After 27 years and a partnership with Paramount, MTV Staying Alive Foundation has rebranded to Shuga Global, expanding its reach, partnerships and the range of stories it tells. The announcement, made at an exclusive launch event held in Nairobi, was attended by development partners, the Shuga cast and crew, media and the creative community.
With the Paramount partnership concluding at the end of March 2026, and a mutual transition rooted in a shared vision for the organisation’s future, the rebrand, according to Shuga Global, reflects both what has been built and where the organisation is headed. As part of this shift, the Shuga series across all territories have also been rebranded, dropping the MTV name. Kenya’s MTV Shuga Mashariki is now Shuga Mashariki, while Nigeria’s MTV Shuga Naija becomes Shuga Naija.
Stay ahead of Kenya & East Africa’s film and TV.
Get our stories in your inbox — Subscribe to our newsletter now.
“Rebranding as Shuga Global signals an exciting new era for our organization as we continue to evolve,” said Shuga Global Executive Director Wame Jallow. “Building on the legacy of our groundbreaking Shuga series, our immersive storytelling and engagement with young people is needed now more than ever. Young people increasingly face complex interconnected issues, and we will continue to innovate and look forward to working with new partners and supporters to grow our impact on young people’s lives and their communities. We remain grateful to Paramount, MTV and everyone who has and will continue to be part of our journey.”
Under the new identity, Shuga Global has launched its first release, Mashariki Offscript podcast, hosted by Shuga Mashariki season one cast member Makena Kahuha alongside former Kiss FM presenter Muchina Maloba.
The 10-episode Mashariki Offscript podcast takes the world of Shuga Mashariki off-screen and into the spaces where young people live. Episodes will drop weekly on YouTube and Spotify, followed by regional and national radio distribution to reach wider audiences across Kenya.
The podcast was recorded over a month across three universities: the University of Nairobi, Egerton Universityin Njoro (Nakuru) and Jaramogi Oginga Odinga University of Science and Technology in Siaya. The two hosts moved through university campuses, engaging young people in conversations around the pressures that don’t often make headlines but shape their realities and livelihoods.
Shuga Global launched its flagship model in Kenya in 2009, featuring a star-studded cast that included Lupita Nyong’o, Valerie Kimani, Nick Mutuma, Brenda Wairimu and Avril in its first two seasons. The series later expanded to Nigeria and South Africa, building new audiences with Shuga Naija (S3, S4 and S6) and Shuga Down South (S5 and S7). It also launched Shuga Babi in Côte d’Ivoire and Nishedh in India, before returning to Kenya with Shuga Mashariki in 2025.
According to Shuga Global, the new Kenyan iteration has accumulated over 5.3 million views in its first season, while season two, which premiered in February 2026, has already surpassed 8.3 million YouTube views – evidence, the organization says, of a growing, engaged audience.
While a new season of Shuga Mashariki, which recently concluded its second season, is yet to be confirmed, Shuga Global also announced Shuga Mashariki Shorts, an upcoming anthology film series currently in development and set for release in June 2026.
EDITOR’S NOTE:
All reporting, interviews, and reviews on Sinema Focus are protected under international copyright law and the Kenya Copyright Act, 2001. No part of this publication may be reproduced, rewritten, republished, or redistributed in any form by media outlets without prior written consent. For reprint or syndication inquiries, contact editorial@sinemafocus.com.
©️ 2026 Sinema Focus / African Film Press. All rights reserved.
Never miss a moment.
Get the latest stories from Sinema Focus delivered straight to your inbox. Subscribe to our newsletter now.
