Vibrant creator economy sets the stage for global music and culture extravaganza

Olivier Laouchez, the Chairman and co-founder of Trace, commended the Rwandan creative sectors and the vibrant creative economy of the country, highlighting their pivotal role in hosting the inaugural Trace Awards & Festival in Africa. Speaking at a media event held at the BK Arena ahead of the Trace Awards & Festival, Laouchez expressed gratitude to the numerous Rwandan partners who contributed to bringing this significant music and cultural event to life in Kigali.

This event, presented by Visit Rwanda and Martell, a Pernod Ricard brand renowned for its premium cognac, is scheduled to take place at the BK Arena in Kigali, Rwanda, on October 21, 2023. It will offer an in-person experience to seven thousand music enthusiasts while reaching a wider audience through online, television, and social media platforms.

Laouchez expressed his appreciation, stating, “We extend our heartfelt thanks to the various Rwandan institutions, organizations, and individuals who have dedicated their efforts to make the Trace Awards and Festival a resounding success. Special recognition goes to our partners, including the Rwanda Development Board (RDB), the Rwanda Convention Bureau (RCB), Visit Rwanda, RwandAir, RBA, the BK Arena, Kiss FM, VW Move, the Kigali Conference & Exhibition Village (KCEV), Alpha Entertainment, Shoplife, Betpawa, and Bralirwa, among others.”

The Trace Awards and Festival is set to take place in Kigali from October 20 to 22, with the Trace Awards ceremony being broadcast live from the BK Arena on Saturday, October 21. This event will feature more than 50 of the most prominent and influential artists from across Africa and the African diaspora, celebrating the rich diversity of African and Afro-inspired music and talent.

Catering to fans of African and Afro-inspired music and culture, the Trace Awards will be broadcasted on Trace TV, radio, digital channels, and multiple free-to-air broadcasters across Africa, Europe, and the USA, with a live stream available on YouTube. The expected viewership and social engagement are projected to reach over 500 million fans in 190 countries.

Laouchez emphasized the challenges of organizing such an ambitious and intricate event with 55 exceptional artists, acknowledging Rwanda’s support in providing the necessary resources and expertise for success. This includes a state-of-the-art venue, the agility of Rwanda’s service industry, the technical proficiency of the national broadcaster, the creativity of the country’s creative economy, the entrepreneurship of Rwandan businesses and individuals, and the invaluable assistance from government partners at RDB and Visit Rwanda.

As part of its commitment to enhancing the Rwandan entertainment industry, Trace’s multicultural team has actively fostered emerging talent within the creative economy through a mentorship program in collaboration with Africa in Colours and the MasterCard Foundation. This program pairs young creatives with seasoned professionals in various fields such as events, broadcasting, content creation, marketing, and more.

In addition to working with Rwandan suppliers, Trace has made a substantial investment in Rwanda, reserving thousands of hotel rooms at establishments like the Serena, Marriott, The Retreat, and Milles Collines, securing hundreds of flights on RwandAir routes from cities like Johannesburg, London, Lagos, and Paris, and coordinating transportation with VW Move, the official transport partner.

From a musical perspective, the Awards have provided a global promotional platform for Rwandan artists nominated in categories like “Best Rwandan Artist” and “Best Artist – East Africa.” Artists such as Bruce Melodie, Bwiza, and Chriss EazyAlso will perform at the Trace Awards.

The Trace Festival, held at KCEV from October 20 to 22, shines a spotlight on talented Rwandan artists and DJs, including Maestro Boomin, Ish Kevin, Kenny K-Shot, Bruce Melodie, Sema Sole, Angell Mutoni, Boy Chopper, Mike Kayihura, Tsonpa, Hottempah Collective, DJ Fans-T, DJ Higa, DJ Rusam, and DJ Irah.

Rwandan brands and creatives are integrated into the Trace Festival, with brands like Haute Baso, Ashanti, and Bibi Creations collaborating with Trace to curate a unique three-day cultural experience that showcases Rwandan creativity and talent. This includes a retail marketplace, a food court, a conference and workshop program, and fashion and beauty experiences.

The festival also features delicious bites, snacks, and treats from various Rwandan food entrepreneurs, including Pat’s Bangerz Food Truck, Bunz, Choma’d, A La Brunch, Akwaaba Kigali, Issa Brochettes, Turambe Salad Bar, Jollof Kigali, Torino’s, Vital Organics, and BICU.