The disparity between what Kenyan artists earn and what international acts are paid for performances boils down to several critical factors, most of which stem from the structure of the music business and the level of investment in the artist’s brand.
1. Investment in the Artist
International acts like Diamond Platnumz, Burna Boy, and others invest heavily in their music and brand. Diamond’s setup, as illustrated, involves funding luxurious lifestyles for his signees, ensuring high-quality production, and assigning a dedicated team for management, marketing, and logistics. Similarly, artists like Burna Boy meticulously plan their music launches and branding strategies, creating budgets to push their music globally.
Kenyan artists, on the other hand, often lack such structured investments. Many go it alone or with minimal management, limiting their capacity to scale their brands to international standards.
2. Team Dynamics
Artists like Diamond have large teams working for them—managers, PR specialists, dancers, security personnel, and marketing experts. The pay for their performances includes compensation for everyone involved in making the show a success. This team-based approach significantly elevates the perceived value of the artist.
In contrast, Kenyan artists frequently show up to negotiations and performances solo or with minimal support, which diminishes their perceived value. Promoters assess the scale of the artist’s operation before deciding on payment, which can disadvantage lone artists.
3. The Power of Global Branding
African stars like Burna Boy and Diamond Platnumz have mastered global branding. By acquiring properties in cities like London or New York and attending high-profile events, they ensure they are in the right circles to attract international deals. Their music also resonates across borders, thanks to deliberate international collaborations and aggressive promotion.
Kenyan artists, though talented, often have limited global reach due to lower budgets for international marketing, fewer collaborations with global stars, and less aggressive networking strategies.
4. Promoter Perception
Promoters pay based on perceived value. International acts come with a massive draw, backed by their teams, global branding, and fan bases. Kenyan artists, while popular locally, often lack the infrastructure and branding to command higher fees.
5. The Way Forward for Kenyan Artists
To bridge the gap, Kenyan artists and the industry need to make strategic changes:
- Invest in Branding: Artists must allocate funds to develop their brand, not just their music. This includes professional photoshoots, stylish appearances, and well-managed social media accounts.
- Build Strong Teams: Hiring professional managers, marketers, and PR teams can significantly enhance an artist’s value and ability to negotiate better deals.
- Collaborate Globally: Kenyan artists should actively seek collaborations with international acts to boost their visibility and appeal to a broader audience.
- Promote Kenyan Talent: Promoters should occasionally focus solely on Kenyan artists, locking out international acts and paying local talent at international rates.
While the gap between Kenyan artists and international acts seems vast, it is not insurmountable. With strategic planning, increased investment, and industry support, Kenyan artists can elevate their earnings and establish themselves as global icons. Until then, the $40,000 threshold will remain a significant milestone for many Kenyan stars.
