The Sanara Program: The Sanara program is supported by a diverse group of key donors and stakeholders. The Mastercard Foundation serves as a key partner, playing an instrumental role in the program's success. The consortium, which includes HEVA, SNDBX, Baraza Media Lab, and GoDown Arts Center, comprises the program’s implementing partners, responsible for carrying out various program pillars and activities. These consortium members also work with partners of the consortium, who are contracted to implement program-related activities, such as training, under core program pillars like financing, skilling for work, business development, and policy & safeguarding. Finally, the participants—young women and men—are at the heart of the program, benefiting from the tailored initiatives designed to empower and uplift them.
perFORM by Sanara: perFORM by Sanara aims to add to Sanara’s impact at an unprecedented scale for the organization, reaching 1,400 young people across six counties over the course of 3 years.
1. Skilling for work: To help participants master the right skill for their creative pathway. By the end of training, 1,400 young people across 6 counties will be reached with a skilling program tailored to their chosen creative pathways.
2. Transition to work: To enable participants to apply the right skill in their creative pathway. By the end of training, 50% of the participants will be exposed to real-life opportunities to showcase mastery of skills through the application of industry-leading standards to relevant projects.
3. New knowledge: To contribute a body of fresh insights on skilling-for-work programming in the creative industry. By the end of training, 1 knowledge launch will be undertaken to share emerging insights with stakeholders (not only to inform internal perFORM programming but also support the broader creative ecosystem).
Phase II of perFORM was supported by a grant from Ignite Culture: ACP-EU Culture Programme (Eastern Africa). This fund is being implemented by HEVA, in partnership with the British Council Kenya, with the financial contribution of the European Union, and with further support from the Organisation of ACP (African, Caribbean and Pacific) States. It is part of the global ACP-EU Culture Programme. At perFORM, we believe in the transformative power of culture to drive growth and inspire communities. Through the ACP-EU Ignite Culture programme, we were able to upskill 12 music professionals over the course of 9 weeks. perFORM Phase II had two cohorts, which trained 12 participants across 4 disciplines. Over the course of several months, these participants improved both their music and their business skills. The results were 3 EPs released, 10 live showcases, and a lifetime of career impact for our participants.
Objectives
During Culture Ignite, perFORM employed a meticulously crafted, evidence-based approach to training music industry professionals. Our methodology leverages decades of MME’s experience in live music and connects participants with a network of seasoned veterans.
Key features of our approach:
- Evidence-Based Design: Each module was rooted in empirical research and aligned with industry best practices.
- Customized Learning Pathways: Programs are tailored to specific roles (e.g., managers, publicists, and artists), ensuring relevance and practicality.
- Expert-Led Training: Our trainers bring a wealth of hands-on experience, ensuring participants learn from the best.
- Integrated Assessments: Participants are regularly evaluated through practical applications to reinforce learning and drive measurable outcomes.
For Artists:
At perFORM, artists dive deep into personal branding, storytelling, and project management, guided by trainers with firsthand experience. By the end of their training, participants left with actionable strategies for music releases and a clear vision for long-term career growth.
For Artist Managers:
Artist Managers were immersed in team building, financial management, and strategic planning. The program equipped them to enhance their leadership skills and master financial forecasting. Our graduates left the program well-prepared to oversee complex artist portfolios and manage dynamic, high-performing teams.
For Publicists:
Publicists at perFORM focus on mastering media relations, campaign planning, and crisis communication. They are trained to excel in the fast-paced media landscape, learning how to leverage digital tools and craft narratives that resonate. By the conclusion of their training, participants possess the skills needed to elevate artists’ visibility and expertly manage public perception.
For Event Specialists:
For those specializing in events, the curriculum emphasizes logistics, backstage management, and audience engagement. Through live simulations and collaborations with industry veterans, participants refine their event execution capabilities. Graduates emerge as confident professionals, ready to plan and deliver successful, impactful music events.
About
perFORM Phase I was supported by Jenga CCI as our key partner, under the Goethe Institut. JENGA CCI aims at the sustainable expansion and promotion of the cultural and creative industries in Kenya by means of an integrative educational and promotional approach.
Project Duration
perFORM Phase I lasted 3 months, providing tailored training to 105 music professionals to excel in live performances while equipping participants with personalized business strategies to effectively and sustainably market their music independently.
Objectives
- Support musicians in creating and executing actionable strategies for releasing EPs or albums.
- Showcase artist talent through live performances.
- Provide hands-on mentorship and coaching to facilitate artists' growth and progress.
- Foster collaboration by incorporating songwriters, producers, and event organizers to strengthen the production and live music ecosystems.
Impact
- Trained Participants: 260
- Participant Showcases: 23
- Networking Events: 3