Tusker Octobafest Nanyuki edition has come and gone, and left great memories of good people, good food, great entertainment and all round good vibes. But behind all these, there are stories of massive impact on people involved either directly or indirectly with the festival, including economic empowerment of communities and artistes.
While in Nanyuki, I had the opportunity to sit down with Rediet Yigezu – Senior Brand Manager Tusker Lite and Tusker Malt for a conversation that captured the very essence of what this festival means to Kenya’s creative and entrepreneurial landscape.
Now in its sixth year, with only 2020 skipped due to COVID restrictions, Tusker Oktoberfest has grown into one of East Africa’s most anticipated cultural and entertainment experiences, seamlessly blending music, art, community, and entrepreneurship.
According to Rediet, the festival’s growth and evolution has been nothing short of remarkable. What started six years ago as a celebration of beer culture has grown into a powerful platform for artists to showcase their creativity and for revellers to get to experience nights of performances by their favorite Kenyan musicians back to back.
Every year, we see even bigger opportunities unfolding. More artistes are discovered and platformed and different partners are getting on board.
Artists are being discovered and local entrepreneurs are connecting with bigger audiences and markets. Tusker Oktoberfest has not only entertained thousands but also fueled economic empowerment at the grassroots. For instance, hotels, taxi drivers, food vendors and even artisans get increased business as set up and organization of the event takes place. The festival is increasingly a ripple effect of prosperity that goes way beyond the entertainment grounds.
According to Rediet, for musicians and performers, Tusker Oktoberfest is certainly a career defining stage. As much as it features established artistes, there is also a lot of emerging talent on display and this has become a springboard for them to connect with wider audiences and other industry players for their growth. Nurturing home grown talent reflects Tusker’s long standing commitment to grow the Kenyan creativity and connections, a spirit that has been in the brand ethos for generations.
Rediet emphasized that the festival’s success lies in its ability to evolve while staying authentically Kenyan. “Each year, we learn, we grow, and we improve. The future is massive,” she affirmed.
What should we expect from Tusker Oktobafest going forward?
“Expect an even bigger and better Oktoberfest experience. One that celebrates not just beer, but the culture, music, and people who make it uniquely ours.”
Here is to more years of Tusker Oktobafest which is evidently more than just an event, but a movement to celebrate Kenyan creativity, resilience and community empowerment.
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