A new cultural wave is rising from Kenya’s underground electronic music scene and it goes by the name ‘Oontz’. Born from the collaboration between HustleSasa, Jägermeister Kenya and the Safari Oontz Collective (a joint initiative between Aduma and Sol Generation), Rituals is a declaration of this growing Kenyan electronic music identity.
The origins of Rituals
Electronic music is one of the fastest-rising genres in Kenya. Artists like Sofiya Nzau, Idd Aziz, Nes Mburu and Suraj are breaking international barriers and cultivating loyal fanbases both locally and internationally in regions such as Europe, which largely remain untapped markets for many African acts.
Recognizing this momentum, HustleSasa, Jägermeister and the Safari Oontz Collective came together to create Rituals: an immersive live experience dedicated to showcasing authentically homegrown Oontz music and amplifying the voices driving the movement.
The goal is to shift focus away from international headliners commanding thousands of dollars in bookings, towards the local pioneers building the genre every day from the ground up.
“Rituals exists to honor the creators who are shaping Kenya’s sonic identity — those who have transformed local sounds into global energy,” said HustleSasa chief of staff, Stephanie Gogo.
“It’s about giving our heroes the stage, spotlight and commercial recognition they deserve,” added Gogo.
HustleSasa: Connecting the culture
As Africa’s trusted partner for live entertainment, HustleSasa has seen first-hand the explosive growth of Oontz in Kenya and across the rest of the African continent.
According to the International Music Summit (IMS) Business Report 2024, the global electronic music industry grew by 17% in 2023, reaching $11.8 billion in value, with Africa noted as one of the fastest-rising regions.
“Oontz events are among the highest-grossing in ticket sales on our platform,” stated HustleSasa CEO, Peng Chen.
“With genres like 3-step, Amapiano and Afrohouse becoming more mainstream, Rituals is our way of collaborating with the best to curate experiences that recruit new audiences and deliver value for every player involved.”
Jägermeister: Fueling the nightlife scene
Music has always been a key creative pillar for Jägermeister. Through its global ‘Save the Night’ campaign, the brand continues to empower artists, DJs and nightlife communities around the world.
In Kenya, Jägermeister sees Rituals as the perfect opportunity to collaborate with rising electronic music talent to create some of the best nights that Kenya’s youth will remember.
“Jägermeister’s mission is to keep the spirit of nightlife alive,” said Meera Karia, business development manager of VIVA Global, Jägermeister’s official distributor in Kenya.
“Partnering on Rituals allows Jägermeister to connect directly with Kenya’s new wave of creativity and celebrate music that is unmistakably local,” added Karia.
Safari Oontz: The movement behind the music
At the heart of Rituals is Safari Oontz, the music collective that’s championing this cultural renaissance by fusing global electronic soundscapes with indigenous rhythms, languages and ancestral storytelling.
Safari Oontz adopts a local-first philosophy: creating music for Kenyans, by Kenyans and about Kenya – without the need for foreign validation.
The collective unites top producers and DJs like Hiribae, Tina Ardor, Mura and MGM, building a creative ecosystem of electronic music, documentaries, podcasts and now- Rituals.
“For the collective, Rituals is not just about putting together an event,” says OneDown of Aduma and Safari Oontz, “we’re building a movement that’s rooted in sound, rhythm and our sacred cultural identity. This is Kenya, fully plugged in.”
A cultural and commercial statement
Rituals stands as a statement of presence, authenticity and ambition. It’s a reminder that Kenya’s nightlife scene and creative contributors are not just consumers of global culture, they are also defining it.
The second edition of Rituals takes place this Thursday, October 9th 2025 at The Alchemist in Westlands, with future plans for expansion across the rest of Africa.
Together, HustleSasa, Jägermeister and the Safari Oontz Collective are turning Kenya’s Oontz offering into the continent’s next global export.
Tickets for Rituals second edition can be accessed here.
