Organizers of the Afrobeats Music Festival (AMF) have paid a courtesy visit to the Deputy High Commissioner of Canada, Mr. Troy Arbulú Rojas, as part of plans ahead of the festival’s fourth edition, scheduled to be held in Toronto from August 1 to 3, 2025.
The delegation, led by Prince George Peters, founder of the festival, met with the Canadian diplomat at the Canadian Deputy High Commission in Lagos. Discussions focused on cultural exchange, bilateral collaboration, and strengthening the entertainment infrastructure between Nigeria and Canada.
Top figures from Nigeria’s creative sector were also present at the meeting, including Dami Adenuga, Oladapo Adewunmi, Bankulli, Destalker, MC Edopikin, and Zerry DL, who represented music star Shallipopi. Reekado Banks was also in attendance.
The presence of these cultural stakeholders, according to insiders, reflects the growing influence of Afrobeats as a global movement with diplomatic and economic value.
Since its launch, the Afrobeats Music Festival has evolved into one of Africa’s most vibrant cultural exports, promoting not just music but fashion, lifestyle, and identity on an international scale. Past editions held in Canada have attracted thousands of fans, including members of the African diaspora and international audiences.
The event has positioned itself as more than a music celebration. It is seen as a platform for international visibility, cross-cultural collaboration, and economic empowerment for African creatives.
The visit to the Canadian Deputy High Commission is part of broader efforts to deepen ties between the two countries through creative diplomacy. Discussions also touched on partnerships around training, trade, entertainment policy, and investments in the creative economy.
“Afrobeats is no longer just a genre but a global phenomenon,” Prince Peters said. “With each edition, AMF brings the world closer to Africa through music and culture. This visit reflects our commitment to building lasting partnerships that elevate not just the festival, but the entire creative ecosystem.”
As excitement builds for the 2025 edition, expectations are high that this year’s festival will offer an even bigger platform to showcase African talent while strengthening cultural and diplomatic ties between Nigeria and Canada.
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