Kenyan musician Bien celebrated the launch of his latest album, Alusa Continua, on Saturday, November 7, in an event held in partnership with Safaricom that brought together music lovers, friends and industry partners to celebrate his musical journey and latest body of work.
The intimate album experience combined music, entertainment and interactive brand activations, with Safaricom creating opportunities for fans and its high-value customers to engage with the brand beyond the music.
Among the evening’s attractions was the Safaricom Bald Man Swagger barbershop, which offered attendees grooming services and fresh haircuts ahead of the event. Guests also had an opportunity to visit the Bien Shop for a cup of tea, adding to the relaxed atmosphere of the celebration.
Safaricom further hosted an exclusive Emerald booth, providing customers with an opportunity to experience its premium customer proposition and interact with the brand in a more personalised setting.
Speaking about the partnership, Bien said Safaricom had remained part of his musical journey, supporting his growth and creating opportunities for Kenyan artists.
“Safaricom have walked with me through my musical journey, and I do not take it for granted. They have been part of my growth as an artist, and it is incredible to have partners who believe in what you are building. Safaricom continues to create opportunities for Kenyan music and the creative industry and that is the kind of support we need as artists,” said Bien.
Safaricom Chief Consumer Business Officer Fawzia Ali said the company’s involvement in the creative industry is anchored in its purpose of Transforming Lives, with music serving as a platform for connecting people and supporting local talent.
“Music is one of the things that brings Kenyans together. When we support artists like Bien, we’re not just supporting a performance or an event; we’re supporting creativity, talent and the possibilities that come when artists have the right partners behind them. We want to continue being part of the experiences that matter to Kenyans and help the creative industry thrive,” said Ali.
The partnership reflects Safaricom’s broader engagement with Kenya’s creative economy, where musicians, artists and other creatives play an important role in shaping the country’s cultural identity and economic landscape.
Through its involvement in the Alusa Continua album launch, Safaricom sought to extend its engagement beyond conventional event sponsorship by creating interactive experiences for fans while celebrating Bien’s contribution to Kenya’s music industry.