Busara Promotions, organiser of Sauti za Busara fest, appoints new managing director

Herrmann takes over from founder and CEO Yusuf Mahmoud who is retiring after 20 years at the helm. Herrmann will work closely with Journey Ramadhan who has been promoted to festival director after serving as manager since 2009.

Busara Promotions’ flagship project is the Sauti za Busara music festival, which is held annually in Stone Town. The organisation also works to empower communities through the arts by building skills and creating employment opportunities, especially in the East African music sector. 

Mahmoud, 61, who has spearheaded the organisation and festival since its inception, will step down from his active role but remain a member of the Busara board of trustees.

“When we established Busara Promotions in 2003, one of our plans was to host an annual festival in Stone Town, showcasing the wealth and diversity of music from East Africa and the Swahili-speaking region,” he said. “Little did we expect the festival to become a pan-African event that is now one of the most respected music events on the continent.

“The time has arrived to hand over to younger leaders with more stamina and fresh ideas. With core funding support for the organisation assured for at least two more years, this is a sensible time to handover.”

Herrmann is a German cultural entrepreneur, musician and arts manager who has lived in Tanzania since 2016. He is the manager of Zanzibari group Siti & The Band and has been involved in the organisation of a number of major cultural events in Tanzania, including working with the Music In Africa Foundation on the successful implementation of the ACCES music conference in Dar es Salaam last year.

Commenting on his new appointment, he said: “I’m excited to take on the role. It comes with great challenges but also great opportunities. I believe that music and arts have the power to bridge differences, foster understanding and promote positive change in society.

“My background in arts management, combined with my passion for promoting cultural diversity and supporting artists, align perfectly with those of Busara Promotions. I look forward to establishing closer connections within the festival circuit in East Africa and beyond, sharing best practices and experiences on how to make our festivals more sustainable. There might be a hint of more contemporary influences and programming, but you will have to come to see and experience the festival for yourself.”

The 21st edition of Sauti za Busara festival will take place in Stone Town from 9 to 11 February 2024.

African musicians interested in performing at the festival are invited to apply online until 31 July.