Alusa Continua: The Music Continues, and So Does the Love

There was perhaps something fitting about the title Alusa Continua, a story that keeps unfolding. In many ways, that sense of continuity extended beyond the music. Safaricom’s relationship with Bien has grown alongside his musical journey, making its presence at the album experience more than just  another brand sponsorship. It was another chapter in a partnership built on a shared belief in Kenyan talent and the power of creativity.

Saturday 7th November evening brought together music lovers, friends and partners of the Bien for an intimate celebration of his musical journey and latest body of work, Alusa Continua. While the music was the main attraction, it was the little details around the venue that made the night just as memorable.

One of the standout experiences was the Safaricom Bald Man Swagger barbershop, where fans stopped by for some last-minute grooming and fresh cuts to ensure they looked the part for the occasion. After all, if you’re showing up for Bien, you might as well look the part! And if you were not getting a trim, you were welcome to grab a cup of tea at the Bien Shop. The whole experience was  curated to serve fans in an intimate and engaging way.

For Safaricom, the evening was more than another event sponsorship. It was an opportunity to celebrate a relationship with an artist whose musical journey the brand has supported over the  years, while bringing that connection closer to its high-value customers. Through the Emerald booth, Safaricom created an exclusive brand experience where customers could interact with the  proposition in a relaxed, music-filled setting. It was a meeting of two things that resonate deeply  with the brand: celebrating Kenyan talent and creating memorable experiences for its customers.

On the other hand, for Bien, having Safaricom in his corner is part of a relationship that goes beyond  a single event.

“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.

That relationship reflects Safaricom’s broader commitment to supporting the passions that bring Kenyans together, with music and the creative economy being an important part of that journey.

Speaking at the event, Safaricom Chief Consumer Business Officer, Fawzia Ali said the company’s support for the arts is rooted in its purpose of Transforming Lives, recognising the power of music to inspire, connect people and create opportunities.

“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 Fawzia.

From the fans who came ready to celebrate to those making a quick stop at the barbershop before settling in, the evening was a reminder that music experiences are about so much more than what happens on stage.  That is the beauty of brand partnerships done right: giving artists room to grow, fans more reasons to connect and Kenyan creativity the support it needs to keep moving forward.

Follow us on WhatsApp, Telegram, Twitter, and Facebook, or subscribe to our weekly newsletter to ensure you don’t miss out on any future updates. Send tips to info@techtrendsmedia.co.ke