Raising a voice for African talent

His artistic vision blends Western genres, such as jazz and blues, with traditional African elements to present a more diverse and sophisticated side of African music to audiences worldwide.

Kevin Waire, widely known as Wyre, is a Kenyan singer, songwriter, and record producer recognized as an influential figure in the East African reggae and dancehall scene. He is one of the judges for Sing for Africa.

He notes that it's his first time working with a Chinese TV production team, and he finds the experience enjoyable.

"They're very professional. I love how they built the set. I love how they managed to control the numbers, and there was a lot of organization," he observes.

"I've judged other competitions before, and at times, they are very chaotic because the organizers are overwhelmed by the numbers."

Wyre believes the show's single-gender approach helps uncover an array of talent that has not been seen in quite some time.

The judge stresses that uniqueness and originality are of paramount importance for the talented vocalists and rappers sought by the show, while also highlighting stage presence as a critical factor.

Throughout the auditions, Wyre found that several contestants performed self-penned songs entirely in Chinese.

"They wrote songs in Chinese,"Wyre notes, expressing his admiration for the efforts involved.

"The artist must go the extra mile to be able to write in a foreign language. I found it very, very commendable."

Daniel Mathaga is among several contestants with a strong interest in Chinese music. He is a guitar teacher and singer who frequently performs with his band at local pubs and restaurants, including a Chinese restaurant, where they sometimes perform Chinese songs like the folk classic Jasmine Flower.

Mathaga says he was motivated to compete in the show because it offers an international platform that could expand his potential audience.

"My long-term goal is to have an impact on people. I want people to listen to my songs and feel motivated, feel good about themselves, and love themselves," he says.

"My main motivation for joining the show is to perform in China. I want Chinese fans to listen to my song. I have started learning Chinese, so I want to incorporate the language into my songs."

This season of Sing for Africa is structured in three stages: open auditions, elimination rounds, and the grand finale.

In addition to the top prize of 1 million Kenyan shillings ($7,760), the show's final winner will also have the opportunity to perform onstage in China, secure a record contract, and collaborate with renowned Chinese musicians.

According to Yang Yun, deputy general manager of Hunan Broadcasting System Media Group, the talent show Sing for Africa is designed to establish an innovative platform that combines music talent competitions, youth cultural exchange, and an integrated e-commerce model. It's a move to strengthen people-to-people connectivity between China and Africa, while also further embedding Hunan Broadcasting System Media Group's content production into Africa's cultural fabric.

Zhang Zhizhong, charge d'affaires of the Chinese embassy in Kenya, points out that Sing for Africa provides a valuable platform for young people in Kenya, a country where 75 percent of the population is under 35, to showcase their talents and realize their dreams. It also signifies that China-Kenya cooperation has expanded from infrastructure projects, such as the Mombasa-Nairobi Standard Gauge Railway, to broader avenues in the creative economy.

This initiative closely integrates China's proven business models with Kenya's rich pool of talented individuals, Zhang adds.