Sauti za Busara partners with Clouds Media Group

The partnership seeks to extend the festival’s reach across East Africa and beyond through live broadcasts, exclusive interviews, and behind-the-scenes coverage.

“By partnering with one of Africa’s best and East Africa’s biggest live music festivals, Clouds Media Group has shown that it’s a supporter of the arts in Tanzania,” Clouds Media Group owner Joseph Kusaga said.

“We believe that promoting the festival will enhance the Tanzanian music sector and help to open doors for more musicians to break on an international level. We still have a long way to go, but as pioneers in music and entertainment, Clouds is proud to be leading the way towards a more live and quality music-focused future in Tanzania.”

Busara Promotions managing director Lorenz Herrmann said: “Long-term partnerships such as this drastically enhance the benefits for the festival partners, ensuring strong affiliation with the global brand of Sauti za Busara, which guarantees a higher return on investment on all levels.

“In Tanzania, we still lack this kind of consistency and partnership longevity, which makes it harder to sustain large-scale festivals like Sauti za Busara and grow them into sustainable businesses catering to the needs of artists, audiences, and partners alike, while setting Tanzania on the global map for festival tourism.

“Investing in Sauti za Busara is an opportunity to champion cultural, economic, and artistic growth. The festival promotes cross-cultural understanding and unity through music while delivering tangible economic benefits. It offers exceptional returns, including global visibility with over 20 000 annual attendees and millions more reached online. For partners, the festival provides unmatched global visibility and brand power, built and established over 21 years since its inception.”

Clouds Media Group’s decision to enter the partnership with Sauti za Busara stems from the recognition of a mutually beneficial and sustainable opportunity. As the leading media house in East Africa, Clouds Media understands the festival’s unparalleled ability to connect diverse audiences, foster cultural pride, and drive economic growth.

Sauti za Busara 2025 will take place at Stone Town, Zanzibar, from 14 to 16 February. Themed Voices for Peace, it highlights the power of music as a force for harmony, dialogue, and understanding.

“The festival’s theme resonates with our strong commitment to promoting peace, unity, and understanding through the universal language of music,” festival director Journey Ramadhan said. “In a world facing many challenges, we aim to send a powerful message of harmony, consolidating and showcasing how diverse music can spread the word of solidarity. Sauti za Busara is more than just a festival – it’s a platform for artists to inspire positive change, bridge cultural divides, and amplify the call for peace worldwide.”

See the full Sauti za Busara 2025 artist line-up here.