Base to Billboardz (B2B) has named Muringi Matheri, Manasseh Shalom, Zawadi Mukami, Chris Barr, Peter Njuguna and Ras Amor as the six finalists for its inaugural six-month artist development programme, backed by Kenya Breweries Limited (KBL) through its Tusker brand and mentored by musician Bien.

The announcement was made on March 27, 2026 in Nairobi, following a live showcase at the Tusker Brew House where the finalists were selected from an initial shortlist of 30 through a combination of public voting and input from industry experts, according to the organisers.

B2B was launched in February and is positioned by its backers as a career accelerator rather than a conventional music competition. The programme does not provide a single “winner-takes-all” cash prize, and instead focuses on training and industry readiness for artists who already have market traction, the statement said.

Christine Kariuki, Head of Mainstream Beer at KBL, said Tusker will track the artistes’ progress through the programme. “Since the launch, we have been eager to witness the six artists in action, and we look forward to tracking the impact of this initiative on their growth and development. We want to support them every step of the way as they elevate their careers,” Kariuki said. She added that the brand’s aim is to contribute to Kenya’s music and cultural scene.

The organisers identified each finalist with a track associated with their growing profile: Muringi Matheri (“Managī”), Manasseh Shalom (“Dark Brown Eyes”), Zawadi Mukami (“Jua Tua”), Chris Barr (“Hamu”), Peter Njuguna (“Delulu”) and Ras Amor (“Hawa Wasichana”).

According to the press release, eligibility for B2B targets semi-established Kenyan artists who have released an album or EP, have live performance experience, at least one million career streams, and an online audience of more than 10,000 followers. The programme’s curriculum includes weekly workshops on vocals, songwriting and dance or movement, plus monthly masterclasses on the business side of music such as branding, publishing, distribution, contracts, monetisation and international expansion.

Bien, named as the principal mentor, said the selected artists show originality and promise. “I am quite optimistic about the level of talent and originality we are seeing from the artists in this programme. Each of them brings a unique sound and perspective that reflects the richness of Kenya’s music scene,” he said. “I am excited about what lies ahead because with the right mentorship, structure, and commitment to the craft, they have the potential to grow into artists who can compete and thrive on bigger stages, both locally and globally.”

The initiative adds to a growing trend of corporate-backed creative economy programmes in Kenya, where brands increasingly invest in music platforms as both cultural sponsorship and a route to audience engagement. For the music sector, structured mentorship and business training address persistent gaps that often prevent artists from converting online popularity into durable income, including weak contract literacy, limited publishing knowledge, fragmented distribution strategies and inconsistent access to professional networks.

The organisers said the programme will culminate with the six finalists forming a collective and releasing a joint album, which will be introduced at a launch event. They argue that the approach responds to challenges faced by semi-established artists, including limited mentorship and insufficient commercial backing, even as demand for Kenyan music grows.

Tusker has previously supported Kenyan music through platforms such as Tusker Project Fame, Nexters and Oktoberfest, and the company said B2B shifts emphasis toward longer-term artist development.