WHY THIS, WHY NOW
How a Nairobi-built PR practice became infrastructure for moving African music and culture across borders. Owoko helped build Sauti Sol from an unknown quartet into one of Africa's biggest acts and ran communications for Coke Studio Africa across 10+ markets; Anyiko PR now handles East African PR for Universal Music Group, Platoon, Boomplay, SoundCloud and Sony Music Africa. As the 2026 conversation shifts from 'going viral' to durable distribution and ownership, she's the operator's view of the creator/music economy.
THE QUESTIONS WE’D PUT
- 01
You built Sauti Sol's narrative before 'Afrobeats as export' was a thesis. What did you understand about cross-border storytelling then that the global labels are only discovering now?
- 02
When a multinational label hires you for 'East African PR', what are they usually getting wrong about the market that you have to fix first?
- 03
The creator economy is celebrated for reach. From where you sit, where does reach stop translating into a career — and what actually does?
- 04
What's a campaign you're proud of that looked quiet but did the real work — and how do you measure that to a client who only wants numbers?
- 05
If you were advising a young East African publicist starting today, what part of your 2017 playbook would you tell them to throw out?
A conversation we’re pursuing — the brief and questions, openly. Sourced, never fabricated.