Exposure Wasn’t Paying Bills

They were performing for churches, but the money could barely cover the fuel. Bilha recalls touring with multiple gospel groups and receiving appreciation envelopes of about KSh 1,000 after using several cars to move everyone. The goal was to reach young audiences in schools and churches, then attract brands looking to connect with them. But exposure does not pay for logistics. So they began considering their own shows, where they could control the audience, the experience and, finally, the business model.