Defunct Sauti Sol’s Sol Generation Records has announced a new opening for artists between the ages of 18 and 35 to join the labels’ program dubbed Press Play 2.0, a comprehensive artist development program aimed at empowering and upskilling youth from marginalized peri-urban areas across Kenya.
Announcing the opportunity Sol Generation CEO, William Nanjero revealed the auditions for the program have already begun.
“We invite young creatives from Kakamega, Nairobi, and Mombasa to be part of this transformative journey. The callout phase has already begun. The program will focus on inclusivity and provide comprehensive support to 250 aspiring creatives in Kakamega, Nairobi, and Mombasa.” Nanjero says.
He goes on to add,
“The Press Play 2.0 journey will begin in Kakamega, where we will engage with local youth through auditions and preparatory activities. We will then move to Mombasa to provide the same opportunities to aspiring creatives in the coastal region. The final stop for the first phase will be Nairobi, where we will complete the audition process.”
Press Play 2.0 is an evolution of the original Press Play program, which previously focused on empowering female artists from East Africa. According to Nanjero, Press Play 2.0 is the second phase of the program which has expanded its impact by targeting a diverse group of participants, with a focus on 70 percent female and 30 percent male creatives.
“In addition to nurturing musical talent, the program aims to empower young people from marginalized communities by providing pathways to financial independence and cultural impact,” he adds.
Successful candidates from each region will then move on to the masterclass and mentorship phase, where they will receive intensive training and support to hone their skills.
Whereas the Press Play program focused on empowering female artists across East Africa, culminating in the production of 2 EPs that showcased the artistry and growth of six female artists, Press Play 2.0 will expand its scoop to include music production, songwriting, instrumental and vocal performances.
The program will run for one year featuring workshops and mentorship sessions, writing camps, and music creation activities.
