Tanzania, July 24 -- For years, East African musicians have created sounds that have travelled across borders, filled dance floors and attracted audiences beyond the region.

From Bongo Flava and Singeli in Tanzania to other sounds from Kenya, Uganda and Rwanda, the region's music has proven its ability to compete on a global stage.

Yet, behind the growing popularity of East African music lies a challenge that has followed the industry for years, while the talent has always existed, many of the systems needed to discover, develop and commercialise that talent have often been located outside the region. That situation could be entering a new phase as some of the world's biggest record companies begin turning their attention to East Africa...