Nairobi, Sept. 9 -- What connects sponsorship deals in Kenya's live music scene right now is not the size of the cheque but the reasoning behind writing one.

Brands are pouring millions of shillings into concerts and festivals, yet none of them expects to recover that money directly at the gate - even when a show sells out well in advance.

Ann Ngigi, Managing Director at YDX Agency, an experiential marketing firm that stages major concerts, says this is simply how the industry works now.

"When you see corporate brands invest millions of shillings in sponsorships for these artistic events, it's never guaranteed that they will recoup their money on that day's event," she says.

She adds that brands often spend even more once they arrive ...