Music festivals play a crucial role in promoting African music on both the continent and the global stage. But one African country that has successfully harnessed music festivals to develop its tourist sector is Morrocco. More than 10 annual music festivals happen in different regions of the country, bringing 10 million people into the country for a chance to enjoy different cultural displays from different parts of the world. So the question is: how has the music festival model benefited the Moroccan economy, and what lessons can other African countries learn?
Showcasing Talent
Every year, music festivals in Morrocco provide a platform for both emerging and established African artists to perform in front of large audiences, increasing their visibility. The Visa for Music event, for example, attracts a mix of local and international attendees, broadening the reach of African music.
Cultural Exchange
Festivals often feature a mix of artists from different cultures and countries, facilitating cross-cultural interactions and collaborations. This year, for example, over fifty (50) musical artists from all over Africa will be at the Visa for Music event in Rabat this November. And that is just one of many festivals in Morocco this year alone. Attendees can learn about the diverse musical styles and cultural traditions of Africa through performances, concerts and workshops.
Economic Impact
Festivals generate significant revenue for local economies through tourism, including spending on hotels, restaurants, and local businesses. For example, a study by Moroccan consulting firm Valyans revealed that each dirham invested in Essaouira’s Gnaoua Festival generates 17 dirhams in return, injecting 240 million dirhams into the city’s economy during the event. This means more jobs for event managers, security personnel, and hospitality managers. The Mawazine festival, for example, drives the turnover of tourism in Rabat by more than 20%, and hotel occupancy rates oscillate between 60% and 100% during the festivities. Agadir’s Timitar festival similarly creates thousands of jobs, primarily benefiting locals.
Industry Development
A feature of Moroccan music festivals is that they provide a space for industry professionals, particularly within Africa, to network, form partnerships, and discuss business opportunities. For example, at the Visa for Music festival in Rabat this November, Arts Connect Africa will hold its annual congress. The ACA Congress is a gathering of music industry professionals from across Africa. This congress enables creative minds to interact, share ideas, and launch initiatives that push the boundaries of African music. The ACA Congress will also be an avenue to highlight new trends, technologies, and business models in the African music industry.
Global Promotion
Music Festivals attract media attention, resulting in extensive coverage that can promote African music to a global audience. Many festivals are live-streamed or recorded, reaching audiences worldwide and promoting African music beyond physical borders.
Community Building
Festivals bring together people from diverse backgrounds, fostering a sense of community and shared cultural appreciation. Morocco uses its music festivals to celebrate African heritage and music, promoting cultural pride among attendees. However, beyond celebrating African culture, Music communities across the world, such as Cultural Connections Latin America and the European Jazz Network, will be present at the Visa for Music conference in Rabat. These two groups, among others, will have a chance to meet with Arts Connect Africa.
Highlighting issues and causes
Morrocco is a multi-ethnic society, and as a result, festivals often highlight social, political, and environmental issues, using music as a tool for advocacy and raising awareness. Brahim El-Mazned, one of Morrocco’s top festival organizers, routinely ensures that his festivals partner with charities and NGOs, using the platform to support various causes.
Diverse Programming Festivals often feature a wide range of genres, from traditional African music to contemporary styles showcasing the diversity of African music. They also provide a space for experimental and innovative music acts that might not fit into mainstream venues. Artists gain valuable performance experience, helping them to hone their craft and build their stage presence. Interacting with audiences and other musicians provides artists with feedback and inspiration for their growth
