In Rwanda’s hip hop scene, the spotlight has often been dominated by male personalities. Beyond the artists themselves, veteran journalists such as Pacson and MC P Wamamaye, among others, helped push the genre during its early and challenging days.

Yet behind some of the most talked-about freestyles and viral rap moments in recent years is a young woman who chose to step into that space and build a platform of her own.

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At just 23, Ange Sifa Nkundimana, popularly known as Malaika, has become one of the most recognizable promoters of hip hop content in Rwanda through the UpTrend Podcast on YouTube—a platform that brings rappers together for conversations, freestyles and cyphers that have captivated thousands of fans online.

What began as a passion project has grown into a space where both emerging and established rappers share their stories, struggles and creativity while connecting with fans. Sometimes, those sessions produce viral moments that ripple across social media.

But the journey to building that platform was anything but easy.

A passion rooted in journalism

Malaika’s path into the creative industry began shortly after finishing high school. She had always dreamed of becoming a journalist but lacked mentorship and opportunities to enter the field.

"I loved journalism, but I had no one who could grab me by the arm and show me how it’s done, or even introduce me,” she recalls.

Her breakthrough came unexpectedly. A friend contacted Kigali Channel 2 (KC2) TV, which had a show connecting fans with their favourite artists, saying she knew someone who wanted to meet Rwandan hip hop star Kenny K Shot.

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"When the show hosts surprised me with K Shot, that was the first time people saw me. It was the beginning of everything,” she said.

Soon after, she was approached by Bac-T, a rapper and long-time supporter of hip hop culture, who invited her to host content on his YouTube channel Big Town TV.

At the platform, she hosted various shows — from comedy-style conversations with viral social media personalities to an all-female talk show exploring everyday life. For a year, Malaika immersed herself in content creation, gaining experience and confidence in front of the camera.

Family, challenges, and building a platform

Coming from a deeply religious Association of Pentecostal Churches in Rwanda (ADPR) family, her parents initially struggled to understand why their daughter spent long nights recording hip hop content.

"They worried that I would lose discipline or end up on the wrong path,” she said.

Despite the skepticism, Malaika persisted. Even when she spent months working without pay, dealing with demanding schedules, or navigating uncomfortable situations — including occasional sexual harassment — she remained committed to her vision.

A major turning point came after she met her partner, whom she later married in 2024. Together, they began discussing how to turn her passion into an independent project.

"He told me that instead of working for others, we could create something of our own,” she said.

That conversation eventually led to the birth of UpTrend Podcast, with a strong focus on hip hop culture.

"We both loved rap, but we also saw there was a gap in promoting rappers and giving them a platform,” she explained.

"We wanted to contribute to growing the game. But the early days were tough.”

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Laughing, she added: "Rappers are sometimes hard to work with, especially when they don’t know you.”

"Some artists promised interviews but never showed up. Others were skeptical of a young woman reaching out to discuss hip hop. Some probably wondered, ‘Who is this kid trying to interview me?’ But I stayed patient and kept reaching out.”

The viral moment that changed everything

Ironically, the podcast’s breakthrough did not come from a famous name.

Malaika recalls that one episode featured a little-known rapper called Young Zaki, whose freestyle of his track Motari unexpectedly took social media by storm.

"It became the most viewed podcast at the time. That moment made people notice both him and the platform I was building,” she said.

Since then, the platform has helped introduce audiences to rising talents such as Kega, Dylack, Taz, and Z-bra Rwabugiri, while also reconnecting fans with artists who had faded from the spotlight, including White Monkey, Prime Mazimpaka, Neg G The General, and Marshal Mampa.

As freestyles from the podcast began gaining traction online, Malaika and her team decided to take the concept further by launching hip hop cyphers—collaborative performances bringing together multiple rappers on one track. So far, three cyphers have been released.

"Sometimes the rappers have personal beef. Sometimes the older generation is hesitant to collaborate with younger artists,” she explained.

"But when they finally come together, the music becomes powerful. It also creates opportunities for both generations to connect and collaborate.”

For Malaika, bridging that generational gap is one of the platform’s biggest contributions to the culture.

Realising the impact

The moment she realised her work was making a real impact came when she was invited for an interview at the Rwanda Broadcasting Agency (RBA).

"My heart jumped with joy,” she said.

Another proud moment followed during the Icyumba cya Rap concert, when renowned MC and radio presenter MC Tino invited her on stage and introduced her to the audience as a young woman pushing Rwanda’s hip hop culture forward.

"I felt proud of myself and of the work we are doing to elevate Rwanda’s hip hop industry,” she said.

Working closely with rappers has also shaped her personality. She notes that rappers are often brutally honest—something that initially surprised her but later helped her grow emotionally stronger and develop a broader perspective on life.

Winning over her parents

When Malaika arrived for the interview at The New Times, she was accompanied by her father, who had driven her to the office.

Over time, she said, her parents began to see the value of her work.

She recalls a moment when one of her father’s students—her father lectures at the University of Lay Adventists of Kigali (UNILAK)—approached her and mentioned watching her podcast through a link her father had shared with his students.

"That’s when I realized my parents were proud of me,” she said with a smile.

Inspiring women and changing perceptions

While hip hop is sometimes associated with negative stereotypes, Malaika believes the genre is widely misunderstood.

She says many rap songs carry powerful messages rooted in real-life experiences.

"The perception is slowly changing as audiences recognize the creativity and messages embedded in rap music,” she said.

As the world celebrates International Women’s Month, Malaika hopes her journey will inspire more women to enter spaces traditionally dominated by men.

"If you love something, don’t be afraid to pursue it,” she said.

"Know what you want, stay disciplined, and keep pushing.”