What does one do when attention is fleeting, yet the mission is to rally people around meaningful change? For Global Citizen, the answer is simple: meet young people where their passion already lives — in music and entertainment.

The global advocacy organization has set out to do what few have dared to imagine: create a sustainable international touring circuit across Africa that pairs world-class performances with measurable social impact.

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The initiative, known as Move Afrika, aims to redefine what live entertainment means on the continent, turning concerts into engines of job creation, infrastructure growth, and youth empowerment.

In conversation with Iphie Chuks-Adizue, Managing Director for Africa at Global Citizen, we explored how this ambitious project is changing the creative economy, why Rwanda remains central to that vision, and what lies ahead for the future of live music in Africa.

ALSO READ: Rwanda’s young talent fuels Africa’s live events revolution

For readers who might not be familiar, what does your role at Global Citizen involve?

"My name is Iphie Chuks-Adizue, but everyone calls me Ife,” she began. "I lead Global Citizen’s work across Africa — and that means overseeing how our programs and partnerships connect global impact to local realities.”

Since partnering with Rwanda, Global Citizen has staged two editions of Move Afrika in Kigali, each time blending music, advocacy, and development. The goal, Ife explained, is not just to host concerts, but to build an ecosystem capable of sustaining them long after the final note fades.

So what’s next for Move Afrika?

"We’ve had two successful editions, and we’ll be back in Kigali around the first quarter of 2026,” she said. "We’ll feature an international headliner and a local artiste, as always, because the goal is to showcase Rwanda’s creative talent alongside the world’s best.”

But Move Africa is about more than star power. Each edition has grown in scale and in the number of local professionals it employs. "In our first year, about 75 percent of our crew was Rwandan,” she shared. "Last year, it rose to 90 percent. We want to reach 100. We want these concerts to be fully run by local people.”

The long-term plan, she revealed, is to expand to five African cities by 2028, deepening infrastructure and skill sets along the way. "Every time we return, the goal is to build capacity — not just stages,” she said.

Kigali has become a hub for events lately. Do you see it becoming Africa’s next entertainment capital?

"I do,” she said, after a brief pause. "Rwanda checks every box.”

She listed four key factors: infrastructure, technical skill, equipment, and government support. "You have an arena. You have trained people. And, perhaps most importantly, you have a government that understands the power of the mindset economy,” she said.

When Global Citizen first brought Move Afrika to Kigali, they partnered with both international production company Done & Dusted and local outfit Rwanda Events. "The idea was mentorship — to make the local team just as capable as the global one,” she said. "By the second year, we didn’t need the full foreign crew anymore. The Rwandan team delivered the same standard of excellence.”

Even the equipment tells a story of progress. "The first year, we had to import cables and lighting. Now, that gear is here, owned by local companies,” she said. "That’s how you build an industry.”

For the average fan, Global Citizen concerts are free. How is that possible?

"Good question,” she laughed. "Our concerts are not just entertainment; they’re acts of advocacy.”

Global Citizen’s model rewards participation. Fans earn tickets by taking action — signing petitions, volunteering, planting trees, joining health campaigns. "It’s how we turn awareness into change,” she explained.

But behind the scenes, the shows are powered by partnerships. "We rely on generous support from the private sector,” she said. "Banks, telecoms, brands — anyone who believes in the power of music to reach young people. That’s how we keep it sustainable.”

What do you hope to achieve as Managing Director?

"My biggest dream is to scale Move Afrika,” she said. "Music isn’t just about joy. Done right, it’s economic activity.”

She outlined how each concert drives commerce — hotels, transport, dining, and nightlife. "In Europe, some cities’ GDPs are partly powered by touring acts. Why can’t Africa do the same?” she asked.

Her vision is clear: to create an interconnected African touring circuit where both local and global artists can perform seamlessly. "Imagine Kigali in February, Nairobi in April, Lagos in June, Accra in August, Johannesburg in October,” she said, eyes bright. "Each stop builds momentum — for artists, for content creators, for economies.”

How do artistes get selected to perform at Move Africa?

"We have a dedicated talent team that scouts local and international acts,” she said. "We look for artists who are not only popular, but who are working hard to grow their craft.”

Her advice to music acts was simple: don’t wait to be discovered. "Reach out. Email us. Send your portfolio. Sometimes you create your own luck,” she said with a grin.

Before we wrap up — what’s next for Global Citizen in Rwanda?

"Collaboration,” she said firmly. "We’ve worked closely with the government, local artists, and NGOs. Now we want to bring in more private sector partners.”

Those partnerships, she added, could help fund new youth-focused initiatives like Global Citizen Creator Labs and Digital Skills Accelerators — programs designed to prepare young Africans for the creative economy of tomorrow.

"The goal,” she said, "isn’t just to make music. It’s to make an impact. To prove that creativity can drive change, and that Africa can set its own global standard.”