Kenyan artists face significant challenges in achieving the same pay scales as their international counterparts for a variety of reasons tied to investment, management, market dynamics, and audience perceptions. Here’s a breakdown of the main factors:
1. Investment in Music and Brand Development
International artists like Diamond Platnumz and Burna Boy prioritize heavy investments in their craft. They allocate substantial budgets for high-quality audio and video production, professional marketing teams, and strategic campaigns to ensure their music reaches global audiences. Kenyan artists, by contrast, often operate with limited resources and lack similar investment, which hinders their ability to command top-tier fees.
For example, Diamond’s WCB label ensures its artists enjoy luxurious lifestyles, including covering rent, vehicles, and management fees, creating a polished and marketable brand. Such investments pay off when negotiating high-performance fees.
2. Robust Support Teams
Artists like Diamond and Burna Boy employ large teams, including managers, dancers, marketers, and security personnel. Promoters understand that paying these artists means supporting an ecosystem, not just the individual performer. Kenyan artists, however, often approach negotiations alone or with minimal representation, which undervalues their worth.
3. Market Perception and Demand
International acts have built strong global reputations and demand, which justifies their high fees. For instance, Burna Boy’s $1 million (Ksh130 million) per show fee reflects not only his immense popularity but also the value his team delivers in terms of production and performance quality. Kenyan artists, even with hit songs, often lack this international pull and struggle to justify comparable fees.
4. Lack of Consistent Management
Professional management is crucial for positioning an artist effectively in the market. As highlighted, Kenyan artists sometimes negotiate without managers or professional teams. This undermines their bargaining power and reduces their perceived value in the eyes of promoters.
5. Infrastructure and Industry Standards
The Kenyan music industry lacks the infrastructure and professionalism seen in international markets. From fragmented royalty systems to limited access to global distribution channels, the structural challenges make it difficult for Kenyan artists to achieve the same levels of success and compensation.
6. Promoter Practices
Promoters in Kenya often prioritize international acts due to the draw they bring to events. When a promoter is willing to pay an international artist tens of millions but caps local artists at a fraction of that, it reflects not just a budget limitation but a market bias. Without a deliberate shift in this approach—such as locking out international acts to focus solely on local talent—Kenyan artists will continue to be undervalued.
7. Audience Expectations
Kenyan audiences often place international acts on a pedestal, valuing their performances more highly than local ones. This audience bias influences promoter decisions and further reinforces the pay gap between Kenyan and international artists.
The Path Forward
For Kenyan artists to close this gap, a multifaceted approach is necessary:
- Increased Investment: Artists and labels must prioritize reinvesting in music, marketing, and branding.
- Professional Management: A strong management team can negotiate better deals and position artists competitively.
- Industry Collaboration: Promoters and stakeholders must collaborate to create events that prioritize Kenyan talent and pay market-rate fees.
- Audience Sensitization: Educating fans on the value of local talent can shift perceptions and increase demand for Kenyan performances.
Until then, Kenyan artists will face challenges in matching the multimillion-shilling paydays of their international counterparts, even as the latter continue to dominate the spotlight with their well-resourced and professionally managed brands.
