When I saw the social media ad announcing that Kendrick Lamar would headline Global Citizen’s #MoveAfrika concert in Kigali, I was not particularly enthused. My many years as a Nigerian radio broadcaster had clearly exposed me to various music genres, including Hip Hop. Still, Afrobeats had me in a chokehold. I am one of those Nigerians who would most likely not dignify any playlist without a Nigerian artist with anything more than a head nod.
Hence, my lukewarm enthusiasm when I did not see an Afrobeats star on the #MoveAfrica concert bill. I made no plans to attend.
But fate had other plans. I was about to be royally schooled.
About a week ago, I got a call from a friend in Paris to link up with someone on the #MoveAfrika concert team who was coming into Kigali and would like to network. My best friend also came into town for the Christmas holidays, and she is a huge Kendrick Lamar fan, so we ended up with tickets to the event.
Over the last ten to twelve years working in radio and on the sidelines of the music and entertainment industry, there are certain markers I have used to judge large-scale events: conferences, concerts, festivals, etc. I have to tell you that, by every marker, the #MoveAfrika concert emerged in flying colors.
The organization was top-notch. From the very orderly security checks at the entrance to the moment we found our seats, it was calm, directed, and customer-centric. If you are Rwandan or have lived in Rwanda for a very long time, these might not be a big deal to you because you are familiar with those standards of organization and orderliness. Still, for someone coming from the chaotic scenes that typically characterize Lagos events, you must understand how much I appreciated traffic-less driving to the venue, parking in a good space, getting into a very sane and orderly queue to show my tickets, pass security, and get tagged without being hassled by touts, men in uniforms, or impatient concert-goers jostling to jump the line.
We came in early because the invite said doors would open at 5 pm, and the concert would start by 8 pm, and it was true to time. At exactly 8 pm, DJ Toxxyk started his set, and that’s when I knew we were in for a great night.
With a playlist that spanned several genres from Hip Hop to Afrobeats and Amapiano, all mixed with hit songs from popular East African artists, DJ Toxxyk took us on a journey, and we were only too happy to follow him. Like we say in local Nigerian parlance; he took us there!
Then came the opening acts. First on stage was Rwandan superstar, Bruce Melodie. Performing live with a very impressive band and a group of backup dancers, Bruce gave us a taste of what his fans at his just concluded iHeart Radio tour with Shaggy enjoyed. I got to see him up close too, and that man is fine, fine! With those dimpled cheeks that popped anytime he smiled, Bruce can come get it anytime. Whoo! Sorry, I got carried away for a minute.
Back to the concert.
After Bruce got us all hyped, Tanzanian singer Zuchu mounted the stage with a retinue of dancers and took us on an Amapiano ride. She was such a vibe as she got us all screaming “Zuchu, we wanna party!’
By this time, the energy in the room was high, and the 10,000 seating capacity BK Arena was filled up. Our side of the aisle had people standing on the steps, the floor area was filled with people standing shoulder to shoulder, but nobody minded. We were all there united by our common love for a great time, so we sang along, we danced, we shared drinks and even popcorn with strangers and screamed “We wanna party” together.
My favorite highlight of the night was Sherrie Silver and the kids from her foundation. Dressed in shiny costumes and looking like Christmas lights, the kids brought a different kind of joy and positive energy to the room and left us all oooohing and awwwing.
And then Boom! Surprise! Mr. President, His Excellency Paul Kagame himself was on stage for a few minutes. Ladies and gentlemen, the crowd went crazy. I was particularly excited because I have never seen him up close before, and I’m guessing it’s the same for a lot of the people sitting on our aisle because we all reacted the same way. At this point, everyone was on their feet, and the energy in the room was palpable admiration, adoration, and it struck me; inspiration. His mere presence on that stage elevated the feelings in that room. If I ever get to interview Mr. President, my very trivial question would probably be; “what does it feel like to be this loved?’
Sitting in the lobby just before the concert started, I had mentioned to my friend how young the majority of the audience was. I didn’t say this to her, but I felt a little self-conscious at first, thinking I was maybe a little too old to be there. As it turned out, my insecurities were unfounded because it didn’t matter. Once we got into the arena and the crowds started filling in, I saw older millennials like me, younger ones, Gen Zs, and everyone was having a good time. Let me also note that despite the fact that there were premium seat tickets, it didn’t matter in the end. Unlike what I was accustomed to in Lagos, there was no over-the-top attempt to separate the VVIPs and VIPs from the general audience. Everyone was there for one thing and one thing only; to enjoy good music.
And we did! I love Rwandan young people. They know how to have fun! They are a concert organizer and artist’s dream. They jumped, danced, sang and screamed along even when there was no artist on stage and the DJ was playing. They brought the vibe to the concert and I couldn’t help but compare the audience to where I was coming from; where people would not dance or stand up for the simple reason that they are in “VVIP” and must be seen to be “cool”.
But that’s a story for another day.
Let me tell you about Kendrick’s entrance. I only have one word for it. Electric. The visuals and the lighting, the sound effects, the dancers, the energy, everything working together in synergy to deliver a truly world-class stage presence.
For Kendrick’s entire one hour set, we were on our feet, rapping along, dancing, hollering, and just having a spiritually musical experience. For a Kendrick Lamar novice like me, it was an eye-opener. I didn’t know all the songs, but I happily bopped to everything.
Without mincing words, #MoveAfrika Kigali concert was a resounding success and one of the best live musical experiences I have ever had. So did I miss an Afrobeats artist on stage? Absolutely not!
The most important part for me, though, is the social and economic impact. For this concert, 1000 Rwandans were employed as local crew and production staff, over 70 singers and dancers were recruited to participate on stage in various sets, 20 artisans were hired to make the peace baskets used as lighting fixtures, and 35 young people received on-site training to gain work experience and skills growth. 15 filmmakers will also be joining a marketing and social media masterclass in collaboration with the Rwanda film office and Rwanda Development Board.
This, in my opinion, is how you define success.
Fola Folayan is a communication and media strategist, currently living in Kigali.
