Morocco has just approved a deal that brings together two key players behind some of the country’s biggest festivals. The competition authority has given the green light for La Nouvelle Société Avant-Scène to buy a 45% stake in Seven PM, a company known for organising large cultural events.
The agreement means Avant-Scène will share control of Seven PM with its founder, Moulay Ahmed Alami.
This move brings together a major corporate events and communication group with an independent festival organiser.
Avant-Scène is led by Myriam Abikzer. The company works across communication, digital marketing, public relations and technical event production. It also provides equipment like staging, lighting and event structures. With this deal, it moves further into large public events.
Seven PM has built its name through music festivals across the country. It was previously run as a single-owner company by Mr Alami.
Its best-known event, Jazzablanca in Casablanca, has grown into a major festival. In 2025, it stretched to 10 days and added free public stages alongside its main venue. Some concerts pulled in close to 14,000 people, including shows by Black Eyed Peas.
The company also runs Tanjazz in Tangier and the Amazingh Festival in Taghazout Bay near Agadir.
Morocco’s festival scene is getting bigger each year. Events are drawing larger crowds and more private sponsors. Mr Alami has often said that private funding plays a key role in keeping these festivals going and helping them grow.
