- Excellence: Kwacha Music Awards will inspire Zambian artists to grow and improve through distinguished Awards, competitions, and recognition.
- Inclusiveness: Kwacha Music Awards will provide an opportunity for every artist to showcase talent and be recognized with honor from every angle of the country, and for every fan to contribute by participating in the process of recognition.
- Innovation: Kwacha Music Awards will hearten originality and novelty and provide a platform for interaction of all players in the music industry.
- Productivity: Kwacha Music Awards will maintain an active presence in the music industry and challenge others to become or stay involved, as well.
- Encouragement: Kwacha Music Awards will embolden the music industry to develop its insular focus by reaching out and competing on the international stage.
- Community: Kwacha Music Awards will nurture relationships between fellow organizations and businesses that support the continued growth of Zambian Music.
- Good will: Kwacha Music Awards will display decency, courtesy, and respect toward every member of the music industry and every fan of the music fraternity.
- Pride: Kwacha Music Awards will be prestigious awards driven by quality and value as a source of dignity and honor.
