NBO Film Festival has announced its 2026 winners at Nairobi’s Prestige Cinema following a 10-day programme that awarded six industry prizes to four film projects.

The awards matter to Kenya’s film industry because they support projects across development, production, post-production and distribution.

“Cinema for Us means giving African films a place in our public life,” said festival co-founder and artistic director Mbithi Masya.

The organisers said the seventh edition introduced three dedicated juried competitions and screened 53 films across multiple Nairobi venues.

The programme added a downtown screening venue and expanded its industry activities to three days.

Tithes and Offerings received three of the six industry prizes awarded through the NBO Project Showcase.

The fiction feature won the Bigger Motion Distribution Award for fiction, the Same But Different Development Award and the Kenya Grips and Sparks Production Award.

Tony Koros wrote and directed the project while Tony Kamau and Louise Kamwangi produced it.

Second Term received the Africa Post Office Post Production Award.

Joan Njeri and Karanja Ng’endo directed the documentary while Njeri also produced it.

Amebakisha won the Bigger Motion Distribution Award for non-fiction.

Valentine Zikki directed the documentary and Eddah Kiruhi produced it.

The NBO Film Festival Development Award went to The One with the Tempered Flower.

Neema Ngelime directed the documentary and Ivy Kiru produced it.

The release did not disclose the monetary value or specific support attached to the six industry awards.

Rwandan film Ben’Imana won the Fiction Feature Jury Prize under director Marie-Clémentine Dusabejambo.

The jury praised its examination of the legacy of the genocide against the Tutsi.

Lady received a Special Commendation for director Olive Nwosu’s artistic risk-taking.

The Women Who Poked the Leopard won the inaugural Nick Wambugu Documentary Award under director Patience Nitumwesiga.

The award honours the late Kenyan documentary filmmaker Nick Wambugu.

Crocodile received a Special Mention for the work of directors The Critics and Pietra Brettkelly.

God Sleeps on Sunday won the Short Film Jury Prize under director Naishe Nyamubaya.

The jury also awarded a Special Mention to Gift Kyansimire Oroni’s The Big Sad Nairobi 2 and recognised its use of animation.

The festival posthumously awarded its Vanguard Prize to Yahya Chavanga for his contribution to East African film production over more than three decades.

Chavanga worked as a location manager, assistant director and actor.

Senegalese filmmaker Alain Gomis attended the festival’s first filmmaker retrospective and delivered a masterclass with support from European Union National Institutes for Culture.

NBO Industry Days ran from 21 to 23 Oct 2026 and addressed financing, distribution, safer sets, intimacy coordination and post-production.

Founded in 2017, NBO Film Festival is a Nairobi-based platform that develops audiences for Kenyan, African and international films.

Swiss sportswear brand On and Rolling Stones Africa have opened the Voices in Motion Creative Summit in Nairobi to discuss storytelling and creative-sector opportunities.

The announcement was dated 19 Oct 2026.

On Director of Africa Navalayo Osembo said the initiative aims to “encourage collaboration and support the continued growth and visibility of African creative talent”.

The discussions matter to Kenya because the creative economy provides employment for youth and women according to the release.

The week-long engagement brings together creative industry experts to examine collaboration and investment according to the announcement.

The release cited Kenya National Bureau of Statistics data putting the sector’s contribution at 5.6 per cent of gross domestic product.

The Kenyan government targets 10 per cent according to the release.

It said policy support and institutional reforms would support that target through measures including the Creative Economy Bill and public-private partnerships.

The release gave no deadline for achieving the target.

Across Africa the organisers put the creative sector’s current value at US$60 billion and projected growth to US$200 billion by 2030.

The release did not identify the estimates’ source.

It also gave no assumptions behind the continental forecast.

Organisers linked the sector’s growth opportunities to increasing international recognition of African music, fashion, sport and contemporary culture.

They said these fields increasingly shape global trends.

They also said the fields influence how audiences outside the continent understand Africa.

The summit will examine challenges facing creators and consider how investment can turn talent into sustainable economic opportunities.

Storytelling forms another part of the programme.

It will explore how African perspectives can reach wider audiences through storytelling across sports, music and culture.

Osembo said On wanted to provide an environment for conversations about changing how Africa’s story is told globally.

The organisers said the sector’s broader growth needs include connections between local creators and global audiences.

For Kenyan creatives the business issue raised by the summit is how greater visibility can translate into lasting economic opportunities.

The release presents collaboration and investment as routes towards that goal.

It announces no funding commitments or commercial agreements.

Creators will engage with industry leaders during the week-long programme as organisers seek to build connections across creative fields.

The summit places On’s sportswear business alongside conversations about the links between sport and the wider creative economy.

On began in the Swiss Alps in 2010.

The company sells footwear, apparel and accessories.

On said it operates in more than 80 countries globally.

LULUBELL Group founder Lulu Shabell has become the first Tanzanian named to the global BoF 500 following selections announced on 2 Oct 2026.

In a release dated 7 Oct 2026 the company said she joined 100 new members in The Business of Fashion's Class of 2026.

“I'm deeply honoured to join the BoF 500,” Lulu Shabell, founder and chief executive of LULUBELL Group said.

For Kenya's fashion businesses the recognition draws attention to international market access and cultural ownership within East Africa's creative economy.

The company said Shabell was born in Kenya and identifies as Tanzanian through her identity and heritage.

She has Ethiopian and Somali roots and has lived in the diaspora including Switzerland, according to the release.

LULUBELL Group said her work connects African fashion businesses with commercial opportunities through brand strategy, storytelling, market access and partnerships.

The company said she has supported more than 200 designers over more than two decades across international fashion weeks and trade platforms.

Those platforms include CANEX Presents Africa at Portugal Fashion and TRANOÏ events in Paris and Tokyo, according to the release.

The company said CANEX Presents Africa at Portugal Fashion was developed with Afreximbank's Creative Africa Nexus.

Her focus includes production readiness, buyer relationships, investment and long-term business growth for African fashion enterprises.

“African designers and makers deserve to build lasting businesses from their talent and knowledge,” Shabell said.

Her comments place business development alongside recognition for creative work rather than treating international exposure as the sole objective.

The release presents production capacity and buyer relationships as priorities for turning access to fashion platforms into lasting businesses.

These priorities frame her work around commercial growth and ownership of the cultural knowledge behind African fashion.

LULUBELL Group said Shabell is also building ÀLKÉ as a pan-African cultural and economic institution.

The initiative centres on Art, Legacy, Knowledge and Enterprise and seeks to protect African cultural knowledge and intellectual property.

The company said its purpose includes strengthening the economic value of that knowledge and retaining value within African institutions.

Shabell previously worked for the United Nations and has a background in hospitality and luxury across Africa and Europe.

She has advised organisations on creativity, sustainability and economic diversification and writes for Robb Report Africa, according to the release.

The release said BoF selections draw on nominations from existing members and worldwide research reviewed by its editors.

Established in 2013 the index now comprises 1,713 people representing 104 nationalities, according to LULUBELL Group.

Jägermeister will host its first “Haus of Kühl” event in Nairobi on Saturday, September 26, 2026, at Sk8City in Diamond Plaza 2, with organisers integrating the SafeNow personal safety app and an on-site safety and wellness space for attendees. The event is scheduled to run from 6pm to 4am, according to a press release dated September 23, 2026.

The company said the Nairobi edition will include performances by South African acts KMAT and MfanaTouchLine, alongside “more than 36” Kenyan performers, DJs, dancers and fashion and art creatives. Hosts Mariah and Sameer Bry will lead the programme, which will also include appearances by singer Iyanah and dancers Ian Tico and Thee Iconic, the statement said.

The event format, as described by Jägermeister, spans multiple areas including a main stage, dance stage, silent disco, a “Manifest Speakeasy,” “Meister Market” and a gaming zone. Tickets are being sold via Hustle Sasa, according to the release, though ticket prices were not disclosed.

In addition to the performance lineup, Jägermeister said fashion will be part of the programme through limited-edition collaborations with streetwear brands Have A Good Trip and Pesos, which are expected to debut at the event. The company did not disclose expected sales volumes or the size of the merchandise run.

Safety measures are a core element of this edition, with organisers asking guests to download the SafeNow app before arriving. Jägermeister described SafeNow as a platform that allows users to set up a trusted network of contacts and send rapid alerts if assistance is needed, including while travelling to and from the venue.

Ephraim Manana Snr, Culture & Experiential Marketing Manager at Jägermeister, said the company is using the partnership to extend safety coverage beyond the venue. “Great nightlife starts with creating spaces where people feel safe, supported and free to enjoy the moment. With SafeNow, we're giving our guests another layer of support, from the moment they leave home, throughout the event and as they make their way home. We want people to come ready to experience Haus of Kühl, knowing that their wellbeing is part of the experience,” Manana said in the press release.

The company said the venue will include a “Safe Now Zone” designed as a quiet space with phone charging, free Wi‑Fi, water and silent-disco headphones playing “calming ambient immersive soundscapes.” The intention, according to the statement, is to provide a designated area where guests can take breaks away from the main event.

The Nairobi event adds to a growing pipeline of branded experiences tied to entertainment, hospitality and lifestyle spending in Kenya, particularly in Nairobi’s night-time economy. While organisers did not disclose investment figures, the scale of programming—international acts, dozens of local creatives and multiple themed areas—signals increasing competition for consumer attention in the city’s events market, as brands seek direct engagement with audiences.

Meera Karia, Director Business Development at Viva Global Kenya, said the company is partnering with Jägermeister in Kenya and urged attendees to plan safe transport. “At Viva Global, we are super proud to partner with Jägermeister in Kenya and are excited to bring this first-of-its-kind Haus of Kühl experience to Nairobi. We look forward to welcoming guests to an unforgettable celebration of music, culture and creativity. As always, we encourage everyone to enjoy the experience responsibly by planning a safe journey home, using ride-hailing services and never drinking and driving,” Karia said.

Jägermeister said “Haus of Kühl” was first introduced in South Africa in 2023 and has since run in multiple cities including Johannesburg, Durban and Cape Town. The Nairobi event will be the platform’s first edition in Kenya, with organisers indicating that updates will be shared on the brand’s social channels ahead of Saturday’s show.

International Kenyan film Call Me Queen will premiere in Nairobi on October 17, 2026 at the NBO Film Festival, ahead of a wider cinema release across Kenya, Rwanda, Tanzania and Uganda from October 30, 2026, according to a press release dated September 16, 2026.

The premiere is scheduled to take place at Prestige Ngong Road from 6pm, with members of the film’s Kenyan and international cast and crew expected to attend, the statement said. The release adds that tickets for the “exclusive Africa red-carpet premiere” are available via YAKWETU at KES 2,500, with the ticket package including a welcome cocktail, screening, cast and crew Q&A and networking.

The announcement is the latest example of a Kenyan-rooted production using regional theatrical distribution and local digital platforms as part of its release strategy, at a time when cinema exhibition in East Africa is increasingly shaped by partnerships between distributors, festival platforms and streaming services. The multi-country rollout may also support box-office performance by expanding the addressable audience beyond Kenya’s major urban markets.

Call Me Queen was filmed in Kenya and is directed by French-Iranian filmmaker Emily Atef. According to the press release, it features a cast that includes Eliane Umuhire, Denise Gough, Charlie Carrick, Dominic West, Laurent Lafitte and Danny Sapani, alongside Kenyan actors Michelle Tiren, Nice Githinji, Lwanda Jawar, Helen Keli, Peter Kawa and Eddie Kimani.

The screenplay is based on veteran foreign correspondent Lara Santoro’s novel Mercy and was written by Emily Atef, Kenyan-Ghanaian author Hawa Essuman, German filmmaker Josune Hahnheiser and British writer Jeannine Dominy, the release said.

The film is set in Nairobi in 1999 during the HIV/AIDS epidemic and follows Queen Achungo (played by Umuhire), described in the statement as a Rwandan refugee and single mother living in Korogocho, and Anna (played by Gough), an international journalist newly arrived in Kenya. The story centres on their relationship and their efforts to address unequal access to HIV medication, according to the press release.

Speaking in the statement, director Emily Atef said: “Queen is the undisputed heroine of the film, a woman whose resilience and natural leadership emerge as her personal struggle grows into a fight for her community. Her strength, humour and fearlessness and innate intelligence is what makes her a born leader. Queen and the people around her take control of their own struggle and fight for change on their own terms.”

The East Africa distribution is being handled by Crimson Multimedia and YAKWETU. Their joint CEO, Trushna Buddhdev-Patel, said the film will reach cinemas across the region from October 30 and later be available online via YAKWETU. “We are also inviting Partnerships for Impact Screenings on the critical Issues raised of HIV/AIDS Prevention, Detection & Treatment (amidst its current Resurgence); Equal Access to Healthcare, Information & Medicine for all Diseases; Women Empowerment & Activism for Social Justice; and the Importance of Community and Friendship,” Buddhdev-Patel said in the release.

In its editor’s notes, the statement describes Call Me Queen as an international production involving Ringel Film, Les Films Pelléas, Cowboy Films and Streetcar Productions, with co-production partners including Zischlermann Filmproduktion, Construction Film and Ascent Films. The press release also notes the film has been selected for international festivals, including the Hamburg Film Festival in Germany.

For Kenya’s film and creative economy, the combination of festival premiere, multi-territory theatrical release and subsequent streaming availability reflects a hybrid distribution approach that could help locally shot productions maximise revenues and visibility across East Africa.

The next milestone is the Nairobi premiere on October 17, followed by the regional cinema release on October 30, the statement said.

NBO Film Festival has announced its seventh edition across four Nairobi venues from 15 to 25 Oct 2026 with an expanded competition programme.

The festival announced the dates in a press release dated 2 Sep 2026.

NBO Film Festival Artistic Director Mbithi Masya said the theme aims to centre local audiences in African cinema’s growth.

“Cinema for us means creating a space where audiences can discover, celebrate and engage with the stories being made across Africa and beyond,” Masya said.

“We want this festival to be part of Nairobi’s public life and a place where people come together to experience cinema, exchange ideas, recognise excellence and imagine what comes next.”

Screenings will take place at Prestige Plaza, Unseen Cinema, Kaloleni Social Hall and Alliance Française Nairobi.

The organisers said the festival will combine public screenings with community programmes, “City Dialogues” and filmmaker conversations as part of Nairobi’s broader cultural calendar.

The festival said its theme “Cinema for Us” calls for African audiences to access and experience African films locally.

The announcement comes as Kenya’s film and creative economy continues to broaden.

Festivals and industry platforms increasingly serve as routes for distribution, networking and project development.

The format matters to Kenya because it can bring visitors to host venues and give local filmmakers additional routes to audiences.

It can also connect Nairobi filmmakers with potential partners including regional and international industry players.

The festival said it will expand its competitive slate to three juried competitions.

It will retain the Fiction Feature Film Competition and add the Nick Wambugu Prize for Documentary and a Short Film Fiction competition.

The festival said it will announce competition jury chairs on 4 Sep and competition selections on 7 Sep.

The festival will also present its first filmmaker retrospective dedicated to Senegalese filmmaker Alain Gomis.

Gomis is expected to attend both audience and industry events.

The organisers said EUNIC (European Union National Institutes for Culture) supports the retrospective.

The full retrospective line-up is scheduled for release on 9 Sep.

The festival will announce its opening film and major Special Presentations on 10 Sep.

The festival said its expanded industry programme aims to connect filmmakers and professionals through the NBO Project Showcase, creative labs and professional exchanges.

Such platforms can influence deal-making and co-production pipelines in East Africa by giving projects visibility earlier in development.

They can also widen access to mentors, financiers and commissioning editors.

The organisers have not disclosed ticket prices, sponsorship figures or projected attendance in the press release.

The organisers said the festival trailer and ticket sales will launch on 12 Sep.

The complete programme and screening schedule are expected on 14 Sep ahead of the October event.

Jägermeister will bring its Haus of Kühl cultural platform to Sk8City in Nairobi on 26 Sep 2026 for its first East African edition.

The company said the event will run from 6pm to 4am at Diamond Plaza 2 in its press release dated 31 Aug 2026.

Ephraim Manana Snr is Jägermeister’s Culture & Experiential Marketing Manager.

Manana said “As a Culture Brand, bringing Haus of Kühl to Nairobi for the first time is an exciting milestone for us”.

He said Nairobi appealed “because Nairobi is a city with such a powerful and constantly evolving creative pulse”.

He said the concept extends beyond music to incorporate “music and dance to fashion, art, discovery and community.”

The event matters to Kenya’s creative economy because it brings international bookings alongside work for local performers and event services.

Jägermeister said South African acts KMAT and MfanaTouchLine will perform alongside more than 36 Kenyan performers.

The company said Mariah and Sameer Bry will host the event across multiple stages and themed spaces.

Kenyan performers listed by the company include singer Iyanah and dancers Ian Tico and Thee Iconic.

The DJ line-up includes Basthma, Burugu, Calvin The Curator, Coco Kahi and DJ Lyta.

DJ Mani, DJ Rayma, Hiribae, Jayeda and JM1 also feature in the line-up.

It also includes Kamz, Kaneda, Kiptala, Kurtiss E and Love.

Mani, Monzo, Mura, Mtu Solo, Mr. Arkitech and N!k are also listed.

Other listed acts are Njeri wa Baaba & Santa Currie, Safari Oontz Collective, Selekta V, Selo, Shi and Sir M & Mista C.

Suraj, The Vibe Initiator, Tinashe The DJ, Wembe Waves and Zhai complete the company’s list.

Jägermeister said it introduced the platform in South Africa in 2023 and previously held editions across Johannesburg, Durban and Cape Town.

The Nairobi launch brings the beverage brand’s live-event marketing approach into Kenya’s nightlife market.

Such events can create demand for production, venue operations, security and creative services as brands seek closer consumer engagement.

The company said programming will include a Main Stage and a Dance Stage focused on underground sounds.

Studio Can-V will curate a Silent Disco featuring emerging DJs through head-to-head battles according to the press release.

The company said a “Manifest Speakeasy” space will offer tarot readings.

A “Meister Market” streetwear pop-up will feature brands Pesos and HAGT according to the company.

The company said a gaming zone will offer activities including giant Jenga and console games.

Jägermeister said its “Safe Now Zone” will provide a wellbeing and support area as part of responsible enjoyment measures.

Guests can “pause, hydrate, recharge and access support from the event team when needed,” the company said.

The platform could create opportunities for cross-border bookings and higher production budgets in Kenya.

Local DJs, dancers, fashion labels and visual artists could gain commercial opportunities from the event format.

Brand-owned events with selected line-ups and on-site merchandising could also increase competition among venues and promoters for marketing budgets.

Jägermeister said tickets are available through Hustle Sasa.

The press release does not disclose ticket prices, expected attendance or local partners involved in delivering the event.

Operational details including gate arrangements and security remain outstanding alongside confirmation of the full performance schedule ahead of Saturday 26 Sep 2026.

Spotify has named Grammy-nominated jazz vocalist, songwriter and playwright Somi as its EQUAL Africa Artist for August, the streaming company said in a media statement dated August 7, 2026, in Nairobi.

The announcement coincides with the release of Somi’s 13-track album, What Does It Take to Bloom?, which Spotify said was released on August 7 under Salon Africana. The project is co-produced by Somi and Benjamin James of Nigerian highlife duo The Cavemen., and includes guest appearances by The Cavemen. and jazz saxophonist Lakecia Benjamin, according to the statement.

Spotify said the album was recorded across Dakar, Lagos, Paris and New York City. The company also cited “We’re All Falling” as the project’s lead single.

The selection places Somi—born in Illinois to parents from Rwanda and Uganda—within Spotify’s EQUAL Africa programme, a platform the company says is aimed at highlighting women artists from the continent. In the statement, Spotify described Somi’s music as blending pan-African rhythms with contemporary jazz and noted that she became “the first African woman ever nominated in a Grammy jazz category,” with a nomination for Best Jazz Vocal Album for her live album Holy Room.

Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa, said the artist’s recognition aligns with the programme’s focus. “Somi's artistry is a powerful testament to the rich, transcendent legacy of African jazz and storytelling,” Okumu said. “As a barrier-breaking artist who continues to carve out space for African women on international stages, she perfectly embodies the spirit of the EQUAL programme.”

Somi said the programme’s focus on women creators reflects industry realities. “To make music as a woman to lead bands, build a label, and hold onto your own voice, is to work in rooms that weren't designed for you. That work is often invisible and rarely without cost,” she said. “EQUAL matters to me because it insists that women's voices don't just belong here; they shape what this industry becomes.”

Why it matters for Kenya’s music and streaming economy

Spotify’s Africa-facing initiatives are increasingly relevant to Kenya’s creative economy, where artists and labels are seeking wider distribution and improved monetisation through digital platforms. While the company did not provide Kenya-specific metrics in the statement, it positioned the EQUAL Africa programme as a route to “connecting” women artists with audiences “across the continent and beyond.”

For Kenyan music businesses—artists, managers, publishers and event promoters—such platform-led editorial programming can influence discovery and streaming performance, which in turn can shape touring demand, brand partnerships and cross-border collaborations. Somi’s album production credits and multi-city recording footprint also reflect the growing regional and global networks that African artists tap into as streaming platforms expand their playlists and artist-marketing programmes.

Spotify’s scale

Spotify said it has 751 million monthly active users globally, including 290 million Premium subscribers, and is available in 184 markets. The company attributed these figures to its own corporate information included in the statement.

What comes next

Spotify indicated it conducted an interview and Q&A with Somi as part of the EQUAL Africa feature for August. The company and the artist did not disclose any financial terms linked to the selection, nor did the statement outline additional campaign dates beyond the August programme window.

Spotify has opened the Greasy Tunes Café Kitchen in Nairobi in partnership with The BAG, marking the start of a 12-day pop-up that runs from July 15 to July 26 at Heltz House, the company said in a media statement dated July 16, 2026.

According to Spotify, the Nairobi activation is the third edition of Greasy Tunes after Johannesburg in 2023 and Lagos in 2025. The company said the concept is built around curated food and community-led programming that links music discovery with local cultural experiences.

The opening night was co-led by The BAG, which Spotify described as a Nairobi events and nightlife platform. Spotify said the launch was designed around how young Nairobi residents gather “around food, sound, conversation and community,” with street food culture positioned as a central theme.

Spotify said the café kitchen was created in partnership with Jikoni Studio Nairobi, and that the menu was developed “alongside local Kenyan chefs.” The company added that the food offering is intended to reflect Kenyan street food culture within a venue built for music and community programming.

The programme includes collaborations with local creative communities and event brands, including Studio 18, The BAG, BluePrint, Fishermans Experience, Bambika TV, Assembly, Ongeza Volume, Standup Collective, Nakili Session and Strictly Soul. Spotify said the calendar will also feature two live podcast recordings from Mic Cheque Podcast and 30 Percent Podcast.

Spotify said its internal listening data informs the concept’s focus on food-related moments. “Spotify listening data from June 2026 shows that for Nairobi listeners aged 18 to 24, the dinner-adjacent window between 6pm and 9pm is the largest food-related listening period in the dataset, accounting for 20.9% of all daily Gen Z music listening in the city,” the company said.

Agnes Opondo, Artist and Label Partnerships, East Africa at Spotify, said the data points to a blended local-and-global listening pattern among young users. “What stands out in this data is not just that Kenyan artists dominate the dinner playlist, but that they sit naturally alongside names like Dave, Tems and Drake. That tells you something about how young Nairobians experience music. They are not choosing between local and global. They are moving between both in the same evening, and Kenyan artists are holding their own in that mix. For anyone working with East African talent, that is a powerful signal,” Ms Opondo said.

Spotify also disclosed that Kenyan artists appear on seven of the top ten tracks streamed by Nairobi’s 18–24 listeners during the 6pm to 9pm window, led by Ywaya Tajiri, and including Wakadinali, Mutoriah, Toxic Lyrikali, Sauti Sol and Njerae. The company added that regional collaboration also featured in the same listening mix, citing Alikiba and Bien, alongside international acts.

For Kenya’s creative economy, the activation signals continued competition among global platforms for mindshare in local music and youth culture—an audience segment that is increasingly central to marketing budgets across telecommunications, consumer goods, hospitality and live entertainment. Pop-up experiences that blend music, food and community events also reflect a wider trend among brands seeking offline engagement to complement digital consumption, particularly in Nairobi’s nightlife and events sector.

Spotify said it is working with 12 communities and partners to host 20 events over the 12 days, spanning “food and music to podcasts, comedy, sport, fashion and live cultural programming.” The company did not disclose financial terms or expected attendance figures.

The pop-up is scheduled to conclude on July 26, with Spotify indicating that Greasy Tunes is positioned as a multi-city series, following previous editions in South Africa and Nigeria.

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.”