Just over a week after alerting his supporters of a big announcement, musician Bruce ‘Melodie’ Itahiwacu, on Tuesday, May 4, signed a partnership deal with Kigali Arena as its brand ambassador for the next three years with a shared objective to position the venue as a regional entertainment hub.

The partnership, worth over Rwf 150 million, includes a three-year residency that will see Bruce Melodie headline mega concerts, intimate shows and other appearances. In addition, the artiste will showcase Kigali Arena globally as a top African destination for sports, arts, entertainment and events.

Kyle Schofield, Director at QA Venue Solutions, said that the partnership will not only support the artiste to reach greater heights musically but that the venue’s management also looks forward to the singer promoting Kigali Arena's brand to become the continental hub for music and entertainment.

Schofield said, "The partnership agreement signing is a testament to the fact that we are working with growing Rwandan artistes and brands to position the Kigali Arena as the region’s hub for all entertainment events. Through our partnership with Bruce Melodie and Cloud9 Entertainment Ltd, we will work to create memorable experiences for not only Rwandans but also the region at large."

"This agreement is proof of our commitment to support the local promoters and artists to develop a full and robust events calendar for the Kigali Arena,” he added.

 On its part, Kigali Arena and QA Venue Solutions Ltd will support Bruce Melodie in his ambitions of becoming Africa’s biggest artist by partnering with him and his management Cloud9 Entertainment to showcase his talent and music both in Rwanda and on the continent.  

The partnership is the biggest deal that Bruce Melodie has ever signed, compared to what a number of companies like Brewer Brok Beer and mobile telephone manufacturer Infinix offered him as their brand ambassador.

Reacting to the agreement, the ‘Bado’ singer, who signs his first partnership deal since he started doing music under Cloud9 Entertainment’s management in February, said he only looks forward to growing his music and reach his dream of becoming one of the best artistes in Africa.

"An artiste's dream is to grow. More so when we partner with like-minded brands. Kigali Arena is an iconic brand that from now on I shall call my home. I thank my management and the management of the Arena for making it happen,” the singer said.

"I look forward to hosting memorable experiences for my fans at this magnificent facility, and hopefully soon when the pandemic is over, we can meet herein person for more amazing events. It's a great honour to take my country and Kigali Arena with me wherever I go in the world," he added.

Inaugurated in August 2019, the multi-purpose Kigali Arena has, among other events, successfully hosted renowned R&B star Ne-Yo in a sold-out concert as well as the FIBA Afrobasket 2021 Regional Qualifiers.

The 10,000-seating capacity Arena can host live concerts, sporting events, beauty pageants, gala dinners, product launches, exhibitions and much more. With the Arena comes a host of meeting rooms, open spaces and VIP Suites. With its state-of-the-art facilities, Kigali Arena is the ideal home for Africa’s events and sports industry.