For over ten years, Global Citizen has harnessed the power of music to drive social change, transforming concerts into arenas that combat poverty and inequality. From iconic cities like New York to vibrant hubs such as Rwanda and Lagos, African musicians have shared the spotlight with international superstars, introducing the continent’s rich soundscapes to audiences worldwide.
Central to this mission is the conviction that music can inspire action and foster transformation. As Ayra Starr and Tyla gear up to perform at the upcoming Global Citizen Festival in New York, BellaNaija sat down with Ifeoma Chuks-Adizue, Global Citizen’s Managing Director for Africa, to reflect on the organization’s achievements over the past decade, the significance of representation, and how the Move Afrika tour is poised to revolutionize Africa’s creative industries.
Here is our insightful discussion!
Hi Ifeoma, how are you feeling today?
Hello BellaNaija! I’m doing wonderfully and thrilled to share the exciting developments we have in store.
Global Citizen has spent the last ten years elevating African artists on international stages and bringing global stars to Africa. Looking back, how have these experiences influenced the global narrative around African music?
Since 2012, when K’Naan performed at the first Global Citizen Festival in Central Park, we have consistently spotlighted Africa’s vibrant musical talents alongside global icons. This journey has helped reposition African music from being seen as merely “up-and-coming” to a dominant force on the world stage.
Events like the 2018 Mandela 100 Festival in Johannesburg and the 2022 Global Citizen Festival in Accra exemplify this shift, featuring African artists not just as openers but as equals alongside stars such as Beyoncé, Ed Sheeran, Kendrick Lamar, and Usher.
By elevating artists like Wizkid, Tiwa Savage, Stonebwoy, Sarkodie, Tems, Davido, and Ayra Starr to stages broadcast globally, Global Citizen has provided a launchpad that propelled many to international acclaim, chart-topping hits, prestigious awards, and sold-out tours. This success underscores that African music is both culturally rich and commercially competitive worldwide.
These landmark moments have challenged industry stereotypes, encouraging festivals, promoters, and record labels to recognize African artists as headline-worthy talents capable of drawing massive global audiences. This has paved the way for genres such as Afrobeats, Amapiano, and Afro-fusion to become integral to mainstream pop music.
Building on this momentum, the Move Afrika initiative aims to establish recurring, high-caliber concerts across Africa, ensuring the continent’s music scene remains a permanent and influential part of the global festival circuit.
What criteria does Global Citizen use when choosing African artists to perform alongside international stars on such prominent platforms?
Our selection process focuses on artists whose music transcends cultural boundaries, showcasing Africa’s innovative artistry while aligning with our mission to promote social change. We seek musicians whose voices inspire and whose work reflects the continent’s vibrant creativity.
With Ayra Starr and Tyla set to headline the 2025 Global Citizen Festival in New York, what does their presence signify in terms of Global Citizen’s dedication to equity, and how does this moment shape the future you envision for African music?
Featuring Ayra Starr and Tyla at the forefront of the Global Citizen Festival is a profound testament to the rising influence of African women in music. Sharing the stage with global icons like Cardi B and Shakira, these young artists are not just participating-they are leading the narrative of contemporary global music.
For us, this goes beyond entertainment; it’s about elevating voices that embody creativity, strength, and leadership. We are committed to celebrating African women as global trailblazers, recognized on their own merits and terms.
Move Afrika aims to generate over 100,000 jobs by 2028, boost Africa’s creative economies, and spearhead citizen-driven advocacy for sustainable growth. Could you elaborate on how these objectives will be realized beyond the concerts themselves?
Move Afrika is designed as a catalyst for economic development, focusing on attracting investment, enhancing infrastructure, and nurturing local expertise in host cities. This approach creates employment, offers skills development, encourages youth entrepreneurship, and highlights Africa’s premier creative talents on a global scale.
Since its inception in 2023, the tour has already generated over 2,500 jobs in Lagos and Kigali, with more than 90% of production crews sourced locally. Our ambition is to expand Move Afrika to five cities by 2028, creating over 100,000 jobs and elevating production standards across Africa’s live entertainment industry.
Beyond concerts, we invest in local artists and service providers through mentorship, training, and ongoing collaboration. By empowering local festival organizers and cultivating emerging talent, we aim to sustain year-round employment opportunities throughout the continent.
Looking forward to 2026, what can African audiences, artists, and governments anticipate from Global Citizen and the Move Afrika initiative?
Our immediate focus is to accelerate the growth of Move Afrika, expanding its reach city by city while deepening its economic impact. After successful events in Rwanda and Nigeria, we plan to revisit these markets, introduce a third country, and strengthen our partnerships with local artists, vendors, governments, and communities.
We are committed to creating jobs and fostering entrepreneurship by launching initiatives that enhance live event production quality and develop talent across Africa. Our vision is to establish the continent as a premier destination for live performances, where both African and international artists can tour confidently, supported by top-tier infrastructure and expertise.
Additionally, we aim to collaborate closely with governments to co-fund venue improvements and advocate for policy reforms that simplify touring logistics across Africa. We will also develop platforms to promote African vendors globally, facilitating cross-border bookings and trade.
Ultimately, Move Afrika is about more than spectacular concerts; it’s about cultivating a sustainable creative economy. By 2028, we envision operating in five cities annually, with events produced by skilled African professionals, driving lasting economic growth and empowering creative communities.
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All images courtesy of Ifeoma Chuks-Adizue.
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