Tanzanian stars Juma Jux and Folex have described winning at the 9th All Africa Music Awards (AFRIMA) in Lagos as life changing, saying the platform has greatly boosted their visibility and opened new doors across the continent.
They spoke in Dar es Salaam at a Media and Stakeholders’ Parley organised by AFRIMA’s International Committee, which brought together artistes, regulators, music executives and the media to review the impact of the awards on East Africa’s music industry.
Juma Jux, who won East African Artiste of the Year (Male), said the AFRIMA experience was career defining. “Winning AFRIMA changed a lot for me. People who never spoke to me before now reach out. Being on a stage watched in over 84 countries gives you a new level of visibility and responsibility,” he told participants.
He called for stronger partnerships between platforms like AFRIMA and Tanzanian government agencies to deepen support for creatives through exposure, training and knowledge sharing.
Folex, who won Best Music Video of the Year for directing Juma Jux’s “Ololufemi” video, said the Lagos recognition had transformed his career, giving him access to new networks and learning opportunities. He noted that being nominated alongside global names like Pink and Nigerian director TG Omori – and then winning – proved that East African talents can compete and triumph at the highest level.
According to him, the award validates the work of music video directors in Tanzania and boosts confidence within the country’s creative industry.
AFRIMA Associate Producer, Victoria Nkong, said the awards have evolved beyond a prize giving show into a development platform focused on building an ecosystem for African music. “Beyond the trophies, we focus on talent promotion, industry development and creating pathways that help African artistes move from local recognition to global visibility,” she explained.
Nkong stressed that the Dar es Salaam engagement was part of efforts to deepen collaboration with governments and stakeholders in Tanzania and East Africa. She said AFRIMA is committed to ensuring the region’s rich musical identities are strongly represented on the global stage.
Selemani Mabisso, Acting Assistant Director of the Music Department at Tanzania’s National Arts Council (BASATA), reaffirmed the council’s readiness to partner with AFRIMA and other international bodies to strengthen the country’s music industry. He said BASATA is open to initiatives that will help Tanzanian creatives compete more effectively worldwide.
The 9th AFRIMA took place from January 7 to 11, 2026, in Lagos, Nigeria, jointly organised by the African Union Commission and AFRIMA’s International Executive Committee, with Lagos State as official host city. The five day celebration featured seven major events, including a welcome soiree, 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 Eko Convention Centre broadcast to audiences in 84 countries.
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