Journey to SIMA 2025: Inside Francophone Africa’s Biggest Music Industry Gathering

A five-hour road trip from Nigeria to Cotonou, Benin Republic turned into an unforgettable week-long immersion into the heart of French-speaking Africa’s music industry. Between language barriers and breathtaking sunsets, this year’s Salon des Industries Musicales d’Afrique Francophone (SIMA) proved why it’s the premier destination for anyone serious about Francophone African music.

The journey began with a humbling reminder that French skills are non-negotiable in this part of the world. Despite the usual border checkpoint routines, the drive offered a stunning backdrop – a mesmerizing sunset that made the late afternoon travel worthwhile.

SIMA 2025 kicked off with an energetic first day at the EYA community centre, where resident artists Opa and Kikimoteleba shared their creative process. A highlight was meeting Pit Baccardi, the legendary Cameroonian musician and SIMA co-founder, who provided insight into the event’s mission. The day concluded with a cultural feast – from the twin brothers Brice and Bruno Tountounnou’s Beninese art exhibition at Maison Rouge to mind-bending virtual reality experiences at Institut Français.

The following days were packed with industry heavyweights sharing knowledge. Ivorian star Shado Chris mentored upcoming artists, while the Benin Tourism Board’s Cynthia Aïssy revealed plans to position Benin as Africa’s creative hub. At Sèmè City, an innovative eco-city, masterclasses focused on taking African music global.

Nigerian expertise was well represented, with MOVE Africa’s Ifeoma Chuks-Adizue and entertainment lawyer Foza Fawehinmi leading crucial discussions about live performances and legal frameworks. The event culminated in unforgettable performances, including a club night featuring Opa and Pit Baccardi that had everyone on their feet.

SIMA 2025 wasn’t just another industry event – it was a masterclass in collaboration, creativity, and cultural exchange. For those tracking the evolution of African music, one thing was clear: Francophone African music is ready for its global moment. Mark your calendars and follow @sima_afrique for updates on next year’s edition – this is one gathering you won’t want to miss.

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