Kenya Breweries Limited (KBL), through its flagship Tusker brand, has partnered with Kenyan music star Bien to launch Base to Billboardz (B2B), a bold new career accelerator platform designed to support fast-rising Kenyan artists and help propel them to the next level of their musical journey.
The platform is intentionally structured as a career accelerator for home grown artists who already demonstrate clear momentum which will be elaborated through their released bodies of work such as an album or EP, live performance experience, at least One Million career streams, and a growing online audience of over 8,000, but need the right support system and structure to break into stardom.
B2B is not a music competition or a raw talent from the grassroots search, nor does it offer a winner-takes-all cash prize.
Speaking at the launch, Christine Kariuki, Head of Mainstream Beer, noted,
“Our 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, we strengthen Tusker’s iconic legacy and champion the rise of Kenya’s next music stars,”she said.
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 which public participation and further expert review will narrow the field to six artists, who will form the inaugural Base to Billboardz.
The six selected artists will undertake an intensive six-month development journey from February to July 2026, guided by Bien alongside three other coaches. The artists will receive firsthand mentorship through weekly workshops focused on vocals, songwriting, and dance and movement which will be complemented by monthly masterclasses covering key aspects of the music business.
At the end of the programme, 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.
As the project lead, Bien explained:
“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 programme 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.
