Sibomana
Emmanuel – Entertainment Journalist
In today’s fast-evolving entertainment world, success is no longer defined by talent alone. According to Sibomana Emmanuel—one of Rwanda’s leading entertainment journalists and analysts—the African showbiz industry, especially in Rwanda and East Africa, must embrace strategic unity and collaboration if it hopes to compete at a global level.
In
an exclusive feature with Zoliberry.com, Sibomana provides a deep and
structured analysis of the persistent challenges facing local creatives—and how
collective effort could unlock international opportunities for both individuals
and entire industries.
The Global
Market Demands More Than Individual Fame
“Talent is essential, yes,” Sibomana says. “But it’s not
enough. You can be the most gifted singer, filmmaker, or model, but if you're
working in isolation, your potential is already limited.”
He emphasizes that global success is rarely the result of
solo effort—it’s the result of well-built ecosystems. Artists need professional
managers, media support, stylists, event planners, publicists, and fellow
creatives aligned under shared goals.
Drawing from Nigerian and South African success stories, he cites artists like Burna Boy, Tems, and Tyla—whose global breakthroughs were powered by teamwork, cross-border networks, and consistent branding. “They didn’t do it alone,” he adds. “They had teams, they moved as units, and they made space for others to rise alongside them.”
The Cost of Ego and Disunity
Sibomana points to internal industry challenges such as
ego and lack of professionalism. “Sometimes, you find artists competing with
their own managers or surrounded by unqualified friends instead of experienced
professionals,” he says.
This environment, he warns, damages trust and limits
growth. It leads to disorganized releases, clashing events, shallow rivalries, and
poor industry vision. “If artists, producers, photographers, and influencers
could operate with respect, humility, and open communication, we could build
movements instead of cliques.”
He also criticizes the overreliance on one language in
music. “Many Rwandan musicians stick only to Kinyarwanda, missing out on
broader global audiences. Language can be a bridge or a wall—we must think
globally even when we act locally.”
Sibomana Emmanuel – Entertainment Journalist
Creative
Collaboration as a Strategy
According to Sibomana, the way forward is through
cross-disciplinary partnerships. “When a musician works with a visual artist,
or a comedian collaborates with a scriptwriter or YouTuber, they create fresh
content and access new markets.”
He mentions festivals like KigaliUp,
Ubumuntu
Arts Festival, and the East African Performing Arts Market
as great models for synergy. But he insists that collaboration must extend
beyond events. “We need mentorship, co-branding, day-to-day teamwork, and
shared objectives.”
“A singer doesn’t have to wait for a record label to go
international,” he adds. “They can team up with a talented video director, work
with a social media strategist, and contact international bloggers or curators.
The tools exist—it’s about mindset and strategy.”
Government
Support vs Industry Ownership
Sibomana also praises government investments in
infrastructure, such as BK Arena, and Rwanda’s consistent national security
that supports peaceful entertainment gatherings. “That’s a strong foundation,”
he says. “But the creative community must build upon it.”
He cautions that the government alone cannot produce
international stars—it can only create an enabling environment. “The next step
is on us. We need to partner with international brands, invite top-tier
collaborators, send professionals abroad for training, and open our minds.”
Sibomana Emmanuel – Entertainment Journalist
The Vision
Forward: One Industry, One Voice
To ensure sustainable growth, Sibomana proposes the
creation of a unified coalition of entertainment professionals—a space to offer
training, resolve conflicts, run joint campaigns, and define professional
standards. “We need a shared code of ethics. We need harmony across
disciplines. Let’s stop treating each other like rivals and start acting like
teammates.”
He believes that Rwandan and East African creatives are
close to a breakthrough—but that leap requires unity. “We cannot keep waiting
for a miracle. The miracle is in collaboration.”
Final Word
As a journalist who has mentored and followed countless
artists, Sibomana Emmanuel remains hopeful. “I believe in our talent—I see it
every day. But to reach the Grammy stage, the BET red carpet, or the global
streaming charts, we must shift how we think and how we treat one another.”
In his view, the future of African entertainment depends
not just on global stages—but on strong relationships, open minds, and the
power of unity.