Samuel Urandu, professionally known as Sammy Wallace, is an American-based Kenyan entrepreneur with ambitions that stretch far beyond conventional business boundaries.
Operating from the United States, Wallace has set his sights on what he sees as Africa’s greatest opportunity, addressing some of the continent’s most pressing challenges.
“I have an eye not just on the Kenyan market but on the entire region and continent,” he says, positioning himself as a new kind of diaspora investor, one focused on systemic impact rather than short-term gains.
Wallace first arrived in Nairobi more than a decade ago for what was intended to be a simple family visit.
Instead, he encountered a city that left a lasting impression, one he still describes as nothing short of “epic.”
Driving through the capital, he was immediately struck by the city’s sense of momentum. Construction sites dotted the skyline, buildings rose in rapid succession, and the streets pulsed with an unrelenting energy.
Yet it was Nairobi’s iconic matatus that truly captured his imagination.
These flamboyantly painted minibuses, each a mobile canvas of bold colours and slogans, manoeuvred through traffic with fearless flair.
But what truly drew Wallace in was the country’s vibrant music scene. He saw a paradox: Kenya is rich in talent yet poor in global leverage.
“We are a consumer economy for music,” he explains. Despite topping streaming charts across East Africa, much of Kenya’s domestic talent remains critically underutilised.
“This is proof that something needs to be done,” he adds.
Determined to act, Wallace vowed to partner with stakeholders across the Kenyan music ecosystem with a singular goal: to propel local artistry onto the global stage and unlock the vast, untapped potential of the country.