Kenya’s iconic beer brand, Tusker, is set to revolutionize the local music scene with a first-of-its-kind six-month music bootcamp in 2026, spotlighting emerging Kenyan artists and boosting the creative economy.
The programme, backed by Tusker, will harness the expertise of top industry professionals and feature multi-genre mentorship led by acclaimed musician Bien-Aimé Baraza — popularly known simply as Bien.
Bien-Aimé Baraza — the Grammy-certified singer, songwriter, and former member of the acclaimed Afro-pop group Sauti Sol is to play a central role in the bootcamp.
He will lead the artist selection process, handpicking approximately 30 up-and-coming musicians to enter the rigorous programme.
Over six months, these selected artists will receive mentorship not only from Bien but also from other industry professionals who understand the demands of modern music creation, brand building, and audience engagement.
The initiative, officially named Base to Billboardz will run for six months, starting early in 2026 (exact launch dates are expected to be announced soon by organizers).
During this period, selected musicians will be taken through a series of structured workshops, mentor sessions, masterclasses, and performance opportunities tailored to help them grow their craft, industry knowledge, and audience engagement skills.
The programme’s selection process began with industry experts and talent scouts identifying 30 promising artists from across Kenya.
These artists span a range of musical styles and backgrounds, and they were originally chosen based on: artistic creativity and originality, performance potential, ability to engage and grow audiences, professionalism and growth mindset.
Bien-Aimé Baraza, widely known simply as Bien and celebrated for his solo career after Sauti Sol will be one of the central mentors guiding the participants through the programme.
Bien’s role includes overseeing creative development and helping tailor personalised mentorship pathways for each artist.
In addition to Bien, the programme will feature three other music industry coaches and mentors — professionals with experience in areas such as music production, performance, branding, and the business side of the creative economy.
These coaches will work alongside Bien to offer a holistic learning experience, from studio techniques to live performance strategies and audience building.
Organizers have already identified and engaged with the six primary participants for Base to Billboardz key development phase.
These musicians emerged from the original group of 30 through a combination of judged talent and public support.
Details about the artists themselves are expected to be shared publicly soon as part of the official programme roll-out.
Tusker’s involvement in creative initiatives isn’t new. Over the years, the brand has supported platforms that celebrate local culture and entertainment, most notably Tusker Project Fame, a regional music reality competition that aired between 2006 and 2013.
That programme helped surface notable East African talent, though the media landscape and artist needs have evolved significantly since then.
In recent years, Tusker has continued to blend music and culture through events like Tusker Oktobafest — a nationwide monthly celebration combining beer, music, and cultural experiences for Kenyans in various regions.
These events have increasingly integrated live performances from both established and emerging artists, demonstrating Tusker’s continued role in sustaining and promoting the creative industries.