The disparity between payments for Kenyan artists and international acts stems from a variety of factors tied to investment, management structures, and market dynamics. Here’s a breakdown of why Kenyan artists currently can’t match the paychecks of their international counterparts:
1. Heavy Investment in Music and Branding
International artists like Diamond Platnumz, Burna Boy, and Rema have heavily invested in their craft. This includes:
- High-quality production for audio and visuals.
- Teams of professionals managing marketing, PR, security, choreography, and digital strategy.
- Infrastructure such as luxury homes in global music hubs, enabling proximity to international deals.
Kenyan artists, on the other hand, often lack these investments due to limited resources or industry structure. As a result, their perceived value in the market remains comparatively lower.
2. Comprehensive Management Teams
International stars operate with large, professional teams that oversee every aspect of their careers:
- Management: Negotiates better deals and ensures an artist’s brand grows steadily.
- Marketing: Pushes music aggressively both online and offline, guaranteeing global reach.
- Logistics: Handles travel, security, and scheduling, allowing the artist to focus on creativity.
Kenyan artists often walk into negotiations alone or with limited representation, reducing their perceived worth to promoters.
3. Massive Online and Offline Presence
Artists like Diamond and Burna Boy don’t rely solely on organic growth; they fund online promotions and campaigns to ensure global visibility. This strategy elevates their demand and justifies their high charges.
Many Kenyan artists underutilize such promotional tactics or lack the funds to execute them effectively, which limits their reach and influence.
4. Team Ecosystem
When promoters pay Ksh20 million for Diamond or Ksh130 million for Burna Boy, the cost reflects the number of people employed under the artist’s brand. These include:
- Dancers
- Sound engineers
- PR teams
- Security personnel
This ecosystem adds to the artist’s prestige. A Kenyan artist asking for the same amount without this infrastructure will struggle to justify their price.
5. International Standards
International acts operate on a different standard. For example:
- Burna Boy charges $1 million per show, including private jets and five-star accommodations, because his team ensures a world-class experience.
- Kenyan artists rarely have these added demands and thus negotiate from a position of disadvantage.
6. Kenyan Industry Dynamics
- Fragmented Management: Kenyan artists often lack professional management, leading to inconsistent branding and lower pay.
- Low Budgets: Promoters prioritize cost-effective shows, often hiring Kenyan acts at a fraction of the budget allocated for international stars.
- Limited Investment Culture: Few Kenyan artists reinvest in their craft, which limits their ability to scale their careers to international levels.
The Solution
For Kenyan artists to earn up to Ksh10 million or more per show, there needs to be:
- Increased Investment in Craft: Artists should prioritize high-quality production and comprehensive branding.
- Robust Management: Building strong, professional teams will boost their market value.
- National Focus: Promoters should create “Kenyan-only” shows with international-standard budgets to elevate local talent.
- Policy Support: Government and industry bodies could support local acts by mandating fair payments and encouraging corporate sponsorship.
Until these changes are implemented, Kenyan artists will continue to earn far less than international acts, regardless of their talent or popularity. Building an ecosystem that prioritizes professionalism and investment is key to closing the gap.
