African Idol to stage in Ethiopia

Addis Ababa, Ethiopia - Rosina Bruck Negusie, is one Ethiopian that has made it in the US. Brought up between here and there, she has lived most of her adult life in the US and today in her late twenties is already the owner of a highly grossing clothing line called Ras Judah.

Currently visiting Ethiopia, she is now working on a unique new TV show: African Idol. SSI newspaper caught up with her to discuss her plans for the show.

Rosina is planning African idol in collaboration with Balageru Records owner Abraham Wolde. So far six countries have agreed to take part in the talent contest that could win contestants 100,000 USD cash and a record deal with the multimillion selling hip-hop artist Akon, Rosina’s husband. As she works on the program with ETV, Rosina excited about both the initial competition to select the Ethiopian contestant as well as the final African Idol, both of which will be staged here in Ethiopia.

Rosina explained that the program will bring Africa together: “You cannot bring countries together by just politics. Entertainment brings more countries together than politics.

When we air African idol, it will be great for Africa because they can participate n one show together”.

Rosina also explained that she has been told ETV is going to go digital soon and have eight channels that will be transmitted all over Africa. And as soon as the deal is finalized, she hopes that the program will air “Ethiopia is going to make money from the show. Hotels are going to make money: airlines are going to make money. “She is also hoping that those hotels and airlines will sponsor the show.

Hoping to make African idol a big hit, Rosina wants to attract many countries to take part. So far, Cameroon, Ethiopia, Gabon, Togo, Ghana, and Senegal are expected to take part in African idol. A few of the countries have even selected their winners while the rest are still organizing the initial national level show. Rosina has found sponsors from Gabon to take the show there. But she states that she wants to have the finale here in Addis Ababa. She has plans to make the show event to remember; “I am using the American idol’s co-producers. We want to bring the production manger, director, set designers… for the first show because I want the Ethiopian production team to learn from the process for our next show,” she said. The budget for the show is between five and twenty million Birr; she hopes to find many sponsors to cover the cost.

“We are going to have celebrity guest judges once a week and for the final we will have a huge surprise guest. I want the show to have a red carpet, celebrities and I want to set high standards and to do that it is going to cost you an arm and legs. That is why I am bringing a crew,” she said.

“The show is going to go bigger and bigger. I want to make Ethiopia Africa’s entertainment land. Ethiopia does not have anything to offer right now. Ethiopia has beautiful culture and beautiful people but we need to show that because people are still stuck up with the starvation in their mind,” she continued.

For the individual finally chosen as the African idol winner, Rosina’s label while Akon owns the Con Life label).

Between the costume label and the entertainment, Rosina seems already to be a complete well rounded person. However, she explained that her biggest dream is creating job opportunities for thousands ad changing the lives of the deprived youth. Building on work she lardy does on a small scale, she wants to expand her efforts: “I want to organize a city and garbage cleaning service in Ethiopia. Instead of importing fertilizers we can have our own. And we can create different jobs for thousands of Ethiopians.” She is saddened by the fact that so many young Ethiopians lack opportunity and is convinced she can and must do something to help.

Being a mother of two, Rosina is well-off herself; however, seeing deprived children suffering around the world while people that could help look by in frustration brings tears to her eyes. She states that everyone should take a moment or two from the day to talk to street children and guide them on what to do with their life. She described why she felt this way: It is not just the money; it is the guidance that these kids lack. If we take two minutes from our lives to tell them what to do to make things better for them each day, we might change their lives for good. I have seen two children that have proved me right, I have given some 10 kids a little pocket money so that they could sell gums and earn themselves a little money. So that they could sell gums and earn them a little money. Two of them have sold some and made more than I have given them in a short time. One told me, Etiye(mom), I will make you proud someday.” She felt touched by the incident: “these kids might be somebody someday. Twenty dollars is nothing for you and me, but for these kids, it is a life changing experience.”



Ever since she started running her company Ras Judah with her partner, the label has become popular in the US. After sorting out the patent and licensing rights, Rosina hopes that Ras Judah will be available in Africa. As she looks at the option of manufacturing the clothes in Ethiopia, Rosina is certain that she would be able to create thousands of jobs through the plant. “We are trying to bring it late this year. Our prices are kind of expensive the T-shirts go from 40-60 dollars,” she said. The company currently has 83 stores, and Rosina is certain that there will be more Ras Judah stores popping up soon. Having a Rastafarian name naturally, many Ras Judah fans are Rastafarians. But Rosina explains that ironically, the biggest market is in Asia, particularly in Japan, Hawaii, California and Los Angeles also account for many of their sales. Making from five to two hundred thousand from each of the shops, Ras Judah has made millions since she reworked and re-established the brand in 2001.

The Biggest challenge for Ras Judah will remain its steep price of 700 Birr per T-Shirt. Yet, Rosina explained that it costs 12-16 dollars to make the t-shirt.”:
when we sell it for a wholesaler it will be 25-30 Dollars.

Rosina has set up a visit to Almeda this week to see how much lower the price can go. But she states definitively that she will not compromise on the quality: “Our t-shirts and jackets…you can wear them two years after you buy them. And they are still strong that is why I want to go and see. If the quality is good, we are gonna go a head and do it. But if it is not I am no going to do it just to make money. Our name is really well respected, so I am not going to ruin that.”

By Alemayehu & Tibebeselassie