WHY KENYAN ARTISTS CAN’T BE PAID THE SAME AS INTERNATIONAL ACTS

This article underscores the glaring disparity between Kenyan artists and their international counterparts in terms of pay, infrastructure, and investment. The music business is not just about the artist; it’s about the team, investment, and strategy that propels the artist to global recognition and high-value paydays.

Why Kenyan Artists Can’t Match International Acts’ Pay:

1. Investment in Talent Development:
   • International stars like Diamond Platnumz, Burna Boy, and Rema are heavily supported by their labels and teams, who invest millions in production, marketing, and artist welfare.
   • Diamond’s WCB setup, for instance, ensures artists have access to high-end cars, homes, quality music production, and a dedicated management team.
2. Strategic Marketing:
   • International artists allocate significant budgets to marketing, paying individuals and teams to push their songs both online and offline before release.
   • This contrasts with the reliance many Kenyan artists place on organic internet reach without structured promotion strategies.
3. Team Dynamics:
   • Artists like Diamond and Burna Boy employ teams that include dancers, security, marketers, and managers, all of whom ensure the artist’s brand remains elevated and profitable.
   • In Kenya, some artists lack even a manager, walking into negotiations solo, which limits their ability to demand and justify higher fees.
4. Lifestyle and Brand Positioning:
   • High-profile international artists have invested in properties and assets globally, allowing them to remain accessible for lucrative deals.
   • Kenyan artists are yet to reach this level of global mobility and positioning.
5. Performance Fees:
   • Diamond once charged $50,000 per show and has since scaled up to around Ksh20 million per performance, factoring in costs for his team.
   • Burna Boy commands $1 million per show, inclusive of private jet travel and large team salaries.
   • In contrast, Kenya’s top artist, Bien, is still striving to hit the $40,000 (Ksh5.2 million) mark, which reflects the nascent stage of the Kenyan industry in global terms.

The Way Forward for Kenyan Artists:

1. Invest in Music and Branding:
   • Artists must prioritize music quality and brand building before material acquisitions. High-quality productions attract international attention and higher fees.
2. Build and Maintain Teams:
   • Establishing a competent management team, dancers, marketing experts, and security can elevate an artist’s brand and justify higher performance fees.
3. Leverage Local Resources for Growth:
   • Promoters can boost the local scene by organizing Kenyan-only events and paying artists competitive rates to increase visibility and market value.
4. Professionalize Negotiations:
   • Artists should employ professional managers to negotiate deals, ensuring they receive fair compensation that matches their value.
5. Collaborate Strategically:
   • Working with international artists and aligning with global standards can open doors for Kenyan artists to compete on the world stage.

Conclusion:

For Kenyan artists to command fees in the tens of millions, significant industry-wide changes are needed. This includes better artist management, strategic investments, and promoters prioritizing Kenyan talent. Until then, the disparity in pay will remain, with international acts continuing to dominate and set the bar.