Global Promoters Report 2025

Country Profile: Kenya

If last year’s profile painted Kenya’s live music scene as a mosaic of dogged improvisation, this year’s story is one of system building by bold operators laying down infrastructure, not just to stay afloat, but to scale.

Among the key promoters is Peng Chen, co-founder of Nairobi’s The Alchemist venue and CEO of HustleSasa, a platform reimagining how the PanAfrican live ecosystem operates. “We’ve been home to artists for ten years now,” Chen says of The Alchemist.

“It was always about creating space for those who didn’t feel like they belonged in the traditional setup, a place you could walk in wearing flip-flops and still catch one of the best nights of your life.”

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