Shuga Global Rebrands from MTV Staying Alive Foundation and Launches Mashariki Offscript Podcast

The MTV Staying Alive Foundation has officially rebranded as Shuga Global, marking a bold new chapter after 27 years of impactful storytelling and youth-focused media. The announcement was made on 16 April 2026 at an exclusive launch event held at KOFISI Square, bringing together creative partners, cast members, media, and development stakeholders who have shaped the Shuga universe over nearly three decades.

The rebrand follows the conclusion of a long-standing partnership with Paramount Global at the end of March 2026, transitioning the organization into an independent, future-focused storytelling platform.

A New Era: Why MTV Staying Alive Became Shuga Global

Now operating as Shuga Global, the organization is expanding its mission to deliver transformative storytelling for youth empowerment, behavior change, and social impact across Africa.

Executive Director Wame Jallow described the rebrand as a natural evolution:

“Rebranding as Shuga Global signals an exciting new era… our immersive storytelling is needed now more than ever.”

The new identity builds on the legacy of the long-running MTV Shuga franchise, which has become one of Africa’s most influential edutainment platforms.

Launch of Mashariki Offscript Podcast

Alongside the rebrand, Shuga Global unveiled its first major release under its new identity: the Mashariki Offscript Podcast.

The podcast is hosted by:

• Makena Kahuha
• Muchina Maloba

It expands the world of MTV Shuga Mashariki beyond television, bringing real conversations into digital and audio spaces where young people already engage.

The 10-episode series will release weekly from 17 April 2026, available on Spotify, YouTube, and major podcast platforms, with additional radio distribution across Kenya.

Real Conversations from Kenyan Campuses

The podcast was recorded across three major institutions:

•  University of Nairobi 
•  Egerton University (Njoro) 
•  Jaramogi Oginga Odinga University of Science and Technology 

Rather than scripted dialogue, the series is rooted in real conversations with young people, exploring everyday pressures such as mental health, relationships, identity, and socio-economic challenges.

Country Manager Mitchelle Kimathi explained the vision:

“The conversations young Kenyans are already having deserve to be heard.”

This approach strengthens Shuga Global’s reputation for research-driven, community-centered storytelling.

Expanding Impact Through Storytelling

Since its debut in 2009 in Kenya, the Shuga franchise has proven that entertainment can drive real-world change.

Recent performance highlights include:

•  Over 5.3 million views for Season 1 of Shuga Mashariki
•  More than 8.3 million YouTube views for Season 2, aired on Citizen TV

The franchise also integrates digital support tools like the Sema Na Me chatbot, extending storytelling into direct youth support services.

What’s Next for Shuga Global

Beyond the podcast, Shuga Global is developing:

• Shuga Mashariki Shorts – an upcoming anthology film series set for release in June 2026 
•  Expanded regional storytelling across 40 African countries
•  New partnerships focused on youth empowerment and social impact 

This expansion reinforces Shuga Global’s position as a leading force in African edutainment and youth-centered media innovation.

Final Word

The transformation from MTV Staying Alive Foundation to Shuga Global signals more than a rebrand—it marks a strategic shift toward deeper, more localized, and more interactive storytelling across Africa.

With the launch of the Mashariki Offscript Podcast, the organization continues its mission to amplify youth voices and shape conversations that matter.

Shuga Global’s new website is live!