Excitement is already building for next week’s third edition of Global Citizen’s Move Afrika in Kigali, where global superstar Doja Cat will headline at the BK Arena. While the concert is set to draw international attention and thousands of fans, its impact goes far beyond the stage.

This year, one of the most significant developments surrounding the event is the enhanced Youth Engagement, Skills-Sharing and Job Opportunity Programme. The programme brings together Global Citizen, the Harambee Youth Employment Accelerator, and female-led enterprise The Financial Boutique to create practical pathways for young Rwandans to access training, industry exposure and employment opportunities in the fast-growing creative and live events sector.

The initiative recognises a growing gap. Rwanda’s young population, particularly those under 30, is increasingly digitally connected, creative and entrepreneurial. Many are experimenting with digital storytelling, content production and community-driven innovation. Yet despite this creativity, barriers remain, including limited access to industry networks, market-relevant skills and sustainable income opportunities.

Over the past three years, young participants have gained hands-on experience within the operational ecosystem of Move Afrika, the continent’s fastest-growing touring circuit for international artists.

At the centre of the initiative is the Move Africa’s Harambee Youth Accelerator Programme in Kigali. The programme focuses on building entrepreneurship and event production skills among young people. Participants shadow experienced professionals across key operational departments including transport and mobility, hospitality and guest services, marketing and partnerships, production support, ticketing, merchandising and side-event coordination.

This hands-on exposure gives participants a practical understanding of the complexity and coordination required to deliver a world-class live event. The programme forms part of the broader vision behind Move Afrika, the groundbreaking touring circuit led by Global Citizen, in partnership with Kendrick Lamar’s creative imprint pgLang, that aims to demonstrate how world-class entertainment can also serve as a catalyst for economic opportunities for young people across the continent.

Teta Ndejuru, Founder and CEO of The Financial Boutique, has worked with Global Citizen since the launch of Move Afrika in Rwanda. Through her ventures, including The Financial Boutique, Zoea and Afrinexis, she operates at the intersection of sports, entertainment and youth economic empowerment. "Move Afrika shows what happens when a global platform intentionally connects with local talent,” says Teta Ndejuru, "It doesn’t just produce a concert — it builds an ecosystem where freelancers grow, young people gain pathways into the industry, and new entrepreneurs emerge.”

Over the past three years, her company has supported key operational elements of the event, including hotel coordination, ground transportation, arena preparation and partnership logistics. But perhaps the most significant impact comes after the event itself.

As part of this year’s newly enhanced programme, The Financial Boutique will employ five youth ambassadors from the Move Afrika programme in paid operational roles ranging from project management to community engagement, merchandising and partnership support.

Since its launch in 2023, Move Afrika has sought to show how large-scale events can stimulate Africa’s creative economy while investing directly in young talent. The results are already becoming visible.

To date, Move Afrika has created more than 2,500 jobs across Kigali and Lagos, with over 90 percent of crew and production roles filled by local talent. In Kigali alone, the proportion of local crew increased from 75 percent in 2023 to 90 percent in 2025, while 95 percent of audio and lighting equipment used at the event is now sourced locally.

As Iphie Chuks-Adizue, Managing Director for Africa at Global Citizen, explains: "Move Afrika was designed to demonstrate that world-class entertainment can also drive real economic opportunity. By investing in young talent, local businesses and skills development, we’re helping ensure that the impact of these events continues long after the music stops.”

For some young participants, the impact has already been life-changing.

Eddy Gasana, a 23-year-old student, first participated in Move Afrika in 2023 as a youth ambassador during the inaugural Kigali edition, where he worked closely with production teams and gained hands-on exposure to large-scale event logistics.

Two years later, his journey reflects remarkable growth. In 2025 he returned as Team Leader in Production and Logistics, helping coordinate complex operational processes behind the event. Today, Eddy works full-time at Harambee Kigali as a bilingual assessor while continuing his studies.

Orante Tuyizere, aged 23, has participated in the skills-sharing programme with Harambee Youth Employment Accelerator for two consecutive years, gaining hands-on experience across talent management, partnerships and side events, while also mentoring new participants who join the programme. This year, Orante has joined Global Citizen’s Rewards team, coordinating for the Rwandan market from February to June.

These stories underscore an important point: initiatives like Move Afrika do not simply deliver an event — they create life-changing economic opportunities.

For Rwanda, which has positioned itself as a regional hub for conferences, culture and innovation, programmes like Move Afrika’s Youth Engagement, Skills-Sharing and Job Opportunity Programme are increasingly important. They ensure that the country’s growing creative and events industries are supported by an emerging workforce that has world-class production skills.