From campus to content creator: New masterclass targets 40,000 Kenyan students

Charisma, Valerry and Ronoo at  at Jomo Kenyatta University of Agriculture and Technology (JKUAT) during the launch of Hook’d on Fresh Masterclass Series (photo courtesy)

A new campus-based programme is set to train thousands of Kenyan university students on how to build careers in the fast-growing digital content industry.

The initiative, dubbed the Hook’d on Fresh Masterclass Series, is a collaboration between beverage giant The Coca-Cola Company through its Sprite brand and telecom operator Safaricom via its youth platform Safaricom Hook.

The programme kicked off on March 13 at Jomo Kenyatta University of Agriculture and Technology (JKUAT) and is expected to tour four university campuses across the country, targeting an estimated 40,000 students.

The masterclasses are being hosted by some of Kenya’s prominent digital creators, including Carrie Wahu, Tileh Pacbro and Charisma, alongside dance collective Cluster KE.

Sessions focus on practical skills such as content creation, spotting online trends, creating viral videos and increasing engagement on social media platforms.

Participants are also expected to take part in interactive sessions where creators share personal experiences and strategies on building audiences online.

The programme comes at a time when short-form video platforms like TikTok and Instagram are increasingly shaping how young people build careers, market brands and influence culture.

Alongside the campus sessions, organisers have launched a nationwide user-generated content (UGC) challenge encouraging young Kenyans to produce short-form videos.

Participants are invited to create content around themes such as music, sports, fashion or comedy and post them on social media platforms.

The competition will reward 403 creators across nine prize tiers, with cash prizes ranging from Sh3,000 to Sh20,000 depending on performance and views. Other rewards include smartphones and data bundles.

Top-performing creators will be recognised monthly based on cumulative views, extending the competition beyond the campus tour.

Kenya’s digital creator economy has expanded rapidly in recent years as social media platforms open new income streams through advertising, brand partnerships and audience monetisation.

Universities have also increasingly become hubs for emerging creators, with many students building large online followings while still in school.“The Masterclass Series is the latest expression of Sprite’s broader ‘It’s That Fresh’ campaign, which positions the brand as the drink that gives young Kenyans the clarity and confidence to perform at their best under pressure,” said Juliana Kituma, Director of Marketing, Coca-Cola Kenya. “By partnering with Safaricom, the network that already powers the digital lives of millions of young Kenyans, Sprite is creating a seamless bridge between physical activation and digital participation, ensuring the fresh energy of every campus session translates into content that lives on across social platforms.”

“At Safaricom, we believe that connectivity goes beyond data, it is about unlocking what young Kenyans are capable of. Through our partnership with Sprite, a brand focused on bringing together culture and creativity, we are putting real tools, real skills and real rewards directly into the hands of the next generation of creators. The Safaricom Hook BLIVE bundle is designed for the way young Kenyans live, and these masterclasses are the perfect platform to show what is possible when you are truly connected,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC.