There is no doubt that the local market has become too small for Rwanda’s music, and the latest trend of local artistes signing with big record labels and performing on global stages is evident to it. For many years, global entertainment giants were known for increasingly setting their sights on Africa's growing music industry, Rwanda in particular, but tables have turned, and music produced on the African continent is heavily dominating global cultures. The perfect example is Ayra Starr, one of the biggest breakout Afrobeats stars, who is massively gaining global rise after dropping her recent track ‘Hot Body, the first to come out since she signed with Roc Nation, Jay-Z’s company. This did not stop with Nigerian artistes only, Rwandan stars are also increasingly convincing heavy music houses and the latest is renowned local rapper Ish Kevin, the most prominent recent example of a Rwandan musician signing with a major global record label, having signed with Universal Music Kenya (UMG Kenya) under the umbrella of Universal Music Group (UMG), following Ariel Ways who signed with the same management line earlier this year. In 2023, Rwandan music sensation Bruce Melodie also bagged a deal with one of the biggest record labels in the United States, S-Curve Records', which helped promote his maiden album Colorful Generation and securing gigs in the US. But, for many, the question remains one... What does this mean for Rwanda’s music industry? A win! According to Ish kevin, signing with major global record labels is a significant advantage for African creatives because it provides access to global distribution networks, increased funding for production and marketing, professional expertise in promotion and branding, among many others. Another thing, he said, signing with global music houses help legitimize international credibility and opportunities to reach a wider audience. “These resources foster growth, elevate the global profile of African music, and can lead to greater financial success and recognition for us,” he said. For Rwandan female artiste Bwiza, who works with Empire, a leading global music distribution company, partnering with international record labels helps artists become more professional in managing their careers. She explained that ever since she started working with Empire, her craft reached a global audience and began attracting international listeners. According to Bwiza, global distribution companies play a key role in pushing locally produced music to international markets, creating a win-win situation where both the artist and the company benefit. In contrast, she noted, some local companies in Rwanda exploit artists instead of supporting them. However, she added that working with such companies requires artists to have a strong understanding of how contracts work, as poor contract management can hinder the progress of talented musicians, citing Mike Kayihura and Alyn Sano as examples. Miguel Manzi, a Kigali based music expert, sees this as a double-edged sword that comes with challenges but also huge potential for growth. “I’ve seen cases where artists sign with big labels and end up in a tough spot, sometimes restricted from releasing their own songs or pressured to lean towards commercial sounds instead of staying true to their craft. That’s the risky side,” Manzi told The New Times. He believes that these deals bring the industry a step closer to putting Rwandan music on the global stage as well as opening doors to international collaborations and opportunities that our creative industry really needs.
