Kigali’s entertainment scene is undeniably thriving, evident from the influx of global pop stars attending notable events like Move Afrika, Trace Awards, Giants of Africa Festival, and even the Rwanda Basketball League Finals. However, these large-scale shows, while attracting massive audiences, often lack intimacy.
As a party-goer, the challenge is clear: the larger the arena, the harder it is to get up close and personal with your favourite artists. In response, intimate small concerts have emerged as a more personal alternative. Unlike their grand counterparts, these events prioritise bringing music closer to the ears of attendees while remaining budget-friendly for organisers, catering to “real fans” who seek an authentic experience.
These smaller gatherings, contrary to massive 10,000-seat arenas, take place in trendy new coffee and cocktail spots nestled in Kigali’s suburbs. Yvan Mugabe has always loved music, but finding like-minded individuals with similar tastes hasn’t been easy. Many times, he’s ended up at parties where the same radio hits dominate the playlist, which he finds frustrating.
However, while scouting his social media, Mugabe discovered a growing trend of individuals hosting small shows catering to niche music preferences. For instance, he recently attended a hip-hop event at a creative house in Kacyiru that perfectly matched his taste.
Building the Andersonne Experience Individuals like Mugabe are enthusiastic about small concerts due to the efforts of organisers like Andersonne Uwineza. Since June 2023, Andersonne has been curating “The Andersonne Experience,” an artistic and musical project connecting various artists with their audiences and fostering community engagement. “I am committed to developing a touring system for artists, and I recognize that this requires financial investment.
My focus is on showcasing artists who may not be highly commercial through intimate performances with smaller audiences. When asked if she believes artists can achieve sustainable livelihoods through performances, including herself as an organiser, Andersonne expressed optimism but noted the absence of a supportive system.
Despite organising several events, she only recently saw a profitable return with the Valentine’s Day show at BK Arena, where she could compensate everyone fairly and generate income. Since its inception, Andersonne has featured artists such as E.T Ndahigwa, Delah Dube, Sema Sole, and Ariel Wayz.
She identifies her primary audience as those who appreciate a specific music genre, akin to NPR Tiny Desk concerts. People who value thoughtful lyrics and sound quality and are keen on seeing their favorite artist’s tour. Regarding financial challenges, she admits, “I struggle to break even.”
“Despite being a registered business, the revenue generated from ticket sales, even if 100 people pay Rwf10,000 each (totaling Rwf1 million), falls short of covering production costs, which start at a minimum of Rwf 2 million. This results in a loss after expenses.” Uwineza finds that hosting her shows at Institut Francais is ideal due to its flexibility regarding noise restrictions and other logistical issues.
Despite acknowledging the importance of changing venues for varied experiences, she highlights challenges. “A venue change is crucial to offer different perspectives on performances. However, moving the event to a place like Rebero at Canal Olympia proves defiant. The audience may find it too far to travel by bike or car, especially considering the late-night timing of the show, and the limitations imposed by our local nightlife regulations make this even more challenging,” Uwineza said.
Sofar Kigali’s story begins as part of the larger Sofar Sounds franchise. Ornella applied to host Sofar Kigali in 2018 and received approval in 2021. She finds great appeal in Sofar’s safe and supportive atmosphere for artists and attendees, emphasising its unique focus on music and art appreciation rather than merely social gatherings.
“Originating from a living room in London, Sofar Sounds aimed to transform any space into a stage, offering exclusive and intimate live performances. Our platform has greatly benefited artists by providing them with a nurturing environment to showcase their talents,” explains Kayitaba, “We focus exclusively on live music, encouraging artists to step out of their comfort zones and play without relying on pre-recorded tracks.”
Kayitaba further emphasises that for artists, performing at Sofar events serves as a safe space to gauge audience reactions to their work, whether it’s singles, EPs, or full-length albums.
“We prioritize live performances and genuine audience appreciation.” “While our event budget limits financial aid, we provide essential support by covering venue costs and compensating artists,” Kayitaba notes. “Beyond monetary benefits, artists gain exposure and future opportunities through our collaborations with Sofar Sounds and other stakeholders.”
Reflecting on the challenges, Kayitaba shares that they haven’t yet broken even and made profit due to the substantial investment required to create these experiences. While costs remain high, they’re hopeful that future partnerships or sponsorships will enable them to expand and support more artists.
“As our audience expands, we’re moving towards larger venues to accommodate more attendees, but this presents a new challenge: maintaining the intimate atmosphere that defines our events. We’re exploring strategies to manage larger crowds while preserving a personal experience.
Our goal is to host events for 150 to 200 people without compromising our ability to organise smaller gatherings of 30 to 50 individuals, aligning with Kigali’s preference for smaller, intimate events. Balancing this growing popularity with our vision of intimacy is our current focus.”
Daddy Caspary, the Establishment Manager at Atelier du Vin, a popular hotspot in Kigali, is committed to creating a unique venue for intimate gigs and musical experiences. “It’s not just about individual events; we want to foster a sense of community among artists, akin to a mini-festival where Rwandan talent can shine and collaborate on memorable concerts.”
Caspary sees Atelier du Vin as a magnet for weekend revellers seeking entertainment, offering memorable experiences without the need to venture beyond Rwanda’s borders. “I want Kigali residents to embrace the joy of music, and recognize the abundant talent and passion within our city.”
Caspary says, “This summer, we’ll unite efforts and create something remarkable for our community a space where people can come together to enjoy music, ambiance, and culinary delights,” Reflecting on past experiences, he recalled.
“During our Valentine’s Day concert featuring Mike Kayihura and Kivumbi King, we witnessed a truly wonderful celebration. Guests embraced the unified experience of both music and food.”
Caspary believes in scaling this concept to more venues across the country. He argues it’s more important to focus on supporting local talent rather than importing big names. “The clientele is already here. We just need to tap into it.
Every weekend presents a new opportunity for enjoyment,” he asserts. Live and Unplugged Event Series: Intimate concerts with international artists in Kigali The concept of small, intimate settings featuring international artists may seem unconventional, but with proper investment, some have successfully attracted outside talent.
Over the past decade, the Live and Unplugged Event Series has brought unique and unforgettable musical experiences to Kigali by showcasing world-class international artists in stripped-down, intimate settings. This series is presented by Afrogroov, a music production and curation network founded by Rwandan DJ Eric Kirenga, also known as Eric Soul.
Each artist performs acoustically, allowing audiences to fully appreciate their musicianship and performance skills as they showcase their original work and compositions. “It’s a world-class intimate event where we have hosted international artists such as Nneka from Germany and Nigeria, Keziah Jones from the UK and Nigeria, Somi from the US, Uganda, and Rwanda, and Joss Stone from the UK, alongside local talents like Inki and Andersonne,” explained Kirenga.
“This led to the idea of innovating with intimate acoustic music shows, prioritizing quality over technical complexity. These shows offer a unique experience, allowing audiences to witness international superstars perform with minimal production, showcasing raw talent.” said Kirenga, “For artists, performing in this setting requires exceptional talent and dedication, fostering a powerful connection with the audience.”
He explained that the specific objectives include establishing a regular Live and Unplugged Series throughout the year and expanding the platform beyond Rwanda. Interacting with various individuals in this industry has led me to a realisation that these small concerts, which I and many others cherish, often prioritise our enjoyment over the financial gain of organisers.
The locations are always beautifully set, the people comfortable, and the ambiance wondrous – often at their expense.
Furthermore, producing a song or video and performing it as an artist involves substantial costs beyond what a standard concert ticket covers. If fans cannot contribute enough to support the artists, we risk perpetuating a cycle of financial losses.
This scenario is far from ideal for a country seeking to expand its investment in the entertainment industry. The more people engage in these experiences and support the arts, the greater the momentum we’ll generate. I wonder then, what steps can I take to ensure musicians receive the support they need? Perhaps attending small, intimate concert experiences could be the first step.
