Emerging Rwanda: EDM producer Eloi El

In 2020, he was one of the most-streamed Rwandese artists on Spotify with more than 7 million streams. His debut EP Africa to the World, released last year, has almost 6 million streams on Spotify. His most recent success came with the single ‘Belong to You’ alongside French artist Vowed, which was added to the Fresh EDM playlist on Amazon Music.

The 22-year-old music maker has also collaborated with American singer Daria V and worked with record labels like Get The Sound (France), LoudKult (Sweden), Spectrum Recordings (UK) and We Are Diamond (Germany). Locally, he has produced well-known artists such as Dany Beats, Rita Ange Kagaju and Mike Kayihura.

We caught up with Eloi El to learn more about his music and career.

LUCY ILADO: How would you describe your sound?

ELOI EL: It’s layered, contrasting and a hybrid. I am biased towards Rwandan sounds and house, which I fuse with electronic music. Some of the musicians that I look up to are Black Coffee and Sun-El Musician because they brought their own brand of music to the world and continue to showcase the sounds of Africa.

How has your sound been received locally?

To be honest, my music is not getting as much attention as I would like, especially from the media. I understand it’s because my style is new and unique to them. The media is more inclined towards pop music. But given my potential, I believe this attitude will change.

What support is needed from the local industry for artists like yourself to thrive?

There are many talented and hardworking artists around. The problem is that Rwandese people themselves miss out on a lot of music because of what the media feeds them. The media should be supporting new artists like myself to showcase their unique sound so that listeners can become acquainted with them. We also need music promoters to book us as is the case in countries like South Africa and Kenya. In Rwanda, we need established record labels to support and guide local musicians. The absence of labels, contracts, marketing and branding teams devalues one’s artistic merit, although we have seen globally that independent artists can make it without label support. But this is Africa.

What’s your strategy to get a bigger local audience?

My strategy is to popularise my music through collaborations as a producer and mixing engineer. I have collaborated with a few established local artists, and the plan is to continue with this trend. My music is mainly established in Europe, the US and other countries in Africa, as I have been working with well-established international music labels. The record labels that I have worked with ensure that my music isn’t only being played in France or Sweden but other countries too. They understand the business and intend to give the best they can to promote their artist to the right market.

‘Belong to You’ is one of your popular tracks. What was it like working with Vowed?

Working with him was super awesome and he’s one of the most amazing EDM producers in the industry. We are both happy with the results of the track so far. The inspiration for the song came right after I listened to a Meduza [Italian production trio] track called ‘Paradise’.

Where do you see yourself in the next five years?

My desire is for my music to reach and carry on touching people’s souls from different parts of the world. I want to be an internationally touring artist. I also intend to build a network with music labels to help other EDM musicians, especially in Rwanda, to go far and introduce them to the bigger market.

What are the key lessons you’ve learnt about producing that upcoming artists could take note of?

The biggest lesson I’ve learnt in creating is embracing the freedom to express yourself. Experiment with who you are and what you truly are passionate about in life. Great things can come from that as long as you keep pushing on in the space of pure expression. Remember why you started and stay true to yourself. Never give up on your dream because you never know what tomorrow holds.