Africa's first dedicated creator intercontinental network launches in Kenya

Sound On Africa (SOA) has launched an

intercontinental network built to connect brands with vetted creators across Africa, starting in Kenya (Image source: © 123rf 123rf)

Kenya's digital audience isn't a future opportunity — it's already here. The country counted 18.4 million active social media users as of October 2025, according to DataReportal's Digital 2026: Kenya report, with short-form video already outperforming static content by 49% in engagement, per Hootsuite's 2025 Digital Report.

SOA is among the first dedicated creator networks built specifically for the Kenyan market.

The network is designed to grow market by market and is backed by hands-on contracting and campaign management rather than a self-serve platform.

SOA is a creative agency working across influencer marketing, voice-over production, retail radio, and podcast production, founded by South African broadcaster, content creator and media entrepreneur Palesa Tau.

As part of its intercontinental network growth, Sound On Africa has partnered with Foli Agency, led by Linda Fula, known as Lynne the Brand, and a recognised publicist in Africa.

Roster of creators

SOA is run by a team already embedded in Nairobi's creator scene and it has spent time assembling a roster of nano, micro, and macro creators spanning food and lifestyle, mom and family, home, beauty and fashion, and fitness and wellness content.

The signed roster is growing steadily, with creators across niches lining up to join — early proof that the model is resonating with Kenya's creator community itself, not just the brands it serves.

What sets SOA apart isn't an algorithm — it's the team behind it. Every creator is personally vetted and contracted directly by SOA, with every campaign they're part of hand-managed by the team — not auto-matched by a platform.

It's a bet on human judgment and real relationships over automation, and on long-term partnership over one-off placements.

SOA's model is built on multi-year onboarding agreements, longer-term “always-on” brand partnerships instead of one-off posts, and a commitment to turn around creator shortlists within 24 hours of receiving a brief — powered by a team that already knows its roster inside out

Building a connected community

“This isn't one market exporting to another — it's building the kind of connected, cross-border creator economy the continent has been working toward for years, the same spirit behind Africa's push for intercontinental free trade,” says Palesa Tau, managing director of SOA.

“Kenya is where we're starting. It's not where we stop. Our signed roster is growing every week, and we're hearing from creators across every niche who want in — that tells us we're building something people actually want to be part of.”