The disparity between the payments received by Kenyan artists and international acts boils down to investment, perception, and business strategy. Here’s a breakdown of why Kenyan artists struggle to match their international counterparts in terms of payment and prestige:
1. INVESTMENT IN THE MUSIC
International stars like Diamond Platnumz, Burna Boy, and Rema invest heavily in their craft. This includes:
- Top-tier production for both audio and video.
- Marketing budgets to push their songs both online and offline.
- Providing comprehensive support for artists under their wings, including high-end living standards, management teams, and resources for branding and promotion.
Kenyan artists’ challenge:
Many Kenyan artists lack the infrastructure or resources to make similar investments. Without significant backing from labels or sponsors, they often rely on organic growth, which is slower and less predictable.
2. THE BUSINESS ECOSYSTEM
Artists like Diamond and Burna Boy are part of well-oiled machines:
- They have large teams (managers, PR professionals, dancers, stylists, etc.) whose livelihoods depend on the artist’s success.
- These teams work strategically to ensure maximum visibility and profitability, justifying high performance fees.
Kenyan artists’ challenge:
Many Kenyan artists approach the business solo, negotiating deals without managers or structured support teams. This weakens their bargaining power and reduces their value in the eyes of promoters.
3. PERCEPTION AND BRAND VALUE
International artists are perceived as high-value commodities because of:
- Global reach: They have fanbases across continents, making them appealing to sponsors and promoters.
- Lifestyle branding: From private jets to luxury houses, these artists exude success, reinforcing their high price tags.
Kenyan artists’ challenge:
Even with immense local talent, Kenyan artists struggle to build a global brand or maintain consistent visibility. The lack of heavy international presence diminishes their perceived value.
4. MARKET SIZE AND REVENUE STREAMS
International acts tap into larger markets with higher-paying audiences:
- Festivals and concerts in Europe, the US, and Asia offer higher budgets.
- Endorsements and collaborations with global brands bring in significant revenue.
Kenyan artists’ challenge:
The Kenyan market is still growing, and most promoters cater to tight budgets. Revenue from local shows and endorsements is comparatively lower.
5. NEGOTIATION POWER
Artists like Burna Boy and Diamond have built teams that negotiate aggressively on their behalf. They know their worth and demand premium rates, factoring in the costs of their teams, lifestyle, and brand.
Kenyan artists’ challenge:
Without robust management teams, many Kenyan artists undervalue themselves or fail to justify higher rates, leaving room for exploitation.
6. SOLUTIONS FOR KENYAN ARTISTS
To bridge the gap, Kenyan artists need to:
- Invest in themselves: Prioritize high-quality production and strategic marketing.
- Build strong teams: Collaborate with skilled managers, marketers, and PR professionals.
- Develop global appeal: Seek collaborations with international artists and promote their music beyond Kenya.
- Educate themselves on the business: Understand contracts, royalties, and the economics of showbiz.
- Promote Kenyan unity: Create local festivals and events that celebrate Kenyan talent and lock out international acts temporarily to command better rates.
FINAL TAKE
Kenyan artists will only command higher pay when they build sustainable ecosystems around their music, focus on branding, and engage professional teams. Until then, the local market will continue to see international acts walk away with tens of millions while homegrown talent settles for far less.
