What happens when over 100 up-and-coming music professionals—artists, producers, publicists, event pros, and more—train together for months, then take over a venue in Nairobi?
Magic. Absolute magic.
On April 23rd and 24th, the perFORM Music Incubator (powered by the Sanara program) threw its very first live showcase—and everything from the stage lights to the soundcheck was led by our incredible participants.
This wasn’t just a concert. It was the final chapter of an intensive training journey that gave everyone—from singer-songwriters to stage managers—the skills, confidence, and community to launch their next big leap in Kenya’s creative economy.
For some artists, it was their first time performing live with a full band (yes, there were goosebumps). Others got to soak in the energy of a crowd made up not just of everyday music lovers, but also fellow artists and industry professionals.
Meanwhile, behind the scenes, their fellow cohort members were running the show: coordinating the lineup, managing guests, handling logistics, and bringing the whole production to life. It was a live test—and they aced it.
Here’s what our participants walked away with:
- A deep understanding of how the music business actually works
- Entrepreneurial mindsets and strategies to grow sustainable careers
- Real-world experience in music marketing, event production, and management
- Lifelong collaborations and a stronger professional network
And guess what? We’re just getting started.
Next up: perFORM is expanding to five more counties—taking this powerful mix of creative training, business know-how, and community support across Kenya.
This kind of transformation doesn’t happen in a vacuum. It happens because of bold ideas, hard work—and yes, the incredible support of the Sanara program which believes in the power of creative economies.
Stay tuned. The music is only getting louder.
