The All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have signed a three-year strategic partnership aimed at strengthening Lesotho’s music industry and creating new opportunities for Basotho artists to connect with Africa’s wider creative ecosystem.

The agreement, formalised through a Memorandum of Understanding (MoU) in Maseru, officially recognises the Lesotho Music Awards as AFRIMA’s collaborating country partner and regional liaison in the Kingdom of Lesotho, marking a significant step in the country’s efforts to expand its presence within Africa’s creative economy.

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The AFRIMA Lesotho Music Awards partnership will focus on talent development, music promotion, cultural exchange, industry networking, knowledge sharing and stronger collaboration among government institutions, private sector organisations, media platforms and creative stakeholders.

Under the agreement, the Lesotho Music Awards will support AFRIMA initiatives within the country by encouraging greater participation from Basotho artists, facilitating industry engagement and coordinating AFRIMA-related activities.

AFRIMA will provide official recognition, promotional support and collaborative opportunities to strengthen LMA’s contribution to the local music landscape.

A major component of the partnership is the creation of a framework for selected Lesotho Music Awards categories supported by AFRIMA.

The continental awards body will participate in agreed adjudication and verification processes designed to enhance transparency, accountability and international credibility while maintaining the independence of other LMA award categories.

Speaking on the partnership, Malibe Mahao, Founder and Executive Director of the Lesotho Music Awards, described the agreement as a defining moment for the country’s music industry.

“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,” Mahao said.

AFRIMA Chief Experience Officer Adenrele Niyi said the partnership aligns with the organisation’s wider vision of building a complete African music ecosystem beyond an awards ceremony.

“At AFRIMA, our vision 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.

Adenrele Niyi added that welcoming the Lesotho Music Awards as a collaborating country partner would help deepen continental cooperation while providing emerging artists with greater platforms for growth and recognition.

Founded in 2014 by the International Committee of AFRIMA in partnership with the African Union, AFRIMA has developed into one of Africa’s leading music recognition platforms.

The awards have been broadcast internationally through more than 84 television stations and have previously been hosted in cities including Lagos, Accra and Dakar.

The Lesotho Music Awards, established in 2021, serves as the country’s premier platform for recognising musicians, producers and other professionals contributing to the growth of Basotho music.

The awards have played a role in promoting local talent while creating pathways for greater international exposure.

The new partnership reflects a shared ambition by both organisations to strengthen Africa’s music ecosystem through collaboration, innovation and cultural exchange.

It is expected to create opportunities not only for performers but also for producers, music executives, media professionals and creative entrepreneurs in Lesotho.

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AFRIMA and the Lesotho Music Awards are expected to announce joint programmes, artist initiatives and industry activities as the partnership progresses.