Morocco’s entertainment scene is entering a new phase of growth after the Competition Council approved a strategic partnership between two major players in the country’s live events industry. La Nouvelle Société Avant-Scène will acquire a 45% stake in Seven PM, a company known for producing some of Morocco’s biggest festivals and cultural experiences.
The agreement brings together two influential companies operating at the heart of Morocco’s booming entertainment sector. Seven PM has become a major force in the organisation of large-scale festivals, concerts, and cultural events, helping shape the country’s modern live entertainment landscape.
Avant-Scène, known for its work in artistic production and event management, now joins Seven PM as a strategic partner through the acquisition of a significant minority stake. The move reflects growing confidence in Morocco’s cultural economy and the increasing demand for large entertainment experiences across the Kingdom.
In recent years, Morocco has strengthened its position as a leading destination for music festivals and international live events in North Africa. Major festivals continue attracting global artists, regional talent, and thousands of attendees every year, while local production companies are expanding their ambitions and capabilities.
The partnership between Avant-Scène and Seven PM is expected to create new opportunities for larger productions, international collaborations, and the development of more ambitious cultural projects. By combining expertise in production, logistics, and entertainment management, both companies could play an even bigger role in shaping the future of Morocco’s festival industry.
While the financial details of the transaction have not been disclosed publicly, the approval from the Competition Council officially allows the partnership to move forward.
As Morocco continues investing in culture, tourism, and entertainment, this deal highlights the rapid evolution of the country’s live events ecosystem and the growing importance of festivals within the national creative economy.
