ACCES sparks dialogue on boosting Rwanda’s music industry growth

Kigali is alive with artistic momentum as Rwanda hosts the Music In Africa Conference for Collaborations Exchange and Showcases (ACCES). The three-day conference, held at the Kigali Convention Center, is examining practical strategies to advance African music globally. Key topics include monetization strategies for independent artists, fostering live music and mobility across Africa, and supporting export opportunities for local talent. ALSO READ: ACCES Showcase Festival to debut new collab album uniting Rwanda's Hip-Hop talent Launched by Minister of State for Youth and Arts, Sandrine Umutoni, ACCES highlights Rwanda’s growing role in Africa’s music landscape. While industry panels take place at the Convention Center, Mundi Center will host live performances from November 15 to 16. Artists from across the continent—including Rwanda’s own Ish Kevin, Bushali, Ariel Wayz, and international acts like Nasty C, Sir Trill from South Africa, and Octopizzo from Kenya—will take the stage. At a panel exploring the Rwandan music market, industry figures dissected the path forward. Mighty Popo, a renowned musician and educator, reflected on the journey of Rwandan music since its formative years. “From the days of Rafiki, Ms. Jojo, Knowless, and Tom Close, we’ve made incredible strides,” he shared. Having begun his career in Canada after being born in a Burundian refugee community, Popo returned to Rwanda with a mission. “I wanted to revive the authentic sounds—acoustic instruments, drums, and true vocals—in a scene where lip-syncing was dominant. It’s why I started KigaliUp, to give Rwandan artists the stage they deserve.” Today, the Rwanda School of Creative Arts and Music, known as Nyundo, carries on his legacy, graduating over 50 students each year who bring fresh energy and skills into the industry. ALSO READ: Mighty Popo casts East African stars in music-inspired movie Singer Ariel Wayz emphasized the challenges and progress for female artists in Rwanda, recalling that when she started, very few women were represented independently in the industry. “It’s been encouraging to see more women stepping up,” she said, though she added that access to financing remains a challenge. “Art requires time and investment, but many investors are hesitant due to uncertain returns. I’ve had to fund some of my shows just to keep connecting with audiences and building my fan base.” Ornella Kayitaba, curator of Sofar Sounds Kigali, discussed the impact of blending traditional sounds with modern music at live events. “We’ve seen audiences respond positively to artists who bring elements of Rwandan culture into contemporary music,” she said. “Growing up, I didn’t fully understand Rwandan culture, but seeing it showcased in music has deepened my appreciation. It’s even showing up in new clothing brands that put Rwandan designs in the spotlight.” ALSO READ: Kigali’s ‘The Reminisce’ brings vintage vibes, classic beats to life this November Sofar Sounds events are designed to create an intimate space where artists feel valued and audiences leave with new favorites on their playlists. “Our UK team keeps saying, ‘People want to see and hear how Rwanda’s music is evolving.’ We’ve seen live videos from our shows going viral, and we realize it’s on us to make sure our story is heard.” “It’s challenging, yes, but it’s inspiring, too. Artists here have learned to create with so little, and that tenacity is what’s fueling the growth of Rwanda’s music scene. I’m proud to be a part of it,” Kayitaba said. In a conversation on income sources for musicians, Uncle Austin, an artist and media personality, emphasized the power of live performances. “One of our main revenue streams comes from shows,” he noted but acknowledged the hurdles artists face in securing partnerships. “In Rwanda, it’s tough to land a strong corporate sponsorship, and even tougher to get compensated fairly as brand ambassadors.” Uncle Austin has adapted by using product placements in his music videos, showcasing brands creatively to monetize his content. He hopes that as the government and private sector increasingly recognize the potential of Rwanda’s music industry, corporate support will grow.

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ACCES sparks dialogue on boosting Rwanda’s music industry growth