Despite a diverse and vibrant contemporary artistic scene, East Africa sees less international exposure than other regions on the continent; this article argues that a new approach to understanding the complexities and value of performance in the region is fundamental to developing the sector. East African Soul Train is a pop-up residency, which takes artists on a journey to connect and collaborate with other artists from across the region and beyond. This paper explores how an emphasis on the production of atmosphere can challenge outcome-based narratives currently driven by academics, funders and practitioners thinking about performance in the region.