HustleSasa
Founded 2021 · 32 employees on LinkedIn · 3 known investors
HustleSasa provides tools for planning and running live entertainment events, serving artists, creators, and event organizers across Africa. The platform supports the execution of live experiences and events.
Also known as Hustle · Hustlesasa
Founders & leadership
HustleSasa was founded in 2021 by Peng Chen.
Investors · 3
Company profile
researched Aug 2026HustleSasa operates a platform for live entertainment and sports events in Africa, combining event ticketing and management with commerce tools for creators and organizers. Core capabilities include event creation and setup, ticket sales and check-in, complimentary ticket issuance, affiliate sales dashboards, reporting and insights, and payouts described as faster access to earnings. Alongside events, organizers can set up branded storefronts ("Hustlefronts") to sell digital products, retail/physical merchandise, food and drinks, and services, with buyers paying by card, mobile money or QR code and applying coupon codes.
The company frames itself as building an operating system for live entertainment and sports on the continent, and describes itself as vertically integrated, extending from digital ticketing into proprietary event assets such as ANZA MMA and Celebrity Fight Nights, and into financial services including cash advances for clients. Distribution includes a consumer-facing marketplace and fan app for event discovery, plus browser, iPhone and Android access, and a merchant application for managing orders, payments and delivery.
Cited users and partners span music, festival, nightlife and sports categories, including SOLFEST, Strictly Soul, AfroFuture, airbeat, Groove Kigali, Evolve Music Group, Athletic Dugout, Vintage Space, Brunch City, and artists such as Lil Maina and Kojo Cue. Support is provided through a knowledge base, video walkthroughs, live chat, WhatsApp, phone and email.
Founding story
HustleSasa began at the Antler Accelerator in Nairobi, founded by a group with technology expertise who identified the African creator economy as fragmented and undercapitalized, leaving artists and organizers unable to capture the value of their work. Their initial approach was to equip event creators with unique storefront URLs enabling direct-to-fan sales.
Business model
HustleSasa provides organizers and creators with a hosted platform for selling tickets and products, processing payments (card and mobile money), managing check-in and settling payouts; a public pricing page is referenced on the site. It also runs a marketplace that promotes listed events to fans, offers affiliate selling tools, and provides financial services such as cash advances to clients.
The site publishes a pricing page for organizers and processes ticket, merchandise, food and drink, digital product and service sales on behalf of clients, remitting earnings via payouts; additional services referenced include cash advances and an affiliate program.
Traction
The company reports more than 10 million page views, over 2,500 live events powered, more than 520,000 tickets sold (over 521,000 tickets processed in 2025), more than 350,000 unique fans, over 4,000 clients, and operations in six countries.
Latest developments
Company materials cite processing of more than 521,000 tickets in 2025, expansion into owned event properties (ANZA MMA, Celebrity Fight Nights) and financial services such as cash advances, and a version 3.0 release of the event organizer product.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
HustleSasa positions itself as a trusted partner for live entertainment in Africa and as the operating system for the continent's live entertainment and sports economy, serving over 4,000 clients across six countries.
HustleSasa combines ticketing with creator commerce in one system: branded storefronts with unique URLs for direct-to-fan sales of merchandise, digital goods, food and drinks and services, alongside event management, analytics, affiliate distribution, marketplace promotion, accelerated payouts and cash advances, plus its own event properties.
Technology
A web and mobile platform (browser, iOS, Android) comprising a merchant application for creating events and products, managing orders, custom fields and questions, terms and conditions, affiliates and reports; a buyer flow supporting card, mobile money and QR-code purchases with coupon codes; and a fan app for event discovery. The current organizer product is documented as version 3.0.
Go-to-market
The company sells to event organizers, artists and creators, who use the platform's storefronts and ticketing while promoting to their own audiences; HustleSasa adds reach through its marketplace and fan app, and supports an affiliate program for third-party sellers. Client testimonials cite multi-year relationships and returning collaborations, including one partner reporting four years of use.
Event organizers, promoters, festivals, venues, musicians, artists and sports properties in Africa, plus fans buying tickets and merchandise through the marketplace and fan app.
Geography
Active in six African markets: Kenya, Ghana, Tanzania, Rwanda, Uganda and South Africa. Clients referenced are based in Nairobi, Dar es Salaam, Accra and Kigali. Contact numbers are listed for Kenya and an international line.
History
The company's origins are traced to the Antler accelerator in Nairobi, where a team with technology backgrounds set out to help African creators earn more from their work. An early product decision was to give event creators unique storefront URLs so talent could sell directly to fans using their own brand equity. The offering subsequently expanded from creator storefronts into event ticketing and management, financial services such as cash advances, and owned event properties including ANZA MMA and Celebrity Fight Nights, reaching more than 4,000 clients across six countries.
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 1
launches, deals, and filingsSupport documentation covers version 3.0 workflows for creating events, adding digital, retail and food and drink products, and sign-up/sign-in (version 3.0.0).
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 7
primary sources listed
- HustleSasahustlesasa.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does HustleSasa do?
- HustleSasa is a pan-African platform for event ticketing, creator storefronts and payouts for live entertainment and sports.
- Who founded HustleSasa?
- HustleSasa was founded by Peng Chen in 2021.
- Who are HustleSasa's investors?
- HustleSasa's investors include Microtraction, DFS Lab, Musha Ventures.