Tanzanian singer Cherry lands deal with beauty chain Atsoko

Atsoko is a homegrown Tanzanian company respected by its customers for its trusted products, while Cherry is a fast-rising Tanzanian singer whose performances have captured the attention of many.

Cherry first shot into the limelight when she participated in the 2020 Bongo Star Search competition where she finished in the Top 10. She is currently signed to Bxtra Records.

Speaking during the launch of the partnership at the Regency Hotel Mikocheni in Dar es Salaam on 13 June, Cherry lauded Atsoko’s mission to empower women of different backgrounds through beauty, stating how the new deal would reinforce this. 

“When I was growing up, I always admired how makeup had the power to transform and uplift,” Cherry said. “Now, as I join forces with Atsoko as their brand ambassador, I would like to testify to Atsoko’s empowering and inclusive approach to beauty, celebrating individuality and self-expression. Together, we're going to embrace the transformative power of makeup, skincare and music.”

On 18 March, Cherry released a four-track EP titled Soundtrack, which served as the soundtrack to the M-Net-produced romance drama, Love Transfusion.  

Produced by V50 Beats and Blaq Beats and written by Cherry and Patrick Alsina, the EP taps into the indisputable power of bongo flava and R&B sounds flavoured with the mellow vocals of Cherry to transmit romantic yearnings and explore the joys and disappointments of being in a relationship.

“Each song was written to reflect the film’s storytelling that gives the listener a chance to interpret it his or her own way. Authenticity was important to me,” Cherry said of the EP.

Founded in 2012, Atsoko has made significant contributions to the Tanzanian entertainment industry by actively collaborating with popular TV shows like Bongo Star Search, Miss Tanzania and Bingwa. The company has also been involved in learning and women empowerment initiatives, highlighting its dedication to supporting talent development and self-expression.

In recognition of its excellence, Atsoko was honoured at Tanzania’s Top 100 mid-sized companies’ awards in 2018.