Kenya Breweries Limited, through its brand Tusker, has announced a new partnership with Kenyan musician Bien to launch Base to Billboardz (B2B), a program designed to support semi-established artists in Kenya. This initiative is not aimed at raw talent or beginners but rather at those who have already shown promise and momentum in their careers.
The B2B platform aims to serve as a career accelerator for local artists who have already released bodies of work such as albums or EPs, have live performance experience, have accumulated at least one million streams, and have an online audience of over 8,000 followers. These artists need the right support system and structure to break into stardom.
Unlike traditional talent competitions, B2B does not offer a winner-takes-all cash prize. Instead, it focuses on mentorship and development. The initiative is structured as a six-month mentorship program led by Bien and industry experts, with the goal of helping selected artists reach the next level of their careers.
Christine Kariuki, Head of Mainstream Beer at Tusker, emphasized the importance of this initiative. She stated that the goal is to grow homegrown talent from local stages to global platforms, reflecting Tusker’s spirit of unity, celebration, and cultural pride. By bringing artists together, the company aims to strengthen its iconic legacy and champion the rise of Kenya’s next music stars.
The first stage of the initiative will involve 30 artists from across the country who will be identified and shortlisted by Bien with input from industry experts representing diverse musical backgrounds. After public participation and further expert review, the field will be narrowed down to six artists, who will form the inaugural group of Base to Billboardz.
These six selected artists will undergo an intensive six-month development journey from February to July 2026, guided by Bien alongside three other coaches. They will receive firsthand mentorship through weekly workshops focused on vocals, songwriting, and dance and movement, complemented by monthly masterclasses covering key aspects of the music business.
At the end of the program, the six individual artists will come together and form a collective, marking a key outcome of the Base to Billboardz journey. In addition, they will release a joint album, unveiled through a high-profile album launch event.
Bien, the project lead, shared his personal connection to the initiative. He said, “Having walked the music journey myself, Base to Billboardz is deeply personal. It represents the opportunities I wished for when starting out. Many of these artists are already established, but what they need is that next level of recognition. This platform allows me to give back, share my lessons, and help nurture the next generation to reach heights they once only dreamed of.”
B2B launches against a backdrop of growing appetite for homegrown Kenyan music, rooted in local culture and experience, as seen across digital platforms and live stages. However, many semi-established artists struggle to sustain a career due to a lack of mentorship, industry structure, and commercial support. The program seeks to bridge this gap by equipping artists with the guidance, skills, and exposure they need to build self-sustaining careers while contributing to the growth of Kenya’s creative economy.
Tusker has consistently championed Kenyan music through platforms such as Tusker Project Fame, Nexters, and Oktoberfest, and Base to Billboardz builds on this legacy by shifting focus from short-term wins to long-term artist development.
