Thursday, 26 July 2012


Nokia Asha “Don’t Break the Beat” rap competition moves to Kisumu this weekend. The Kisumu auditions will be staged at the Jomo Kenyatta Grounds this Saturday starting at 9am. The Don’t Break the Beat competition, which is linked to the Nokia Asha range of mobile phones, aims to find the definitive rapper, also known as a “cypher” , amongst the youth in East Africa.

Successful contestants from these auditions will go on to battle it out at club nights and national finals, competing with rappers from across Kenya, Uganda and Tanzania for the coveted East Africa title, and a whopping 250,000 KES in prize money, as well as a brand New Nokia Asha mobile phone.

A panel of expert judges has been round up to assess the best cypher talent East Africa has to offer. They include: Nazizi; Point Blank Evumbi; Eric Musyoka; Joey Muthengi; Frasha (Francis Amisi) and DJ Joe Mfalme. Their votes carry 70% weight in the final judging. The other 30% will be consumer driven, with voting open at each round on the You Tube channel so everyone gets the opportunity to support their favourite! Go and check out the finalists from Nairobi, Mombasa, Kampala and Dar Es Salaam who will battle it out at club nights across the countries.

“The youth in East Africa are all about self-expression and music is an important part of our culture,” says Angela Githuthu, Marketing Activation Manager for Nokia East Africa. “The Nokia Asha range of mobile phones is designed specifically for these vibrant, young consumers, offering freedom of choice across the range which now offers two new models - the Nokia Asha 202 and Nokia Asha 305. We are bringing these devices to market through the Don’t Break the Beat campaign which marries the youth’s desire for individuality expressed through music, and the wish to have phones that are socially connected and super cool.”