NAIROBI, Kenya. Mar 7 – A new pan-African creative ecosystem, Live54+, has been launched to unify fragmented markets and support the growth of East African talent across the continent’s media and entertainment industries.
The group announced its launch across Kampala, Nairobi, and Dar es Salaam, positioning itself as a multinational creative network bringing together businesses in media, entertainment, marketing, and talent management.
With its coordination hub based in Nairobi and supporting offices in Kenya, Uganda, Tanzania, Rwanda and Ghana, Live54+ aims to strengthen cross-border collaboration in storytelling, content production, and brand culture across African markets.
The ecosystem integrates several established creative and media businesses including Buzz Group Africa, Swangz Avenue, NRG Radio, Play Radio, Play It Loud, MB96, and The Quollective.
Group Chief Executive Officer Julius Kyazze said the new entity is designed to unlock the continent’s creative potential by creating a unified structure that connects creators, brands and media platforms.
“Live54+ isn’t just a group of companies but a vision and belief that Africa’s creative economy can be a serious engine for growth, job creation and global relevance,” Kyazze said.
He noted that while the individual businesses within the network will retain their identities and leadership, they will now operate under a shared strategy aimed at scaling regional opportunities and improving consistency in content production and brand execution.
The initiative will initially focus on strengthening the East African hub, enabling the seamless movement of creative talent and projects across cities such as Kampala, Nairobi, Dar es Salaam and Kigali.
According to Kyazze, the model seeks to address fragmentation across African markets by integrating shared audiences, production capabilities and data-driven strategies to deliver more effective campaigns for brands operating across borders.
“We are solving the problem of continental fragmentation. While our markets may be saturated individually, together we can provide the distribution and scale that great African ideas, especially by young creatives, need to thrive,” he said.
The group also plans to build regional career pathways for creative professionals while leveraging consumer insights from its radio and digital platforms to develop more targeted content and products.
Live54+ operates across sectors including content creation, talent management, digital marketing, fashion, experiential platforms and media. The group currently has offices in Uganda, Kenya, Tanzania, Rwanda, Ghana and Burundi, with additional strategic offices in Dubai and Mauritius.
The company says its integrated approach will allow creative businesses to grow within their local markets while benefiting from shared resources, infrastructure and expertise across the network.
