Simon Javan Okelo is the founder and director of Madaraka Festival, an organization that helps African artists tour the United States of America.
Celebrating 10 years since its inception, Javan looks back with sheer pride whilst taking into account the lessons acquired over the years, he reflects on the journey and anticipates even bigger, better years.
The Sauce caught up with the ambitious musician, shrewd businessman and dotting father, ahead of this year’s festivals: “I grew up in the slums of Manyatta in Kisumu, Kenya, serving as the Field Director of Solace International and Co-Director of the Young Generation Centre from 2002-2010 where I directed humanitarian projects in Malawi, Kenya, Ghana, Liberia, and South Sudan. I also worked as a DJ and producer, organizing Unite The People concerts in 2008 in the wake of post-election violence and founding One Vibe Africa.
“I came to the US in 2010, and I have since organized events and digital campaigns celebrating the African diaspora locally and globally. For example, since 2014 I have organized the Madaraka Festival at The Museum of POP Culture headlined by Macklemore & Ryan Lewis, Sauti Sol, Blitz The Ambassador, Rocky Dawuni, Meklit Hadero, Nik West, Naomi Wachira, Karun, and other renowned Grammy award-winning artists,” He tells of his upbringing and road to one of the biggest African festivals.
The first 8 years of the festival focused on doing one show per year mostly in Seattle, Washington. In 2023, the show grew exponentially to 6 cities, reaching over 25, 000 people in person and over 30 million globally – no mean feat! “This year’s Madaraka Festival was the highlight of my career where we toured six cities with Sauti Sol as the headliners and we sold out all the shows,” He says of the successful run.
Reflecting on a successful decade of Madaraka Festival, he sums up the greatest lesson learnt as consistency. Now, he has all hands on deck as he seeks to expand the reach. “The next 10 years will primarily focus on growth across the world starting with the next three years growing beyond the US to Mexico and Canada. We are lucky to partner with Live Nation as our venue and development partner. We have grown in production quality because of the partnership,” Adds Javan.
“The impact of organizing shows for Kenyan artists abroad has been the growth of the international audience that supports Kenyan music and economy by visiting as tourists and investors who first learned about Kenya through Kenyan artists,” He backs up why why it is important to have Kenyan artistes stage shows abroad.
The visionary cites some of the challenges he has faced as including the fact that American brands do not trust events or brands, until you work hard enough to prove your worthiness. “That’s why we have been at it for nine years and we are finally securing partnerships in America and Kenya that will ensure the Madaraka Festival outlives us.”
Proceeds from Madaraka Festival go towards One Vibe Africa’s Education Music and Art Program that provides music education across East Africa where it has served over 5,000 youth.
What mantra does Javan live by? “When you do good you do it for yourself, when you do bad you also do it for yourself,” He intimates.
For more information on this year’s city stops and to cop your tickets while at it, go to www.madarakafestival.com
