Developing African Music Professionals
Since 2019, perFORM has been enabling the artistic and entrepreneurial skill development of artists, sound and lighting engineers, while simultaneously upskilling existing and aspiring managers, publicists, and event producers. Our vision is to power the success of the music industry in Africa by developing skills, networks, and opportunities, and in so doing accelerate the industry’s sustainable growth. Our specialised training programs are intensive, hands-on, and crafted by field experts. Our approach is to enable participants to Filter, Order and Refine their (creative) ideas, and achieve Mastery through execution. By blending artistry with industry insight, we equip music professionals with the skills they need to make an impact.
Founding History
Muthoni Music Entertainment was founded by Kenyan Artist & Creative entrepreneur Muthoni Drummer Queen with an original mandate of building the supporting infrastructure for her music career. In 2008, Muthoni’s artist career took a turn towards a creative entrepreneurship with the formation of Blankets & Wine music festival in Nairobi, Kenya. The artist devoted time towards the development of art as well as expansion of the festival platform within Kenya & East Africa.
The artist’s lived experience coupled with lessons from running the Blankets & Wine led Muthoni Music into developing perFORM music incubator to fill the skill gap that exists within the music ecosystem.
The artist’s lived experience coupled with lessons from running the Blankets & Wine led Muthoni Music into developing perFORM music incubator to fill the skill gap that exists within the music ecosystem.
African artists often operate like start-ups but lack the entrepreneurial skills, collaborative networks, and professional support needed to build sustainable careers. While passion and talent drive their creative output, limited resources and reliance on platforms like YouTube or live shows only take them so far. Without a skilled team to handle business and career development, artists juggle multiple roles, which hampers their creativity and growth. To thrive, artists need both personal skill development and access to trained professionals who can support their long-term career trajectory.
To address these concerns, perFORM Music Incubator was established in 2019. Its goal is to provide musicians and industry professionals with the skills, tools, mentorship, and mindset needed to turn their talents into thriving, sustainable careers. We now train music professionals in the following careers:
Artists - Singers, Songwriters, Rappers, Producers
Artist Managers
Event Producers
Music Publicists
Sound Engineers
Light Engineers
Filtering the practitioners’ ideas and establishing existing gaps
Developing a sequential execution plan
Refine artistic, business, and entrepreneurial skills
Through guided practical application achieve artistic business and entrepreneurial mastery
Meet the Team
Muthoni Ndonga is the Director of MME and the visionary behind perFORM, an initiative she founded to tackle the critical gaps in Kenya’s music industry.
Muthoni Ndonga is the Director of MME and the visionary behind perFORM, an initiative she founded to tackle the critical gaps in Kenya’s music industry. As an artist herself, Muthoni has a deep understanding of the challenges artists face. She set out to create a platform that empowers musicians and industry professionals with the skills, tools, and mentorship needed for long-term success. Her leadership is rooted in a passion for supporting emerging talent, fostering collaboration across disciplines, and building a sustainable, thriving ecosystem. Muthoni's work bridges the divide between creativity and industry, ensuring that perFORM remains at the forefront of transforming the African music landscape.
Thatcher brings over 10 years of expertise to perFORM, rooted in her extensive experience in project management, business advisory and management.
Thatcher brings over 10 years of expertise to perFORM, rooted in her extensive experience in project management, business advisory, and strategic operations across multiple sectors and geographies. Her proven track record includes leading high-impact initiatives, such as setting up and expanding operational frameworks across Africa, developing data-driven strategies to improve organizational efficiency, and spearheading cross-functional collaborations to address complex challenges. Thatcher’s ability to manage large-scale projects, foster positive organizational culture, and liaise with diverse stakeholders—from senior executives to external partners—positions her as a dynamic asset. With a background that spans logistics, financial modeling, capacity building, and market analysis, Thatcher is uniquely equipped to drive impactful and scalable capacity-building efforts within perFORM.
Maureen Wambui is the Project Manager for the Sanara Project, where she leads the planning, execution, and successful delivery of key initiatives.
Maureen Wambui is the Project Manager for the Sanara Project, where she leads the planning, execution, and successful delivery of key initiatives. With a solid background in project management, Maureen excels at coordinating resources, managing timelines, and ensuring projects align with strategic goals. She is essential to curriculum development, ensuring the program’s content remains relevant and impactful. Maureen also plays a crucial role in exploring fundraising opportunities while engaging with stakeholders, fostering collaboration across teams and driving the project's success. Her meticulous organizational skills and problem-solving abilities ensure milestones are achieved on time and within budget.
Serah is an experienced finance professional with expertise in managing financial operations across diverse sectors, including grants and donor financial reporting for organizations like The Mastercard Foundation, Goethe, Heva Fund, and the British Council.
Serah is an experienced finance professional with expertise in managing financial operations across diverse sectors, including grants and donor financial reporting for organizations like The Mastercard Foundation, Goethe, Heva Fund, and the British Council. She has extensive experience in financial management, accounting and bookkeeping, and financial reporting and compliance.
At perFORM, Serah ensures financial compliance and effective management, supporting smooth operations across the board for a variety of stakeholders, including donors, fund managers, suppliers, and program participants around the Sanara project.
Karen Maina is a Program Administrator for perFORM Music Incubator, playing a key role in the smooth running of the company’s programs. She ensures that our training programs are both relevant and impactful for participants.
Karen Maina is a Program Administrator for perFORM Music Incubator, playing a key role in the smooth running of the company’s programs. She ensures that our training programs are both relevant and impactful for participants by supporting perFORM’s curriculum development. Karen also manages the day-to-day operations, overseeing the administration and finances while providing support to participants throughout the learning journey. Her attention to detail and organizational skills ensure that every aspect of the program runs efficiently, enabling perFORM to deliver high-quality education and mentorship to emerging talent in the music industry within the Sanara project.
Charlene is a brand strategist with a background in both storytelling and scientific research that has given her work an immersive approach, an attention to detail, and an evidence-based perspective.
Charlene is a brand strategist with a background in both storytelling and scientific research that has given her work an immersive approach, an attention to detail, and an evidence-based perspective. With over 10 years of experience in communications and research, she has successfully crafted tailored multichannel campaigns that drove acquisition, engagement, and retention for a diverse range of brands. Her strategic approach enhances ROI through marketing analytics and expert media planning, budgeting, and buying.
At perFORM, Charlene leads the communications strategy with a passion for shaping impactful narratives that elevate the organization’s mission. She crafts tailored messaging that resonates with perFORM’s audiences, and is dedicated to amplifying perFORM’s vision, strengthening relationships with partners, and ensuring the voices of the next generation of music professionals are heard loud and clear across every platform.
James Kimari is a creative strategist and diplomat turned marketer, with a passion for crafting compelling digital narratives. Having honed his skills at various global agencies, he blends strategic thinking with a flair for storytelling to create impactful campaigns that resonate deeply with audiences.
James Kimari is a creative strategist and diplomat turned marketer, with a passion for crafting compelling digital narratives. Having honed his skills at various global agencies, he blends strategic thinking with a flair for storytelling to create impactful campaigns that resonate deeply with audiences.
At perFORM, James channels his expertise to amplify the voices of emerging music professionals, building vibrant digital communities and elevating their creative journeys. With a keen eye for trends and an ear for authenticity, he’s on a mission to bridge the worlds of culture and innovation through the art of social media.
OUR PARTNERS
Ignite Culture Donors
Sanara Donors
oTHER PARTNERS
