Big Opportunity for Lesotho’s Music Stars as Africa’s Top Music Platform Joins Forces with LMA
A major breakthrough is brewing for Lesotho’s music industry as the All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have sealed a three-year strategic partnership aimed at taking Basotho artists to a bigger African stage.
The two organisations signed a landmark Memorandum of Understanding (MoU) that will strengthen Lesotho’s music industry, promote talent discovery and open new doors for artists to connect with Africa’s wider creative economy.
Under the deal, AFRIMA has officially recognised the Lesotho Music Awards as its collaborating country partner and regional liaison in the Kingdom of Lesotho.
The partnership is expected to give Basotho musicians greater access to continental opportunities, industry networks, talent development programmes and international exposure.
The agreement will focus on artist development, talent discovery, cultural exchange, industry networking, knowledge sharing and advocacy, while bringing government agencies, private-sector players, media organisations and music industry stakeholders closer together.
As part of the deal, LMA will promote AFRIMA initiatives in Lesotho, encourage Basotho artists to participate in AFRIMA programmes and coordinate AFRIMA-related activities in the country.
AFRIMA, on its part, will support LMA through official recognition, promotional resources, joint programmes and continued institutional engagement.
NEW AWARDS FRAMEWORK
One of the major highlights of the partnership is a new collaborative framework covering selected Lesotho Music Awards categories supported by AFRIMA.
Under the arrangement, AFRIMA will participate in agreed adjudication and verification processes designed to strengthen fairness, transparency, accountability and credibility.
However, the LMA will retain its independence over its other award categories.
Malibe Mahao, Founder and Executive Director of the Lesotho Music Awards, described the partnership as a major turning point for the country’s music industry.
“This partnership represents a defining moment for the music industry in Lesotho.”»
Mahao said working with AFRIMA would help connect Basotho artists with one of Africa’s leading music institutions while creating new opportunities for talent, investment, collaboration and continental recognition.
AFRIMA: WE’RE BUILDING MORE THAN AWARDS
AFRIMA’s Chief Experience Officer, Adenrele Niyi, said the organisation’s ambition goes far beyond staging an annual awards ceremony.
According to him, AFRIMA’s 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 & Advocacy—are designed to build a stronger African music ecosystem.
“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 described the partnership with LMA as another major step towards deepening continental cooperation and expanding opportunities for African creatives.
“We are delighted to welcome the Lesotho Music Awards into the AFRIMA family as our collaborating country partner in Lesotho,” he added.
“Together, we are not only celebrating music; we are building bridges, creating prosperity, promoting African unity through culture, and ensuring that the next generation of African music stars has the platform they deserve.”
AFRIMA’S BIG REACH
Founded in 2014 by the International Committee of AFRIMA in partnership with the African Union, AFRIMA has grown into one of Africa’s longest-running global music awards platforms.
The awards are broadcast to millions of viewers through more than 84 television stations worldwide and have become a major platform for celebrating African musical talent and promoting the continent’s rich cultural heritage.
Previous editions have been hosted in major African cities, including Lagos, Accra and Dakar.
The Lesotho Music Awards, established in 2021, is the country’s premier platform for recognising excellence in the Basotho music industry.
The awards celebrate musicians, producers and other industry professionals while promoting the growth and international visibility of Lesotho’s music scene.
With the new partnership, both organisations are betting on stronger collaboration, greater talent development and increased international exposure for Basotho creatives.
AFRIMA and LMA are expected to unveil details of joint programmes, artist initiatives, industry engagements and other activities under the three-year deal in the coming months.
