As part of its responsibilities, the Lesotho Music Awards will promote AFRIMA programmes within Lesotho, encourage greater participation of Basotho artists in AFRIMA initiatives and coordinate AFRIMA-related activities in the country. A key component of the partnership is the introduction of a collaborative framework for selected Lesotho Music Awards categories. Founder and Executive Director of the Lesotho Music Awards, Malibe Mahao, described the partnership as a landmark moment for the country’s music industry. He noted that welcoming the Lesotho Music Awards as AFRIMA’s official collaborating country partner in Lesotho would deepen continental collaboration, expand opportunities for African creatives and promote unity through music and culture. The Lesotho Music Awards, established in 2021, serves as the country’s premier platform for recognising excellence in the Basotho music industry while promoting musicians, producers and other creative professionals.