Move Afrika: Revolutionizing Live Entertainment in Africa Through Music, Culture, and Advocacy
By: Vennisa Owusu-Barfi
In a groundbreaking event that echoed the spirit of change, the inaugural Move Afrika concert took center stage in Kigali, Rwanda, on December 6, 2023. Organized by international advocacy organization Global Citizen and the creative imprint pgLang, in collaboration with the Rwanda Development Board, Move Afrika brought together an array of global and African artists, turning the BK Arena into a pulsating hub of music, culture, and advocacy.
Source | Medium
Empowering Local Communities
The Move Afrika: Rwanda event wasn't just a concert; it was a movement. With more than 1,000 Rwandans employed, the concert aimed to drive economic investment into local production and entertainment houses, women-owned businesses, and young entrepreneurs. The stage design, set, and lighting incorporated the talents of local artists and craftsmen, creating a visual spectacle that celebrated Rwandan creativity.
The Nyamirambo Women's Center, with its traditional Agaseke peace baskets repurposed as dynamic lighting fixtures, and local artist Dolph Banza, who collaborated on the set's Kitenge fabric-inspired design, showcased Rwanda's artistic excellence on a global stage.
Agaseke Peace Basket | Source: Agaseke
Skills Development and Youth Empowerment
Move Afrika: Rwanda placed a strong emphasis on skill development and youth empowerment. The collaboration with the Harambee Youth Employment Accelerator provided training and work experience to 35 young individuals, fostering a new generation of professionals in event management. Over 70 local singers and dancers, many from disadvantaged backgrounds, graced the stage, illustrating the transformative power of the arts in uplifting communities.
Kendrick Lamar
A Pan-African Vision
As the curator of Move Afrika, Kendrick Lamar and pgLang are not only influencing the musical lineup but actively shaping the creative narrative and visual aesthetics. Lamar's history of spending time on the continent and his genuine passion for Africa position him as a fitting ambassador for this transformative endeavor.
Move Afrika, with Kendrick Lamar at its forefront, goes beyond entertainment. It symbolizes a movement towards genuine partnership, economic empowerment, and job creation across Africa. Kendrick Lamar's commitment to this initiative underscores the hunger within the global artist community to contribute to the dream of a thriving African music touring circuit.
Kigali, Capital of Rwanda | Source: Rough Guides
Legacy and Future Prospects
Move Afrika: Rwanda is not just a one-time event; it's a catalyst for lasting change. The concert provided over 4,000 free tickets to young Rwandans, emphasizing inclusivity and accessibility. The commitment to annual shows in Rwanda for the next five years, with plans to expand to neighboring countries by 2025, sets the stage for a vibrant and sustainable music touring circuit that will leave an enduring impact on Africa's entertainment industry.
As the concert's highlights and performances are set to be broadcast worldwide in early 2024, the world eagerly awaits the global impact of this transformative event on the African music scene.