Can Kenyan Music Be as Big as Afrobeats or Afro-Fusion?

There is no denying the global reach and impact that Afrobeats and Afro-fusion have in the global music industry. It is no longer shocking to hear African music playing as you walk down the streets of New York, London, Dubai, Amsterdam, and even Beijing. As a result of the internet, African music is not just limited to Africa or its specific country of origin but is available to anyone with an internet connection across the globe.

At Radio 254, our dream is to see Kenyan music become as big as Afrobeats or Afro Fusion. For this dream to become a reality, there is a need for the Kenyan music industry as a collective to study the rise of Afrobeats and Afro-fusion to understand the factors that played a role in the growth of the two genres globally. This is because these two genres did not just come out of nowhere to become what they are today, but it has been a continuous process involving different stakeholders for years. Just like Rome was not built in a day, Afrobeats, Afro fusion, and Amapiano did not just become household names in the music industry but took several years and effort before becoming accepted.

To best understand the factors that played a role in the growth of these popular African music genres that have become globally accepted and loved, we are going to highlight three important factors that we feel were important and can also help Kenyan music get to the same place.

The Diaspora Effect

One of the biggest catalysts for African music is the African diaspora. It is Africans in the diaspora who are partly responsible for the huge rise in listenership and appreciation for African music. As more Africans in the diaspora listen to African music, there is a multiplier effect as African artists can earn from international streaming revenue, tour in places populated by the African diaspora, and even get introduced to new audiences by way of the African diaspora. For this reason, it is very important that if Kenyan music is to become as big as Afrobeats then we must involve Kenyans in the diaspora who should be seen as a target market for Kenyan musicians who would like to get Kenyans in the diaspora to stream their music, book them for shows or tours and introduce other Kenyans, Africans, and nationalities to Kenyan music. Kenyans in the diaspora should be the first and biggest ambassadors for Kenyan music outside of Kenya.

 The Power of Collaboration

Another lesson that the Kenyan music industry can take from the rise of Afrobeats/Afro-fusion is the power of collaboration and the role it played in popularizing both genres. It is safe to say that it was only a matter of time before the world caught up to what was happening in the African music scene. Collaboration between African artists and artists from other parts of the world made it a lot quicker for other parts of the world to hear and accept the sound and artists from Africa. Music being a universal language does not limit one’s ability to listen to certain music because they don’t understand the words. For Kenyan music to reach wider audiences and regions, there is a need for Kenyan artists to collaborate with artists from other parts of the world to help get their music heard outside of Kenya as well.

Relocating/Signing to A Major Label

With the global music industry now looking at African music as the next frontier, there are plenty of opportunities for African artists to sign with major labels that can help them distribute and market their music outside of Africa. For many African artists, these opportunities are great because they provide them with the financial muscle and networks of a major record label that they would not have if they remained independent. For Kenyan artists looking to make it on the continent and beyond, signing to a major label can be of great assistance. It is, however important to note that without a fan base back home, a diaspora fanbase, and strategic collaborations it will remain difficult for Kenyan artists to compete with their counterparts in Afrobeats and Afro-fusion who have been working to break African music to the world for several years now through trial and error which we can now use a blueprint.

We have seen it done before, can we do it, and what will it take? #kenyanmusictotheworld #bigasafrobeats