Last week, Pretoria became the epicenter of a pivotal shift in Africa’s live music landscape as Global Citizen brought its Move Afrika tour to South Africa for the first time. Headlined by global superstar Doja Cat, the event marked more than just a major concert, it underscored a growing movement to redefine the continent’s touring ecosystem.
Now in its third year, Move Afrika is an ambitious initiative led by Global Citizen in partnership with pgLang and Kendrick Lamar. Designed as a long-term investment in Africa’s live entertainment infrastructure, the tour aims to build sustainable systems that support international touring, while creating opportunities for local talent, crews, and businesses.
In Pretoria, that vision translated into a fully localized, world-class production. Delivered in collaboration with Big Concerts and supported by Mushroom Productions, the event was executed entirely with local crews and equipment, demonstrating South Africa’s capacity to host global-scale shows at the highest level.
For Doja Cat, the performance carried personal significance. Despite it being her first time performing in South Africa, the artist described the moment as a homecoming, telling fans, “For a place I’ve never been to, it feels like I’ve been here before.” Her set, featuring hits like Paint The Town Red, Woman, and Kiss Me More, was met with an electrifying response from the crowd.
Beyond the stage, Move Afrika’s impact is rooted in long-term development. Since its launch in 2023, the initiative has generated over 3,000 job opportunities across cities including Kigali, Lagos, and Pretoria. The tour continues to prioritize local employment, with nearly 100 percent of crews sourced locally in both Rwanda and South Africa this year.
A key pillar of this effort is skills development. Through the Youth Technical Production Pathway, launched in partnership with Gearhouse South Africa Group and the Gearhouse Kentse Mpahlwa Academy, young participants received hands-on training in lighting, audio-visual systems, and stage rigging. In Pretoria alone, ten trainees were directly involved in the production of Doja Cat’s show, gaining valuable real-world experience.
The momentum extends to Kigali, where Move Afrika has rapidly contributed to Rwanda’s emergence as a major events destination. Local crew participation has grown from 75 percent in 2023 to near full localization in 2026, supported by strategic partnerships with the Rwanda Development Board, Done and Dusted, and Rwanda Events Group.
Investment in skills and employment remains central. In Rwanda, over 120 young people have been trained through the Youth Engagement and Skills-Sharing Programme, with several transitioning into paid roles across the creative and hospitality sectors. Additional training initiatives in security and event management have equipped more than 100 personnel with internationally recognized expertise.
The musical programming also reflects the tour’s broader mission. Alongside Doja Cat, performances from Moonchild Sanelly and The Joy highlighted the richness of African talent and reinforced the importance of local representation on global stages.
For decades, Africa has remained underrepresented in global touring circuits due to gaps in infrastructure and investment. Move Afrika is directly addressing these challenges, creating not only unforgettable live experiences but also the systems needed to sustain them.
As the final notes echoed through Pretoria, one message stood clear: Africa is no longer waiting to be included in the global touring conversation. It is building its own.
