by City Blue Hotel in Dar es Salaam, featured Juma Jux, winner of East African Artiste of the Year (Male) at the 9th AFRIMA, who described the honour as a turning point in his career.
“Winning AFRIMA changed a lot for me,” Jux said. “People who never spoke to me before now reach out. Performing on a stage watched in over 84 countries gives you a new level of visibility and responsibility.”
He stressed the need for deeper collaboration between platforms such as AFRIMA and government agencies in Tanzania to maximise benefits for artistes. According to him, partnerships built around exposure, training and knowledge sharing would further strengthen the country’s creative ecosystem.
Also speaking at the parley, acclaimed Tanzanian music video director Folex, winner of Best Music Video of the Year for Juma Jux’s Ololufemi, said the recognition had been life-changing.
“Being nominated alongside international names like Pink and TG Omori, and then winning, showed that East Africans can compete and win at the highest level,” Folex said. “This award validates the work of music video directors in Tanzania and boosts confidence across the creative industry.”
Associate Producer of AFRIMA, Victoria Nkong, said the awards had evolved beyond a celebration of talent into a development-driven platform for African creatives.
“AFRIMA is designed to build an ecosystem for African music,” Nkong explained. “Beyond the trophies, we focus on talent promotion, industry development and creating clear pathways from local success to global visibility.”
She added that the engagement in Tanzania was key to strengthening collaboration with government institutions and industry players across East Africa.
“Tanzania and the wider East African region have rich and distinct musical identities,” she said. “AFRIMA is committed to working closely with creatives and institutions here to ensure their talents are well represented on the global stage.”
Representing the government, Selemani Mabisso, Acting Assistant Director of the Music Department at the National Arts Council of Tanzania (BASATA), reaffirmed the council’s readiness to partner with AFRIMA and other international organisations.
“BASATA is open to collaborations that will help grow and strengthen Tanzania’s music industry,” Mabisso said. “We are ready to support initiatives that will position our creatives competitively on the global stage.”
The 9th AFRIMA took place from January 7 to 11, 2026, in Lagos, Nigeria. The awards were organised by the African Union Commission and the International Executive Committee of AFRIMA, in partnership with the Lagos State Government as the official host city.
The five-day celebration featured seven major events, including a Welcome Soirée, the Africa Music Business Summit, the AFRIMA Music Village at Ikeja City Mall—where over 25 top artistes performed for more than 30,000 fans—and a grand finale at the Eko Convention Centre, broadcast to audiences in 84 countries worldwide.
