Grammy-winning songwriter and Sauti Sol alimony Bien-Aime Baraza has embarked on a mission to secure the future of Kenyan music, partnering with Tusker to launch "Base to Billboardz," a revolutionary career accelerator for the country's most promising talent.

The initiative, unveiled in a glitzy ceremony in Nairobi, is not your typical reality TV singing competition. There are no voting lines, no elimination drama, and no fleeting 15 minutes of fame. Instead, "Base to Billboardz" is a rigorous, six-month artistic boot camp designed to take artists who are "almost famous" and turn them into global superstars. Running from February to July 2026, the program will mentor 30 selected artists, refining their craft and business acumen.

Beyond the Talent Search

"We are not looking for raw talent; we are looking for career artists," Bien explained. "These are people who have already released an EP, have a following, and are hungry. What they lack is the structure, the network, and the mentorship to cross over from being a 'Kenyan artist' to being a 'Global artist'."

The program addresses a critical gap in the Kenyan music industry: the lack of artist development. While talent abounds, many artists struggle with the business side—publishing, branding, and distribution. Under Bien’s tutelage, the selected cohort will undergo masterclasses in songwriting, performance, and music business, led by industry heavyweights.

The Collective Dream

In a unique twist, the program will culminate not with a single winner, but with the formation of a creative collective. The top six artists will collaborate on a joint album, funded and distributed by the program. This collaborative approach mirrors the success of Sauti Sol itself, reinforcing the ethos that "we go farther together."

• No Cash Prize: Unlike shows that hand out a cheque and wave goodbye, this program offers investment. The value lies in the production, the videos, and the marketing push that Tusker and Bien will provide.
• Legacy Project: For Bien, this is personal. "I have walked this journey. I know the potholes. I want to be the bridge for the next generation," he said.
• Tusker’s Commitment: The partnership reinforces Tusker’s 100-year legacy of supporting Kenyan culture. By investing in the creative economy, the brand is tapping into the vibrant pulse of the youth.

A New Era for Kenyan Sound

The "Base to Billboardz" initiative comes at a time when African music is taking over the world. With Afrobeats and Amapiano dominating charts, the question has always been: "Where is Kenya?" Bien believes the answer lies in structure and quality.

As the 30 chosen artists begin their journey this month, the industry watches with bated breath. If Bien’s track record is anything to go by, we are about to witness the birth of the next big thing. The classroom is open, and the principal is ready to teach.