Six artists in Tusker’s Base to Billboardz (B2B) programme performed original music publicly for the first time on July 7 at Nairobi’s K1 Klub House, as they prepare to release a collective album later in August.
According to the press release, the jam session featured Muringi Matheri, Manasseh Shalom, Zawadi, Chris Barr, Njuguna and Ras Amor, and was positioned as a preview of music produced during a mentorship and recording process that began in February. The event drew music fans and industry stakeholders, the statement said.
The milestone comes as Kenyan brands increasingly deploy music platforms as part of broader youth and culture-facing marketing strategies, while the country’s creative economy continues to attract corporate sponsorship and structured talent development models. For Kenya’s music sector, programmes that bundle training, production support and performance slots can influence how quickly emerging acts professionalise and monetise their work through streaming, live shows and brand partnerships.
Brigid Wambua, Senior Brand Manager for Tusker at Kenya Breweries Limited (KBL), said the showcase demonstrated the impact of mentorship and practical training on artists’ readiness to perform original work in front of audiences.
“These artists have challenged themselves creatively, refined their craft and gained the practical skills needed to build sustainable careers. Seeing them perform their own music before a live audience is a powerful reminder of what can happen when talent is matched with the right support, mentorship, and platform. This is only the beginning of their journey, and we are excited to see how they continue to grow beyond the album launch,” Wambua said.
KBL said B2B is not structured as a traditional music competition, describing it instead as a career accelerator for artists who already have released music, live performance experience, a growing fan base and “at least one million career streams.” The company said the programme aims to bridge the gap between emerging talent and mainstream reach through mentorship, industry exposure and professional development.
In the selection process, the six artists were picked from an initial pool of 30 musicians, the press release said. The shortlist was developed by musician Bien working with a panel of industry experts, after which public participation and further evaluation produced the inaugural collective.
KBL said the cohort has received coaching led by Bien and other industry professionals in areas including vocals, songwriting, dance, performance and the business side of music. The statement also cited access to professional recording sessions, master classes and “curated industry exposure.”
For Kenya’s entertainment and advertising markets, structured programmes such as B2B can deepen the pipeline of commercially viable talent, while providing brands with content and live-event formats that can be scaled nationally. If the planned album and performance circuit gain traction, it could add to the growing calendar of ticketed events and brand-sponsored tours that support venues, promoters and service providers across the live music value chain.
Next, KBL said momentum from the jam session will feed into the group’s collective album launch in August, after which the artists are expected to continue performing as part of the Oktobafest 2026 artist lineup “across the country.”