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.