After 27 years and a landmark partnership with Paramount, MTV Staying Alive Foundation rebrands to Shuga Global, expanding its reach, partnerships and the range of stories it tells.

The announcement was made at an exclusive launch event in Nairobi  attended by development partners, cast and crew, media and the creative community.

Shuga Global also launched its first release under the new identity , the Mashariki Offscript Podcast, hosted by Shuga Mashariki cast member Makena Kahuha alongside renowned media personality Muchina Maloba, marking a new chapter in the organisation’s mission to create transformative media for learning, behaviour change and youth empowerment. 

Wame Jallow, Executive Director of Shuga Global, said: “Rebranding as Shuga Global signals an exciting new era for our organization as we continue to evolve. Building on the legacy of our groundbreaking Shuga series, our immersive storytelling and engagement with young people is needed now more than ever. 

Starting 17th April, the 10-episode Mashariki Offscript Podcast taking the world of Shuga Mashariki off the screen and into the spaces where young people actually live, will drop weekly episodes, accompanied by regional and national radio distribution on a mission to reach more young people across Kenya. 

Mitchelle Kimathi, Country Manager, Kenya, Shuga Global said: “Offscript Podcast came from a simple belief, that the conversations young Kenyans are already having deserve to be heard. We went to where young people are, to their campuses and living spaces to converse with them and we listened keenly. What came back was honest, complex and often surprising –a powerful podcast we are proud to present.”