Music Connects Africa wraps up 2025 cohort with showcase in Harare

The event featured exhibitions of work created during the programme and performances by some of the participants, including Afro-pop artist Melyssa, Afro-soul and jazz vocalist SAIIREN, and hip hop artists Paintafresco and Bulawayo-based Noluntu J.

Formerly known as Scripts & Bars, the initiative has supported more than 200 creatives since its launch in 2022. The 2025 intake, which began in February, was the third cohort of the programme. Delivered in Zimbabwe by Kay Media Africa in collaboration with UK-based Reprezent Radio, it aims to equip emerging musicians with business skills, market access and investment opportunities.

A total of 50 participants were enrolled this year, 40% of them women, drawn from across Zimbabwe including Mutare, Chinhoyi, Marondera, Bulawayo, Zvishavane, Plumtree, Hwange, Victoria Falls and Harare. The cohort took part in six masterclasses run by music industry experts from Zimbabwe, South Africa and the United Kingdom. Topics covered included branding, contracts, intellectual property, music distribution and marketing, social media, artist management, touring and brand partnerships.

In addition, the participants completed a five-module online course on creative enterprise, designed to provide business and entrepreneurial skills for music professionals. Seven live showcase events were held in Harare and Bulawayo, drawing a combined audience of more than 2,000. Sixteen musicians performed, with 62% of them women. According to the organisers, 75% of the performers secured bookings directly from these showcases.

The programme also hosted a recording camp where 11 participants produced 14 songs. Eight of the tracks will be released as part of a collaborative compilation. Ten beneficiaries received seed funding grants, resulting in the production of 15 audio tracks, seven music videos and two live performance videos. Featured artists included Masa Caroleen, Khwezi, Dorthy Chipo and DJs Tapiwa, Yugoe and Naida, whose work has been prepared for wider international distribution. Collectively, the content produced has reached over 500 000 views online in just two months.

The reported impact on participants was significant. Ninety per cent said the knowledge and skills gained would advance their careers, while 95% now see music as a viable long-term profession. Three-quarters reported already experiencing positive changes in their work as a direct result of the programme.

Key partners and collaborators included Ditto Music Africa, Sheer Publishing (now Downtown Publishing), Honey & Blanckenberg, Reprezent Radio, Star FM, Lemon Groove Brands, Sofarsounds Harare, Haus of Stone and Magitare Trust.

Project delivery lead Keith Kuhudzai described the programme as evidence of what Zimbabwean musicians can achieve when given the right resources. “The music accelerator programme has demonstrated the incredible potential of Zimbabwe’s music creatives when given the right tools, investment, and opportunities. The seeds have been sown in the forms of capacity building, new music is being created, artists are securing bookings, and careers are being built. The impact will be clear in the next 3-5 years, and this is a powerful step forward for the industry,” he said.

The 2025 showcase marked the conclusion of the cohort, but the programme will continue until 2028 with new groups of participants each year. Graduates will also be supported through an alumni network aimed at sustaining long-term growth in Zimbabwe’s creative sector.