Uhuru Park came alive on Friday, 22nd May, 2026, as Safaricom Hook and Sprite brought together some of Kenya’s most exciting young talent for the Hook’d On Fresh Awards Show.
This was a high-energy celebration of the country’s rapidly growing digital creator culture.
The event, which drew content creators, influencers, musicians, dancers, campus creatives, and fans from across Nairobi, was less of a traditional awards ceremony and more of a full-scale festival.
Live performances, DJ sets, brand activations, fan interactions, and creator recognition awards all formed part of an atmosphere that blurred the line between concert and cultural moment.
The awards show marked a significant milestone in Safaricom and Sprite’s broader Hook’d On Fresh campaign, a nationwide initiative launched earlier this year with a clear mission, to help young Kenyan creators turn their passion for content into a legitimate career path.
The campaign has been rolling out across universities and youth spaces around the country, offering campus masterclasses, content creation competitions, podcast-style creator sessions, mentorship from established names in the industry, and monthly cash prizes.
Among the creators and personalities associated with the campaign were Carrie Wahu, Tileh Pacbro, Charisma, and Cluster KE, figures who have helped shape and amplify the initiative’s reach among Gen Z audiences on TikTok, Instagram, and other short-form video platforms.
At its core, Hook’d On Fresh is designed to give emerging creators the tools they often lack, training in branding and monetisation, exposure to wider audiences, mentorship from those who have already built successful online careers, and the kind of networking opportunities that can open real doors in the industry.
The event trended heavily on social media, reflecting both the scale of the youth turnout and the growing influence of creator culture in Kenya.
For many attendees, the night was more than just entertainment, it was confirmation that content creation is no longer just a hobby, but a serious and viable career path for a generation that has grown up online.
