Global Citizen Move Afrika

The Move Afrika: Rwanda event was more than just a concert—it was a celebration of culture, music, and advocacy aimed at ending extreme poverty and fostering local economies. The opportunity to capture both the powerful performances and the emotional moments between fans and artists was central to TORI’s approach. We understood the importance of highlighting the communal energy of the event and the broader mission of Move Afrika in driving youth empowerment, skills training, and social change.

TORI’s storytelling focused on capturing the electric moments between fans and artists, immersing viewers in the experience from the venue’s perspective. Our execution was centered around:

• Fan & Artist Moments: Documenting the raw energy of the crowd and the interactions with artists like Kendrick Lamar and The Sherrie Silver Foundation, showcasing the passion and excitement of the event.
• Venue & Atmosphere: Using the BK Arena as the backdrop, we captured the scale of the event, the venue’s vibe, and the powerful visuals of the live performances.
• Social Media Storytelling: Our content was shared across BK Arena’s digital platforms, amplifying the event’s reach and connecting with a global audience.
• Cultural Impact: Highlighting the event’s mission and its role in promoting social advocacy, while also showcasing the influence of the arts in driving change.

The content created by TORI helped bring the energy and significance of the Move Afrika: Rwanda event to life, driving massive engagement and global attention. The impact, using event keywords and account key words, included:

• 500 Million Impressions: The content reached a wide audience, with over 500 million impressions across social media platforms.
• 40 Million People Reached: TORI’s storytelling reached an audience of 40 million people globally, amplifying the event's impact and message.
• 12 Million Views: The content was viewed by 12 million people, further extending the reach of Move Afrika’s advocacy and mission.