In July, Kenyan musician Sofiya Nzau made history by becoming the first East African to perform at the Tomorrowland festival, a renowned electronic dance music (EDM) event held annually in Boom, Belgium.
Separately, in September, Kenyan Afrohouse star, Idd Aziz, also made headlines by becoming the first Kenyan to perform at the Burning Man festival in Nevada, USA.
While the two artists are not musically connected, their success indicates that there is a growing international and local market for the distinct fusion of African rhythms with electronic beats.
Electronic music is one of the fastest-rising genres in Kenya and on the continent. According to the International Music Summit (IMS) Business Report 2024, the global electronic music industry grew by 17% in 2023, reaching $11.8 billion in value, with Africa noted as one of the fastest-rising regions.
This momentum has inspired Rituals, an immersive event that celebrates the heartbeat of Kenya’s homegrown electronic music. Rituals is the creative alliance of the Safari Oontz Collective, HustleSasa, and Jägermeister Kenya and hopes to shine a light on artists who are shaping the country’s fast-growing “Oontz” scene, a very Kenyan term for the electronic sound.
The second edition is set to take place on Thursday, October 9, at The Alchemist in Westlands.
Speaking about the main objective of the event, HustleSasa Chief of Staff, Stephanie Gogo, said it was about recognising homegrown talent.
“Rituals exists to honour the creators who are shaping Kenya’s sonic identity, those who have transformed local sounds into global energy,” says Stephanie Gogo. “It’s about giving our heroes the stage, spotlight and commercial recognition they deserve.”
Beyond recognition, HustleSasa CEO, Peng Chan, added that ticket sales for “oontz” events were profitable.
“Oontz events are among the highest-grossing in ticket sales on our platform,” Peng Chen said. “With genres like 3-step, amapiano and afrohouse becoming more mainstream, Rituals is our way of collaborating with the best to curate experiences that recruit new audiences and deliver value for every player involved.”
However, for the creatives involved, the event is about reclaiming and owning the nightlife. Instead of relying on expensive international headliners, the event celebrates the Kenyan artists pushing the boundaries of sound.
For Safari Oontz, the music collective championing this cultural awakening, the local-first philosophy has brought together top producers and DJs, including Hiribae, Tina Ardour, Mura, and MGM.
“For the collective, Rituals is not just about putting together an event,” says OneDown of Aduma and Safari Oontz, “we’re building a movement that’s rooted in sound, rhythm and our sacred cultural identity. This is Kenya, fully plugged in.”
Artists expected to perform at the event on Thursday include Mike Muema, Kamushez, Zippie Nyumu, Nes Mburu, Mack Lean, Ally Fresh, Double D, Cheffk and more.
