In an industry where major events often stumble over poor sound, dim lighting, and glitchy screens, it’s rare to see everything fall perfectly into place. But over the weekend, Luo Festival 2025 pulled it off.
Attendees got to celebrate the richness of Luo culture through music, fashion, and vibrant energy with a star-studded lineup including Prince Indah, Emma Jalamo, Tony Nyadundo, Khaligraph Jones, Musa Jakadalla, Iyanii and more.
When 16,000 fans flooded Nairobi’s Uhuru Gardens earlier this year’s edition, they were walking into more than just another music event they were stepping into a Sh50 million production that redefined what Kenyan cultural showcases can be.
The mastermind behind the spectacle was Sam Gold, founder and CEO of EMC Music Group, whose reputation for fusing high-level business execution with cultural authenticity has made him one of Kenya’s most sought-after music executives.
With a budget estimated at over Sh50 million, the festival featured world-class staging, lighting, and sound, alongside a star-studded lineup of top Luo and Kenyan artists. From the moment gates opened to the last encore, the event was a carefully choreographed celebration of music, identity, and pride.
“For me, it’s about more than just music it’s about building platforms that allow our culture and our artists to shine on the biggest stages possible,” Sam says.
The investment paid off. Beyond ticket sales from the 16,000-strong crowd, the festival drew big brand sponsorships and media coverage, cementing its place as one of the most profitable and culturally significant events in Kenya’s entertainment calendar.
Sam’s company, EMC Music Group, is no stranger to big moves. The label manages some of the country’s most celebrated names, including Prince Indah, Iyanii, Okello Max, and Coster Ojwang.
It offers artiste management, publishing, digital distribution, branding, and strategic marketing an end-to-end service model that ensures its roster thrives creatively and commercially.
Industry insiders say Sam’s ability to merge artistry with corporate precision is rare. “The Luo Festival’s flawless delivery, celebrity-studded lineup, and immersive cultural experience shows his unique strength,” one promoter said.
From intimate listening parties to multimillion-shilling cultural showcases, Sam’s portfolio continues to set benchmarks.