MTV Staying Alive Foundation has rebranded as Shuga Global and launched its first project under the new identity, the Mashariki Offscript Podcast, following the conclusion of a partnership with Paramount at the end of March 2026.

The organisation announced the change on April 16 at a launch event held at KOFISI Square in Nairobi, which it said was attended by development partners, cast and crew, media and members of the creative community. The podcast, hosted by Shuga Mashariki cast member Makena Kahuha and media personality Muchina Maloba, became available for streaming on Spotify and YouTube, alongside other digital platforms, according to the press release dated April 17, 2026.

The rebrand comes as Shuga Global positions itself for new partnerships and a broader slate of content. In its statement, the organisation said the transition followed the end of the Paramount partnership in March 2026 and was agreed through a “mutual transition” aligned to its future direction.

For Kenya’s creative and digital media economy, the announcement is significant because it signals continued investment in locally produced audio and screen content with national distribution ambitions. The organisation said the Mashariki Offscript Podcast will release weekly episodes and will be accompanied by “regional and national radio distribution” intended to reach more young people across Kenya.

Wame Jallow, Executive Director of Shuga Global, said the name change reflects an organisational shift while maintaining the Shuga franchise’s approach to youth-focused storytelling. “Rebranding as Shuga Global signals an exciting new era for our organization as we continue to evolve,” Jallow said. “Young people increasingly face complex interconnected issues, and we will continue to innovate and look forward to working with new partners and supporters to grow our impact on young people’s lives and their communities.”

Mitchelle Kimathi, Country Manager, Kenya, Shuga Global, said the podcast was designed to capture and amplify conversations already taking place among young people. “Offscript Podcast came from a simple belief, that the conversations young Kenyans are already having deserve to be heard,” Kimathi said. “We went to where young people are, to their campuses and living spaces to converse with them and we listened keenly.”

According to the statement, the podcast was recorded over a month across three universities: the University of Nairobi, Egerton University in Njoro (Nakuru) and Jaramogi Oginga Odinga University of Science and Technology in Siaya. It described the format as “community-style radio” centred on campus-based conversations about pressures affecting young people’s lives and livelihoods.

The organisation also pointed to its audience performance in Kenya as evidence of continued demand for local youth-focused storytelling. It said MTV Shuga Mashariki, which returned in 2025 after more than a decade away, accumulated about 5.3 million views in its first season. It added that Season 2, which premiered on Citizen TV in February 2026, had surpassed 8.3 million YouTube views at the time of the announcement.

Shuga Global further cited Season 1’s collaboration with the Sema Na Me support chatbot, saying it extended the show’s reach into direct youth support and highlighted issues including mental health, gender-based and intimate partner violence, and livelihoods. The statement did not disclose chatbot usage figures.

Looking ahead, Shuga Global said it is developing “Shuga Mashariki Shorts,” an anthology film series targeted for release in June 2026, with additional details to be provided later.

MTV Staying Alive Foundation has rebranded to Shuga Global, marking the end of a partnership with Paramount that concluded at the end of March 2026, the organisation said in a media statement dated 17 April 2026. The rebrand was announced at a launch event held on 16 April 2026 at KOFISI Square in Nairobi, attended by development partners, cast and crew, media and members of Kenya’s creative community.

According to the statement, the rebrand is intended to expand the organisation’s reach, partnerships and the range of stories it produces under the Shuga franchise, which has been active in Kenya since 2009. The organisation said the transition followed a “mutual” process tied to a shared vision for its future after the Paramount partnership ended.

Shuga Global’s first release under the new identity is the Mashariki Offscript Podcast, a 10-episode series hosted by Shuga Mashariki cast member Makena Kahuha alongside media personality Muchina Maloba. The podcast launched on 17 April and is available on Spotify, YouTube via Shuga Global and other digital platforms, the organisation said.

“Rebranding as Shuga Global signals an exciting new era for our organization as we continue to evolve,” said Wame Jallow, Executive Director of Shuga Global, in the statement. Jallow added that the organisation would “continue to innovate” and work with new partners, while acknowledging Paramount, MTV and other stakeholders who have supported its work.

Mitchelle Kimathi, Country Manager, Kenya, Shuga Global, said the podcast was designed to capture youth conversations in spaces where young people live and study. “Offscript Podcast came from a simple belief, that the conversations young Kenyans are already having deserve to be heard,” Kimathi said, adding that the recordings were based on on-campus engagement and listening sessions.

The organisation said the podcast was recorded over a month across three universities: the University of Nairobi, Egerton University in Njoro (Nakuru) and Jaramogi Oginga Odinga University of Science and Technology in Siaya. Episodes are expected to drop weekly and will be accompanied by regional and national radio distribution “to reach more young people across Kenya,” according to the statement.

For Kenya’s media and creative economy, the shift signals an effort to deepen multi-platform distribution beyond television into audio and radio formats—channels that remain significant for mass reach and local-language consumption. The move also reflects growing competition for youth audiences across streaming, social media and on-demand formats, particularly for content that blends entertainment with social messaging.

Shuga Global cited viewership metrics for its Kenyan TV franchise as an indicator of audience demand. It said MTV Shuga Mashariki accumulated about 5.3 million views in its first season, while Season 2—premiered on Citizen TV in February 2026—had surpassed 8.3 million YouTube views at the time of the release. The organisation also referenced the Sema Na Me support chatbot collaboration in Season 1 as an example of extending storytelling into direct youth support, linking discussions to issues such as mental health, gender-based and intimate partner violence, livelihoods and relationships.

Looking ahead, Shuga Global said it is developing Shuga Mashariki Shorts, an anthology film series expected for release in June 2026, with further details to be announced. The organisation said the broader Shuga franchise broadcasts across 40 African countries, positioning the new identity to continue regional distribution while expanding partnerships and formats.

The MTV Staying Alive Foundation (MTV SAF) premiered Season 2 of MTV Shuga Mashariki in Nairobi on January 28, 2026, ahead of the season’s broadcast launch on Citizen TV on February 10. MTV SAF said the premiere was held at CCHUB and brought together the show’s cast and crew, creators, media and the foundation’s partners.

According to the foundation, the youth drama will air weekly on Citizen TV from Tuesday, February 10 at 11pm. Episodes will also be released globally on the MTV Shuga YouTube channel from Wednesday, February 11, expanding access beyond Kenya.

The return of the series is part of a wider trend in Kenya’s media sector where broadcasters and producers are increasing investments in locally relevant formats that can be distributed across both free-to-air television and digital platforms. Citizen TV remains one of the country’s largest broadcasters by audience reach, and the show’s availability on YouTube positions the production for regional and diaspora consumption while offering additional channels for audience engagement.

MTV SAF said Season 2 features returning cast members Serah Wanjiru, Basil Mungai, Matthew Ngugi, Wilson Muchemi, Fatuma Gichuru, Juliebrenda Nyambura, Fridah Mumbe, Renee Gichuki and Mwende King’ori, with Brian Kabugi returning in what the foundation described as a major role. The new season also introduces Vanessa Okeyo Aika, Marima Wanjiru, Natalia Kyalo, Jenny Muigai, Amalie Chopetta, Beatrice Kamuyu, Eunice Kamau and Tanzania’s Talie Gray.

In a new addition to the franchise, MTV SAF said Season 2 will be accompanied by an original soundtrack titled ‘25Flow’, developed as a standalone creative asset alongside the series. The foundation said the project spotlights Kenyan artists and songwriters led by music producer SoFresh, and that the music will be woven into the show’s storyline and film.

The premiere event was hosted by Miriam Bishar, who also stars in the series. MTV SAF said attendees were given first listens to music from the 25Flow project and participated in interactive panels on the production process and the research approach behind the show’s storytelling.

Season 2 is set at the fictional Enkare University and focuses on youth issues including consent, identity, ambition and the role of technology and social pressure in decision-making. MTV SAF said the season tackles themes such as viral fame, body autonomy, toxic masculinity and sexual violence, with storylines following interconnected characters as “secrets unravel, friendships are tested and justice emerges as a powerful rallying cry.”

On production, MTV SAF said the new season marks a partnership with She Moves Africa Films, a women-led production company founded by producer Dina Mwende, who takes on the role of Series Producer after serving as Associate Producer in Season 1. The foundation said Janet Chumbe joins as a new director, alongside returning Kenyan directors June Ndinya, Mkaiwawi Mwakaba and Likarion Wainaina, with cinematographer Enos Olik also returning.

For Kenya’s creative economy, the project highlights continued formalisation of TV production pipelines—spanning writing, directing, music composition and post-production—while creating paid opportunities for local talent. The release strategy also reflects the growing importance of multi-platform distribution for Kenyan screen content, as producers seek both local viewership and international visibility.

MTV SAF said MTV Shuga Mashariki is part of the broader MTV Shuga franchise and that its storylines are informed by local, youth-centred research. The foundation said the series is designed to integrate sexual and reproductive health messaging into storylines reflecting young audiences’ lived experiences.

MTV SAF said the season will begin airing on Citizen TV on February 10, with YouTube releases following from February 11, setting the next milestone for audience uptake and digital performance in the weeks after launch.