President and Executive Producer of the All Africa Music Awards, AFRIMA, Mike Dada, was part of Art and Cultural experts invited to the 5th African Union Pan-African Cultural Congress (PACC5) held at the African Union Headquarters, Addis Ababa, Ethiopia from September 5 to 7, 2018. PACC is a platform for Pan-African Cultural Institutions and Civil Society Organizations working on the arts, culture, and heritage field to provide their contributions to the policy making process of the African Union, AU.

Mike Dada, drawing from his experience and knowledge in destination Marketing,Perception Management, Media and Law presented a paper with the theme “Advancing the African Union Agenda 2063 through African Culture and Creative Economy” aimed at sharing best practices for the promotion of the AU Agenda 2063, shared practical knowledge on actions AFRIMA employs in showcasing great potentials and values of the African musical and artistic heritage, while also promoting the positive image of Africa to the world for global competitiveness.

Mr. Mike Dada was also elected 2nd Vice President of the PACC Bureau, a position which will be occupied for 3years, and subject to the PACC objective of proposing policies towards the contribution of culture and arts in the development of the continent. Also elected into the PACC5 Bureau were Chairperson, Mr. Daves Guzha – President of Arterial Network; 1st Vice Chairperson, Prof. Lupwishi Mbuyamba – Executive Director of OCPA; member, Dr. Vuningoma James – Executive Secretary, Rwanda Academy of Language and Culture; member, Mrs Florence Mukanga Majachani – Cultural Policy Consultant and Research; 1st Rapporteur, Mrs. Joy Mboya – Executive Director of the Godown Arts; and 2nd Rapporteur, Mr. Oleg Olivier Karambizi – Pan – African Festival of Dance (FESPAD).