Kenya and UK music firms launch joint venture

The partnership was unveiled at an industry event held on 23 September at the Village Creative in Nairobi. Attendees included representatives from leading organisations such as the International Federation of the Phonographic Industry (IFPI), Universal Music, Sony, the Kenya Association of Music Producers (KAMP) and the Mastercard Foundation, alongside Tanzanian artist Lady Jaydee.

Strictly Entertainment co-founder Chiedozie Onuora, known as Eddo, said the venture sought to connect African creativity with global opportunities. Sub-Sahara founder Suzanne Gachukia-Opembe added that the collaboration would give East African artists broader exposure while positioning them in international markets.

The new label will feature a roster of artists from Sub Sahara Entertainment, including Zzero Sufuri, KusMa, Nuclear, Teejay Kere, Dan Rei, KushBoi, Sir Nganga, BwanaNgoma, Cewa and Kibby-a-Freak. According to the organisers, the partnership will focus on developing cross-continental collaborations and nurturing emerging talent.

Planned projects include Star Search, a competition to discover new singers and rappers, and the revival of Camp Mulla under a “2.0” initiative. A creative and digital media hub is also expected to provide training, mentorship and workspace for unsigned musicians and industry professionals.

The venture will launch its first projects in early 2026, beginning with singles, collaborative releases, and live showcases in Nairobi, London and other cities. A compilation featuring artists from both labels and exclusive distribution deals are also planned.

Gachukia-Opembe said the initiative had received strong backing from the Kenyan industry and that the collaboration would “yield results in the next twelve months.”

Sub-Sahara Entertainment, founded in Kenya, is known for cultivating East African talent and pioneering new sounds. Strictly Entertainment Music, headquartered in the UK, works across music, events and education, with a focus on African and diaspora markets.