Rwanda's entertainment industry has long been associated with rivalries, but a growing number of creatives say competition is increasingly crossing the line into online harassment, defamation and smear campaigns that threaten careers and personal lives.

Recent allegations by DJ Sonia, who says she has spent the past three years seeking justice over alleged online harassment and intimidation, have reignited debate over what some industry players describe as a toxic culture of damaging colleagues' reputations for personal gain.

Music manager Alex Muyoboke says online harassment and character assassination have reached alarming levels in Rwanda's entertainment industry, leaving many creatives feeling unprotected despite repeated efforts to seek assistance from authorities.

"We are crying out for help because the situation has become unbearable. What Sonia has been saying is true, and many of us have experienced the same thing," he said, recalling that he was also subjected to sustained online attacks before the arrest of Vlogger Jean-Bosco Sengabo alias Fatakumavuta.

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According to Muyoboke, entertainers have reported such cases to the Ministry of Youth and Arts, the Rwanda Investigation Bureau (RIB), the Rwanda National Police and other relevant institutions, but many feel little progress has been made.

"People have destroyed our reputations on social media. They create false stories using our names simply to make money, turning us into outcasts and damaging our relationships with family, friends and the public," Muyoboke told The New Times.

He questioned why some reported cases remain under investigation for a long time without resolution, citing DJ Sonia&039;s case as an example.

"If someone reports a case and even provides evidence, why should it remain unresolved for years? We are left wondering whether these complaints are receiving the attention they deserve," he said.

Muyoboke believes jealousy has become one of the main drivers of online attacks in the entertainment industry, with some individuals targeting successful creatives to undermine their careers.

"Some people see others succeeding and immediately look for ways to bring them down. They wake up and fabricate stories out of nowhere, knowing such claims spread quickly online," he said.

He warned that false allegations can have lasting consequences, affecting victims' personal lives, careers and future opportunities.

"Once these stories are published, many people believe them without verifying the facts. They remain on the internet and continue damaging someone's reputation long after they have been proven false," he said.

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He added that online harassment has become so widespread that some creatives have received threatening messages while others have considered leaving the entertainment industry altogether because they can no longer cope with the hostile environment.

"The industry has reached a point where positive achievements receive little attention, while fabricated scandals dominate online conversations. That is not healthy for the growth of our creative sector," he said.

Media personality Amen Rugemana, popularly known as Babu, believes online smear campaigns have become a growing concern in Rwanda&039;s creative industry, alleging that some individuals use bloggers and social media influencers to damage the reputations of public figures.

"These things really happen. Some people do it because they are paid, while others do it on their own. In many cases, influencers and small bloggers are used as tools to attack specific individuals," he said.

According to Babu, it is not uncommon for some people to commission negative campaigns against those with whom they have personal or professional differences.

"If someone has a problem with another person, they can pay bloggers to spread negative stories about them. Sometimes the stories are completely fabricated because those behind them believe there are no strong legal consequences," he said.

He argued that the practice has become increasingly normalised, with some content creators publishing unverified allegations to attract attention or generate online engagement.

He also questioned whether complaints related to online harassment receive sufficient attention, saying cases involving entertainers are sometimes not treated with the urgency they deserve.

"When such cases are reported, they are often viewed as ordinary disputes instead of recognising the serious impact they can have on people's lives and careers," he said.

Rwandan comedian, filmmaker, poet and Mcee Gratien Niyitegeka, commonly known as Papa Sava, believes unhealthy competition has become increasingly common across Rwanda's entertainment industry, with some individuals seeking to advance their careers by discrediting others.

"I think the problem has reached a worrying level, although it affects different creative fields differently," he said.

"Sometimes it is not just about bringing someone down. Some people want to rise by stepping on someone else's name," he said.

Niyitegeka attributed the trend to greed, poor character and a lack of professional integrity, arguing that creatives should instead allow their work to speak for themselves.

"People should work hard, demonstrate their abilities and let others choose them on merit, rather than trying to succeed by destroying someone else's reputation," he said.

Despite these challenges, Niyitegeka believes the way creatives respond is equally important, urging them to exercise professionalism and emotional maturity.

"If someone says they are better than me, I congratulate them. If they say I have fallen behind, I encourage them to do even better. Not every criticism deserves a response," he said.

He added that experienced creatives should avoid engaging in unnecessary public disputes, saying maturity lies in knowing which battles are worth fighting and focusing instead on building a lasting career.

The New Times sought a comment from the Rwanda Investigation Bureau (RIB) on the issue but was unable to obtain a response by the time of publication.

Need for protection

Persistent online bullying is becoming an increasingly serious concern in the digital age, according to digital transformation specialist Sylvie Nsanga, who warns that fear of online abuse is driving some people away from social media while forcing others to remain silent to avoid becoming targets.

She said the growing trend highlights the urgent need for stronger measures to protect users from digital abuse.

Nsanga called on authorities to adopt a more proactive approach to monitoring online platforms rather than waiting for victims to report incidents, arguing that digital safety should be treated with the same urgency as physical security.

"We don't wait for people to be robbed before deploying security. The same approach should apply online, where those responsible for abuse should be identified as part of routine monitoring," she said.

She also stressed that freedom of expression should never be used to justify insults, harassment or defamation.

"Freedom of expression allows people to express opinions responsibly. It should never be interpreted as a licence to abuse or humiliate others, whether they are ordinary citizens or public figures," she said.