Six Kenyan Artists Selected for Groundbreaking Base to Billboardz Programme

Nairobi, Kenya – Six emerging Kenyan artists have been selected to participate in the inaugural Base to Billboardz (B2B) programme, a new initiative aimed at accelerating the growth of semi-established musicians into globally competitive acts.

The programme, supported by Kenya Breweries Limited under its Tusker brand, has named Muringi Matheri, Manasseh Shalom, Zawadi Mukami, Chris Barr, Peter Njuguna, and Ras Amor as the first cohort set to undergo a six-month intensive development process.

Launched earlier this year in Nairobi, the initiative seeks to address long-standing challenges in Kenya’s music industry by focusing on mentorship, skills development, and sustainable career growth rather than short-term competition.

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Focus shifts to long-term artist development

Organisers say the programme departs from traditional music competitions by targeting artists who have already built a foundation in the industry. Participants were selected from a pool of 30 shortlisted musicians through a combination of public voting and industry vetting during a live showcase event.

Brigid Wambua, Senior Brand Manager for Tusker, said the programme is designed to help artists transition from local recognition to international stages.

“This platform is about walking the journey with artists who are already on their way to building careers. We want to give them the structure and support needed to reach the next level,” she said.

She added that the initiative is part of a broader effort to strengthen Kenya’s creative economy by investing in talent with proven potential.

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Intensive mentorship and training

During the six-month programme, the artists will receive mentorship from Bien alongside other industry professionals. The training will include weekly workshops on vocals, songwriting, and stage performance, as well as masterclasses on the business side of music.

The curriculum will cover areas such as branding, publishing, distribution, and monetisation, equipping participants with skills needed to navigate an increasingly competitive industry.

Bien expressed confidence in the selected artists, noting that their diversity reflects the evolving sound of Kenyan music.

“The level of originality we are seeing is impressive. With the right guidance and consistency, these artists can compete on bigger platforms beyond Kenya,” he said.

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Artists prepare for industry breakthrough

For the selected musicians, the programme presents an opportunity to refine their craft and expand their reach.

Ras Amor, one of the finalists, said the experience is already pushing artists beyond their comfort zones, particularly in areas such as choreography and live performance.

“We are learning new skills and improving every day. The goal is to deliver quality music and connect with audiences in a bigger way,” he said.

He added that the programme is encouraging discipline and long-term thinking among participants, which he described as critical for success in the music industry.

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Addressing industry gaps

The launch of Base to Billboardz comes amid growing recognition of the challenges facing Kenyan artists, particularly in transitioning from local popularity to sustainable careers.

Industry players have cited limited mentorship opportunities and fragmented support systems as major barriers to growth. The B2B initiative aims to bridge this gap by providing structured guidance and access to professional networks.

According to organisers, the programme is also intended to create a ripple effect by empowering artists to mentor others and contribute to the growth of the industry.

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Programme to culminate in joint album

At the end of the six-month period, the six artists will form a collective and release a joint album, which will be unveiled at a high-profile event.

The project is expected to showcase the skills and growth achieved during the programme, while introducing the artists as a unified force in the music scene.

Organisers say the collaborative approach reflects a shift towards shared success in the industry, where artists can leverage collective strength to reach wider audiences.

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Building on a legacy of music support

Tusker has previously supported Kenyan music through initiatives such as talent shows and live events. However, Base to Billboardz marks a strategic shift towards long-term development and sustainability.

“This is about more than just creating stars. It is about building careers and strengthening the entire ecosystem,” Wambua said.