Maua: Maua Talanta Studio, a creative group from Maua Town, has been crowned the Eastern Region Tujiamini Gold Award winner after securing Sh1 million from SportPesa's Tujiamini initiative. The group, comprising musicians, producers, DJs, comedians, and content creators, was recognised for its resilience and contribution to nurturing grassroots talent.

According to Kenya News Agency, the studio was founded in 2017 and later registered as a self-help group in 2018, with the vision of providing local creatives with access to quality production services without the need to travel over 60 kilometers to Meru or Nairobi. Despite facing challenges such as inadequate equipment, lack of studio space, and limited funding, the team persisted in its mission.

Their breakthrough came in June 2025 when they applied for the Tujiamini programme, which supports grassroots talent with funding and visibility. Their inspiring story won them the top prize. Frankline, spokesperson for Maua Talanta Studio, stated, 'This award was a game-changer for us. It gave us the tools, confidence, and credibility to grow. It's proof that grassroots talent matters-and when supported, it can thrive.'

With the Sh1 million grant, the studio has acquired modern band equipment, a professional video camera, a drone, streaming tools, DJ academy gear, and a complete sound system. The investment has transformed the facility into a creative hub, attracting artists from as far as Samburu and Marsabit and even CBC schools seeking hands-on learning opportunities.

'At SportPesa, we believe in empowering communities through Tujiamini. Maua Talanta's story is a powerful example of how opportunity can unlock potential and create lasting impact,' said Debrah Maina, a Tujiamini representative.

Tujiamini is a Sh30 million annual initiative by SportPesa supporting talents, sports, and community projects across Kenya. So far, four regions have been covered, with the Nairobi campaign currently ongoing. The programme offers several award categories, including the Gold Award (Sh1,000,000 for community-based projects); the Silver Award (Sh300,000, shared among three winners, each receiving Sh100,000 for sports and non-sports talents); and the Bronze Award (Sh500,000, shared among 50 winners, each receiving Sh10,000 for small businesses and young talents).

Furthermore, the Cheza Dimba Sponsorship (Sh 250,000 annually for three years for the male category and Sh 50,000 one-off for the female category) supports grassroots football teams participating in Regional and lower leagues registered with the Football Kenya Federation.