On Saturday, August 9, the Luo Festival returned to Nairobi with record-breaking energy at Uhuru Gardens. Over 16,000 revelers attended, enjoying music, fashion, and cultural performances that dominated the spotlight. The event quickly became a trending topic online, celebrating Kenya’s biggest cultural music festival.
Behind the festival’s successful comeback is Samdave Ogolla, popularly known as Samgold. A seasoned music executive, artist manager, and event strategist, Samgold has spent over 15 years shaping East Africa’s entertainment landscape. As Director and Head of Marketing and A&R at Easy Music Corporation (EMC), he has built a career around connecting talent, creating experiences, and elevating African music to global standards.
Samgold began his career in radio at the now-defunct One FM, showing an early passion for music and artist development. His career advanced significantly when he joined Kaka Empire as an artist manager, working closely with King Kaka. During this time, he contributed to the growth of artists such as Timmy Tdat, Avril, Arrow Bwoy, and Femi One. Later, he launched Easy Music Corporation, signing stars from Kenya and Tanzania including Wyre, Nadia, Darasa, Barnaba, and Prince Indah, and expanded operations into Uganda.
The Luo Festival had not been held for four years before 2025. Recognizing the public’s longing for the event, Samgold and EMC revived it with world-class production. Partnering with Homeland Itoya Events, the festival combined top music performances, a fashion showcase, and seamless logistics, impressing both attendees and industry insiders. Samgold emphasized his role behind the scenes, stating that his joy comes from seeing creative projects come to life rather than standing at the forefront.
Beyond the Luo Festival, Samgold’s influence extends across East Africa’s music and event industry. He has managed high-profile concerts and events including King Kaka’s Eastlando Royalty, Prince Indah’s Malaika Festival, and Arrow Bwoy’s live shows. Internationally, he contributed as A&R for Arrow Bwoy’s participation in the COP 2028 anthem recorded in Dubai, collaborating with global artists.
While Samgold has not yet claimed a major industry award, the 2025 Luo Festival has cemented his reputation as a strategic thinker capable of merging art, business, and culture into memorable events. His work continues to define East Africa’s entertainment landscape and inspire the next generation of artists and event managers.
