Algiers, Algeria – September 10, 2025 – Nigerian music icon and entertainment executive,
Anthonia “Sasha P” Alabi, has emerged as the winner of the prestigious CANEX SME
Competition 2025, solidifying her position as a driving force for Africa’s creative economy.
Sasha P, founder of Purplefire Entertainment and convener of the upcoming Africa Live
Entertainment Conference (ALEC), stood out among entrepreneurs across the continent
with her innovative vision to build a pan-African touring circuit and strengthen the live
entertainment value chain.
Her winning pitch,
“From Barriers to Bridges- Building Africa’s Creative Backbone”
outlined a practical blueprint to create infrastructure, training, and opportunities for
artists, promoters, and stakeholders across Africa. By securing the competition’s top prize,
she unlocks both funding and visibility for a project set to transform Africa’s cultural and
economic landscape.
“This win is not just for me,it’s for every creative, every dreamer, and every African voice
that deserves a platform. ALEC and Purplefire are building systems that will allow African
talent to thrive, tour, and create sustainable value here on the continent,
” said Sasha P.
The CANEX SME Sessions, held as part of the Intra-African Trade Fair (IATF2025),
recognizes trailblazing entrepreneurs whose businesses contribute to intra-African trade
and innovation. Sasha P’s victory signals a bold step for Africa’s entertainment industry,
spotlighting the live entertainment sector as a key driver for trade, tourism, and cultural
exchange.A L E C | Sasha P @ IATF2025 | Press Release
With this milestone, Sasha P is set to scale her initiatives:
Africa Live Entertainment Conference (ALEC) – debuting January 2026 in Johannesburg,
bringing global stakeholders together to chart Africa’s entertainment future.
Purplefire Touring Circuit – developing a structured touring network across Nigeria, South
Africa, Kenya, Ghana, and Senegal.
Women in Live Training Program – equipping African women with skills and leadership
opportunities in the live entertainment industry.
As Africa’s entertainment ecosystem rises on the global stage, Sasha P’s win signals not just
personal triumph, but a victory for the continent’s creative future.
Media Contact:
TEAM ALEC
Email: press@purple-fire.com
For partnerships & Sponsorships
Email: Info@alec.africa
Phone: +234-818-453-2322
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