First, it was Tusker Project Fame, a musical talent competition that left an indelible mark on the Kenyan conscience. Its name still rings across East Africa ten years after it wrapped up. Now, it’s Tusker Nexters.
Tusker Nexters builds on Tusker’s tradition of providing a platform for local talent to grow and shine. This time around, both musical talent and eSports talent were given the green light across the country. Tusker Nexters have their eyes firmly set on a future where the next generation of musical talent stands side-by-side with the next generation of organized electronic sports or eSports talent.
Joining this journey is triggered by texting your name and phone number to 29844. After that, the budding musician and his eSports prodigy will be given the chance to participate in an audition. Eligible participants are invited to a defined location in their region, where they participate in a music or eSports competition, claiming to be the best in their region and ultimately their country.
This competition is primarily aimed at viewers between her 18 and her 24 years. This age group is fast-paced, always on the move, and always finding new ways to get things done. This demographic shares the same perspective as brands in the next 100 years, so brands aim to connect with this audience into the future. In other words, connecting to their roots through family and community ties, maintaining a contemporary perspective, and shaping their future.
The Tusker Nexters talent search has already found its musical talents and esports pioneers from the mountains and lakes region of Kenya.
“Kenya has long been an incubator for some of the most exciting artists in the region,” Tusker senior brand manager Catherine Twesigye said. “Tusker, on the other hand, has always held the hands of talented Kenyan artists and supported them to be the best versions of themselves. The Tusker Nexters platform is no different.”
Auditions revealed 19 talented semi-finalists from across the country, who were eventually cut down to 10 before finally narrowing to the final seven in Nairobi.
Those selected to proceed to the final round are rappers Veryl Mkali Wao from Nakuru and TK Lyon from Kisumu. Others are singers Bakhita from the Rift Valley region, Lexxie and Angachi from Mombasa, Zaituni from Nairobi and Kamwana from Kisumu. The seven will now battle for the major prize on dates that will be announced soon.
“These guys have talent and resilience. They have been able to withstand the journey, which has been long and hard with them being away from their families and the tough rehearsal schedule … Each one of these young ladies and gentlemen has worked extremely hard and they are ready for what comes in the future. I am really proud of all of them,” Twesigye said.
The competition’s judging panel comprises leading musicians and entertainment industry players including Eric Wainaina, Nadia Mukami and Buddha Blaze. Apart from the judges, audiences were also given an opportunity to vote for their favourite performers via SMS.