The MTV Staying Alive Foundation (SAF) has announced that MTV Shuga Mashariki TV series is now in production, ahead of its highly anticipated return in May 2025. This season is part of a landmark collaboration with Shujaaz Inc., aimed at challenging gender norms and their impact on the outcomes of young people, as part of the Surround Sound Kenya Programme.
MTV Shuga Mashariki’s directorial team features three celebrated Kenya directors: June Ndinya, Mkaiwawi Mwakaba and Likarion Wainaina. Known for their groundbreaking work in Kenyan film and television, these directors bring a wealth of experience, creativity and passion to the production. Under their visionary leadership, MTV Shuga Mashariki is set to deliver an unforgettable season that not only entertains but also sparks critical conversations about the lives of young people across Kenya and East Africa.
June Ndinya is celebrated for her dynamic storytelling in hit teen dramas like Flash Squad and Prefects, earning her a reputation as a powerhouse of bold, authentic narratives.
Mkaiwawi Mwakaba, co-founder of the African Female Filmmakers Collective, blends technical expertise with a passion for innovative storytelling, making significant strides in the Kenyan film industry, including co-directing the 2024 film Makosa Ni Yangu.
Likarion Wainaina, internationally acclaimed for his award-winning feature film Supa Modo, continues to redefine African cinema with fresh, impactful narratives that resonate globally.
MTV Staying Alive Foundation country manager (Kenya) Mitchelle Kimathi said: “We are particularly proud to have two female directors on board, whose perspectives are crucial in shaping how themes affecting young women and girls are portrayed on the show. By having women engaged in shaping this creative process, we can authentically showcase societal issues and their impact, especially those that intersect with gender. Their contributions allow us to highlight these challenges with nuance, empathy and depth.”
MTV Shuga Mashariki will be produced by Reuben Odanga in collaboration with the award-winning Kenyan production company Multan Production Limited. Multan has produced notable series including Mo Faya, Selina, Saida, Nafsi and A Familiar Christmas.
Since its founding in 2009, the company has thrived on telling compelling stories, with a strong focus on quality, uniqueness and creativity. Multan’s commitment to excellence is reflected in its numerous achievements, including Kalasha Awards for Best TV Drama for Selina (2018 and 2019) and Saida (2014). Its exceptional work has been recognised by CNN Africa Connect and MultiChoice, which named it one of the best content creators/producers in 2018/2019.
MTV Shuga Mashariki also welcomes celebrated Kenyan cinematographer Enos Olik to its production team. Olik will play a key role in shaping the visual identity of the series, ensuring that the narratives are not only impactful but also visually unforgettable. The filmmaker, educator and pioneer in East Africa’s entertainment industry, brings over a decade of expertise in crafting visually compelling narratives that resonate both locally and internationally. Olik’s notable works include the anthology film Anyango and the Ogre (2021), Crime and Justice series (2021–2023), Supa Modo (2018), Famous musical drama (2021) and The Christmas Run (2024).
MTV Staying Alive Foundation executive director Wame Jallow said: “MTV Shuga Mashariki is a celebration of Kenyan talent and storytelling, and we are thrilled to have a fully local team of directors leading the way. With June Ndinya, Mkaiwawi Mwakaba and Likarion Wainaina at the helm, this production is truly Kenyan at its core, ensuring that every narrative is authentic and deeply rooted in the experiences and realities of Kenya’s youth. This season reflects our commitment to challenging gender norms and empowering youth, with the gender-diverse directors team being central to this vision.”
The return of MTV Shuga Mashariki builds on the show’s legacy of discovering and nurturing fresh talent. The new season is set to hit TV screens in May 2025. This new chapter of MTV Shuga continues the show’s signature approach of authentic storytelling developed based on national-level youth-focused research, with production driven by Kenyan talent that reflects the authentic experiences and voices of the country’s youth.
It remains a powerful tool for addressing pressing social issues affecting young people. By combining locally rooted narratives with global production standards, MTV Shuga Mashariki reinforces the power of storytelling to drive societal change, challenge restrictive gender norms, and inspire young people to take charge of their futures.
It’s part of the award-winning MTV Shuga franchise – MTV-SAF’s flagship behaviour change campaign. It is a multi-award-winning TV drama series, accompanied by radio, digital, social media, and on-the-ground educational activities, which integrates health messaging into storylines that reflect the lives and experiences of youth audiences. The MTV Shuga series has been set in Kenya, Nigeria, South Africa, Cote D’Ivoire and India.
