The 12-week competition will see up and coming DJ prospects from across the country meet and battle it out on the decks each week to find the next big Kenyan entertainer.
Speaking at the launch event of the competition, KBL Managing Director, Jane Karuku, said the exciting new prospect was in line with the company’s commitment to continually engage with their consumers at their specific touch-points as they continue to provide consumer-led options for the evolving consumers.
“We are extremely proud to introduce the Smirnoff Battle of the Beats competition to Kenyans. The exciting new proposition leverages on the creative talent of Kenyan millennials and a booming entertainment industry. The competition is part of our broader agenda to create consumer-led campaigns that address changing tastes and preference across a diverse category of consumers in the Kenyan market. We are confident the Kenyan entertainment scene will benefit massively from such talent-based initiatives that present options for Kenyans to maximize their talents and preferences through our vibrant Smirnoff brand,” said Karuku.
The competition feeds into the larger Smirnoff Mix Experience, an ongoing cross-country sensitization campaign to educating consumers on their perfect cocktails options including the Smirnoff cocktail jug serve.
“The brand Smirnoff is founded on key pillars of Music, Art, Dance, and Fashion, all cornerstones of a vibrant and creatively driven society. Today, Battle of the Beats is a culmination of the research led insights that show more and more that Kenyans are increasingly investing in creative arts as a lifestyle. Knowing this, Kenya breweries has provided a platform where our consumer can express themselves in this unique art form to enjoy and entertain Kenyans. We want to continue to connect with our consumers at their touchpoints and this competition is another supporting element for this,” KBL’s Head of Mainstream Spirits Ann-Joy Muhoro said.
The DJs competition by extension is a new value proposition that the company feels will both resonate with the target audience and also push the envelope to capitalize on a booming entertainment industry in the country. According to a Pricewaterhouse Coppers report, as of 2017 the Kenyan entertainment and media industry was worth Sh219 Billion and is anticipated will rise to up to Sh 330billion by 2021.
This article was written by Kennedy Kang’ethe, a Business and Lifestyle report.