Sol Generation has announced plans to equip over 300 Eastern Africa musicians with the necessary skills to develop their talent amidst the popularity of African music globally.

The initiative dubbed Press Play is an Artists’ Development Program(ADP) aimed at taking young Eastern Africa artists from aspiring musicians to professionalization through developing skills, building brand equity, and access to new physical and digital markets.

Sol Generation Chief Executive Officer Nanjero says despite its vibrant creativity and boom in production, the Eastern African music industry is nowhere near realizing its potential amidst a growing middle class that presents a great opportunity for artists to develop bigger local audiences and customers for their artistic products.

“The goal is to enhance the technical expertise of the different stakeholders in the creative economy in a bid to Intensify the standard and quality of Eastern African music, the creative industry and enable a robust ecosystem,”

Nanjero noted

Sauti Sol

The artists who were chosen through an ADP-based process will be taken through a development program that will include songwriting, brand development, marketing, financial management, and proper music distribution methods.