By: Tunji Okunlola
The All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have entered into a landmark three-year strategic partnership aimed at accelerating the growth of Lesotho’s music industry and expanding opportunities for Basotho artists across the African music landscape.
The collaboration, formalised through the signing of a Memorandum of Understanding (MoU), designates the Lesotho Music Awards as AFRIMA’s official collaborating country partner and regional liaison in the Kingdom of Lesotho. The agreement marks a significant step in advancing the country’s creative and cultural sector.
Under the partnership, both organisations will work together to promote African music and cultural exchange through talent discovery, artist development, institutional collaboration, knowledge sharing, industry networking, and advocacy. The initiative is also expected to strengthen collaboration among government institutions, private sector stakeholders, media organisations, and key players within the music industry.
As part of the agreement, the Lesotho Music Awards will champion AFRIMA’s programmes within the country, encourage greater participation of Basotho artists in AFRIMA initiatives, facilitate engagement with local industry stakeholders, and coordinate AFRIMA-related activities in Lesotho.
In return, AFRIMA will provide official recognition to the Lesotho Music Awards while supporting the organisation through promotional resources, joint programmes, and sustained institutional collaboration.
A major component of the MoU is the establishment of a collaborative framework for selected LMA award categories that will receive AFRIMA’s support. Under this arrangement, AFRIMA will participate in agreed adjudication and verification processes designed to reinforce fairness, transparency, accountability, integrity, and international credibility, while preserving the independence of all other Lesotho Music Awards categories.
Commenting on the agreement, Founder and Executive Director of the Lesotho Music Awards, Malibe Mahao, described the partnership as a transformative milestone for the country’s music industry.
“This partnership represents a defining moment for the music industry in Lesotho,” Mahao said.
“Working alongside AFRIMA allows us to connect Basotho artists with one of Africa’s most respected music institutions while strengthening our commitment to building a sustainable and internationally competitive creative industry.”
The partnership is expected to provide emerging and established artists from Lesotho with greater exposure, stronger industry connections, and enhanced access to continental platforms that promote African music and culture.