The highly anticipated 9th edition of the All Africa Music Awards (AFRIMA) got off to a rocky and significantly delayed start on Sunday, January 11, 2026, leaving guests and viewers waiting for hours. The event, held at the Eko Hotel and Suites in Lagos, failed to commence at its scheduled time, with a notable absence of the continent's top music talents on the red carpet.
A Night of Waiting: Schedule Goes Awry
According to the official timetable, the glamorous red carpet was supposed to run from 3:30 p.m. to 6 p.m., followed by the main awards ceremony from 6:30 p.m. to 10:30 p.m.. However, the reality was starkly different. The red carpet itself did not open until around 6:15 p.m., already causing a major backlog.
By 7:15 p.m., guests were still milling about on the red carpet with no indication from organizers that the doors to the main event would open anytime soon. As of 7:51 p.m., the prestigious awards show had still not officially begun. Compounding the confusion was the glaring absence of major music stars, who typically form the centrepiece of such events, hours after the ceremony was slated to start.
The Significance and Scale of AFRIMA
The All Africa Music Awards is a cornerstone event for the continent's creative industry. Established in 2014 by the International Committee AFRIMA in collaboration with the African Union (AU), its mission extends beyond handing out trophies. It aims to reward musical excellence, celebrate African cultural heritage, elevate the global profile of African music, and support emerging artists.
For the 2026 edition, the impact was designed to be substantial. The event converged over 5,000 physical delegates, including international artists, creatives, media, and policymakers, at the Eko Hotel and Suites. Millions more were expected to tune in across Africa and the diaspora. Such a gathering typically boosts local tourism, driving occupancy in Lagos hotels, demand for transport, and patronage of restaurants and entertainment venues.
Strategic Partnerships and Broader Aims
AFRIMA's programmes, like the Music Village and Nominees Party, are engineered to create immersive experiences that encourage extended stays and cross-sector engagement, key for tourism growth. A major partner, FirstBank, highlighted the alignment with its strategic pillars. Olayinka Ijabiyi, Acting Group Head, Marketing and Corporate Communications at FirstBank, stated the partnership supports the bank's continental footprint and aims to deepen youth engagement, drive digital adoption, and strengthen brand awareness in key urban markets.
This year marked the third time Lagos has hosted the awards, following previous editions in Ghana and Senegal. The delay not only affected the live audience but also risked disrupting the carefully orchestrated schedule meant to showcase African talent to a global audience.
The late start of AFRIMA 2026 casts a shadow on what is meant to be a night of flawless celebration for Africa's vibrant music industry. It raises questions about logistical planning for major pan-African events and leaves fans waiting for the stars to finally arrive and the show to truly begin.
