13 Alternative Ways For Kenyan Artists To Earn Money
Yesterday, I had a very riveting debate with my peers and my better: Adam Wagwau and Mista Majani about why Kenyan clothes lines are poorly done and just flat out lazy. That debate gave way to an idea for an article that I feel has real world application: how Kenyan artists can make money because lets face it, royalty cheques come once a blue moon and when they do, few artists are eating.
I however need to clarify that not every option is viable for every artist and not every cadre of celebrity can utilize the advice. This article is for A and B listers. I have nothing to tell C and D list celebrities because I do not have a C or D list mindset. Harsh as that may be, it’s the truth.
And the ways I want to suggest for artists to make money have been tried and tested internationally and have proven results. Some of the means I will enumerate have been tried and tested locally and that is way better. But have a look at my list and tell me what you think:
#1. CDs and Downloads
Let’s face it though, very few artists can move CDs like Just a band or “Kuna Dawa” gospel singer Esther Wahome and I dare say she is yet to realize the same success she did when that was the biggest hit song in Kenya. So let’s concentrate on downloads.
There are many new options for artists in this field because while there are people who still take pride in pirating songs (Chege Miati) there are some fullproof options such as dial back tunes. While the percentage being commited to paying artistys is still little, it will have to do for now. Also, there is mdundo.com that is trying to make it cheaper for people top download songs than to pirate the songs.
That being said, Riverwoods’ artists are doing well on the album sale tip.
#2. Radio
Royalties. Some people such as Nonini have been laughing all the way to the bank. However, in Kenya, this is a grey area because Nonini was at some point a radio personality who would play his own jams on One FM. Same goes for DNG. However, things aren’t all gloom and doom and the government has stepped in to get radio stations to play a certain quota of Kenyan music.
And on this one, vernacular artists are doing supremely well.
#4. Movie and T.V licensing
When your song is popular, it is inescapable. That means that T.V programs will incorporate them into their shows. Shows such as “Tujuane” have been playing Kenyan songs in the background. Then there are shows such as “Str8 Up Live” which have to play Kenyan jams.
As for movies, good Kenyan movies are far and few between but “Nairobi Half Life” is a good illustration.
#5. Hollywood movie licensing
This one I am told is a huge meal ticket because Holywood pays upto 100,000 dollars for the right to use as little as 10 seconds of a song in a scene. Just ask STL.
#6. Advertisement licensing
When your song is played in an ad, you get to eat. Camp Mulla did that and they have eaten well. Or rather Kus Ma who produced the track ate extremely well.
#7. Making jingles
Ads, ads and more ads. Writting jingles for ads is the reason why Collo is comfortable. He has mastered the art and he has been at Scanad drawing a monthly cheque because of that talent.
#8. Endorsement deals
This seems to be the popular Kenyan route. Get Reckitt Benckiser to have you cleaning toilets and you’re good. Ian Mugoya has been bathing with a “medically tested and approved soap” and he has been buying some Guiseppe sneakers as a result.
#9. Merchandising
Kenyans do not really know how to do fashion nor clothes lines so I guess they mainly fall under this category. However, Avril seems to be failing.
Here I am talking about selling t-shirts (lets please lose the pretense that you’re moving a clothes line), selling boxers (Octopizzo is failing at this) and earphones. Merchandising is big business but you need some proper visibility which your music should be able to give you if you’re either an A or B lister,
#10. Fashion Lines
The only people I can see doing this are the folk behind Anglohili. They move t-shirts, jeans, shoes and accessories and even phone accessories but in the diaspora.
No one in Kenya is doing it well but with good reason: doing so is capital and labour intensive. You need some proper financial might and time to spare.
#11. Talk show bands
Kidum on Churchill Live, Octopizzo on the red soft drink show that airs -I have no idea when to be honest. that is a regular, weekly gig and you draw a regular cheque, not relying on shows and album sales.
#12. Start-Up investing
Not for the faint hearted nor for financially wobbly individuals. In Kenya, think of what would have happened if Jaguar or Juliani were a stakeholder at Ghafla!Kenya… Yup! Or so I can bring it down a notch (because the cost of investing in Kenya is too bucking high) let’s talk about setting up a business. Jaguar has done that.
#13. Live performances
This is January. These aren’t readily available but if you’re hot enough, wait for this year’s round of Safaricom Live.
