Kenyan music heavyweight Nyashinski has inked a landmark recording deal with Sony Music.
The mega move is expected to amplify East Africa’s footprint on the global music stage, as the agreement marks a significant step in positioning the region’s talent as a major cultural export, with Nyashinski leading the charge.
To launch the partnership, the award-winning rapper has released Tai Chi, a hard-hitting single paired with a cinematic music video.
The track blends sharp lyricism with layered introspection, capturing the hustle, resilience, and swagger of Nairobi life over a hypnotic beat. The video’s high-end production mirrors Nyashinski’s commitment to pushing creative boundaries.
“This partnership with Sony Music is more than just a deal, it’s a recognition of East Africa’s rich musical talent and a platform to showcase our stories to the world,” Nyashinski said.
Sean Watson, managing director of Sony Music Africa, hailed the signing as a milestone for the region.
“Nyashinski represents everything the world needs to see from East Africa: authenticity, versatility, longevity, and artistic excellence. This partnership is about more than music; it’s about elevating the culture and giving East African voices the global platform they deserve.”
Nyashinski’s journey spans more than two decades, beginning in the early 2000s with the trailblazing rap group Kleptomaniax.
After a lengthy break in the United States, he made a celebrated comeback in 2015, producing chart-topping hits and collaborating with some of Africa’s biggest names, including Sauti Sol, Patoranking, Juma Jux, and Yemi Alade.
Nyashinski’s appearances on Coke Studio Africa alongside Trey Songz and Mafikizolo further cemented his continental influence.
Off the stage, Nyashinski has been the face of major campaigns for brands such as Johnnie Walker, Samsung, TECNO, and Safaricom, balancing commercial appeal with authenticity.
Christine “Seven” Mosha, Head of Sony Music Eastern Africa, said the deal was a testament to the talent thriving in the region.
“Nyashinski’s signing is a milestone for us and a testament to the incredible talent emerging from East Africa. He embodies the spirit of innovation and authenticity that our label strives to promote. We are excited to support his journey as he takes his rightful place on the global stage and continues to inspire a new generation of artists and fans across the continent,” Mosha said.