Unlike a market increasingly flooded with counterfeit and substandard audio products, Sound Creations has built its reputation on quality, authenticity, transparency, and long-term value rather than quick sales. The company is an official distributor of internationally respected brands such as Yamaha, dB Technologies, Shure, Behringer, Bose Professional and Rockfon.
Yamaha, the renowned Japanese manufacturer, is globally respected for its musical instruments, professional mixers, and studio equipment. dB Technologies, an Italian brand, is known for its powerful, pristine speakers and line-array systems used in high-end clubs and performance venues worldwide. Shure, an American audio giant, is synonymous with industry-standard microphones and conferencing systems trusted by professionals across the globe.
Managing Director Stefic Shen told IGIHE during a recent visit to the company’s store in Muhima, Kigali, that selling these genuine products is not just business; it is a commitment to raising the standard of sound in Rwanda.
“We care about reputation more than money. If it’s original, it’s genuine. We don’t cut corners,” the MD affirms. “People should enjoy music without leaving with ear pain. Good sound is not just loud; it’s clear, controlled, and comfortable.”
For Rwanda’s growing music industry, genuine equipment is helping artists raise their craft to a professional level. Yamaha keyboards and pianos supplied by Sound Creations are used in churches, music studios, and by independent artists, composers, and gospel musicians across the country. Reliable instruments and mixers allow producers to record with clarity and performers to deliver consistent live sound, helping local talent compete at regional and international levels.
In Kigali’s hospitality sector, the impact is equally visible. Several popular venues, including Serena Hotel, Atelier Du Vin and Boho, rely on dB Technologies speaker systems supplied and installed by Sound Creations. These systems are engineered not only for power but for balance, ensuring that music energises a space without overwhelming conversation. For business owners, quality sound enhances customer experience; for guests, it transforms an ordinary evening into a memorable one.
Beyond entertainment venues, the company has also installed professional conferencing systems featuring Shure microphones and integrated audio solutions for institutions such as the Ministry of Finance and the Embassy of Sweden in Kigali. Built-in microphones, wireless systems, and carefully calibrated speakers ensure clarity in meetings where every word matters.
While selling systems remains the company’s primary operation, Sound Creations also provides acoustic consultation and installation for projects where sound control is critical. One of its most notable undertakings is the Kivu Intare Arena in Rubavu, an auditorium where acoustics are non-negotiable. In such spaces, proper design ensures controlled reverberation, balanced distribution, and speech intelligibility, demonstrating how engineering complements high-quality equipment.
“Sound and acoustics are a marriage,” Shen explains. “You can install the best speakers in the world, but without proper acoustic treatment, you will still have echo, distortion, and sound leakage that disturbs neighbours.”
Despite recent slowdowns in church-related supplies, the company sees an opportunity for places of worship to upgrade their installations through acoustic improvements in order to meet noise standards. The team also views the changing landscape as a chance to further educate clients about the value of investing in original systems.
From its early days in 2018 with just three team members to its current six-person operation, Sound Creations has relied heavily on demonstrations and direct engagement. Customers are encouraged to test equipment, compare genuine products with counterfeits, and experience the difference for themselves.
“Once clients hear the clarity and feel the balance, they understand why quality matters,” adds Olga Divine Agahozo, Sales and Digital Marketing Officer. “We want a community that understands and enjoys quality sound.”
Looking ahead, the company hopes to contribute even more to Rwanda’s emerging music culture, particularly in education. Plans are underway to organise workshops and talent shows during school holidays, giving children hands-on exposure to instruments such as piano, keyboard, and guitar. The aim is to nurture creativity and encourage young people to see music as both an art form and a valuable skill.
“We want children to enjoy music, learn instruments like piano, guitar, and keyboard, and see music as something fun, educational, and even intellectual,” Shen says.
“This year, we plan to start workshops and talent shows during holidays so kids can experience music hands-on. It’s about creating a community that values and enjoys music, not just selling equipment.”
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