East Africa’s Got Talent competition unveiled

The unveiling of the TV show was done by Tanzania's Clouds Media International at Mövenpick Hotel and Residences in Nairobi, Kenya, on 9 April.

East Africa’s Got Talent will be the first of its kind in the region. It seeks to discover talented individuals in Kenya, Uganda, Tanzania and Rwanda. The competition will “give performers of any kind a chance to showcase their talent and tell the East African story through song, comedy, traditional music instruments and magic", Clouds Media International CEO Joseph Kusaga said.

The reality TV show is part of the Got Talent franchise, which was founded by British talent competition judge Simon Cowell. Since it began airing in 2006, the programme has amassed more than 900 million global viewers and aired in 194 markets worldwide.

East Africa’s Got Talent will feature 10 episodes adapted for the East African market in partnership with Fremantle, Syco and South African production company Rapid Blue. Safaricom will sponsor the Kenyan leg of the show.

“We would like to thank Safaricom and all our other partners for coming on board and playing a part in discovering the next generation of talent from East Africa,” Kusaga said.

The show will hold pre-auditions over the next three months, starting at Kenyatta International Convention Centre in Nairobi on 11 and 12 May, and at The Nyali School in Mombasa on 19 May, before proceeding to Uganda, Tanzania and Rwanda. The dates and venues for the other countries will be announced at a later date along with the names of the judges.

Those selected from the participating countries will travel to Kenya to take part in the reality TV show and the winner will be selected through public voting.

Safaricom chief customer officer Sylvia Mulinge told Music In Africa that the auditions are open to singers, dancers, instrumentalists, magicians, comedians and novelty acts.

“This will be a platform to display the talent of people of all ages who have any gift that they would like to share with the world,” she said. “Safaricom aims to continuously give the entertainment industry an opportunity to showcase their talent to the world.”

"Over the past 18 years, Safaricom has contributed greatly to the growth of arts and culture in the country. At first, we did it because we knew art was the easiest way to communicate with our customers but then we realised the impact our involvement in the industry had on artists.”

Tanzanian musician and creative director Abeneko said East Africa’s Got Talent would expose raw talent to the region's big industry players.

“This is a great initiative that brings together various East African talents under one umbrella,” he said. “I hope that it will be self-sustainable and long-lasting so that the talented youth can be provided with a platform to showcase and to be discovered. I also hope the organisers will ensure that the winner’s talent is developed to the point that they can sustain themselves economically and enter the mainstream East African art market.”