The event will bring together local and international creatives in music, visual arts, fashion, filmmaking and production, among others, and will feature masterclasses, conferences, tours, cultural exhibitions and B2B meetings, allowing participants to share experiences about how they can best monetise their works.

Key speakers include musician Blick Bassy, hip hop artist Youssoupha, Heva Fund partner and investment manager Wakiuru Njuguna, the Creative Economy Practice at CC HUB managing partner Ojoma Ochai, former Miss South Africa and Miss Universe Zozibini Tunzi, International Confederation of Societies of Authors and Composers (CISAC) regional director for Africa Samuel Sangwa, Roc Nation A&R executive Jarrel Carter, Culture and Development East Africa executive director Ayeta Wangusa, All Made/92i Africa’s Jean-Pierre Seck, and Ivorian music group Magic System.

Rugamba and Bidjeck conceived the festival idea in 2020 as a way to revamp the African creative ecosystem to be impactful and sustainable, both locally and internationally. Rwanda was among the participants of the Paris festival where 12 key players promoted the country as a creative hub.

Rugamba said the organisers would use the event to highlight the cultural creativity of Rwanda, encourage international creatives to do business in the country, and position the Eastern Africa nation as a creative hub.

“The idea to bring the festival to Kigali is clear: we want Rwandan creatives to showcase their best to attract global entrepreneurs to invest in the local industry. We only hope to see positive outcomes from it,” he told The New Times.

Some 5 000 participants from Rwanda and the rest of the world are expected to attend the event, where concerts, as well as gaming and VR exhibitions, are planned to ensure maximum entertainment. Magic System is expected to perform at the event.