Rwandan musician Bruce Melodie has emphasised that music has an untapped potential as an essential platform for showcasing Rwanda’s natural attractions and branding the country worldwide. The artiste was speaking during the National Umushyikirano Council, attended by President Paul Kagame, at Kigali Convention Centre on Friday, February 6. Bruce Melodie noted that music plays a significant role in branding the country, particularly through music videos that highlight Rwanda’s landscapes and urban scenery. “It (music) transcends borders, we don’t need visas, and our music speaks on our behalf,” he said, describing music as “a sector that, if considered and fully integrated into our tourism industry, can attract many foreign visitors in the future.” ALSO READ: Bruce Melodie in Lagos: What’s he up to? Despite growing international attention, Bruce Melodie pointed out that the music industry continues to face financial challenges, largely due to limited investment, even though it creates so many jobs. The singer explained that artistes contribute directly to tourism by deliberately showcasing Rwanda’s scenery in their work. “In my songs, I often portray Rwanda’s beauty,” he said. “For example, Pom Pom, my collaboration with Diamond Platnumz, features the Sonatubes roundabout. Katapila showcases views of Kigali, while Fou de Toi features Château Le Marara Hotel in Karongi District and people were like ‘Where is that? Is that Rwanda?’” he explained. Based on the examples, he stressed that creative arts play a crucial role in shaping how Rwanda is perceived globally. ALSO READ: Bruce Melodie and The Ben turn ‘healthy rivalry’ into BK-backed New Year showdown “Arts are a way of marketing our country and shaping how people see it. We are proud of our country, and we don’t want it to be represented only by politicians,” he said. While acknowledging music as a legitimate career, the artiste highlighted the high costs of production, saying a single song can cost between Rwf100 million and Rwf150 million. “We invest because we expect returns,” he said. He also called for more affordable access to infrastructure, citing venues such as BK Arena and Amahoro Stadium, whose high costs remain a challenge for many artistes despite the economic activity and job opportunities concerts create. “We miss seeing thousands of fans turning up for concerts and making the city vibrant,” he said. Bruce Melodie highlighted the potential for music exports, noting that with professionalisation, access to strong international markets, and adequate institutional support, the industry could become more profitable, attract investors, and align seamlessly with Rwanda’s tourism promotion efforts.
