UK’s Strictly Entertainment and Kenya’s Sub Sahara Entertainment have announced a new partnership to form a joint venture called Strictly-Sub Sahara Entertainment.
This collaboration aims to connect African creativity with global opportunities and establish East African talent on the world stage.
The new partnership was revealed at an event held at The Village creative.
Co-founder of Strictly Entertainment, Chiedozie Onuora “Eddo,” said the collaboration is a “movement” to connect African creativity with global opportunities.
Suzanne Gachukia-Opambe, the founder of Sub Sahara Entertainment, said this alliance will help artistes with “stories, rhythms, and energy” reach new heights.
The new label will feature a diverse group of artistes, including singers, rappers, songwriters and producers.
The current roster includes: Zzero Sufuri, KusMa, Nuclear, Teejay Kere, Dan Rei, KushBoi, Nganga, BwanaNgoma, Cewa, and Kibby-a-Freak.
In the first quarter of 2026, the joint venture will roll out a series of high-profile single releases, cross-continent collaborations, and immersive live performances.
Fans can look forward to a flagship compilation project featuring artistes from both labels, exclusive global distribution deals to expand their reach, and curated live showcases in Nairobi, London, and other major music cities.
A key initiative announced by the new label is the Star Search competition, which aims to discover new talent, including a female singer, a male singer, and a rapper.
In a move that honours Kenya’s musical heritage, the label will also search for Camp Mulla 2.0, reviving the iconic name of one of East Africa’s most influential music groups.
These projects, along with other initiatives, will be based at a state-of-the-art creative entertainment and digital media hub.
According to Ikechukwu (Black PHARAOH) Onuorah, co-founder of Strictly Entertainment Music, the hub will serve as an incubator for future stars and a place for emerging creative and business professionals to receive mentorship and develop their skills.
The partnership was witnessed by notable industry figures, including Angela Ndambuki from IFPI, Chinasa Udeala from Universal, Steve Mwangi from Sony, Maurice Okoth from KAMP, and Stan Getui from the Mastercard Foundation, as well as Tanzanian songstress Lady Jaydee.