Rutendo illuminates the role the Scripts and Bars Programme played in supporting the mission to provide a platform for entrepreneurs.
Rutendo Denise Mutsamwira, a Zimbabwean creative entrepreneur, has built a diverse career as a radio presenter, fashion designer, emcee, and now, a spoken word artist. Her journey includes internships with fashion designer David Alford and participation in global fashion shows like Accra, Nairobi, and New York Fashion Weeks. She has also served as Head of Public Relations for Zimbabwe Fashion Week, features editor for Domino magazine, and worked at Microsoft while modelling as a plus-size model.
Reflecting on her experiences, Rutendo acknowledges their role in honing her creative skills, eventually leading her to spoken word. Despite budget constraints limiting her to three tracks, she joined the British Council's Scripts and Bars Programme (now Music Connects Africa) to further refine her craft and potential.
The Scripts and Bars Programme proved transformative for Rutendo's spoken word journey. She immersed herself in intensive creative enterprise training, benefiting from the expertise of industry professionals who facilitated the programme. "Through the programme, three significant things happened to me," Rutendo reflects. "Firstly, I was able to define and refine my artistic identity, laying a solid foundation for my career as a creative entrepreneur. Secondly, I gained insights into establishing a business structure, enabling me to monetise my work effectively. Lastly, the programme provided exposure to diverse audiences through events organised by the British Council."
Participating in the programme broadened Rutendo's horizons, leading to international collaborations like contributing spoken word to a project for Reprezent Radio in the UK. She also credits the programme for opportunities such as creating a digital poem for King Charles' Coronation event reception at the British Embassy in Zimbabwe. It pushed her out of her comfort zone, facilitating her transition from a recording to a performing artist, culminating in her first international performance at the Harn Museum, University of Florida. Additionally, the programme provided Rutendo with a grant crucial in producing her EP titled "Mukundi", which includes tracks that have become dance sensations played at festivals. She delved into indigenous culture, collaborating with Dzimbanhete Art and Culture to incorporate the Mbira, a traditional thumb piano, into her work.
Inspired by her exploration of indigenous culture, Rutendo founded Undeniably African, a communication consultancy aimed at advancing African narratives through storytelling. With ambitions to expand her agency and further her career in spoken word on global platforms, Rutendo is poised to continue championing African stories and traditions.