Audiomack launches Keep The Beat Going campaign in Kenya

The programme that seeks to boost the African music scene by connecting artists to Audiomack users has also named Bensoul, Bien, Boutross, Breeder LW, Buruklyn Boyz, Nadia Mukami, Nikita Kering', Nyashinski and Trio Mio as the first Kenyan inductees.

As beneficiaries, the artists will enjoy dedicated support that includes exclusive content and custom playlists that will spotlight their works. Other benefits are creator workshops, digital advertisements and strategic partnerships, all designed to foster the growth and recognition of artists in Kenya and beyond.

The campaign was first launched in Nigeria, Ghana and Tanzania last year before moving to South Africa in March 2023.

Many artists have expressed their excitement at being selected for the programme, saying such initiatives should be encouraged as they have the potential to elevate the Kenyan music scene.

“I see us selling out stadiums outside, selling out stadiums in the African continent and everywhere in the world,” Bensoul said. "I feel like we have that potential considering the number of artists that I've seen grow from such programmes in terms of strategies, in terms of their sound and in terms of identity. We're getting there for sure.”

During its unveiling last year, Audiomack's VP of marketing and brand strategy, Charlotte Bwana, said the purpose of the Keep The Beat Going campaign is to connect the Audiomack audience to the diverse world of African music. “We care about the artist, the producer, and the fan, and want to make sure they are represented across billboards, radio ads, and more as we move music forward worldwide,” Bwana said.