July 1, 2025
Nairobi, Kenya — Black Market Records has officially signed Esther “Kaihe” Wanjiru, a rising TikTok and Instagram content creator, as their newest Content Guru. The announcement marks a strategic move by the record label to amplify its online visibility and deepen its engagement with digital audiences.
Kaihe, who is currently pursuing a Film Technology degree at KCA University, has made a name for herself through humorous skits, trending challenges, and vibrant storytelling on social media platforms. Her creative style and growing fan base have drawn the attention of several local brands and now, one of Kenya’s most prominent urban music labels.
In her new role, Kaihe will spearhead social media campaigns to support and promote upcoming BMR releases. These include:
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“Githinyaa” by Fathermore
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“Kwa Bar” by Odi Wa Murang’a featuring Fathermore and Harry Craze
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“Goshodo” by Mbuzi Gang
The partnership reflects Black Market Records’ ongoing efforts to integrate youth-driven creativity into its music marketing approach, particularly through short-form video platforms like TikTok and Instagram Reels.
Speaking on the announcement, label representatives described Kaihe as “an exciting voice in Kenya’s content space” with the creative insight and cultural awareness to connect music with the Gen Z audience.
Follow Kaihe on social media to catch behind-the-scenes looks and campaign teasers from Black Market Records’ latest projects.
