Doja Cat Shines at Move Afrika, Strengthening Africa’s Creative Economy

When Doja Cat took the stage at the SunBet Arena in Pretoria, the atmosphere was electric. The crowd erupted into a chant of her full South African name, Amala Ratna Zandile Dlamini, marking her first performance on the African continent. This moment signified more than just a concert; it was a celebration of culture, connection, and community.

Move Afrika: A Transformative Music Series

Doja Cat headlined the third edition of Move Afrika, an ambitious concert initiative aimed at establishing a pan-continental touring circuit. This event not only brought renowned artists to Africa but also served as a platform to empower local talent and nurture careers within the creative economy. While the excitement of the concert was palpable, the most compelling narrative stemmed from behind the scenes.

Boosting Local Economies

Move Afrika has sourced all its technical equipment from local vendors and has transformed former volunteers into professional event production team members. In its three years, this initiative has demonstrated how high-quality musical events can act as a catalyst for a flourishing creative economy in Africa, benefiting the continent’s talented and youthful workforce.

In partnership with notable organizations like pgLang, Cisco, the Rwanda Development Board, Big Concerts, and Heineken, Move Afrika has created over 3,000 job opportunities across various cities including Kigali, Lagos, and now Pretoria. The goal? To ensure that Africa isn’t merely a stopover for global artists but a headline destination in their tours.

Local Talent Taking Center Stage

The success of the recent event is underscored by increasing local participation. At the inaugural Kigali show in 2023, approximately 75% of crew roles were filled by local talent. By 2026, this number is expected to rise to nearly 100%.

Move Afrika has generated over 3,000 job opportunities across Kigali, Lagos, and Pretoria since 2023 — with local crew participation in Kigali growing from 75% to nearly 100%.

Kigali: The Creative Hub of Africa

Kigali has emerged as the cornerstone of the Move Afrika circuit, reflecting the vibrancy of Africa’s youthful population. The city fosters creative brands and production companies, and the 2026 Kigali edition featured local stage components, like 880 LED panels, exhibiting a technically intricate production landscape. Nearly all audio and lighting equipment was sourced locally, demonstrating Kigali’s capacities to host world-class events.

Promoting Youth Empowerment

One of the key aspects of Move Afrika’s impact is the expansion of the Harambee Youth Employment Accelerator program. Over the years, more than 120 young Rwandans have gained hands-on experience across various industries like production, hospitality, and marketing. This year marked a significant leap forward, with the introduction of a youth ambassador program aimed at equipping young people with project management and event assistance skills.

Southern Africa’s Debut at Move Afrika

The Pretoria show marked Move Afrika’s first foray into Southern Africa, setting a new precedent for the series. Co-produced by Kweku Mandela and executed entirely with local talent and resources, this edition showcased the country’s capability to deliver international events of a high caliber.

Move Afrika: Pretoria was executed entirely with local crew and equipment: a 100% South African production, exemplifying the country’s infrastructure and talent.

Additionally, the concert launched the Youth Technical Production Pathway, designed to provide intensive training in lighting and audio-visual systems to local youth. By honing their skills through real-world event production, participants are better prepared to enter the creative workforce.

Health and Well-being Initiatives

Understanding that a robust creative industry is anchored in a healthy population, Move Afrika hosted forums on sexual health and well-being, engaging over 300 young individuals. These forums were conducted in collaboration with various organizations, providing essential information on health challenges affecting Africa’s youth.

The connection between a thriving creative workforce and accessible health education is crucial. Given that young women in sub-Saharan Africa disproportionately face challenges related to health, Move Afrika’s health initiatives aim to empower the next generation.

The Road Ahead: A Flourishing Creative Economy

As highlighted by the African Development Bank, the cultural and creative industries are key to diversifying Africa’s economy. With a booming young population already engaged in sectors like music, film, and fashion, initiatives like Move Afrika are essential for building infrastructure and providing career pathways.

Jean-Guy Afrika, CEO of the Rwanda Development Board, emphasizes the importance of this partnership in solidifying Rwanda’s status as a leading destination for live entertainment, creating jobs, and unlocking economic opportunities.

The Future of Move Afrika

Looking ahead, Move Afrika aims to extend its reach, planning to set up events in five African cities annually, all produced by local teams. As Doja Cat poignantly expressed during her performance, “This is bigger than us, it’s bigger than me.” Each concert contributes to a broader mission of skill development, career building, and enhanced local production capabilities.

The journey toward a vibrant and sustainable creative economy in Africa is only beginning, with Move Afrika charting a course for transformative growth and opportunity.