Kigali : Kendrick Lamar’s pgLang and Global Citizen Partner for “Move Afrika” Initiative to Revolutionize African Touring Market

Renowned in the world of Hip Hop for his immense success in live performances, Kendrick Lamar’s company, pgLang, has joined forces with Global Citizen to launch an innovative initiative aiming to establish a thriving touring market in Africa.

Dubbed “Move Afrika,” the program is envisioned as a five-year endeavor focused on promoting health, equity, environmental conservation, job creation, and economic opportunity. The inaugural event is set for December 6 at the BK Arena in Kigali, Rwanda, headlined by Kendrick Lamar himself.

CEO and co-founder of Global Citizen, Hugh Evans, explained the necessity of the project, emphasizing the absence of a well-established touring circuit across the African continent. He detailed the mission of Move Afrika to connect the various regions of Africa over the next five years.

The Move Afrika initiative’s goal is to host annual world-class live events on the continent, driving substantial investments in community-based health services, engaging local talent and vendors, and offering skill development and job opportunities.

Evans highlighted two primary objectives of the program. The first aims to generate employment by training individuals in production, sound, lighting, security, and staging. Additionally, support for micro-entrepreneurs is intended for direct poverty alleviation.

The second goal is to create a sustainable platform for artists beyond the initiative’s duration. Evans envisions a future where African economic development, artistic growth, and job creation thrive due to a bustling touring circuit.

Unlike most Global Citizen events, Kendrick Lamar’s December concert in Rwanda will not be internationally streamed. Instead, the focus is on local broadcasts, intending to enable East African viewers to stream the event live on television.

pgLang will play a pivotal role as a “co-curator” of the Move Afrika festival for the next five years. They will contribute to musical curation and the overall creative development, aligning with Kendrick Lamar’s vision for the project.

Regarding the much-discussed collaborative album with J. Cole, the Dreamville boss confirmed its existence at one point but highlighted the challenges of aligning schedules and dedicating the necessary time for its realization, ultimately putting the project on hold.