“I always knew East Africa would be on top of the world.”

Those are the opening words of Nyashinski’s latest single “P.I.C (Partner In Crime),” and they perfectly capture the ambitious vision driving his upcoming album ‘Yariasu’, set to drop September 19th.

The Kenyan artist isn’t just releasing another collection of songs. He’s positioning himself as East Africa’s cultural ambassador to the world, with backing from Sony Music Eastern Africa to make it happen.

“With this album I wanted to give them more than just songs. I wanted to give them a vision,” Nyashinski explains. “‘P.I.C’ is a celebration of love and unity, but it’s also a statement that East African music belongs on the world stage. ‘Yariasu’ is me doubling down on that mission.”

This global ambition represents a significant evolution from his 2020 debut album ‘Lucky You’. That album, released during the COVID-19 pandemic, featured no artists and served as a soundtrack of resilience for many during the uncertain times. Now, with ‘Yariasu’, he’s ready to expand beyond regional boundaries.

Sony Music Eastern Africa’s head Christine ‘Seven’ Mosha sees this as a pivotal moment for the region’s music industry. “This release is not just about an album, it’s about putting East Africa firmly in the global music conversation,” she says.

‘Yariasu’ drops September 19, with pre-orders now available alongside the new single across all major streaming platforms.