Why not a grand East African Carnival

One of Rwanda’s best kept secrets remains the biennial Pan-African dance festival better knows by its French acronym, FESPAD which kicked of yesterday. The event brings together several performers from around the African continent and beyond for a week long dance bonanza at various venues in all the provinces of Rwanda. I have been lucky to attend the last two FESPAD fetes and it has always been a remarkable experience. Whether it is the live performances on stage or the live relays on TV, it is always a worthwhile undertaking. Previously organised by the Ministry of Sports, Youth and Culture, this year’s event is run by the Rwanda Development Board (RDB). RDB has a reputation for its successful annual Gorilla naming ceremony (Kwita Izina) and their wealth of experience in events management is expected to boost the profile of FESPAD, taking it to another level. More than 11 countries are expected to participate in the event and the line up of the artists scheduled to perform almost sounds like that of a big music awards ceremony. There will also be dance competitions and workshops. As usual FESPAD is another opportunity for Rwanda to showcase itself as a prime tourism destination and an appropriate investment spot in the region. Over the years, this festival with its Pan-African tag has always proved to be more East African than anything else. The performances are always dominated by artists from Rwanda, Uganda, Burundi, Kenya and Tanzania. It is from here that we need to start thinking of a grand East African fete or carnival in order to boost the region’s entertainment industry. The entertainment industry is a big money maker the world over but it can also serve as a boost for other sectors especially tourism. For instance Jamaica’s ‘One Love’ tourism theme borrows its name from one of Bob Marley’s greatest songs, One Love. As the East African Community integrates more and more, music can be used as a tool to further unite the different communities in the region. This could be the time for us to develop a grand musical festival that brings together top East African artists. It could take the air of the famous Brazilian carnivals or the Caribbean Soca and Calypso fetes. While FESPAD is a biennial event, the East African Carnival should be annual but on a rotational basis. If this year it is in Kigali then the following year it moves to Dar es Salaam before it goes to Bujumbura, Kampala and Nairobi. It can also be hosted by towns like Arusha, Dodoma, Jinja, Mbarara, Kisumu, Mombasa or Butare generally away from the capital so that the experience can be stretched further. Such an event can go a long way in helping the East African region to create a branded musical package that can be marketed globally as an East African sound. The South Africans have managed to develop their sound and market it as their own. The Nigerians are slowly covering ground with a new sound led by the likes of D’Banj, P Square and Brackets.It is time for us to find a way of taking Bongo Flava, Taarab, Lugaflow, Kidandali, as well as the new urban Rwandan sounds of The Ben, Meddy, Kitoko, and other regional genres to another level that is globally competitive. To pull this off, our artists need a grand occasion where they can prove their worth. Recently, when Uganda’s Jose Chameleon performed before the final World Cup match, he was later heard claiming to be the best artists in East Africa. This can better be proved if the region itself voted him as one. After all, according to the last music awards in Tanzania, Burundi’s Kidumu emerged the best male performer. This bonanza also deserves a credibility push from the top dogs at Arusha (East African Community Secretariat) in the same way the Rwanda government plays patron to FESPAD. With Arusha giving the nod, regional corporate companies can then come one board with sponsorship packages to oil the event. Safaricom, MTN, Zain or KBC can use the event to boost their brand presence in the region by sponsoring this event. I must point out though, that smaller carnivals have been taking place but none of them is big enough to draw the attention of the region. What we need is an event that can see all fun loving East Africans, moving in one direction each year. Anyone in the events management industry interested in picking up this idea should feel free to go ahead and develop it later. Just remember to thank me as you walk to the bank! ssenyonga@gmail.com