The Safaricom International Jazz Festival (SIJF) is a brand property run by the Safaricom Brand Experience Department. The purpose behind the event is to place Jazz as a music genre in a readily available position to its Kenyan audiences. The event does so by ensuring there are international and local Jazz artists performing their live music. This also helps promote the local Jazz bands and artists whilst showcasing an appreciation of their talent. The TV commercials and advertising pushed to the Kenyan public was used to communicate the 2015 December Jazz event, dubbed A Gospel According to Jazz.