Last Saturday, Rwanda’s leading brewer, Bralirwa, crowned the winner of the Primus Guma Guma Super Star Season II following 40 days of fun-filled road shows across the country.

The competition was won by King James, an R&B sensation, on a grand finale graced by Haitian-American star Jason Derulo.  It was all smiles for the winner and his fans on the night as he walked away with a Rwf24 million prize as the competition came to epic end.The brewer has conducted the competition for the second year running, with the latest edition getting more competitive and entertaining in many aspects. The road shows have left the contenders more experienced and confident in their career.In the film industry, the annual Rwanda Film Festival has seen several young artistes staking their claim as truly rising stars. But the festival looks to be wobbling arguably due to lack of sponsorships.At the regional level, the East African Breweries, through the annual Tusker Project Fame competition, is helping young regional artistes rise from obscurity to stardom. In this year’s edition, Rwanda’s Jackson Kalimba proved yet again how this country is bristling with raw talent, ready for the big stage. Indeed when Alpha Rwirangira came from nowhere to win the competition’s third season two years ago to break into the crème de la crème of Rwanda’s artistes, the message was clear: there’s potential all over the country.However, there is need for corporate companies to cast their full support behind local entertainment scene. While a few of companies have contracted individual artists lately, the level of sponsorship in general remains too low. These firms should tap into this potential as an integral part of their marketing and sales strategy. Giving back to the community is synonymous with successful businesses.