Sasha P Wins CANEX SME Pitch 2025,Takes Home $10,000 Prize.

Nigerian music icon and entertainment executive Anthonia “Sasha P” Alabi has emerged as the winner of the prestigious CANEX SME Pitch Competition 2025, a landmark achievement that signals a bold future for Africa’s live entertainment sector.

Sasha P, founder of Purplefire Entertainment and convener of the upcoming Africa Live Entertainment Conference (ALEC), impressed judges and industry stakeholders with her forward-looking pitch, “From Barriers to Bridges – Building Africa’s Creative Backbone.” Her blueprint outlined a sustainable model for building a pan-African touring circuit, strengthening infrastructure, and creating opportunities for artists, promoters, and cultural entrepreneurs across the continent.

Though widely recognized as one of Nigeria’s pioneering female hip-hop artists, Sasha P has steadily expanded her influence into the business of entertainment. Her vision is clear: to transform Africa’s fragmented live entertainment landscape into a connected, thriving ecosystem capable of driving both cultural and economic impact.

“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,” Sasha P remarked shortly after her victory.

Her words reflect the deeper significance of the win: this is not just an accolade for one individual, but a milestone for Africa’s creative industries at large.

The CANEX SME Pitch, hosted within the Intra-African Trade Fair (IATF2025), recognizes visionary entrepreneurs whose businesses contribute to intra-African trade and innovation. Sasha P’s victory is particularly symbolic because it elevates the live entertainment sector often overlooked in discussions of trade as a vital driver of growth, tourism, and cultural exchange.

With Africa’s youthful population and booming creative output, the continent stands on the brink of a global cultural renaissance.

Sasha P’s project addresses one of the sector’s biggest barriers: the lack of a structured touring and training framework. By bridging that gap, she sets the stage for more robust revenue streams, stronger cultural exports, and sustainable opportunities for local talent.

Following her CANEX triumph, Sasha P is set to scale her initiatives through three key projects:

• Africa Live Entertainment Conference (ALEC) – Launching in January 2026 in Johannesburg, ALEC will convene global and African stakeholders to shape the future of entertainment on the continent.

• Purplefire Touring Circuit – A structured network designed to connect touring opportunities across Nigeria, South Africa, Kenya, Ghana, and Senegal.

• Women in Live Training Program – A groundbreaking effort to equip African women with the skills, leadership, and opportunities to thrive in the live entertainment industry.

Each of these initiatives reflects Sasha P’s dual commitment to innovation and inclusion, ensuring that Africa’s creative economy grows in both scope and equity.

Sasha P’s achievement at CANEX SME Pitch 2025 is more than a personal milestone; it is a turning point for Africa’s cultural economy. By spotlighting live entertainment as a viable and strategic sector, her win underscores the power of creativity to drive trade, inspire collaboration, and project Africa’s voices onto the global stage.

As preparations for ALEC 2026 begin and Purplefire expands its reach, one thing is clear: Sasha P is not just making history — she is building the future of African entertainment.