Over the last five years, Kenyan creatives have successfully used the internet and various social media platforms to reach their fans, build their brands, and amass a huge following. This has translated to financial success musically and from increased collaboration with corporates.
As the COVID pandemic raged and lockdowns were implemented, numerous Kenyan creatives were letting their aspirations fly high. Among them were MC Gogo and DJ Daffy, a dynamic duo whose on-stage chemistry and energy have won them fans across the globe.
“We have never shared this story before. During the Covid lockdown we recorded a mix while in the house pretending that we were performing at a Safaricom Twaweza Live event. We were inspired by videos of DJ Kris Darling and DJ Kaytrixx, who were then performing at Twaweza. So, when we got the call to perform at the upcoming M-PESA at 18 bash, it was a dream come true. We were like, “Oh my God. Four, five years later, it is finally happening,” excitedly shared MC Gogo and DJ Daffy.
Throughout the pandemic to date, DJ Grauchi provided ‘The Wake-Up Call’ with his delightful mixes, infectious energy and quirky messages on his t-shirts. Grauchi started off under the wings of veteran radio and club deejay, G-Money, who has been in the industry locally and globally for over two decades. Through social media, Grauchi has grown to the level of his mentor in less than five years. It has not been all rosy.
“It started from the bottom. Views were low, but I just kept on doing it, kept on pushing and it eventually grew and became what it is right now. Consistency is the biggest part of it, and just never giving up,” reflected DJ Grauchi.
Young Kenyans are embracing their roots, and Kenyan music with a cultural slant is enjoying a renaissance.
Bensoul, Okello Max, Charisma, Coster Ojwang, Mordecai, Israel Onyach and Twaya, who are all stand-out musicians individually, collectively make up the fast-rising, crowd-pulling Kodong Clan, a 7-man musical collective that is successfully dancing to the beat of the moment.
“Your fans will find you. Whether they are going to a cyber and paying 2 bob a minute to watch you or whether someone is on home fibre, your people will always find you. It is just amazing how there are different options for people to find what they’re looking for online right now. Right now, artists are their own media stations,” said Mordecai Dex, who rose to fame with H_ART THE BAND, an Afro-soul boy band formed in 2013.
The internet and social media not only eased access to fans but also exposed Kenyan creatives to current global standards, which has raised their game.
Artists like Bensoul, who is expected to perform at the M-PESA at 18 birthday concert, are now using data and artificial intelligence to make decisions on where to tour, what kind of music to make and are banking musical and financial success.
