In an exciting development for music enthusiasts in Africa, renowned rapper Kendrick Lamar has been announced as the headliner for Move Afrika: A Global Citizen Experience, a groundbreaking initiative aimed at establishing an international touring circuit on the continent. The initiative will kick off with a highly anticipated concert in Kigali, Rwanda on December 6th.
Move Afrika aims to showcase the immense potential and opportunities for artists who appeal to Africa's booming young population. Global Citizen CEO Hugh Evans revealed that the concert at the BK Arena will be financed through a combination of philanthropic donations and corporate funding. The hope is that Lamar, known for his hit track "Humble" and recipient of the prestigious Pulitzer Prize, will inspire other artists to explore the African market.
Evans emphasized that Move Afrika is rooted in social enterprise, with the aim of providing certainty to vendors and partners to enable their scalability and expansion. The long-term vision for the initiative is to encourage the growth and development of small businesses throughout the region, leading to more events and tours year-round.
Recent years have seen African artists such as Burna Boy, Rema, and Davido achieve global success with their chart-toppers. The music industry has taken notice, with MTV even introducing a category for Best Afrobeats Video at this year's Video Music Awards. Additionally, the Grammys announced that they will introduce a new award category for Best African Music Performance in the upcoming year.
Kweku Mandela, Chief Vision Officer of Global Citizen, stressed the importance of making major concerts accessible to Africans just like any other region. He dismissed the oft-cited reasons of lacking infrastructure and technical crews, stating that the issue actually lies in a lack of will. Mandela pointed out that over the past few decades, numerous renowned artists have performed on the continent, proving its capacity to host big events.
Move Afrika: Rwanda will not only feature Kendrick Lamar, but also showcase other regional artists selected by Lamar and filmmaker Dave Free's creative services company, pgLang. The event will also launch an advocacy campaign urging world leaders to take action on issues affecting Africa.
Mandela hopes that Move Afrika will bring about a paradigm shift and send a powerful message to the music industry. He believes it will demonstrate the enormous opportunities available in Africa and emphasize the necessity of engaging with the continent for the betterment of society and humanity as a whole. With this groundbreaking initiative, Africa is set to become a vibrant hub for global music and cultural exchange.