Players in the creative industry say that "talent means business” and "business means branding,” stressing that branding is the only sustainable way to succeed in today’s highly competitive creative space. According to creatives, proper branding is what allows talent to be recognised, valued, and monetised.

This was at the heart of a masterclass session held on January 28, which brought together about 100 participants, including 17 Art-Ubuhanzi Rwanda All Stars winners. The session focused on strengthening artists’ creative and business capacities, equipping them with practical skills to manage and grow their careers effectively.

Organised by Imbuto Foundation in partnership with the Ministry of Youth and Arts, the masterclass was part of Imbuto Foundation’s ongoing programmes for participants from the first, second, and third cohorts of Art Rwanda Ubuhanzi.

The training covered key areas such as marketing, branding, copyright and intellectual property, and fundraising, aiming to help artists turn talent into sustainable livelihoods.

Talent as an economic driver

Experts at the session noted that talent plays a significant role in job creation, skills development, household income generation, and the overall growth of the creative ecosystem. They highlighted that initiatives like those led by Imbuto Foundation have been instrumental in empowering individuals to discover, nurture, and professionally pursue their talents.

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"The creative industry in Rwanda is still growing and has long been unreliable in terms of job creation,” said Alex Muhire, Head of Programme at Imbuto Foundation.

"Recently, we’ve seen young people’s talents—especially in sports—being exposed and earning them income. But when it comes to the arts or fashion, many talents are misunderstood and left unattended,” he added.

Muhire explained that these gaps motivated Imbuto Foundation to champion the discovery of hidden talents in 2018.

"Today, we have received over 7,000 applications, and many participants have gone on to record success stories. This shows that people are beginning to understand the importance of talent platforms, which has been our goal from the start,” he said.

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He cited success stories across different creative fields, including Kezem Fashion House, singer Boukuru, poet Carine Poetess, and Jean Christian Munezero in cinematography and photography.

Why product matters more than exposure

Experts also challenged participants to rethink why millions are often spent on exposure, arguing that while talent attracts attention, it is products that generate real value and long-term returns.

Creative entrepreneur and co-founder of Kigali Multimedia Hub (KMH), Malik Shaffy Lizinde, said that while talent may last a lifetime, products are its tangible outcomes—and only relevant products generate profit.

"Exposure sells your products. How you market yourself determines your sales, and unfortunately, the world does not yet fully value talent on its own. Artists need to think outside the box,” he said.

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Lizinde stressed that branding is the ultimate differentiator, allowing creatives to stand out through identity and originality.

"Hundreds of songs are released, pictures taken, and furniture pieces produced every day. What makes a product sell is personal identity. Without it, you end up in a general category and may not sell at all,” he explained.

Copyright hack: Protect before you reveal

Kellen Twinamatsiko, an Intellectual Property Examination Analyst at the Rwanda Development Board (RDB), emphasised the importance of copyright registration, especially in an era where creative work can be easily copied.

"Copyright safeguards creative work and represents an artist’s value proposition. I encourage artists to register their work before making it public,” she said.

She outlined the registration process and warned that failing to protect intellectual property could result in loss if work is stolen.

"Copyright ensures creators benefit from their work without unfair competition. This is particularly critical in the digital era,” Twinamatsiko added.

She also urged users of creative content to respect creators’ rights, noting that weak enforcement discourages creativity and can hinder both economic and cultural development.

The global creative economy is valued at approximately $2 trillion, supporting more than 50 million jobs worldwide. Nearly half of these jobs are held by women, and the sector employs more young people than any other industry.

In countries where creative industries are well developed, they contribute between 2 and 7 per cent of GDP, with projections suggesting the sector could account for up to 10 per cent of global GDP by 2030.

For Carine Maniraguha, a poet and Art-Ubuhanzi Rwanda literature winner, the masterclass reinforced the importance of branding and intellectual property.

"Existence and quality of products matter,” she said. "But protecting my intellectual property matters even more.”