A new study has found that many creatives in Rwanda aspire to build sustainable businesses but face major barriers, including limited entrepreneurial skills, access to finance, equipment and market linkages.

The assessment, conducted by private consultancies in partnership with the Ministry of Youth and Arts, reviewed 245 applicants to the Arts Connekt Programme, a competition for creative entrepreneurs.

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Findings show that only 43 percent of respondents earn income solely from their art. Nearly half (47 percent) rely on additional income sources, while 10 percent reported earning nothing from their creative work.

More than half (56 percent) have never received formal creative training. The gap is wider geographically: 60 percent of urban creatives have accessed training, compared to 38 percent in rural areas.

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Equipment and materials were cited as the top need, at 55 percent overall. Rural creatives were more affected, with 60 percent identifying it as a priority compared to 43 percent of urban respondents.

Adam Bradford, Chief Executive of Green Horizon Ventures, one of the consultancies behind the study, said the findings highlight stark differences between urban and rural creatives, with those outside Kigali facing greater challenges.

"The recommendations were around ensuring geographic balance, segmenting training according to different stages of a creative’s journey, and brokering access to international markets,” he said, adding that many initiatives exist but are often fragmented, calling for stronger coordination to build a sustainable ecosystem.

Creatives who commented on the findings stressed the need for better market understanding. Musician Delah Dube questioned whether sufficient data exists on consumer demand.

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"What is the capacity of the market as it stands right now? Do we know how much people are willing to pay for the art we produce?” she asked, urging more intentional planning and quality assessment.

Others called for structured, long-term training programmes instead of one-off workshops, as well as stronger integration of arts education in schools to nurture talent early.

Rigobert Uwiduhaye, a visual artist who runs a studio and gallery employing over 20 creatives in Musanze, said the impact of the gaps is evident.

"The biggest challenge is confidence,” he said. "Many struggle with pricing their artwork and negotiating with buyers.” He called for stronger capacity building and exposure to local and international professionals.

Brave Ngabo, Permanent Secretary in the Ministry of Youth and Arts, said the creative economy is prioritised under NST2 as part of efforts to generate employment.

"We have a mandate to create 250,000 jobs per year, and there is nowhere better we can find those jobs than in the creative sector,” he said.

He added that the government is expanding creative infrastructure, strengthening enforcement of intellectual property laws and reinforcing collective management organisations.

He also announced the ongoing restructuring of the Rwanda Arts Council, in collaboration with UNESCO, to improve artist representation and align skills development with labour market needs.