A new multinational creative ecosystem, Live54+, has officially launched, bringing together a collaborative network of creative, media, entertainment and marketing businesses operating across multiple African markets.
The new entity, with its coordination hub in Nairobi and supporting offices in Kenya, Uganda, Tanzania, Rwanda and Ghana, is positioning itself as a catalyst for cross-border creativity, innovation and content production across the continent.
Live54+ integrates a range of established brands spanning media, entertainment, marketing and talent management, including Buzz Group Africa, The Quollective, Swangz Avenue, MB96, Play It Loud, NRG Radio and Play Radio.
The ecosystem aims to offer clients a unified platform that combines production, distribution and audience engagement across different markets.
Group CEO Julius Kyazze said the launch reflects a broader vision to harness Africa’s creative economy as a key driver of growth and job creation.
“Live54+ isn’t just a group of companies, but a vision and belief that Africa’s creative economy can be a serious engine for growth, job creation, and global relevance. We are building an ecosystem that empowers creators, brands, and platforms across the continent by providing the structures and opportunities to elevate African talent and ideas,” he said.
The launch signals a strategic shift toward a vertically integrated model. While the individual companies within the group will retain their distinct identities, cultures and leadership, they will operate under a shared framework designed to unlock regional opportunities and scale.
Kyazze noted that the integration of shared audiences, production capabilities and data-driven strategies will give the group a competitive advantage, particularly in markets where consistency in quality and execution has been a challenge.
In its initial phase, Live54+ will focus on strengthening its East African footprint, facilitating seamless movement of talent and content across key cities such as Kampala, Nairobi, Dar es Salaam and Kigali.
The group also plans to build a cohesive ecosystem supported by shared resources, including legal services, strategic planning and production infrastructure.
“We are solving the problem of continental fragmentation. While our markets may be saturated individually, together we can provide the distribution and scale that great African ideas, especially by young creatives, need to thrive,” Kyazze added.
Looking ahead, Live54+ aims to establish a resilient, start-up-driven structure that prioritises growth, job creation and innovation.
The group will also develop regional career pathways for its workforce while leveraging real-time consumer data from its radio and digital platforms to create more targeted and effective products.