Spotify has concluded a two-day recording and education programme in Nairobi, held in partnership with global music business firm ONErpm, aimed at supporting emerging artists from Kenya, Uganda and Tanzania, according to a media statement dated May 4, 2026.

The workshop, run under Spotify’s Fresh Finds initiative, brought together a cross-section of artists, producers, mentors and songwriters for collaborative studio sessions and professional development. The participating artists named in the statement were We Are Nubia, Zaituni, Ila Nia, Kahuti, Genes1s, Hood Boyz, Phany Love, Vyroota and Hildah Watiri. Producers included SoFresh, Run, ODZZ and JAE5, while mentors were Watendawili and Joshua Baraka. Songwriters listed were Watendawili and Savannah.

The event forms part of Spotify’s wider strategy in Sub-Saharan Africa to identify and develop early-stage talent, as streaming platforms play a growing role in how music is distributed, monetised and marketed. For Kenya’s creative economy, such initiatives are increasingly tied to export potential, IP monetisation and the broader digital economy value chain, including studio services, live events and brand partnerships.

The organisers said the Nairobi sessions combined creative production with business training. According to the statement, the programme included “Creative Masterclasses” built around collaborative recording sessions, alongside media training focused on storytelling and brand positioning. The workshops also addressed commercial aspects of the music industry, including platform analytics and fan engagement strategies.

Victor Okpala, Fresh Finds Africa Lead for Spotify Sub-Saharan Africa, said the programme is designed to support artist development beyond distribution. He said Spotify’s focus is on “artists who can tell African stories in an African voice” and then be supported towards global audiences.

“At Spotify, our goal is to equip creators with the required toolkit that balances creative output with commercial intelligence. The focus remains on sustainable growth, ensuring that when Kenyan, Ugandan, and Tanzanian artists step onto the world stage, they do so with a solid professional foundation,” Okpala said.

Osagie Osarenkhoe, Director of A&R & Operations (Africa) at ONErpm, said the partnership aligned with ONErpm’s focus on emerging artists and pointed to rising global attention on music from the region.

“Supporting emerging artists is central to what ONErpm stands for, so partnering with Spotify on this edition of Fresh Finds was exactly the kind of initiative we believe in,” Osarenkhoe said. “What made this experience even more meaningful was seeing artists, producers and songwriters, come together to connect, create, learn from one another, and make incredible music.”

A notable component of the sessions, according to the statement, was guidance on Spotify’s editorial processes. Maxwell Nguku, Spotify Editorial Lead for East Africa, addressed concerns around playlist manipulation and said Spotify has “a strictly meritocratic foundation” for editorial decisions and “zero-tolerance” for pay-for-play practices. He cautioned that legitimate entities should not solicit payment in exchange for playlist placement, framing organic discovery as a priority.

For Kenya and the wider East African market, the emphasis on editorial integrity and platform literacy reflects a growing need for transparency as more independent artists rely on digital distribution. Industry observers have increasingly linked creator education—covering rights management, audience analytics and marketing—to stronger revenue outcomes for artists and the service providers that support them.

Joshua Baraka, who participated in the sessions, said the workshop offered practical insights beyond studio work, including how to build a brand for international markets. He also cited direct access to Spotify staff as significant for independent artists, according to the statement.

Looking ahead, Spotify said Fresh Finds is positioned as part of its ongoing discovery and development efforts in the region, while ONErpm pointed to its continued expansion across Africa. The companies did not disclose financial commitments or the timeline for the next East Africa edition of the workshop.

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, the organisers said on March 27 in Nairobi.

According to the press release, the programme was launched in February and is backed by Kenya Breweries Limited (KBL) through its Tusker brand, in partnership with musician Bien, who will serve as the principal mentor. The finalists were selected from a shortlist of 30 artists through voting by members of the public and industry experts during a live showcase event held at the Tusker Brew House, the organisers said.

The announcement places a spotlight on the growing role of corporate-backed programmes in Kenya’s creative economy, where music is increasingly viewed as both a cultural product and a commercial sector linked to streaming revenues, live events, brand partnerships and intellectual property earnings. For Kenya’s beverage and consumer brands, such platforms can also serve as marketing channels, while for artists they can offer structured access to skills, networks and industry knowledge that are often fragmented.

Christine Kariuki, Head of Mainstream Beer at KBL, said the company plans to follow the artists’ 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,” Kariuki said. “We want to support them every step of the way as they elevate their careers.”

The press release identified each finalist with a song associated with their recent visibility: Muringi Matheri for Managī, Manasseh Shalom for Dark Brown Eyes, Zawadi Mukami for Jua Tua, Chris Barr for Hamu, Peter Njuguna for Delulu, and Ras Amor for Hawa Wasichana.

B2B said it is structured as a career accelerator rather than a music competition, and does not offer a cash prize. The organisers said eligibility focused on semi-established artists who had already released bodies of work such as an album or EP, had live performance experience, had at least one million career streams, and an online audience of more than 10,000.

Over the next six months, the finalists will participate in weekly workshops covering vocals, songwriting and movement, as well as monthly masterclasses focused on the business of music, including branding, publishing, distribution, contracts, monetisation and international expansion, according to the press release. The programme will involve Bien and five additional coaches.

Bien said the cohort reflects the breadth of Kenya’s music output and argued that structured support can help artists sustain careers. “I am quite optimistic about the level of talent and originality we are seeing from the artists in this programme,” Bien said. “Each of them brings a unique sound and perspective that reflects the richness of Kenya’s music scene.”

For Kenya’s music industry, programmes that prioritise publishing, contracts and distribution can influence how emerging acts approach rights ownership and revenue streams in an era dominated by digital platforms. Industry stakeholders have repeatedly pointed to gaps in mentorship and commercial backing as barriers that prevent artists from converting short-term attention into sustainable income—an issue B2B says it intends to address.

The organisers said the programme will culminate in the six artists forming a new collective and releasing a joint album, which will be presented at a launch event. Key milestones to watch will include the rollout timeline for the workshops and masterclasses, details of the additional coaches, and the release schedule and distribution plan for the joint album.