The Story ⚡
The MTV Staying Alive Foundation (SAF) has announced the key production team for MTV Shuga Mashariki as filming kicks off.
Tell Me More
Fifteen years after its debut in Kenya, MTV Shuga returns with a fresh lineup of young Kenyan actors, reigniting its legacy of bold storytelling. This new season is helmed by a powerhouse Kenyan team, including directors Likarion Wainaina (Supa Modo, Subterranea), June Ndinya (Prefects, Flash Squad), and Mkaiwawi Mwakaba (4Play, Makosa ni Yangu). Produced by Reuben Odanga (Selina, Mo-Faya) and shot by cinematographer Enos Olik (Supa Modo, Crime and Justice), the series highlights Kenya’s top-tier talent.
MTV Staying Alive Foundation’s Mitchelle Kimathi emphasized the importance of female directors shaping the show’s themes, ensuring a deeper representation of women’s experiences.
Executive Director Wame Jallow echoed this sentiment, calling MTV Shuga Mashariki a celebration of Kenyan storytelling with a mission to challenge gender norms and empower the youth.
Key Background
MTV Shuga debuted in November 2009 on MTV Base as part of the MTV Staying Alive Ignite! the initiative, using entertainment to promote awareness of responsible sexual behaviour and tolerance. Originally set in Kenya, the first two seasons were backed by MTV Networks Africa, The MTV Staying Alive Foundation, PEPFAR, and the Kenyan government. The show quickly gained traction across Africa, airing in 40 countries before expanding globally to over 70 territories, despite controversy over its bold portrayal of youth relationships.
In 2013, production shifted to Nigeria under the title *Shuga Naija*, broadening its focus to HIV/AIDS awareness, teen pregnancy, and gender-based issues. Produced in collaboration with Nigeria’s National Agency for the Control of AIDS (NACA) and later supported by organizations like Unitaid and Paramount, Shuga continued to break barriers, reaching an estimated 550 million households worldwide through 88 television stations.
Tangent
Since its debut in 2009, MTV Shuga has been more than just a drama series, it has served as a powerful tool for educating young people about sexual health, HIV/AIDS prevention, gender-based violence, and reproductive rights. By weaving these critical issues into relatable storylines, the show has sparked conversations that many communities often shy away from. From Kenya to Nigeria, South Africa, and Côte d’Ivoire, MTV Shuga has reached millions of young viewers, equipping them with knowledge about safe sex, consent, and healthy relationships.
The series’ authenticity, combined with its compelling storytelling, has made it an effective platform for social change. Beyond television, MTV Shuga has extended its impact through community outreach programs, digital campaigns, and partnerships with health organizations, reinforcing its mission to inform and empower African youth.
In Summary
MTV Shuga Mashariki is set to premiere in May 2025.
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