Ahead of Doja Cat’s performance on the Move Afrika stage in Kigali on March 17, 2026, production teams spent months building stages, installing lighting and audio systems, and coordinating transport and logistics. Nearly all stage components—including 880 LED panels, 98% of audio and lighting fixtures, and 95% of rigging—were sourced from local suppliers, demonstrating a shift toward homegrown production capacity that industry stakeholders hope to replicate across more destinations.
The Economic Impact of Live Music in Africa
Live events generate substantial economic value that extends far well beyond the concert venue itself. According to a UNESCO study of 10 arts and cultural festivals across nine Southern African countries, these gatherings generated more than $11.7 million in economic activity and created nearly 3,000 jobs in 2024. Furthermore, the study estimated that for every $1 invested in festival production, an additional $2.51 entered the local economy through tourism, hospitality, retail, and services, with 61% of attendees traveling from outside the host area.
This live event momentum mirrors broader commercial growth in the region’s recorded music sector. Based on data from the International Federation of the Phonographic Industry (IFPI), sub-Saharan Africa saw its recorded music revenue climb by 15.2% in 2025 to total $120 million—greatly outpacing the worldwide growth pace of 6.4%. South Africa remained the largest regional market, generating 78.1% of that revenue.
Did you know? According to a UNESCO study, 61% of attendees at regional arts and cultural festivals traveled from outside the host area, directly boosting local tourism and hospitality sectors.
Building a Sustainable Circuit City by City
Establishing a permanent touring route requires more than booking isolated artists and securing venues. It demands a reliable ecosystem of trained crews, compliant safety systems, and efficient cross-border mobility. Move Afrika, Global Citizen’s pan-African touring initiative launched in Kigali in 2023, has sought to address this by working consistently with local crews, training organizations, and production suppliers year after year.
Local participation has scaled significantly since the initiative’s inception. In Kigali, local crew and production participation rose from 75% at the inaugural show to nearly 100% by the March 2026 edition. Three days after the Kigali event, Pretoria became Move Afrika’s first stop in Southern Africa, delivered entirely with South African crew and equipment in partnership with Big Concerts and local vendor Mushroom Productions. Ahead of the Pretoria show, 10 young people from Johannesburg and Pretoria completed a Youth Technical Production Pathway, receiving hands-on training before applying their skills directly to the production.
Cross-Border Challenges and Partnerships
Despite growing local production capacity, cross-border mobility remains a hurdle for touring acts and technical professionals. The African Union has described the free movement of people as fundamental to economic integration, though implementation across the continent remains uneven. When customs requirements, permits, and regulatory environments are not aligned, touring becomes significantly more complicated and expensive, prompting artists to limit their routes to a small number of established markets.
To bridge technical gaps, organizers have leaned into collaborative training models. For the 2026 Kigali show, local firm Crowd Minders collaborated with the UK’s Cohort Security Group to develop a bespoke security training program for over 112 personnel, while Rwandan teams installed locally sourced rigging alongside UK-based Unusual Rigging.
“Move Afrika was designed to demonstrate that world-class entertainment can also drive real economic opportunity,” said Iphie Chuks-Adizue, Managing Director for Africa at Global Citizen. “By investing in young talent, local businesses and skills development, we’re helping ensure that the impact of these events continues long after the music stops.”
Unlocking Opportunities for African Creatives
A connected touring circuit offers broader benefits for regional talent beyond musicians and technicians. Fashion designers, stylists, and visual artists frequently gain international exposure through high-profile concert collaborations. Nigerian designer Emmanuel Okoro, founder of Emmy Kasbit, experienced this firsthand after dressing American artist John Legend for Move Afrika in 2025.
“Having the opportunity to dress him in one of our garments was a life-changing experience,” Okoro said, noting that the collaboration led to increased orders, social media growth, and the eventual sell-out of the specific outfit worn by Legend.
Institutional backing is also expanding. Aiming to bolster the continent’s music industry, foster professional capabilities, and broaden market reach, the Music In Africa Foundation entered into a collaborative pact with the African Union Commission in 2025. Meanwhile, the World Bank has emphasized that access to finance, industry networks, and supportive training are vital to sustaining Africa’s growing creative economy.
Frequently Asked Questions
How much did sub-Saharan Africa’s recorded music revenue grow in 2025?
According to the International Federation of the Phonographic Industry (IFPI), recorded music revenue in sub-Saharan Africa grew by 15.2% in 2025, reaching $120 million.
What is Move Afrika?
Move Afrika is Global Citizen’s pan-African touring initiative, launched in Kigali in 2023, designed to build a long-term live entertainment circuit while creating jobs and developing local production capacity.
How do local suppliers contribute to major concerts on the continent?
Recent events like Move Afrika in Kigali sourced nearly all stage components locally, including 880 LED panels, 98% of audio and lighting fixtures, and 95% of rigging from local vendors.
What economic benefits do music festivals bring to local communities?
A UNESCO study of 10 festivals across nine Southern African countries found that for every $1 invested in festival production, an additional $2.51 entered the local economy through sectors like tourism, hospitality, and retail.
What are your thoughts on the growth of live music circuits across the continent? Share your perspective in the comments below, explore our related articles on the African creative economy, and subscribe to our newsletter for the latest updates.