The disparity in pay between Kenyan artists and international acts can be attributed to a range of structural and strategic differences, as highlighted in this insightful narrative. Here’s a summary of the key reasons why Kenyan artists struggle to command the same level of pay as their international counterparts:
1. Investment in Music and Branding
- International Acts: Artists like Diamond Platnumz, Burna Boy, and others invest heavily in their music careers. They allocate substantial budgets for high-quality production, marketing, personal branding, and infrastructure such as management teams, video production, and international presence. For example, Diamond charges millions per show because his fee includes compensation for his team—dancers, security, managers, and marketers.
- Kenyan Artists: Many Kenyan artists lack the infrastructure and financial backing to match this level of investment. Without strong management teams or substantial pre-release budgets for marketing, their reach and perceived value remain limited.
2. Team Structure and Management
- International Acts: Artists like Diamond and Burna Boy operate as businesses, employing large teams that ensure every aspect of their career is professionalized. This includes personal managers, marketing teams, event coordinators, and PR specialists. These teams amplify their brand value and negotiate premium rates.
- Kenyan Artists: Many Kenyan artists work solo or with minimal support. Some even enter negotiations without a manager, which undermines their bargaining power and overall market value.
3. Strategic Marketing and Global Reach
- International Acts: They prioritize international appeal by investing in global marketing campaigns, collaborations with international artists, and building networks in key markets such as the US, UK, and Europe. Burna Boy’s $1 million per show is justified because of his global influence and appeal.
- Kenyan Artists: The majority focus on local or regional markets, with limited attempts to penetrate international audiences. This restricts their ability to command higher rates.
4. Promoter Perception and Value
- Promoters are more willing to pay premium rates for artists who bring in guaranteed returns. International acts are seen as ticket-sellers and prestige acts who attract high-paying audiences. Kenyan artists often lack the infrastructure to deliver the same kind of value, both in terms of audience reach and production quality.
5. Cultural and Structural Challenges
- Kenyan artists face systemic challenges, including limited local industry support, insufficient investment in the arts, and lack of collaboration between stakeholders like the government and private sector. These challenges stifle growth and make it difficult for Kenyan artists to compete on an international level.
6. Market Reality
- When international artists demand high fees, they factor in the costs of sustaining large teams and maintaining a high standard of living. For instance, Diamond Platnumz’s Ksh20 million per show supports his extensive WCB team and his luxurious lifestyle. In contrast, Kenyan artists often lack such economies of scale to justify similar fees.
The Path Forward
- Invest in the Industry: Kenyan artists and stakeholders need to build a robust ecosystem that includes management teams, professional production houses, and marketing agencies.
- Prioritize Quality and Global Appeal: Artists should focus on producing world-class music and branding that resonates internationally.
- Collaborate and Advocate: Industry players, including artists, promoters, and government bodies, must work together to elevate Kenyan music, creating an environment where local talent can thrive.
- Focus on Kenyan Affairs: Promoters can boost local artists by organizing Kenyan-centric events and paying competitive rates to local acts.
Until these steps are taken, Kenyan artists will struggle to command the same rates as their international counterparts, and the disparity in the music industry will persist.
