Efforts to professionalise East Africa's creative sector have gained fresh momentum as MEMA Africa and organisers of the East Africa Gospel Music Award & Festival (EAGMA) move to establish a cross-border strategic partnership.
The talks, held in Nairobi between MEMA Africa Executive Director Dr Ezekiel Mutua, EAGMA Founder Magreth W. Chacha, and veteran music producer Japheth Kasanga, target long-standing gaps in the industry in copyright protection, digital distribution, and financial literacy.
The collaboration comes at a crucial moment for African creators.
According to industry data from the International Federation of the Phonographic Industry (IFPI), Sub-Saharan Africa remains one of the fastest-growing recorded music markets globally, driven primarily by paid streaming subscriptions. Recorded music revenues in the region reached $120 million, outpacing global averages.
However, regional industry experts note that independent and gospel musicians across Kenya, Tanzania, and Uganda continue to miss out on substantial digital earnings due to poor intellectual property management, fragmented distribution networks, and limited business skills.
Under the proposed structure, the two entities plan to collaborate on capacity-building programs, copyright awareness campaigns, and mentorship frameworks for upcoming talent.
The partnership also envisions joint implementation during the second edition of the EAGMA Awards and Festival, scheduled for Dar es Salaam, Tanzania.
Chacha's trip to Kenya follows a series of high-level stakeholder meetings with media executives, policy advocates, and church leaders to build a regional foundation for the festival.
The organisers emphasise that cross-border collaboration is essential if East African artists are to compete on global platforms, noting that regional integration must move beyond live performances into shared digital distribution networks and unified policy advocacy.
While no formal binding contract has been signed yet, both institutions confirm that working teams are finalising the operational framework.
If fully realised, the alliance could mark a decisive shift from ornamental awards events toward sustainable business infrastructure for East Africa's gospel and creative talent.