AFRIMA Opens Diamond Showcase Portal, Calls on Emerging African Artists to Submit Entries
The All Africa Music Awards (AFRIMA) has opened applications for its Diamond Showcase platform, signaling the start of a continent-wide search for undiscovered music talents ahead of the 9th AFRIMA Awards ceremony scheduled to hold in Lagos, Nigeria, in January 2026.
Ejes Gist Nigeria reports that the Diamond Showcase is one of AFRIMA’s strategic talent development programmes designed to identify promising singers, rappers, instrumentalists, DJs, and producers across Africa who have not yet gained mainstream exposure. The platform operates as a gateway for rising creatives to present their music to influential industry stakeholders capable of supporting long-term career growth.
AFRIMA announced the opening of the portal through its Northern Africa Regional Office, which confirmed that the Diamond Showcase will serve as a central part of the build-up to the 9th AFRIMA Awards. The application window is open from November 18 to December 8, 2025, and interested participants are encouraged to apply early through the official link www.afrima.org/Diamond-Showcase or via AFRIMA’s verified Instagram page.
The Showcase, first introduced as an incubation platform for unsigned musicians, has quickly grown into one of the continent’s most anticipated stages for emerging artists. Its focus is to bridge existing gaps in the African music industry by giving lesser-known talents the opportunity to perform before leading executives, record label scouts, producers, A&R teams, and media establishments.
A Platform for Creatives Across All Genres
The Diamond Showcase welcomes entries from all music genres and categories. Eligible participants include:
- Vocalists (solo or group)
- Rappers and spoken-word artists
- Music producers
- Disk jockeys (DJs)
- Instrumentalists
- Cross-genre performers
- Afro-fusion and experimental creators
Applicants must submit a 45-second performance video showcasing their vocal or instrumental ability. The AFRIMA Jury — a panel of music experts drawn from different regions of the continent — will review all entries and shortlist the most promising 15 contestants, collectively referred to as “The Diamonds.”
These selected finalists will be invited to Lagos for a two-day live performance event scheduled for January 6 and 7, 2026, with showcases holding each evening between 7:00 PM and 11:00 PM. The performances will take place in front of a live audience that includes key industry leaders, journalists, event promoters, and music investors.
AFRIMA describes the Showcase as an opportunity for young creatives to transform their careers through visibility and industry access. Finalists will receive:
- An all-expense-paid trip to Lagos
- AFRIMA-branded gifts and materials
- Mentorship opportunities with award-winning artists and executives
- Coverage by major media organisations
- Performance slots during the AFRIMA pre-event activities
- Direct interaction with professionals who can support future projects
AFRIMA’s Commitment to Talent Development
Speaking on the significance of the Showcase, Janatte Haddadi, AFRIMA’s Regional Manager for Northern Africa, said the organisation is committed to creating a structured pathway that connects undiscovered talents with meaningful opportunities. She explained that many young African musicians possess extraordinary talent but remain hidden due to the absence of exposure, funding, or industry networks.
Haddadi emphasised that AFRIMA intends to find these individuals and bring them into spaces where their music can be appreciated and evaluated by experts who understand their potential. She noted that the Showcase will continue to function as a bridge between raw talent and mainstream recognition.
According to her, young musicians across Africa frequently face barriers such as lack of access to proper recording studios, absence of mentorship, limited visibility on major media platforms, and difficulty reaching industry powerbrokers. The Diamond Showcase aims to break these limitations by placing emerging artists on a continental stage.
How the Selection Process Works
The Diamond Showcase uses a structured talent evaluation system handled by the AFRIMA Jury. This process involves:
- Submission Review
The Jury receives all 45-second video entries submitted through the official portal. - Technical Assessment
Videos are assessed based on vocal ability, originality, stage presence, rhythmic control, instrumental mastery, production skill (for producers), and creative direction. - Shortlisting Phase
The top 30 entries are shortlisted internally before being narrowed down to 15 finalists. - Final Approval
The final list is approved by AFRIMA’s central governing team. - Public Announcement
The Diamond finalists are unveiled through AFRIMA’s official media channels. - Live Showcase
Finalists travel to Lagos for their live performances, mentorship sessions, and industry meetings.
The Jury, consisting of music experts from East, West, North, Southern, and Central Africa, ensures that the selection maintains continental representation and reflects Africa’s musical diversity.
A Launchpad for the Next Generation
The Diamond Showcase has played a defining role in the careers of several African talents since its introduction. Many alumni have gone on to secure:
- Recording contracts
- Music distribution deals
- International collaborations
- Invitations to perform at major festivals
- Media interviews across TV, radio, and online platforms
- Professional management and A&R support
AFRIMA believes the 2025/2026 edition of the Showcase will produce several new faces capable of shaping Africa’s future sound. The platform has become a symbol of hope for musicians who work outside the mainstream pipeline but possess the ambition and creativity required to build global careers.
Event Schedule and Pre-Awards Activities
The Diamond Showcase is one of several events lined up for the 9th All Africa Music Awards, which will hold in Lagos, Nigeria, from January 7 to 11, 2026. AFRIMA has unveiled a comprehensive schedule that includes:
- Africa Music Business Summit (AMBS)
- Diamond Showcase (January 6–7)
- Music Village Concert
- Nominees’ Party
- Red Carpet Ceremony
- Grand Awards Night
These programmes are designed to celebrate Africa’s cultural achievements, promote industry dialogue, and strengthen collaboration among artists, music entrepreneurs, investors, and policymakers.
AFRIMA, African Union & Lagos State Partnership
AFRIMA continues to partner with the African Union and the Lagos State Government, the official host city for the 9th edition. The collaboration aligns with the African Union’s cultural objectives to promote African music as a global export and strengthen creative economies across member states.
Lagos State, known for its vibrant entertainment ecosystem, will again host thousands of artists, delegates, and visitors during the Awards Week. The Awards Night and related events will be broadcast to audiences in over 84 countries, ensuring global visibility for African music.
Growing Interest from Young Creatives
AFRIMA’s talent development agenda has continued to attract interest from schools, youth organisations, community groups, and emerging creators across Africa. The Diamond Showcase has become particularly popular among independent artists who rely on digital platforms, home studios, or community talent hubs to develop their craft.
Several music trainers and cultural organisations across North, East, West, and Southern Africa have encouraged their members to participate, calling the Showcase an accessible and credible platform for breakthrough exposure.
Industry observers note that Africa currently has the fastest-growing youth population in the world, with millions of young people exploring music as a career. Platforms like the Diamond Showcase offer structured pathways for these talents to transition from obscurity into formal music spaces.
Application Instructions for Interested Artists
AFRIMA has provided clear guidelines to ensure a smooth application process:
Eligibility Requirements
- Must be an African artist (solo or group).
- Can be unsigned or signed to an independent label.
- Must have an original performance for submission.
- Must have a valid means of identification.
Submission Requirements
- A 45-second performance video showing a live vocal, instrumental, rap, DJ set, or production sequence.
- Video must be clear, audible, and unedited.
- Only one entry per artist is allowed.
How to Apply
- Visit www.afrima.org/Diamond-Showcase
- Fill out the application form
- Upload the performance video
- Submit and wait for the Jury’s evaluation
What Finalists Can Expect in Lagos
Artists selected as the final 15 Diamonds will enjoy:
- Fully funded travel and accommodation
- Access to AFRIMA mentorship programmes
- Participation in pre-event rehearsals
- Professional stage setup for live performances
- Photography, videography, and media exposure
- Networking opportunities with key industry professionals
- Exclusive AFRIMA merchandise and recognition certificates
These benefits are intended to give finalists practical tools to improve their careers while also positioning them for long-term success.
