The city of Cotonou will become the hub of Africa’s Cultural and Creative Industries (CCI) from November 10 to 15 as it hosts the Francophone Africa Music Industry Fair (SIMA). This six‑day event will gather influential figures from the continent’s music and cultural scene—including artists, producers, institutions, major labels, and investors—to celebrate African creativity, share expertise, and explore new models of cultural cooperation and export.
SIMA 2025 will feature a range of activities, such as performances by prominent artists, discussions on regulation and recognition of artistic work, and forums on export models for African hip‑hop. A constellation of influential artists will appear, including A’S alfo from Magic System and Pit Baccardi, co‑founder of SIMA and founder of Empire Company. Experts such as Akotchayé Okio, International Development Director at SACEM, and Oyinkansola Fawehinmi, lawyer to Nigerian artist Davido, will address copyright issues in the music industry, while the SNEP will provide expertise on international certification standards.
Institutional representatives will also take part. William Codjo, Director of the ADAC, and Sinde Chékété, Director General of Benin Tourism, will discuss the role of cultural diplomacy and tourism development in the creative economy. Major labels—including Universal, Sony Music, and Warner—will explore export partnerships, and financial institutions such as Afreximbank and the BOAD Foundation will present investment mechanisms for Africa’s creative industries.
The fair will include awards and recognition programs, notably the Les Flammes Awards and the Kundé Awards, which aim to promote African talent. According to Mamby Diomandé, Founder and General Commissioner of SIMA, the event seeks to turn Africa’s creative energy into a sustainable economic engine. It will also provide a platform for local icons like Lionel Talon and Ulrich Adjovi to showcase Beninese talent and heritage.
By bringing together creators, investors, institutions, and global platforms, Cotonou is asserting itself as a major hub for Francophone African music. The 2025 edition of SIMA is expected to mark an economic and cultural turning point, where creativity becomes a truly productive and profitable industry. With its diverse activities and high‑profile attendees, SIMA 2025 is set to be a significant event on the African music industry calendar.
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