Created in Paris in 1978 by Mamadou Konté, Africa Fête served to reveal internationally famous musicians like Manu Dibango, Salif Keïta, Angélique Kidjo or Youssou N’Dour. During its 12^th edition in 2012 in Dakar and other regions in Senegal (Kaolack, Louga, Saint-Louis and Ziguinchor), Africa Fête generated some 500 direct jobs and nearly 2500 indirect jobs. In the course of 34 concerts, 50 artist groups and 500 musicians performed in front of an audience of more than 20 000 persons. 100 persons came to support the permanent staff of 10 persons.

In order to build on the achievements of the festival Africa Fête, producers from West Africa created in September 2007 the “African music export office” (BEMA) based in Dakar. Its main objective was to facilitate the export and promotion of a new generation of artists and promote market development. Institutional partners were numerous: European Union, International Organization of La Francophonie, French Ministry of Foreign Affairs, Association of composers and music publishers to protect copyright and royalties (SACEM), UNESCO. 

After several years of promoting the export of musicians within European markets, members of BEMA realized the strategic necessity to invest in the development of regional markets. This choice was based on an audience survey which confirmed the existence of real growth potential for African music and entertainment in the region.

“These events not only allow for an increased mobility of operators, artists and their works, but they also help to develop local markets”, says Cécile Rata, Chief Executive of the African music export office. Hence, BEMA can be seen as a model tool to raise the voice of African actors on the ground.