Music is one of the most powerful forms of expression; it has always been part of who we are and is rooted within our Kenyan culture.
Over the decades, Kenya’s music scene has evolved. We have gone from the soulful rhythms of Benga, through the bold era of Genge and Kapuka, the street-smart energy of Gengetone, the fresh and modern Arbantone wave and the reimagination and unique take on old school hits from both urban and vernacular music legends. Each style reflects the heartbeat and story of a generation.
And even as we celebrate our musicians breaking chart records and crossing borders—names like Sauti Sol, Nyashinski, Nikita Kering and Khaligraph Jones come to mind—we know there is even more potential waiting to be unlocked.
For every artiste on stage, there are many more in studios, dorm rooms, and community centers across the country, dreaming of their moment. Our role, as a nation, is to keep building those bridges. To make it easier, not harder, for young talent to reach greater heights.
One powerful way to do that is by making the industry more accessible. Let’s face it, making music isn’t just about talent. It takes resources. But rather than dwell on what’s difficult, let’s talk about what’s possible.
When we come together - artistes, brands, government, tech platforms, producers - we can build a thriving environment where talent doesn’t just survive, it flourishes.
That kind of collaboration isn’t about one-off sponsorships or putting artists on a single stage. It’s about impactful partnerships that create lasting value. The kind that offers mentorship, opens studio doors, provides performance platforms, and amplifies voices through the various platforms.
What more can we do to grow our own local talent? The short answer is through collaboration. And this does not mean putting artists in one song, rather real and intentional partnerships between all parties involved in the music and creative industries, to create an environment where young creatives can thrive. If we all play our part, we can build a stronger, more supportive creative ecosystem.
The good news is—many people are already doing the work. Across the country, we see producers, vocal coaches, beat makers, youth centres, and cultural collectives that are nurturing the next generation.
What they need now is a spotlight and stronger backing. This is where brands, organisations, and institutions can step up—not to take over, but to elevate what’s already there. Kenya’s music scene has always been more than entertainment.
It’s a mirror and a story of who we are, where we’ve come from, and where we’re going. We owe it to ourselves and the next generation to come to create more opportunities than those before them.
When young creatives are empowered, they don’t just entertain us. They inspire us, challenge us, and shape how we see ourselves. They build culture, identity, and even create jobs. That’s why investing in the creative economy is a necessity and a smart move for the future of this country.
We’ve seen what happens when partnerships work. Let’s do more of it.
The writer is the Tusker Marketing Manager at Kenya Breweries Limited.
