Kendrick Lamar, the renowned rapper and musician, has partnered with Global Citizen, the international advocacy organization, to launch the Move Afrika concert series. The aim of this series is to showcase the African music scene and make the continent a viable option for the global music touring circuit. The concert series kicked off in Kigali, Rwanda, with Lamar as the headliner, and featured local musicians as well. In addition to giving a platform to local artists, Move Afrika also seeks to create job opportunities within the touring industry, providing training and skill development for various roles. The ultimate goal is to put Africa on the map for touring musicians and boost its economic growth through the music industry. By highlighting the continent’s musical heritage and untapped potential, Kendrick Lamar and Global Citizen hope to pave the way for a thriving music scene in Africa.
Kendrick Lamar and Global Citizen Launch Move Afrika Concert Series to Showcase African Music Scene
Introduction
Kendrick Lamar, the acclaimed rapper and musician, has joined forces with Global Citizen, an international advocacy organization, to launch the Move Afrika concert series. This series aims to showcase the vibrant and diverse music scene in Africa and make the continent a viable option for touring musicians. By creating jobs and fostering skill development within the music industry, Move Afrika seeks to unlock Africa’s potential as a major player in the global music market.
Background on Kendrick Lamar’s Connection to Africa
Kendrick Lamar has been vocal about his deep connection to Africa and its influence on his music. He made headlines when he chose to release his album, “Mr. Morale & the Big Steppers,” in Accra, Ghana. During his first trip to Ghana, he hosted a release party and filmed a documentary with Spotify, exploring the local culture and discussing the album’s themes. Lamar’s affinity for Africa and his desire to bring its music to a wider audience have set the stage for the Move Afrika concert series.
Partnership Between pgLang and Global Citizen
Lamar’s creative services company, pgLang, has partnered with Global Citizen to launch the Move Afrika concert series. Global Citizen is well-known for organizing large-scale concerts that raise awareness and funds to end extreme poverty. By combining their expertise and influence, pgLang and Global Citizen hope to harness the power of music to bring about positive change in Africa and beyond.
Mission of Move Afrika Concert Series
The primary mission of the Move Afrika concert series is to showcase and celebrate the rich musical heritage of the African continent. By organizing concerts across Africa, Move Afrika aims to create a platform for local artists to gain recognition and exposure. Additionally, the series seeks to foster job creation and skill development within the music industry. By providing training and employment opportunities for lighting technicians, sound engineers, dancers, and choreographers, Move Afrika aims to contribute to poverty alleviation and economic growth in Africa.
Job Creation and Skill Development
One of the key objectives of the Move Afrika concert series is to create jobs and promote skill development within the music industry. By organizing concerts and events, Move Afrika will generate employment opportunities for various professionals, including lighting and sound engineers, dancers, choreographers, and event organizers. These jobs will not only provide income for individuals but also contribute to the overall growth and development of the music industry in Africa.
Anchor City and Expansion Plans
The Move Afrika concert series has chosen Kigali, Rwanda, as its anchor city for the next five years. In partnership with the Rwanda Development Board, Move Afrika will host a series of concerts and events in Kigali to promote local talent and attract international musicians. The initiative also has expansion plans, with the aim of adding five additional countries to the tour schedule by 2025. Nigeria, Botswana, Kenya, Ghana, and South Africa are among the potential destinations for future Move Afrika events.
Economic Impact of Global Citizen Festivals
Global Citizen’s previous festivals have demonstrated the significant economic impact that large-scale music events can have on local economies. The 2022 Global Citizen festival in Accra, for example, injected over $15 million into the economy across various sectors, including production, hotels, security, and transportation. Move Afrika aims to replicate and exceed this economic impact by organizing regular concerts and events that attract both local and international audiences.
Challenges and Predictability for Entrepreneurs
While the Move Afrika concert series presents exciting opportunities for job creation and economic growth, it also faces challenges. Entrepreneurs in Africa often struggle due to a lack of predictability and uncertainty in the business environment. To address this challenge, Move Afrika aims to provide a stable and predictable environment for local entrepreneurs to thrive. By committing to a five-year plan and actively involving local creatives and entrepreneurs, Move Afrika seeks to foster long-term growth and stability within the African music industry.
Africa’s Position in the Global Music Industry
Despite its vibrant music scene and rich cultural heritage, Africa has remained largely untapped in the global music industry. International music tours often overlook the continent due to a perceived lack of infrastructure and logistical challenges. However, Africa’s working-age population is projected to increase significantly in the coming decades, presenting an opportunity for investment and infrastructure development. Move Afrika aims to position Africa as a desirable and feasible location for touring musicians, showcasing the continent’s vast musical talent and potential.
Efforts to Bolster Africa’s Music Industry
In recent years, there have been concerted efforts to bolster Africa’s position within the global music industry. Universal Music Group and Warner Music Group, for example, have made acquisitions and investments in African companies and labels. On a local level, countries like Zimbabwe have implemented strategies to develop a more robust music sector. Move Afrika seeks to build upon these efforts by providing a platform for African artists to showcase their talent and establish Africa as a prominent player in the music industry.
Importance of Kendrick Lamar’s Involvement
Kendrick Lamar’s involvement in the Move Afrika concert series brings prestige and recognition to the initiative. As a highly influential and respected artist, Lamar’s support helps shine a spotlight on Africa’s vibrant music scene and draws attention to the continent’s untapped potential. His personal connection to Africa and dedication to promoting African music make him an ideal ambassador for the Move Afrika series.
Focus on Local Creatives and Entrepreneurs
Move Afrika places a strong emphasis on supporting and empowering local creatives and entrepreneurs. Rather than imposing a one-size-fits-all approach, the initiative seeks to understand and cater to the specific needs and aspirations of African artists and industry professionals. By providing resources, training, and mentorship, Move Afrika aims to nurture local talent and create sustainable opportunities within the African music industry.
Five-Year Plan for Move Afrika
Move Afrika has formulated a five-year plan to guide its activities and ensure long-term success. The plan includes establishing Kigali as the anchor city for the next five years, expanding to additional countries by 2025, and actively involving local communities in the planning and execution of concerts and events. By setting clear goals and outlining a strategic roadmap, Move Afrika aims to create a lasting impact and unlock Africa’s music market.
Commitment to Unlocking Africa’s Music Market
Move Afrika’s ultimate commitment is to unlock Africa’s music market and position the continent as a major player in the global music industry. By showcasing African talent, fostering job creation and skill development, and attracting international musicians, Move Afrika aims to create a sustainable and thriving music scene in Africa. Through the partnership between pgLang and Global Citizen, this initiative has the potential to transform the African music industry and bring African music to the forefront of the global stage.
