Kenyan singer and songwriter Bien-Aimé Baraza was among African creatives who attended the 75th edition of the NBA All-Star Game in Los Angeles, highlighting Africa’s expanding presence in global entertainment and sports culture.
His appearance at the high-profile basketball event comes as NBA Africa continues to grow its cultural footprint across the continent.
Fashion Meets Basketball Heritage
Bien was spotted alongside Somali-American basketball player and entrepreneur Jamad Fiin, both wearing pieces from the Old School x NBA Africa collection — a 2025 collaboration blending classic basketball aesthetics with African design craftsmanship.
According to NBA Africa, the collection represents a deliberate effort to connect African artistry with globally recognized basketball brands.
Africa’s Rising Cultural Presence
Industry observers say Bien’s participation reflects a broader cultural shift. African musicians and creatives are increasingly recognized as influential contributors in global entertainment spaces traditionally dominated by American figures.
While in California, Bien also shared photos with Paul Kagame, who attended the event. Rwanda has strategically leveraged its NBA partnerships to boost its international profile through the “Visit Rwanda” sponsorship and by hosting the Basketball Africa League in Kigali.
A Star-Studded Affair
The landmark event attracted numerous global figures, including:
Prince Harry
Meghan Markle
Barack Obama
Michelle Obama
Ludacris
GloRilla
Damson Idris
Kelly Rowland
As NBA Africa strengthens its engagement on the continent, Bien’s presence at the milestone 75th NBA All-Star Game underscores the rising global demand for African music, culture, and creative expression on some of the world’s most influential platforms.
