On the night of November 23, 2024, the Friends of Amstel show lit up the Kigali Conference and Exhibition Village, popularly known as Camp Kigali. Nigerian music sensation Bnxn Buju headlined the event, delivering a powerful performance despite an unexpectedly small audience.
Bnxn Buju, known for performing in arenas packed with 8,000 to 10,000 fans, faced a surprising attendance of fewer than 350 people at his Kigali debut. The low turnout left many wondering what went wrong. Analysts in the entertainment industry pointed to inadequate promotion, as the artist only announced the show to his 1.7 million followers the night before, despite it being scheduled two months earlier.
Despite the modest crowd, Bnxn Buju proved why he’s one of Africa’s most celebrated artists. Taking the stage at 10:20 PM, he captivated the audience with a 50-minute performance featuring his popular collaborations, such as Gwagwalada with Kizz Daniel and Seyi Vibez, Feeling with Ladipoe, and Romeo Must Die featuring Ruger. His warm interaction with fans, vibrant stage presence, and heartfelt appreciation for Rwandans created an intimate and memorable experience.
The show wasn’t just about Bnxn Buju. Rwandan talents like Kenny K-Shot and Bruce The 1st brought local flavor to the stage, sharing the spotlight with the international star. The Symphony Band surprised attendees with their hit song Respect featuring Alyn Sano, along with a rendition of a classic Shaggy track, adding to the night’s energy.
The Friends of Amstel event offered more than just performances. Festival-style activities, including interactive games like “Biyari” and live art sessions, showcased Rwanda’s cultural heritage and kept the audience engaged. Attendees praised the creative and lively atmosphere despite the low turnout.
While the event boasted a stellar lineup and vibrant activities, its success was dampened by insufficient publicity. Many Rwandans were unaware of the concert until the last minute. Industry insiders suggest that a better marketing strategy could have significantly increased attendance, especially given reports that securing Bnxn Buju allegedly cost between 20 million and 32 million Rwandan Francs (Frw).
Although the show struggled with low attendance, Bnxn Buju’s electrifying performance and the event’s rich lineup proved the potential of Kigali as a hotspot for international music events. For future shows, investing in robust promotional efforts could ensure a packed house and a better return on investment.
