There is a general feeling that music in Rwanda is not a place to put your money. Many think music is just about entertainment and not a sector where you can invest and gain. However, singer Bruce Melodie disagrees. “You can invest in the music industry as you would any sector of the economy, we are a living proof,” he says. “The reason why we are still in this industry is no other than profit. Music is a trusted business that pays like other professions,” he tells Weekender. The “Katerina” hit maker cites examples of some of his achievements in industry, like his recent Rwf150 million deal with the Kigali Arena, and 50 million commercial deal with Brook. “If foreign investors can bring their products to me for promotion, it’s because they trust this sector and believe they can make money through our industry,” he says. “The same should be happening with the people.” Bruce Melodie urges local investors to trust the local music industry, and grow with it as it. “There are many people who are already betting on us, on this industry, more Rwandan investors should treat this industry more seriously. “The market is open with a lot. Businesses should invest in Rwandan music, they can start with supporting young artistes with fresh ideas.” According to Melodie, the music industry is not just for artistes. “It is also a space for live bands, music producers, instrument players and managers which creates more room for investments,” he adds. Asked whether he has another source of income besides music, he proudly says “no”. “I do music for a living, that’s what feeds me and my family.” For Alyn Sano, who was awarded as the ‘Best Female Artiste’ in the Isango na Muzika Music Award, more young women should consider music for a career. Women are massively underrepresented in the industry and, therefore, missing out on opportunities, the “Kontorola” star observes. “Some women still view music as not something profitable, just like any other job that feeds into the stereotypes and attitudes that continue to degrade women,” she says. She advises young artistically talented to look up to those who have made it in the industry and take the plunge too. “There are examples out there, great inspirational stories,” she says. She reckons that the local music industry has taken off and the opportunities it offers will only grow further. “Music is life, it appeals to human emotion,” she notes. “It touches an important basic need for humans that require daily delivery, which is an ever-growing demand, all that makes the music industry important and safe for investment.” Many music managers share these sentiments too. Clement Ishimwe, one of the leading music producers in Rwanda and the manager of Kina Music label, says Rwanda’s music industry is ripe for investment “even during these pandemic times”. “Covid-19 affected the Rwandan music industry probably more than in other countries,” he says. “This is probably because local players in the industry didn’t know about other ways of making money in this sector, other than organising shows and related events.” He calls on both local investors and music fans in general to embrace music streaming services and buy albums via recognised platforms. Producer Jean Paul Gatsinda, best known as Jay P, is also of the view that the Rwandan music industry is ready for investment. “As producers, we have witnessed the growth of Rwandan music from the beginning. For instance, the money we used to charge for a song back in 2001, has increased tenfold,” says the producer who has been working in the sector for some two decades now. Putting your money in Rwanda’s music industry is worth it, he says. For Bruce Intore, the founder of Kivu Fest, an events planning firm, “Elsewhere in Africa, music is a multimillion dollar industry, so the question is why not here?” And he has an idea what could be the main challenge. “I think there is a need for more support and investments, both from the private and public sectors. “Streaming is one of the biggest sources of income for music. International platforms like Spotify and Apple Music have come to Africa and Rwandans should learn how this works, and also get used to the culture of paying for songs,” he tells Weekender.
