Musician Bien has teamed up with Tusker to front a new initiative aimed at supporting the next wave of local artists who are already gaining traction but struggling to break into the mainstream.
The programme, dubbed Base to Billboardz (B2B), is backed by Kenya Breweries Limited through its flagship beer brand.
It is being positioned not as a talent search or music competition, but as a structured career development platform for artists who have already built a following and released original work.
According to organisers, the initiative will begin with 30 artists drawn from across the country. These will be shortlisted by Bien alongside industry professionals from different musical backgrounds. Public voting and further expert review will then narrow the group to six artists.
Those selected will enter a six-month mentorship programme running from February to July 2026. During this period, they will undergo weekly workshops focusing on vocals, songwriting, dance and performance, alongside monthly masterclasses on the business side of music.
Unlike past music contests that reward a single winner with a cash prize, B2B is structured around long-term development.
At the end of the programme, the six artists will come together to form a music collective and release a joint album, which will be launched at a high-profile event.
Speaking at the launch, Christine Kariuki, Head of Mainstream Beer at KBL, said the aim is to move Kenyan talent “from local stages to global platforms”.
“Our goal is to grow homegrown talent from local stages to global platforms, reflecting Tusker’s spirit of unity, celebration, and cultural pride,” she said.
Bien, who will serve as the project lead and mentor alongside three other yet-to-be-named coaches, described the initiative as personal.
“Having walked the music journey myself, Base to Billboardz is deeply personal. It represents the opportunities I wished for when starting out. Many of these artists are already established, but what they need is that next level of recognition,” he said.
To qualify, artists must have released an album or EP, performed live, clocked at least one million career streams and built an online audience of more than 8,000 followers.
Organisers say this criterion is meant to target musicians who have momentum but lack the structure and mentorship needed to turn popularity into sustainable careers.
Tusker has previously backed music initiatives such as Tusker Project Fame, Nexters and Oktoberfest.