Afro Nation Secures Long-Term Deal to Stay in Portugal

Global entertainment company TMG (The Malachite Group) has renewed its partnership with the Municipality of Portimão through an exclusive multi-year licensing agreement, ensuring that the Afro Nation festival will continue to take place in the Portuguese town. The announcement was made during a special presentation at the Lisbon Tourism Fair, hosted by Better Tourism Lisbon.

With this renewed commitment, Praia da Rocha, the festival’s beachfront home since its 2019 debut, will remain the heart of the event. The next edition is set for July 9–11, 2025, with headliners including Burna Boy, Tems, Davido, and Mary J. Blige.

“Portimão is where the Afro Nation movement was born, and we want to keep building unique experiences that unite communities in one of the most beautiful beaches in the world,” said Natasha Manley, CEO of TMG. The company also reaffirmed its commitment to sustainable local economic development by continuing to work with regional suppliers.

Portimão’s Mayor, Álvaro Bila, highlighted the cultural and economic value of the festival: “Afro Nation has turned Portimão into a prime destination for international events, with direct benefits for tourism, hospitality, and unprecedented global visibility.”

In addition to the festival, TMG plans to expand its events portfolio and launch new brands in the region. Founded by music entrepreneur Obi Asika, the company has generated over $1 billion in global economic impact through brands like Piano People, Afrotronic, and LIT Everywhere.

With this renewed alliance, Afro Nation is set to remain not only a must-attend summer festival but also a driving force for cultural and economic growth in the Algarve.

Words: @annaamaso