This comparison between Kenyan and international artists sheds light on the stark realities of the music industry in Kenya and the factors contributing to the significant pay disparities. Below are key takeaways from the analysis:
1. Investment in Artists
International acts like Diamond Platnumz, Burna Boy, and others heavily invest in their craft and brand. From high-end production to a robust support system that includes management, marketing teams, security, and luxury, their music and image are polished to appeal globally.
In contrast, many Kenyan artists operate without robust management structures or the kind of financial backing necessary to achieve the same level of marketability and reach.
2. Comprehensive Management Systems
Diamond’s WCB and similar international labels offer their artists complete packages, from housing and cars to personal managers and marketing teams. These investments ensure their artists can focus solely on creativity, knowing their logistics and branding are well-handled.
Kenyan artists, in many cases, lack such infrastructure. Without proper teams, they often negotiate deals themselves, missing out on higher payouts due to a lack of professional representation.
3. Financial Planning and Strategy
International artists budget for every song release, paying teams to push their music and ensure visibility. This structured approach enables their music to dominate not just local but international charts. They see music as a business, reinvesting profits into their craft before branching into other ventures.
Kenyan artists, by comparison, often lack the resources or foresight to invest similarly, limiting their ability to scale globally.
4. Scale of Operations
A $1 million fee for Burna Boy or Ksh20 million for Diamond Platnumz factors in the costs of maintaining large teams and covering overhead expenses. These fees aren’t just for the artists but the entire ecosystem that supports their brand. The scale and professionalism of these operations justify such rates.
Kenyan artists, who often operate solo or with limited support, find it challenging to negotiate similarly high rates.
5. Market and Perception
Promoters often pay artists based on their perceived value, which includes the scale of their team and their international appeal. A Kenyan artist negotiating alone, even with a hit song, is valued less because they lack the entourage and infrastructure that demonstrates significant investment.
6. Creating Local Opportunities
For Kenyan artists to earn the same as international acts, the local industry needs to foster exclusivity and pay Kenyan market rates. Promoters must focus on creating Kenyan-only events with high budgets and fair payouts.
Conclusion
The success of international artists stems from treating music as a well-oiled business machine. Kenyan artists can bridge the gap by investing in teams, creating strategic budgets, and building robust management structures. Promoters and the local industry also need to support Kenyan talent by providing fair pay and professionalizing the music scene. Until these systemic changes occur, disparities in pay and opportunities will persist.
