The disparity in pay between Kenyan artists and international acts lies in the foundational differences in investment, branding, and infrastructure. International artists like Diamond Platnumz, Burna Boy, and Rema have built empires around their brands, investing heavily in teams, marketing, and production, which justifies their high performance fees. Here’s why Kenyan artists lag behind:
1. Investment in Music and Branding
- International Artists: Stars like Diamond invest millions into their careers. From high-end video productions, marketing campaigns, and personal teams, their music and image are meticulously crafted for maximum impact. Diamond reportedly charges $50,000 per show, and Burna Boy commands $1 million per performance, factoring in costs for dancers, security, management, and more.
- Kenyan Artists: Most Kenyan artists lack comparable budgets for production and promotion. Without significant investment, it’s challenging to build a brand that commands top-tier fees.
2. Team Dynamics
- International Artists: Artists like Diamond and Burna Boy have robust teams comprising managers, marketers, dancers, and technical staff. Their performances are not solo ventures; they are productions involving multiple people, all of whom require compensation.
- Kenyan Artists: Many Kenyan artists operate solo or with minimal teams, which reduces their bargaining power. Promoters value artists based on the number of people relying on their success, as it reflects the scale of their operation.
3. Infrastructure and Strategy
- International Artists: They create structured budgets for each song, paying professionals to push their music, ensuring consistent hits. This strategy ensures their visibility and appeal to international promoters.
- Kenyan Artists: A lack of structured promotion often leads to reliance on organic internet traction, which is less consistent and limits their reach.
4. Market Dynamics
- International Demand: Artists like Burna Boy, Diamond, and Rema cater to global audiences, making them attractive for high-paying gigs. Their music transcends borders, giving them access to larger, wealthier markets.
- Local Focus: Kenyan artists predominantly cater to local audiences, limiting their ability to demand international rates. While Kenyan music is growing in popularity, it still lacks the global appeal of genres like Afrobeats or Bongo Flava.
5. Negotiation Power
- International Artists: Backed by experienced managers and record labels, they negotiate from a position of strength, demanding private jets, luxury accommodations, and multi-million-dollar fees.
- Kenyan Artists: Without proper representation or management, many artists enter negotiations unprepared, resulting in undervaluation.
How Kenyan Artists Can Close the Gap
- Invest in Branding and Teams:
- Build robust teams for management, marketing, and performance production.
- Leverage Government Support:
- Advocate for policies that promote local artists through festivals, airplay quotas, and grants.
- Focus on Global Appeal:
- Collaborate with international acts and adopt strategies that push Kenyan music into global markets.
- Encourage Promoters to Prioritize Kenyan Artists:
- Promote Kenyan-only events with fair pay structures and comparable international standards.
- Professionalize the Industry:
- Adopt structured approaches to music production, promotion, and management.
Until Kenyan artists collectively elevate their investment and branding, promoters will continue to favor international acts, leaving local talent with comparatively modest earnings. For change to happen, both artists and the industry need to evolve and embrace global standards.
