Kenyan Music Industry Needs Revival on Global Streaming Platforms

Kenyan music has a rich cultural heritage and a diverse range of genres that reflect the nation’s vibrant identity.

However, despite its artistic brilliance, Kenyan music faces several challenges when it comes to gaining recognition and popularity on global streaming platforms like Apple Music, Spotify, Boomplay…

Lets examine the underrepresentation of Kenyan Music on Global Platforms and possible strategies for global dominance

Lack of Promotion

One of the primary obstacles facing Kenyan music is the lack of adequate promotion.

Unlike Bongo music or Afrobeats, which enjoy robust marketing and support, Kenyan music often struggles to gain the necessary exposure to reach a wider audience.

The absence of a well-established music industry infrastructure in Kenya hinders artists’ ability to gain visibility, and many find themselves having to self-promote, limiting their reach.

Language Barrier

While the language barrier was initially considered a reason, it appears not to be the primary factor hindering Kenyan music from going global.

The fact that Kenyans themselves predominantly listen to music from other countries raises questions about the quality and appeal of Kenyan music.

Why should other nations listen to our music if we are not listening to it?

Fact is, despite singing in their native languages, both Nigerians and Tanzanians have successfully captured a global audience.

Similarly, South African music genres like Kwaito and Amapiano, often in Zulu, have gained international recognition. Therefore, the language barrier alone cannot explain why Kenyan Music is struggling to reach a global audience.

Preference for Foreign Music

Another factor contributing to the apparent lack of enthusiasm for Kenyan music is the preference for foreign music among some Kenyan listeners.

The belief that foreign music is of higher quality or more modern may influence their choices, inadvertently pushing local artists further into the shadows.

Mediocre Music and the Influence of Social Media

Regrettably, there is an abundance of mediocre Kenyan music, which can overshadow the genuinely talented artists.

The rise of social media and viral trends may propel less exceptional songs to the forefront, leading to their popularity regardless of their musical merit.

Potential Solutions

Enhanced Promotion Efforts

To address the promotion gap, concerted efforts from government agencies, music industry organizations, and artists themselves are essential.

Creating marketing campaigns, supporting talent showcases, and fostering collaborations can help increase visibility for Kenyan artists both locally and globally.

Artists should focus more on professionally promoting their brands rather than resorting to clout chasing and employing humorous online tactics. Building a strong and credible brand presence can greatly contribute to their success and recognition in the music industry.

Building Critical Listening Culture

Encouraging Kenyan listeners to critically assess music can lead to a more discerning audience base. By celebrating authentic talent and discerning quality, fans can become ambassadors for Kenyan music on the global stage.

Kenyan music possesses a wealth of creativity and cultural significance that deserves a prominent place on the world stage. Overcoming the challenges it faces requires collective action from artists, industry stakeholders, and listeners alike.

Artists and Kenyans alike have expressed concerns about the declining visibility of Kenyan music on global platforms. They have commented on the need for improvement and greater representation of Kenyan music to gain international recognition. (Comments: Nairobi Gossip Club)

This is embarrassing !! Ni kubaya !!We really need to up our game and come together as an industry !! No one can do it on their own any more!!
Nadia Mukami