A new chapter in African youth entertainment and storytelling has begun following the rebranding of MTV Staying Alive Foundation officially rebranded to Shuga Global, after 27 years of shaping youth- focused storytelling under the MTV banner.
The announcement was made at an exclusive launch event held at KOFISI Square in Nairobi, bringing together cast, crew, media and creatives who have been part of the Shuga journey.
The rebrand marks a significant shift towards a broader storytelling, deeper partnerships and an expansion to reach across Africa. It signifies the end of an era from the long-standing partnership with Paramount in March 2026.
Shuga Global will carry forward the legacy of the award- winning MTV Shuga series, which tackled issues such as HIV/AIDS, gender-based violence and youth empowerment, while expanding into new formats and platforms to reach wider audiences.
According to Executive Director Wame Jallow, “Rebranding as Shuga Global signals an exciting new era… we will continue to innovate and grow our impact on young people’s lives,” she said.
It 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, behavior change and youth empowerment.
The new podcast will be available to stream on Spotify, YouTube via Shuga Global and all digital platforms. The 10 episode Mashariki Offscript Podcast, will release weekly episodes every Friday, with young people going live using national radio to reach more young people across Kenya.
The University of Nairobi, Egerton University in Njoro (Nakuru) and Jaramogi Oginga Odinga University of Science and Technology in Siaya were among the universities where the podcast was recorded over a month.
In the 10 episodes, each one of them will present a portrait of a generation in its own words, creating a platform for those whose voices are not always recognized, featuring stories that matter.
Makena will host and moderate the show, focusing on critical youth issues and echoing the impact she made in the series, even beyond her character’s demise, while Muchina will engage in-depth, on-ground conversations with fellow young people through a podcast format.
It also announced Shuga Mashariki Shorts, set for release in June 2026, an upcoming anthology film series currently in underway.