Open call: Press Play 2.0 artist development programme in Kenya

Designed to empower marginalised youth in the creative industry, the programme emphasises inclusivity and support for 250 aspiring creatives from Kakamega, Nairobi, and Mombasa counties.

Over the next 12 months, participants will benefit from workshops, mentorship sessions, and music production activities that aim to enhance their skills and financial independence.

If you're a young creative aged 18–35, you’re invited to join this transformative journey, starting with callouts in Kakamega this October.

To participate, register here.

Press Play 2.0 is an evolution of the original Press Play programme, which focused on uplifting female artists in East Africa. This second phase expands its impact by targeting a diverse group of participants, with a focus of 70% females and 30% male creatives. The programme aims not only to nurture musical talent but also to empower young people from marginalised communities by offering pathways to financial independence and cultural influence.

Regional focus and timelines

The Press Play 2.0 journey will commence in Kakamega, where we will engage local youth through auditions and preliminary activities. It will then move to Mombasa, bringing the same opportunities to aspiring creatives in the Coastal Region. The final stop for the initial phase will be in Nairobi, where we will complete the audition process.

Successful candidates from each region will advance to the masterclass and mentorship phases, where they will receive intensive training and support to hone their skills.

What’s new in Press Play 2.0

Building on the remarkable success of the first phase, Press Play 2.0 expands its reach to more regions and diverse cultures. Press Play 1 focused on upskilling female artists across Eastern Africa, culminating in the production of two EPs that showcased the artistry and growth of participants.

The entire journey was captured in an inspiring documentary that featured the experiences of six talented young artists, highlighting their transformation and dedication. You can watch the dedication here.

Press Play 2.0 also expands the scope to include additional categories such as music production, songwriting, and instrumental performance alongside vocal performance, encouraging participants to perform in their native languages and celebrating Kenya's rich cultural diversity.

Programme structure

The programme will span 12 months, featuring intensive workshops, mentorship sessions, writing camps, and music creation activities, all culminating in a grand showcase where participants will have the opportunity to present their work to the public. Each phase is meticulously designed to provide the skills and opportunities needed to thrive in the creative industry.

Impact statement

Press Play 2.0 seeks not only to develop music talent but also to empower young people from marginalised communities, offering them pathways to financial independence and cultural influence. By placing the voices of young men and women at the centre of all our communication, we aim to amplify their stories and showcase their creative journeys.

View the original call here.