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 30 in Nairobi.

According to the press release, the programme—launched in February—is backed by Kenya Breweries Limited (KBL) through its Tusker brand, with musician Bien serving as the principal mentor. The six were selected from a shortlist of 30 following a voting process involving members of the public and industry experts during a live showcase held at the Tusker Brew House.

The organisers said the initiative is structured as an artist development platform rather than a competition, and does not include a “winner-takes-all” cash prize. Instead, the programme targets Kenyan artists who already show market traction. B2B said its eligibility benchmarks include having released an album or EP, live performance experience, at least one million career streams, and a social media audience of more than 10,000.

Christine Kariuki, Head of Mainstream Beer at KBL, said the company expects to track how the initiative supports the artists’ professional growth. “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.”

Bien said the programme is designed to combine mentorship with operational structure. “I am quite optimistic about the level of talent and originality we are seeing from the artists in this programme,” Bien 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 press release identified each finalist with a track associated with their recent visibility: Muringi for Managī, Manasseh for Dark Brown Eyes, Zawadi for Jua Tua, Chris Barr for Hamu, Peter Njuguna for Delulu, and Ras Amor for Hawa Wasichana.

Over the next six months, B2B said the finalists will attend weekly workshops covering vocals, songwriting and dance/movement, alongside monthly masterclasses on the business of music, including branding, publishing, distribution, contracts, monetisation and international expansion.

For Kenya’s creative economy, the programme reflects a growing role for corporate-backed platforms in professionalising talent pipelines amid expanding consumption of local music. In the statement, B2B pointed to ongoing industry constraints that make it difficult for semi-established acts to convert audience momentum into sustainable careers, citing limited mentorship, fragmented industry structures and insufficient commercial backing.

The organisers said the programme will culminate with the six artists forming a collective and releasing a joint album, followed by a launch event. The timing and commercial arrangements for the album release were not disclosed in the statement.

Tusker has previously supported music programming including Tusker Project Fame, Nexters and Oktoberfest, according to the release, with Base to Billboardz positioned as a longer-cycle development initiative. The next milestone for B2B will be the start of the weekly workshops and masterclasses leading up to the joint album release and debut event.

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.

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.

The 2026 WRC Safari Rally concluded in Naivasha over the weekend, with Japan’s Takamoto Katsuta securing what the organisers described as his first World Rally Championship (WRC) victory, according to a press release dated March 17, 2026. The statement added that Toyota Gazoo Racing delivered “a composed and consistent performance” across the Kenyan stages.

The press release, issued from Naivasha, said the four-day event paired on-stage rally competition with an off-track programme centred on the Morendat Fan Village. It said the fan village was sponsored by Kenya Breweries Limited (KBL)’s heritage beer brand White Cap and served as a hub for entertainment activities throughout the rally period.

The Safari Rally is one of Kenya’s most visible international sports events, drawing global attention to Naivasha and surrounding rally routes and supporting seasonal demand for hospitality, transport, food services and event production. While the statement did not provide attendance figures or economic impact estimates, it positioned the fan village as a key touchpoint for brands seeking to engage audiences around large-scale sports tourism.

According to the press release, the Morendat Fan Village entertainment programme began on Thursday with DJ sets by Festa, Blaze, Kalonje, Confy and Benitez, with Hype Kev hosting. Friday’s line-up included DJ Nijo, DJ E and DJ Ite, alongside Big Mitch, with a live performance by Sanaipei Tande.

Saturday’s schedule featured DJs Joe Mfalme, Kris Darlin, Mista C, Cross, Lisney and Wal, with MC Claudia Naisabwa hosting. The statement said artists Fathermoh, Khaligraph Jones and Mejja performed that evening. On Sunday, the press release listed DJs Jay, Most Wanted and DJ Daq Child, with Mejja returning to the stage, and MC Gogo and Daffy hosting the closing sessions.

The press release also stated that White Cap had a role as the “Official Responsible Drinking Partner” during the rally, and that the brand used the event platform to encourage responsible consumption among fans attending rally stages and the fan village. “Throughout the rally, KBL’s White Cap brand maintained a strong presence as the Official Responsible Drinking Partner,” the statement said.

For Kenyan consumer brands, the event’s structure—combining the rally route with designated entertainment villages—continues to provide an avenue for experiential marketing, on-site sales partnerships and media visibility tied to an international sports calendar. The concentration of activity in Naivasha also underlines the strategic value of the Naivasha–Nakuru corridor for events tourism, with potential spillover into accommodation, logistics and local retail trade during rally week.

Looking ahead, the rally’s continued inclusion on the WRC calendar and the growing importance of fan zones suggest organisers and sponsors will keep expanding ancillary programming alongside the competition itself. The press release concluded that the 2026 edition “highlighted why the WRC Safari Rally remains one of Kenya’s most anticipated annual events.”

Kenya Breweries Limited (KBL) has awarded KSh1 million to Embu-based mechanic Francis Muriuki as the first grand prize winner in the Senator Keg “Tuzidi Kuinuana” consumer promotion, with the company saying the campaign is designed to split winnings between individual consumers and farmer-led community projects.

The award was presented in Embu during a draw event held as part of the ongoing promotion, according to a media statement issued by Irene Mugo of Inter Management Group (IMG) Kenya on behalf of the brewer. KBL said it is targeting at least five KSh1 million grand prize winners in Embu.

In remarks to journalists cited in the statement, Muriuki said the win was unexpected and that he intends to use the funds to expand his business and undertake development projects at his homestead. He also named Mwankoma Community Based Organization (CBO) as the beneficiary of KSh500,000, framing the allocation as support for farmers linked to the Senator Keg supply chain.

“I am glad that after three attempts I have been declared the winner. It is also a privilege to share it with other people who need the financial boost – the farmers who play a huge part in the Senator Keg production value chain,” Mr Muriuki said, according to the statement.

KBL described Mwankoma CBO as comprising farmers who grow cowpeas, green grams and sorghum, which they supply to the brewer, while also training farmers on safe farming practices in Embu. Muriuki said he selected the group because it needs capital to continue aggregating sorghum for KBL and to buy farm equipment.

“I have picked Mwankoma because after going through their portfolio, they need the capital to continue playing the role of sorghum aggregators for KBL and also purchase farm equipment that will advance crop production and enhance sustainable agriculture,” he said.

The “Tuzidi Kuinuana” promotion is a three-month consumer campaign that KBL said forms part of its commemoration of 20 years since the Senator brand’s inception in 2004. In the statement, KBL said the initiative also serves as an “educative platform” to increase sensitisation on the fight against illicit brew.

Speaking at the Embu event, KBL Divisional Trade Marketing Manager Martin Wanjohi said the campaign supports community growth alongside business objectives. “The business for the last 20 years has been premised on the core mandate and obligation to support growth of communities in which we operate in a way that serves their immediate needs,” Mr Wanjohi said.

For Kenya’s alcohol and beverage industry, promotions tied to cash prizes and retail participation remain a key tool for driving volume and brand stickiness in a price-sensitive market, especially for mainstream value brands. The added linkage to farmer-led CBOs also highlights the growing prominence of agricultural sourcing narratives in consumer-facing campaigns, as manufacturers seek to demonstrate local supply-chain impact amid rising scrutiny of corporate practices and community benefit.

KBL said the campaign will see at least 823,025 winners in total. Under the structure described in the statement, each of the five grand prize winners of KSh1 million will take home KSh500,000, with the remainder allocated to two farmer-led CBOs of their choice. Other categories include monthly, weekly and daily winners. Monthly winners receive a KSh50,000 home makeover package, weekly winners get shopping vouchers worth KSh2,500, and daily winners receive instant cash prizes from KSh25, KBL said.

To participate, consumers must purchase two 500ml mugs of Senator Lager or Dark Extra and use a scratch card code sent via SMS to a five-digit short code, according to the statement. KBL said the campaign will continue for the next two months.