"I want to be a singer!" my four-year-old daughter announced with sparkling eyes at the dinner table. As UNDP’s project manager in charge of the youth empowerment portfolio, I should have celebrated her creative spark. Instead, I murmured about “parent preferred” career choices like doctor, engineer, or lawyer, the words slipping out before I could stop them. That evening, the irony struck me: here I was, dedicated to nurturing Rwanda’s creative talent, yet unconsciously stifling the same dreams in my own home. This moment forced me to confront a deeper truth: how ingrained our biases against creative careers remain, even in those of us who advocate for them.

Through initiatives like Art-Rwanda Ubuhanzi or ArtsConnekt, implemented by the Imbuto Foundation and the Ministry of Youth and Arts with the European Union and the United Nations Development Programme’s support, I’ve witnessed how the creative and cultural industry transforms lives. Those initiatives have redefined how we identify and nurture talent across six arts categories: Plastic Arts, Music and Dance, Fashion, Acting and Drama, Cinematography, Photography, and Literature. Hundreds of Rwandan artists have been mentored, turning their passion into sustainable careers and improving their families’ livelihoods.

Emmanuel Keza Niyonsenga, the founder and creative director of KEZEM, a Rwandan clothing brand, is a shining example of the transformative power of creative initiatives. Inspired by his mother’s tailoring, Emmanuel credits the 2018 Art-Rwanda Ubuhanzi competition for his breakthrough. Today, he employs 13 young men and women, participates in fashion shows across Africa, and promotes Rwandan narratives through his designs. 

Similarly, Ndaruhutse Merci, known as Fally Merci, perfected his comedy and business skills through the Art-Rwanda Ubuhanzi and YouthConnekt programs. He now leads the Gen-Z Comedy series, mentoring over 100 comedians and reaching an audience of more than 15 million people. Fally’s success was further cemented when he won the 2024 ArtsConnekt Award, receiving RWF 10 million to scale his comedy business. With this award, he is investing in sound equipment to enhance his comedy shows, ensuring higher production quality and wider reach. His business now employs six permanent staff and provides temporary opportunities to 47 others, proving that investing in the creative industry has a direct impact on job creation and economic growth. These stories prove that the creative industry is not just a cultural pursuit but a powerful engine of economic growth. 

In recent years, Rwanda’s creative sector has created thousands of jobs and become a dynamic contributor to youth employment and economic growth. Yet, many parents still see the arts as hobbies rather than viable careers. This outdated mindset is one of the greatest barriers to nurturing young talent. Graduates of programs like Art-Rwanda Ubuhanzi or ArtConnekt challenge this notion, proving that passion can lead to profitable and impactful careers. As parents, we must shift our perspective. Dinner table conversations should celebrate artistic dreams, not judge them. When we embrace our children’s creative passions, we cultivate the innovators of tomorrow who will shape a more vibrant, colourful world.

The Rwandan government has recognised the potential of the creative sector, aligning it with national development priorities in the National Strategy for Transformation (NST2). Positioned as a key driver of job creation, innovation, and export growth, the arts are integral to achieving Vision 2050. Scaling up initiatives like Art-Rwanda Ubuhanzi and ArtsConnekt could address youth unemployment while fostering inclusive economic growth. The government must create a supportive environment for the arts, empowering young artists to contribute to a dynamic, diverse economy.

However, development partners and the private sector must also step up by recognizing and investing in the untapped potential of the arts and creative industries. From funding creative programs to providing platforms for young artists to monetize their work, private companies can play a pivotal role in fueling this growing sector. They should establish partnerships with educational institutions to build pipelines of talent, offer grants or low-interest loans to startups in the creative industries, and leverage corporate sponsorships to enhance their brand equity through cultural growth. Incentives such as tax benefits can further encourage businesses to invest in the arts.  Development partners could also amplify their impact by investing in artist training programs, infrastructure like performance spaces and digital tools, and facilitating international exposure for young creatives through global networking opportunities. Furthermore, they could champion public-private partnerships to drive long-term, sustainable growth in the sector, ensuring that the creative industry becomes a cornerstone of Rwanda’s socioeconomic development.

To parents like me, changing our mindset can be a game-changer in unlocking the potential of the next generation. By highlighting success stories like Emmanuel’s and Fally Merci’s, we can challenge the common fears that discourage artistic careers such as financial instability, job uncertainty, and societal expectations. Many parents worry about competition, unclear career paths, and unpredictable incomes, often projecting their own regrets or fears. However, by showcasing clear career opportunities and tangible success, we can shift perceptions and empower our children to pursue their creative passions with confidence.

Beyond economic value, art is a powerful reflection of who we are. It tells our stories, preserves our history, and expresses our identity. Whether through music, fashion, film, or visual arts, creatives shape the way Rwanda is seen and understood, both by its people and the world. 

That evening, I returned to my daughter and embraced her dream of becoming a singer, promising my wholehearted support for her journey. This should be our collective response as parents, leaders, and society: to champion our children’s artistic aspirations rather than diminish them. When we invest in creative dreams today, whether at our dinner tables, through private-sector engagement, or national initiatives, we are not just supporting individual talents. We are safeguarding our culture, strengthening our identity, and crafting a more vibrant, innovative Rwanda where art and culture become powerful engines of tomorrow’s prosperity.

As we mark the 10th anniversary of World Youth Skills Day in 2025, under the theme “Youth Empowerment through AI and Digital Skills,” we must expand our understanding of what future-ready skills truly means. In the creative industries, AI is already transforming music production, digital fashion design, film editing, and content monetisation. At the same time, blockchain technology offers immense potential for the creative sector, from enabling transparent royalty distribution and digital rights management to creating new revenue streams through Non-Fungible Tokens (NFTs) and decentralised marketplaces. 

Rwandan youth in these fields not only need creative tools but also training in digital platforms, coding, blockchain applications, and ethical AI use. National programs in the field of the creative industry must evolve to include digital, AI, and blockchain skill-building, ensuring that young artists are not left behind in the Fourth Industrial Revolution. Equipping youth with these hybrid skills is essential to making Rwanda’s creative economy inclusive, competitive, and future-proof.