In an Instagram post, Jalas mentioned that his new venture was prompted by the need to give talented Kenyan artistes a platform to showcase their talents to the world and support them
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Kenya Music is going through a very interesting time, a time of growth and a time of prosperity, this is the time to give the artist what they deserve! From the time I started working with @officialmasauti_ I learnt that there are many artists out there who are talented but just lack support , they need a bigger voice to showcase what they have!! This is the opportunity!! The opportunity is @heavyjmusic the new and the latest music label in town! @heavyjmusic ! Follow @heavyjmusic as we avail our First artist signed under @heavyjmusic PLEASE TAG ME SOME TALENTED ARTISTS THAT WE SHOULD CONSIDER IN THIS JOURNEY!! GOD ABOVE EVERYTHING #HeavyJMusic #HeavyJFestival #HeavyJConcert #HeavyJLiesteningParty
According to the Milele FM presenter working with Fast-rising Kenyan star Masauti made him realize that Kenya has a lot of talents but they just lack support and a platform to showcase what they have.