Launched in 2023, Move Afrika is more than just a music touring circuit; it’s a visionary initiative aimed at revolutionizing the continent’s creative economy. By focusing on economic investment, infrastructure expansion, and local capacity building, Move Afrika is designed to create jobs, generate skill training, and foster youth entrepreneurship. This effort seeks to showcase the rich tapestry of African talent to the world, making a significant impact on host cities across the continent.
Headlining the Future: Doja Cat Takes Center Stage
This year, the spotlight shines on Grammy® Award-winning artist Doja Cat, who will headline the third edition of Move Afrika. As the initiative enters its third year, Rwanda returns as a host country, joined by South Africa. This expansion is set to unlock new job opportunities and economic growth across the continent, reinforcing Move Afrika’s mission of empowering local communities through the arts.
Empowering Youth Through Training
As part of the 2026 tour in South Africa, Move Afrika is launching a Youth Technical Production Pathway in collaboration with Gearhouse Group and the Kentse Mphahlwa Academy. This innovative program will select ten young individuals aged 18 to 26 from Johannesburg and Pretoria, providing them with:
– Hands-on training in lighting, AV, and rigging at Gearhouse Academy
– Direct involvement in the production of the Doja Cat show
– On-site experience in executing large-scale live events
– A structured pathway toward accredited technical training
Building a Sustainable Creative Economy
Move Afrika is not merely about hosting concerts; it’s about establishing a sustainable creative economy. By 2028, the initiative aims to operate in five cities each year, with concerts fully produced by skilled African teams. This will not only spark economic growth but also empower local communities through creative expressions.
With Africa’s live entertainment sector projected for double-digit growth, Move Afrika’s integration of touring infrastructure, local workforce development, and public health policy reform is set to redefine the continent’s role in the global music economy.
Economic Impact and Job Creation
Move Afrika serves as both a job engine and a launchpad for African entrepreneurship. Each concert activates a comprehensive ecosystem that generates employment across various sectors, including entertainment, logistics, hospitality, tourism, and tech. Since its inception, Move Afrika has created over 2,500 jobs across Kigali and Lagos, with local crew participation skyrocketing:
– In Kigali, local crew representation increased from 75% in 2023 to 90% in 2025, with 95% of audio and lighting sourced locally.
– In Lagos, 90% of the crew was local, utilizing 95% local equipment and contracting Nigerian vendors across technical, staging, and event design sectors.
– The Harambee Youth Employment Accelerator has expanded youth training, giving 50 young people paid experiences in production, security, and hospitality.
Celebrating Creative Industries
Move Afrika not only provides a platform for international artists but also highlights local creative industries. In Lagos, stagewear from Nigerian designers, including Orange Culture and Emmy Kasbit, graces the stage, while Rwandan artisan showcase their craftsmanship through unique stage designs.
Side events leading up to the main concerts spotlight local designers, and the Move Afrika Creative Fellows’ filmmaker masterclass received a record number of submissions, with one project securing production funding.
Public Health Mobilization and Policy Initiatives
Move Afrika is also committed to social impact, mobilizing thousands through pre-show campaigns focused on maternal health in Lagos and youth sexual health in Kigali. Participants earned event tickets while advocating for important health issues.
Moreover, Lagos hosted the inaugural Music Economy Development Initiative (MEDI) and Music Policy Assembly, bringing together policymakers, investors, and industry leaders to shape Africa’s live music economy.
Measurable Impact
Move Afrika builds on Global Citizen’s proven track record of combining world-class live performances with measurable economic and social impact across Africa. The 2022 Global Citizen Festival in Accra attracted over 20,000 attendees and resulted in more than $2.4 billion in commitments, significantly benefiting local communities.
A Bright Future Ahead
As Move Afrika continues to grow, it serves as a testament to the power of music and culture in driving economic transformation. With its focus on youth empowerment, job creation, and the celebration of African creativity, Move Afrika is not just reshaping the continent’s entertainment landscape; it’s paving the way for a brighter, more inclusive future.
The training sessions began on March 9 and will run daily, providing hands-on experience and fostering the next generation of talent in Africa’s vibrant creative economy. This initiative is a crucial step toward realizing the full potential of Africa’s music industry, as it takes center stage on the global stage.