Tag: Nonini

Nonini and Clemmo really are the OGs of the Kenyan entertainment industry but they rarely get the accolades and recognition they deserve. It really is a sad thing because even the genre they pioneered, Genge gets erroneously attributed to their colleague JuaCali.

Nonini is right about the dangers of being controversial in Kenya

You see, back in the day, before Genge existed, there were just a handful of styles. Ogopa DJs had Kapuka and Ukoo Flani/MauMau had hardcore hip-hop. Then Nonini and Clemmo crafted a sound that was unique to their neighbourhood, Calif.

Clemmo was the producer, the Dr Dre and Nonini was the Snoop Dogg of the style. He was the first out of the Calif records stable and he was doing rather well, putting out music that many Kenyans found inflammatory. And this was especially the case for the first song they put out:

Kenyans kept jamming to the track precisely for that reason: it was raw. It was exciting.

Nonini and Clemmo put out so many songs together before Nonini finally decided to move on from their working relationship and the stable which allowed the spotlight to shine on Jua Cali.

Nonini remembers the late Lady S 13 years after her tragic death! (Video)

Clemmo crafted the sound and feel of the genre that would influence the currently dominant Gengetone which has given a sound to Kenya’s Gen Z artists such as Ochungulo Family, Sailors Gang and Ethic Entertainment. It was Clemmo and Nonini who gave these artists a platform and voice and it was they who emboldened them and allowed them to have fun on their music.

Very few artists can say that they had an influence as great as Nonini’s on an entire generation and sound of music. Nonini was not even the most lyrical artist of his generation but he had a swag and he had a persona that made him a true superstar.

“Your actions will come back to haunt you!” Nonini strictly forewarns Gengetone artists (Video)

And granted, Nonini himself will be the first one to tell you that his music didn’t win him any ads and endorsement deals and this meant he had to really hustle to make money but the fact that his sound has a legacy speaks volumes.

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Nonini might not be an active artist at the moment but he is definitely right on the money with the recent advice he gave to Kenya’s current crop of artists especially those making music of the Gengeton genre. He has drawn from his past experience as a controversial rapper to warn them of what might lie ahead of them if they don’t pay attention to history.

Nonini remembers the late Lady S 13 years after her tragic death! (Video)

You see, during his heydays, Nonini was the veritable bad boy. He would release songs that though today seem timid, were considered lascivious and risque for their rime. And as a result, every Nonini song enjoyed the organic marketing of controversies.

Everyone had an opinion on them. Everyone had a comment to make about his songs and would want to share it as loudly as they could. As a result, Nonini’s songs would go viral before that meant anything outside of the medical field.

“Your actions will come back to haunt you!” Nonini strictly forewarns Gengetone artists (Video)

And the homie enjoyed every minute of it. He was among the first artists to be called to foreign countries regularly to perform. He would tour Australia, America, Europe and the Middle East, performing for youngins who wanted a piece of Kenyan culture. It can be argued that he and his Calif Records groups far outstripped the performances Ogopa DJs artists got but by his own admission, he realized the flaw in his plan when Jua Kali became a star. You see, Jua Cali and indeed, most of the Ogopa DJ acts would get endorsements.

And that is why when Nonini advised the young Gengeton acts, he knows more than anyone about that hidden pitfall.
And it exists because Kenyans (especially co-operations) are hypocrites. Kenyans want to be entertained by some of the most controversial songs. That is why Diamond and his WCB artists are a hit. But they do not want to be informed about their doublespeak.

Nonini mourns the tragic death of his personal trainer, Zablon

And this is something that is going to harm Kenyan artists of the Gengeton variety. The same companies that demand their songs be played during sponsored tours or during roadshows shy away from placing their brands next to these artists.

And that means that Gengeton acts need to look at the game from a longevity lens. They need to decide how it is they intend to monetize their brands. Because the most lucrative model in Kenya involves product endorsements. That would mean that like Nonini said, young artists coming out at the moment might overtake and outshine the Gengeton acts financially because they will be able to align their acts with corporates.

And that is nothing else, is food for thought.

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