• To unite Africans through the joyous celebration of excellence in music.

  • To promote and showcase African artistes and their music to the largely untapped non-African population in Africa and to a global audience.

  • To produce a world class, live performance and television broadcast show that portrays the best of Africa to the rest of the world.

  • To recognise distinguished African leaders through the AFRIMA Legend Awards/Special Recognition

  • To build emotional bonds between brands and their current customers and potential customers.

  • To create value for Africans and deepen brand equity of Africa.