Another weekend, another cancelled event. This time it was a stand-up comedy show by Wilson Muchemi of MTV Shuga Mashariki that was supposed to take place at Kenya National Theatre. For many people this might just look like another cancellation notice on social media, but for anyone who has ever tried organizing an event in Kenya, it represents something deeper — the harsh economics of the event business.

The truth is simple: without proper marketing, events in Kenya rarely sell tickets.

Last year I attempted two events myself and the experience was humbling. By the time the first one came around, ticket sales were painfully slow. In fact, I sold only four tickets. Four. At that point the easiest option would have been to cancel and save face. But that’s not how I operate. Instead, I called friends and told them to pull up for free so that at least the event could happen. The show went on, even if the numbers didn’t make financial sense.

That experience opened my eyes to something many people underestimate — organizing an event is expensive and risky. Venue costs alone can break you. Add sound, logistics, marketing, talent fees, and general facilitation, and you quickly realize that ticket sales are not just a bonus; they are survival.

The biggest challenge in the Kenyan event space is marketing. Too many organizers assume that posting a poster online is enough. It isn’t. Without a deliberate marketing strategy, consistent promotion, and the right audience targeting, you will end up standing in a hall with empty seats.

Events are a beautiful part of culture. They bring people together, showcase talent, and build communities. But behind the lights and microphones is a tough business that demands planning, strategy, and relentless promotion.

Otherwise, you will learn the hard way — like many of us have — that the hall might be full of potential, but completely empty on the day of the show.