For two days, Cotonou is the capital of the French-speaking music business. The Francophone African Music Industries Fair, known as SIMA, opened on Thursday at the city’s Sofitel for its third edition and its second in a row in Benin. Its theme, “African Music, from the stage to the power of influence”, sums up the ambition of its co-founders, cultural entrepreneur Mamby Laye Diomandé and artist and producer Pit Baccardi. The continent produces hits that circle the globe, while the people who create them still see too little of the revenue.
The economic stakes are high. Organisers point out that Africa’s creative economy could account for up to 20 million jobs by 2030. Last year the fair drew more than 6,700 participants, over 3,000 of them professionals. This year it has the backing of Benin’s Ministry of Culture, the BOAD Foundation, the French collecting society SACEM and two major labels, Sony Music and Warner Music.
The most anticipated strand deals with artificial intelligence. Together with CISAC, the global confederation of authors’ societies, Benin is hosting a pan-African summit on generative AI and copyright. Organisers estimate that 22 billion euros of creators’ income could be at risk over five years. Participants are expected to agree on a common African position on transparency in the use of data, artists’ consent and cultural sovereignty. The work should lead to a “Cotonou Declaration”, which Beninese authorities intend to present to the African Union in 2027.
The fair also welcomes a heavyweight guest. Live Nation, the world’s largest concert promoter, is making its first appearance on the continent, with Angelo Gopée, managing director of Live Nation France and of Midem, expected on a panel about live performance. Discussions on monetisation bring together representatives of Warner and Sony, collecting societies and rapper Tiakola. A’Salfo, Suspect 95, Hiro and Singuila are also expected, and Suspect 95 and Pit Baccardi are due to speak about a subject seldom raised in public, the mental health of artists.
Women’s place in the industry is one of this edition’s new features. The first network of women music professionals in sub-Saharan Africa was due to be officially launched on Thursday, along with a study of their role in Nigeria’s music industry and a pilot mentoring programme. The next generation has its showcase too. The Makaya stage presents young talent from Togo, Kenya and Madagascar, while masterclasses cover catalogue management, metadata and what makes a track go viral.
By hosting the fair for a second time, Benin is confirming its bet on the creative industries as a tool of influence. It remains to be seen whether the Cotonou Declaration will carry as much weight in Addis Ababa as it promises on paper.