I'm in too deep and I'm trying to keep up above my head, be fun
and going under. Sorry, that's a Psalm 41 song.
Shout out to some 41. Oh and it's some.
Anyway, no go. Ahead.
I didn't need that shout out. I'm calling that out.
So you. Sam, wait, sorry, sorry, sorry,
sorry. But when you do turn 41, please
have a Sam 41 themed birthday. Party.
That's too that's that's too much of of low hanging fruit for
me, entirely too much. There doesn't seem to be much
creativity in that music.
Yo, what's up? And welcome to episode 68 of the
30% Podcast, brought to you by yours truly, Affirm and my Co
host Sam Sam. What's up?
Yo, what's up? What's up?
What's up?
We Yeah, What's up, world?
And if you are within this universe, within this world, you
can indeed listen or stream this podcast on YouTube, on Spotify,
Apple Podcast, Google Podcast and Anchor Podcast.
And to do that you will just need to type the 30% podcast.
And if you want to find us on social media, you can find us
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Tiktok and on LinkedIn. If you want to link and build Yo
Sam, what did? What did all the numbers tell?
The number 60 when it walked into the club because the number
60 was just fashionably. Oh, it ate.
Yeah, 6868 dad jokes for days. Dad, those are even those are
the dad jokes for like the the poorer dads.
Those Those are the dad jokes you're telling.
He's the ones who are who spent all day at work.
What's going on, man? I wonder if, if aliens exist, do
they have like streaming platforms?
Because we need to figure out how to get our podcast on on
those. We need to expand our
demographic. We need to expand our reach, our
reach to other. Galaxies, our target audience.
Yeah, yeah, you need. To be more inclusive to the
alien. Audience Andromeda Galaxy.
They're they're really feeling for some Kenyan music news.
I'm pretty sure about that. I could bet my whole life.
They're probably outraged that nobody's covering magic
industry. Imagine that.
The Andromeda. Yeah, yeah, yeah, yeah.
Anyway, I'm. I'm doing good, man.
I'm chilling this week. This week has has flown by.
They're flying. Cool actually.
Very, very, very productive. I had a studio session.
It was one studio session but like with two different artists,
Cookie and Jovi. Jovi himself.
Yeah man. So that was a really successful
session. Very, very happy with what came
out of that. Nice.
Yeah. That was kind of the highlight
of my week, man, recording those guys.
Yeah. Did that do anything else?
That was particularly just studio.
Interesting. OK And yeah, I think it was just
studio. Studio was the most.
Oh, no, actually, I was in the studio twice.
I was in the studio on Tuesday. Who was the first time that you
forgot about? Oh, OK.
No, no, I was. In the studio on.
Tuesday with Cookie and then I was in the studio again on
Friday. OK, Oh yeah.
Also. Also, this is a good time to
mention Cookie and I will be releasing new music the 22nd of
March. We're releasing a song called
Zombie, which we're so excited for.
Like my sound defect. Yeah, That's, yeah, yeah, yeah.
Fire. Why are you looking at me like
that? No, it's it's just it's fire.
I was I was trying to get some validation for you for my sound
defect. But it's alright, don't worry
about it. Oh, your sound effects were
really good sound. Honestly, when it comes to sound
effects, like there's nobody doing it better than you.
The innovation, the artistry, the dedication and the
consistency that you do. To the sound effects world and
top 10, not not #2. You're not even in the ranking
because you're like outside of you know rankings for mere
models like you're you're you're otherworldly when it comes to
sound effects. Sam, also listen I I think it's
time. It's time that.
Let the cat out the back. This.
Yeah, Yeah. Break the news.
Let the cat. Yo, let me just say fam before
you even go, guys. I'm not even going to let I'm
sad. I'm just going to start with
that. I'm sad, but I don't want to
dump. You're making.
It's a celebration. This is a celebration.
Look, I'm raising my glass of orange juice.
I'm raising my glass of of orange juice or mango.
I can. I can confirm that is.
Yes, I'm. I'm sad.
But but but I'm also happy for my guy.
All right, let's break the news. I'm.
More, I'm more surprised that you had to say it's either
orange juice or mango juice like you.
How do you not know for sure which one it is Sam?
Like. Like.
I feel like they're so distinct, like you can't make a mistake.
It's either or. It's mango juice Let's.
Wait. Anyway, so the cat that's in
this supposed bag. Yeah, what's the cat, bro?
Well first I want to preface this by saying the podcast is
not going is not going to end. The podcast isn't going
anywhere, but I am actually embarking on a very big move.
I'm actually moving out of the country at the end of the month.
Crying emoji? Crying emoji?
Crying emoji. Yeah, I will be moving and yes,
I'm moving to live elsewhere. The country in question is I'm
moving to the United States of America.
Was that those Trump? Land only those that was.
Shocking. Yeah.
Crazy. Ohh, he needs to go and find in.
That's what are you going over there?
Yeah, I mean, I mean, like there are certain opportunities there,
as you guys would have heard me talk about a lot.
There's an artist who I work with very closely, who I manage
called Foster Nicks and it's also one of the motivation,
motivating factors for me to move back, to move out there.
And yeah, just kind of pursued the music industry, the music
scene over there, but it doesn't mean that I'm not going to be
also be very involved with the music scene here.
I can, I believe I can still straddle both worlds.
So yeah, that's. So that's going to be a really
big in terms of our pause. But yeah, in terms of in terms
of the podcast, it's not going to change like.
So we're still going to, we're still going to be releasing
weekly podcasts, Sam and I, and it's still going to be, it's
still going to be based on Kenyan.
Content, content, content, content as well.
Yeah, there might be, I mean, I mean so while you're out there,
there might be a slight like not.
Of course the the goal is still the Kenyan, but then we might
involve a lot more into the podcast just to have more
information and all that stuff. So it's actually a pretty good,
good opportunity to get more because yeah, a lot of what
we're trying to do is over there.
So you can actually drag in anyone we.
Need to and and and that that brings the second point.
So the thing that might change a little bit is our format for our
interviews. So that's something that we're.
Really working because AFAM can't fly everything I've said
Logistically, yeah, because AFAM can't fly back every single
time. To interview, you need to do
interviews to interview artists. Actually, I'm not artists, but
people in the in the industry. Yeah, yeah, yeah.
It was really not part of our budget.
And yeah, if you've noticed, like we've kind of slowed down
on the interviews, though we do have stuff lined up, but it's
just that, like, we've just kind of been figuring out like how to
conduct this new style of interview.
And definitely it's still something that we're figuring
out. But yes, the podcast will feel
the same. Like you guys will just know
that like, I'm not in the country.
I guess I don't know if that breaks the 4th wall.
Well 4th. Walls.
That's something. That for breaking don't you know
Yeah man that's that's yeah it's I mean it's it's it's both side
and good news right because because you're going out there
to yeah to achieve specific things but then again like.
For sure, but still music, man. Still music but.
Still music. It's all about the music.
Yeah, I haven't good yet. Shout out to you bro again I.
Recently, Yeah. How was your week my?
Jar of of mango juice to you. Hope it works well.
Podcast doesn't stop. We keep going.
How was my week? My week was great.
My week? No, that's a big lie.
I had a horrible week. I'm just going to say my week
was less than ideal. It was just one of those.
One of those. One of those How?
So yeah, just one of those where life was just doing what it does
and it's just not being being. Yeah, But it was.
I was all right. I got some stuff done working on
another documentary, which was cool.
Yeah. It's a documentary about some
girls in a school in, I want to say thicker.
I don't remember. But yeah, so it's like one of
these awareness things don't get pregnant in school.
So it was really good. Happy just to to put that
together. So we're working on that.
Hopefully it comes out well. Yeah.
What else? What else?
Nothing else, man.
Honestly nothing else apart from music getting my my I'm learning
how to like finish my projects and not just leave them leave
them halfway and walk away like I'm not into like walk on music
and then bounce it. Even if it's not at the the the
best place it costs just at least bounce it to have some
sort of finality because my FL and the way my my what do you
call it. The my not just logic my my
technology for me has been has been anti anti my music career.
Recently. Yeah, with the crashes and
everything. So I'm just trying to figure all
that. But yeah, figure all of that
out. But yeah, that's that.
It's been cool, man. It's just, it's just been a
week. It's been a week, it's been a
week. It's.
Been AW double. Has it been a week in the news?
Has it? It has been a week in the in the
news actually it's been a big week for Kenyan.
Well, not big, but like. Medium sized, medium sized to
small. Some medium sized to small did
you see Spotify are going to be releasing?
Well, you actually put me onto this into this news about the
the videos do. You want to do.
You want to tell us more about them launching music videos on
Spotify? I would love to if I can find
where that thing is. I can.
I can read what I have for now. So apparently Spotify is kind
of, you know they're they're creating like a beta for Spotify
premium users across 11 markets. You guys will be happy to know
that in these 11 markets, well, let me just name the 11 markets,
it's going to be the UK, Germany, Italy, the Netherlands,
Poland, Sweden, Brazil, Colombia, Philippines, Indonesia
and Kenya. So they're going to be testing.
This new beta random random addition to that.
I don't know why, it just feels so.
No, we belonged. We belong there.
So anyway, the obviously the US
isn't in the list. I feel like usually they they
treat the US as like the the golden crown jewel of their.
Like it looks like everyone is starting to to to forget about
US now. Like, I think the whole world
is. No, no, no, no.
I I feel like what they do is they like to test things before
they integrate it into the US market.
And I I feel like they they really, they don't like
disrupting the US market too much because I think they rely
on it a lot. I don't know, That's just my
opinion. So.
So yeah, I mean in the official statement, Spotify highlights
the value of music videos for super fans who want to rewatch
the videos they love and share them with friends or a casual
fan on the lookout for new releases and stuff like that.
Sam, will you be watching music videos on Spotify?
Absolutely not #1. Because I I music videos are not
like the first thing I go to. And I'm not.
I mean, it's part of the art. There's nothing to gasp there
for. That's just drama for no reason.
And so music videos are not, I don't know.
It's. I mean, it'll be cool to see,
but I'm never, I'm not good, especially if I'm not.
Are you trying to say the music video is dead?
I don't think it is. Maybe it is.
Is the music video dead? Is it dead?
It's not. I I would say it's not as.
Important. I don't think it is music.
Video is not as important as as it used to be except for like
the big artists because a lot of now now maybe some of the bigger
artists they they have the budget to to spend on a music
video and like they have the distribution channels.
A small artist is possibly better spending his money on
social media engagement and social media.
What do you call it? So TikTok.
Especially TikTok, TikTok. But, but, but you'd argue that
for social media. But you'd argue for social
media. You need visuals and for.
You do a lot of times. The the visuals come from music
videos as well. Yeah but but I don't know I
don't know if you've noticed that the the the there's not as
there's a lot of visualizers more more visualizers and more
like in like we're talking before this like more like real
life content of just people reacting to the song rather than
a big production and and lights and wardrobe and all that
business like a lot of. I mean that's still been done
obviously, but even this type of videos that we're seeing or
rather I've noticed the type of videos that we see are very
stripped down, very simple concepts, very because that for.
Me what I've what I've noticed is there's a lot of visualizers
going on especially like even the Nigerian market they'll do a
lot like even when what's this song Commas by Ira came out.
They released what they said is a visualizer.
Although it's really high quality.
But it's it's it's mostly lyric videos.
Lyric videos look like the new wave.
Like, yeah, that's like and people have people have matched
people like they've matched the the lyric video and the
visualizers together. So a lot of the visualizers have
like lyrics going on and then you just see the artist doing
something. It's very easy reaction to the
song. Even when even when Meg released
the his song the this to to Nicki Minaj, it was essentially
it was essentially A glorified lyric video.
And I loved, I loved that. Like, I love seeing the lyrics
as well. I don't know why lyric videos
are more I feel like they're even more entertaining.
Than music videos. It's the reason why Netflix is
is there's like a, there's a, there's a, there's a higher use
of subtitles even for like English films for.
People and English. There's it's some people, yes.
No. What's going on?
No, you're right. Because when we went to the when
I went to the movies to watch Dune Part 2, I was like,
something is missing and it's a subtitle.
Subtitles. Watching everything with
subtitles. It's really weird because that's
what's that's that's the that's the social media.
I feel now this is my opinion, but it's from just what I've
seen, I feel like social media has has funneled all content
into or most content into very easy concepts, very quick
concepts. They want to see a human being
doing something and they want to see if the human being is
talking. They want to see what they're
saying in white, Ori and and all that stuff.
And there's even a bigger like if you look at the animal
videos, there's like a lot. There's a there's an influx of a
lot of animal videos where the there's subtitles and the
animals are are speaking like human beings.
It's just weird. I don't know why you've got into
the place where we want to. See, I'm sorry, I'm not on that
side. Of you're not.
Oh, I, I, I watch an abnormally, an abnormally large part.
I mean, I found, and I'm normally large part of the, the
people who watch dog and cat videos on Instagram.
No, I watch cat videos a lot. I'm.
Not, but you don't be seeing those.
Haven't seen the ones? Oh, they're there.
Oh, if if you go deep enough, they're there.
So I don't know why it's where that place where we're.
In. Deep.
OK, sorry. I am I what can I say?
I I enjoy looking at animals being animals.
I'm. In too deep and I'm trying to
keep up above my head be fun and going under Sorry, that's a
Psalm 41 song shout out to Psalm 41.
Oh, and it's some Anyway, No go. Ahead.
I didn't need that shout out. I'm calling that out.
So you. Sam, wait.
Sorry, sorry, sorry, sorry. But when you do turn 41, please
have a Sam 41 themed birthday party.
That's too that's that's too much of of low hanging fruit for
me, entirely too much. There doesn't seem to be much
creativity in that. I appreciate the suggestion
though. You're welcome.
Yeah, so back to Spotify. That's that's become the
content. That's become the content.
So the music video is not necessarily dead.
I just feel like maybe now you shouldn't be spending so much on
on getting like $100 million music video, but more figure out
how to make more relatable content to people.
Because that's what we're what, that's what we're seeing.
Well, but I I feel like music videos are still very clutched
though, because like because, you know, you cut those Video
Music videos up, you put them in the dimensions for TikTok and
reels and everything, and then you can really like, you know,
keep on prolonging the life of the of the song by having all
these visual representations on social media, right.
So I feel like the music video is still very important.
I just feel OK, especially like for smaller artists.
I feel like. I feel like.
You feel like it's important for smaller artists.
Yeah, I actually do. Like on the opposite, opposite
side of that, I feel like. Yeah, because because I feel
like, no, no, no, no, no, no. This is for for me personally,
like, who's a big, like if Jack Carlo releases a music video?
Sam, do you know how much I don't care about watching that
video? I really don't care.
But I like his music. But I just.
I don't. But see for him, for him, it
doesn't matter whether you care or not, because the fact that
he's that big, he's going to get numbers regardless, But the
smaller artist is not going to get those.
Numbers at all. But he doesn't.
That's that's why. That's why I'm saying it's not
that really it's not important. It's more important for a small
artist because this is how people are going to have an
image to attached to the music that they're listening to.
Do you get what I'm saying? Like for a for a smaller artist,
it means more to have music videos, because you're going to
have like this is the Ave. in which, like there's going to be
a visual representation of your art, right?
Yeah. No, I understand.
I understand your angle in in in the sense that what really
matters is like, OK, like how are you pushing an artist you're
releasing consistently your marketing appropriately.
But I think that visual representation is a.
Big part? Yeah, you can get the visual
representation in other ways too, right?
In other. No you can.
You can, yes. But and what I'm saying is the
music video seems like the the because it's it's the more
budget and labour intensive of all of that.
So like for the big, for the big artist in terms of a return
because again it's still business right.
So the music video is going to get their their return and this
is a really terrible video or you've been cancelled.
The music video is going to get is returned regardless because
you're a big artist and so you you're going to get those
numbers. But a smaller artist there won't
be as much of A return because they're really small.
So are are are you better, better spending your money
saving for maybe your hits and the songs which a lot of people
know or and and that only And then focusing on maybe easier
ways of being visually out there is what I'm trying to say.
Because for the bigger artist for like a Drake, for Nicki
Minaj, for whatever it is, they are going to get the numbers
regardless. And those numbers actually,
let's check in. Those numbers are not as big as
they used to be like. There used to be, yeah.
I mean, like back in the day, the music video was huge.
Like, you know, when we still used to religiously watch trays
or MTV, Yeah, there was, they'll remember channel or there were
more. There were more.
Ave. used to watch them. Now that we've shift shifted
from TV and now we're streaming, it's there's not as many as much
more as many avenues to watch music videos as we used to be.
So like like I don't know if the beat is still on, I remember.
Oh bro, I used to. I remember coming home from
school and watching the beat. And I was.
Never allowed to watch the. Beat hyped.
You were never allowed to watch the beat.
Oh, Sam, I'm so sorry. The beat was everything.
I was never allowed to watch the beat the.
Beat was everything. There's one There's not.
I don't know. Should I say there's one's no,
don't worry, don't worry. Skate, skate past this quickly.
I'm not about to get in trouble. Show it to my parents.
I really don't know if I should say.
Should I say it? No.
So I mean, I grew up very. Say it, say it I.
Mean I don't say it. My parents are listening to the
podcast. So it's good to I'm definitely
going to get. I'm definitely going to get a
call talk about Sam. Sam.
I heard what you said about us so in the and that's not my
dad's voice at all. No, no.
Is it my mom's voice. No one's voice in my family.
So I mean grew up in a very Christian household and so music
videos and things like that we're not was not part of our in
fact even watched cartoons like on Saturday morning, race was
spent working like I didn't watch no cartoons and all the
good cartoons came in the morning bro.
I missed all of them. I missed a shout out.
Wait, so you wait. You never you never watched like
Club Kiboko on Saturday mornings.
No. Nope, not at all.
I used to watch that in my heart at like 1:00 PM.
There used to be that art show. There's that art show that came.
You know, the guy who makes like he made, he made, he made like
portraits. I mean, he did like art with
like clothes where he'd lay up the clothes on the floor and
then you look at it from the top and what does it cover?
I remember that. That's what that is to come at
like 2:00 PM. That's what I used to catch.
That's. What is to get you have bro, you
have opened up a memory. I didn't.
Know and then they used to do like the the plaster and
everything with the mid like I. Remember him.
Tissue paper rolls. And I loved.
I loved that guy. Yeah.
So that's all I could catch, you know, for me, no network, none
of that. I was very.
Sorry, my mind is blown right now.
OK, Sir, no, I just forgot all about that.
Forgot. About bro.
Yeah, yeah, that's what we used to watch.
Never. Never watch.
No, no. There was once.
There was once my dad came home and he caught us watching
another. I think it was Burn that did
burn the music video for Burn. Yeah.
Got in trouble. Might have gotten beat that day,
honestly. Oh my.
God, so yeah, music video is not like a really huge part of my
childhood. Maybe that's what plays that's
playing into how I feel about them now.
But either way, music videos are still going to be music videos
and they're turning into like more Movies Now.
Like there's concepts and just like see what people are doing
out there and that's very hard for the smaller artists to
attain, so. I think, I think the music
video, the music video, OK, it's not as like novel as it used to
be. Yeah.
Only because the access to making a music video has been
severely lessened or isn't eased.
Eased like it's easier to do. Sorry man, we have we make
music, man. We're not.
I'm saying that with an English minor anyway.
So telling yourself snitch. Yeah, so listen, like, I feel
like it used to be so exciting to see.
Like like a music video back in the day.
It's like, damn, because you know, not not everybody had
access to shooting music videos. So it was just so much cooler.
Now every artist, even the the smaller artists are able to
produce music videos that are still at the quality, yeah of
like even the the the big boys, right.
So now when we live in a market where like it's saturated and
this music videos popping up left, right and center, it
doesn't feel as special. Which is why I feel like I don't
care that much for music videos. But that being said, I still do
firmly believe that music videos are super, super important for
smaller artists just because it gets your image out there.
Like because listen, the first thing that like OK, you and I
like we're in the music industry fine.
But the casual listener, the first thing when they they do,
when they hear like a new artist, like they're going to go
on YouTube and search Artist X, and if there's a dope music
video to match, then you know. That's not to build the
perception. It's going to really help.
Yeah, yeah. It's going to really help, you
know, retain those new fans because they'll be like, oh, OK,
this is really cool, you know? So yeah, now The thing is, Sam
though, back to, like, the main topic.
Are we going to go on Spotify? To watch, that's exactly what I
was just thinking like, like, because because.
Because, like Sam. It's been done to rival YouTube,
and YouTube is free for the bare fact that YouTube is.
Free. And let me just sorry before
before you go, before you go on, this is not like a very new
concept because Apple has had Apple music has had videos for a
long time. So this is not new.
This is just Spotify catching on to.
That's the thing. Remember when?
When? Remember when Drake released
that song with With 21 Savage, produced by London on the Beat?
What was it called? Do you know the one I'm saying?
And the the video came exclusively on Apple Music.
Ah, was it called? What Was The Drake?
Ah, the problem is, they've released a whole stupid album.
So Drake 21 Savage. Spuriously typing.
Yeah, I'm really typing. Yeah.
Was it knife talk? No, it wasn't knife talk.
I. Just picked the 1st.
One anyway, this so I know they they released a song.
It's OK What was it called anyway?
They released it. They released, they released the
video primarily on Apple Music. Yeah, and I felt like that was
such a, it was such a task to keep on going to Apple Music, to
watch, to watch that video. Yeah, that's not like the best
video needs to be the most accessible.
I guess it just took so much out of me to keep on having to go to
Apple Music to look for the music video.
Like, oh, the song was called sneaking.
The. The song was called sneaking.
Yeah. And then also my other argument
was, I know Spotify rolled out the whole idea of having video
podcasts that are that are exclusive to Spotify, right?
Yeah, I. Feel like that shit.
Like that shit does more harm than it does good for the for
the podcasters. Like even if you look at like
the biggest podcaster, Joe Rogan, like he's he's
renegotiated his new contract and grabbed on YouTube.
Like YouTube is really important for for visuals.
It's too important, man, because of that magic word, he said.
Sam, it's free. It's free and they have the,
they have the, the, they have the years of experience in the
structure in terms of like they own the the the video algorithm,
but they do still play catch up though sometimes.
They do, but I think the I think the Spotify canvases are really
cool. But if I'm being honest, I feel
like the the Spotify music video will come and then.
Might not stick. Go like it'll just be like one
of those things that like, yeah, it's, it's pretty cool, right?
But like it's not going. To be really trying anything,
aren't. They.
They're trying a lot. Yeah, they're.
They're trying a lot, but yeah man, shout at them.
We'll see how it goes, I don't think.
I don't think it's going to replace YouTube, but it will be
interesting to see how they how they roll it out and like the
different things. And all of these guys are trying
to like and it's so funny. Like they always try and like
compete with each other. Like Spotify is trying to be
YouTube. Spotify is trying to be Tiktok.
Instagram is trying to be Tiktok.
Tiktok is trying to be Instagram.
Because on Tiktok nowadays the new meta is posting.
You see how I said the new meta. In it, the new meta is posting
photo slides on Tiktok, and that's what actually does really
well. And so it's like they're all
just trying to be but. Yeah, it's like there's five,
there's five main things, and everyone gets their turn with
with. Yeah, But Speaking of Tiktok,
Sam, those big There's big news about Tiktok this week, was
there? Oh yeah.
My brain was working there. Yeah.
So the US America and China fighting.
America and China fighting and and and TikTok is is cutting the
crosshairs. So basically what's what the
America has passed the US They've passed a deal or rather
they are trying to get a bill signed that would ban.
No, that would that would require bike dance which is the
owner of TikTok to sell the controlling stick.
Yeah, yeah, to sell the controlling stick or they'll be
blocked. The reason they're doing this is
because the US is it's politics. So the US is scared.
It's not scared because the US is cautious that TikTok is being
used for like espionage and all that, like to use to and mining
information that could be used against the US by China.
How do you feel about this whole thing?
It's a lot of country politics. I really don't know.
I feel I mean it it their fears would make sense because then
again I've I've, I've watched some of the I I think I watched
the, the. CEO.
The court. The court appearance of one of
Byte Dances CEOs. And just from watching that,
Sorry. He's called Show.
Yeah, yeah. So and just from watching that,
I was like, all right, so this guy is definitely like the way
he was. He's dancing around questions.
They have a right to to maybe be cautious, but there's 117
American, 170 million Americans who use Tiktok.
So that's going to be like a huge, huge, huge hole in their
in their. Everything will change that.
That'll change like, especially for the music industry now
marketing. Especially having TikTok, yeah,
yeah, that would be and and we're already seeing TikTok,
TikTok Face, what do you call it from from Universal and all that
business. So they're already on the down
foot. So this will be like an extra
blow for them. Yeah, I I I saw, I saw like
shows response. It made like a response about
TikTok. I mean about this whole thing
and what I think Tiktok are leaning on the angle of like
people learn so much on Tiktok. There's so much education to be
God, there's so much information sharing content like, and you
know what? It's true.
But me personally, Sam and my opinion on this might be a bit
controversial. I think two things can be true.
I think Tiktok is an amazing platform for discovery of music,
education, discovering knowledge that these people try and keep
away from you because you know, there's also a lot of accounts
that share like things that like, you know, maybe the
government wouldn't be too happy with you knowing and shit like
that. Like Tiktok is genuinely.
Tiktok is definitely a conspiracy.
A conspiracy Breeding. World it is, but like the but
through all that all that guck, there's a lot of good
information you can gain from Tiktok.
But I think two things can be true because I genuinely do
believe that that app has been used to collect all our
information like it's. I don't I I don't doubt that
they have everything like even like me me.
I've been on TikTok for like what since since Kovid.
Now these guys have my information.
It's scary to know that they they.
They. Like they they they have like a
they have my digital footprint, right?
Like they just have me in that it's it's so compromising.
It's a very powerful tool and it's a very powerful tool
because people get on it willingly.
They're like, no, they've, they've made it, especially
integrating it with the music industry.
They've made it and music, it's like like those two things are
almost together now. So it's like the music has to
pass through TikTok and so now for an art for and music is one
of the most consumed forms of art, right.
So for people to enjoy their music, they kind of sort of go
through TikTok in a way. And that's just it's just like
it's such a it's it's a mining data mining ground for these
guys. It's their their servers must be
overheating. It's craziness.
But yeah, we don't know man, Let's see how it goes.
Of course it is going to happen in the US and then we'll see
whether that other countries take, take example of course the
bigger countries first, the US, the UK, all of them.
And then as Africa, we'll be chasing 20 years later to ban
TikTok like we always. Do.
Yeah. OK, so Sam, in more Kenyan news,
I saw an interesting article about Mordecai decks we we
played on the podcast like two weeks ago, so it says had the
band's Mordecai set the record straight over Soul Generation
deal. So apparently there's there's
some furor about him signing a deal with Souljen and most
people. Most fans are worried that this
might spell the end for for Hut the Band, but apparently he he
says that Give me a second while I find exactly what he said.
But he essentially says that this is a a publishing deal and
he doesn't want people to be worried that Heart the band is
going to end because oh here, here is his specific quote.
He says what I signed was a publishing contract and what
some of you guys don't know is that I am a songwriter and
producer for other artists. There is music that I do outside
of Heart the band and that is the catalogue that Soul
Generation is going to be handling for me.
Listen, for me, I want to start with congratulations man,
because you know, publishing is where it's at when it comes to
the music industry. So get that bag.
Like, I feel like, yeah, sometimes I feel like fans.
Fans, you know, But it's, I understand because the, the, the
business of music is so convoluted and confusing.
So it's even hard to explain to artists, to fans, to the casual
fan, that music is divided into two the publishing side and the
master or the. You know what I mean?
Like and and publishing is a whole different world where
you're you're writing songs and maybe you're not the one singing
it, but like. They're still involved.
Via You know what I mean? Like via publishing.
So yeah, I I think, I think, I think that this is, this is a
good thing for for Mordecai. I don't think it's something
that people should now start being like.
But people are attached to, people are attached to.
To the band. To hatch the.
Band and he's trying to go solo. He's because people only see the
the, the, the, the superficial things.
Yeah, he's trying. To go solo, he's.
Trying to do a. There's something, there's
something going on in the heart, The band camp, Nobody.
I mean, he's been going solo before.
Oh, yeah, yeah, yeah, yeah. That's.
The they're not on the same. They're not all on the same
page. Yeah.
And I've noticed it. Konza in their show, I've
noticed it because he usually comes there for himself.
She's like, yo, just calm down, man.
You're doing entirely too much. Relax.
And he has been going. I mean he's he's, I guess, I
would say he's the one who has had a lot more tracks outside of
the group like he's been. He's been on a couple of of
releases. Yeah.
And I mean that's that's a testament to his, to his.
Not that the others aren't talented, but that's a testament
to his hustle and his his that's what he wants to do.
So shout out to him man, he's really cool.
I've I've been in the studio with him a few times and he's.
So now this is like outside of Mordecai's situation, do you
think it's it's beneficial if an artist, and I just want to
reiterate this is outside of heart, the band, this is now
where we're in hypotheticals. Do you think some if like an
artist is genuinely like the stand out act in a band or a
group like Beyoncé for example. Do you think you should urge
them to cut themselves out of that situation and go solo?
Or do you think there is benefits in in in sticking to
what even brought you into the limelight in the 1st place?
Because obviously you wouldn't be famous if you hadn't been
associated yourself with the band in the 1st place, right?
It's just that you stood out once you got that platform, do I
think. It's beneficial.
I think it is beneficial at some point.
I mean we we see, we've seen, we've seen a lot of artists do
that. Like a lot of artists in groups
leave and be the standout and thrive.
Yeah, and thrive in both. Hip hop in?
Well, it's mostly like hip hop and R&B rock people.
Rock people rarely break up, do they?
But it's unfortunate though, because like, listen, like the
other people usually struggle. They they do, but it's the name.
Me, the other *NSYNC members? Some.
I don't. I don't even know.
I don't even know who that. They're all just.
Do you remember? The support members of Destiny's
Child, Do you remember the Destiny's Child?
No. No, no, no, no, no, Not Michelle
and Kelly. The other one that.
Was great to say before. What's her name, do you know?
The ones from before, No, I can't really.
I. Don't.
And who is The Who is the other guy in Black Eyed Peas?
So we know. We know, Freggy, and we know.
There's apl.de.ap who there's another guy called apl.de.ap and
it's G. Listen, that's what it is like.
It's the nature of it. If if one usually an artist, an
artist usually like rises rises to the top and that's we can't
hate on that. Like that's what happens.
That's the music industry there and labels are always going to
to see one person who would be successful.
It is because we're attached to the whole story, but at some
point, that story. So when these things happen, do
you usually do you usually paint the person who separates
themselves like as a villain, Like oh, you will just wanted
you just wanted fame? Yeah, you think you're better
than everyone? I.
Mean you can't really, you can't really do that, can you?
You you, because you don't know the full story.
Some of them are like it's malicious and they they just
want all the money for themselves and then there's
fights and stuff like that. But then I think others, we
don't know the full story, so we can't really say that.
But there has been, I'm sure that there's been breakups that
have not been very nice like with like slaughterhouse, like
recently slaughterhouse broke up in the past like a couple of
years. So that was like a rap group and
their business went public like I don't know if you followed
that whole story when they were fighting on on live Joe and and
Joel and all of them and Royce and then we're fighting online
so and and it there's a there's a narrative that's painted that
or someone was not part of the group and they're not doing the
work. So it we really don't know until
we know like the full. It would be a nice documentary
to see what why why groups broke broke up and and just go
through. That's usually because now I'm
telling you 100 like more times than than none.
Yeah, it's usually because one part person in the group.
Thinks thinks they're. Just has way more like it's just
doing way better than the rest and starts to feel like they.
They're being held back. Like when when the contracts
come and every, every time. So you're a group of five and
you're like, yo, listen, we split everything 20%, but then
you realize, yo, everybody's here for me.
Exactly. Most of the audience coming for
me. So I mean 35, yeah, Yeah.
And then the other group members are like, wait, but we sat down
in the room and and and did that then.
Now there's fight, and then I'm here.
And then because, because people come and tell you like, bro,
listen, if you broke up from the tour, did your own album, went
on tour by yourself, you can make so much more money.
And then like that's when that's.
Everybody. It's always it's always once
once one person gets the even the group start getting
individual managers, that's when you know all right things.
Things are starting to go much. You should only have individual
I think, and lawyers have individual management and
representation for your lawyer. I don't know if that's what's
going on here, but shout out to no, no, no.
No, no, please Sam. This was all separate from the
half the band situation. Please quick, quick run back
saved by Afro. That was, that was very
hypothetical. That was that was the best
hypothetical, Sam. You deserve a ball and a ball
and offer that save that you just did now.
Sorry I was testing you. Yeah.
No, no. This, this definitely this is
hypothetical. They call me David Raya.
In my hood, this was. Raya is doing good now.
Now you'll be talking about him. You guys have been.
Complaining about your for sure, For sure.
Oh yeah, yeah. By the way, Arsenal, when the
quarter finals start. Yeah.
Anyway, super happy. That they're going to bounce in
the next round, all right. What's next?
Shut up Boom Play? Boom Play is hosting an
inaugural Boom Fest, which is set to kick off on the 6th of
April. So apparently this Boom Fest is
the Kenya edition. We'll celebrate the country's
music with a star-studded artist.
Line up featuring Calligraph Jones, Nadia Mukami, Arab Boy,
Femi 1, Nameless, Bahati, Willie Paul, Saru Boutros.
Furthermore, Waqardin Ali, Brooklyn Boys and VBI want to
read a quote by the East African Managing Director Martha Hero,
who says Bumply is poised to continue building assets and
creating avenues to spotlight unlock growth and development
for the African music ecosystem. In light of this, we have been
translating our unique music offerings beyond the platform to
the communities of the music in the industry towards impact.
I just want to read this as well.
The decision to choose Kenya for the maiden edition of Boom Plays
live music asset Boom Fest attests to the relevance of our
music space and the need for us to amplify what we have.
That's cool. Shout out to the people at Boom
Play, man. Yo, Shows are always definitely
good for the artists. You know?
That's really like, if there's if there's an excuse, if there's
an excuse to have a show, it should be hard because like
artists like, at least that's that's how we get the well, how
artists get a bag. Yeah, yeah, yeah.
Mostly through shows. Through shows.
Seems cool. Won't play again with another
another, another initiative to to put music on.
So that's cool, that's cool. Is there anything else?
Can we get into the music? We can.
Let's get into the music. Oh wait, there's something hard
to mention. Sorry.
Oh, sure. Really, really great.
DNA said is done with fame and music, which is really sad.
Pardon, DNA said, is done with music and fame.
Oh, why are you sounding so? Different.
I feel like. I feel like that's the right
tone for this news like Oh my gosh guys DNA said is done with
music. Like no.
Anyway I just school. I I it's interesting seeing that
someone has gotten to that point.
People they've seen a lot of the older acts wants to just
maintain a career for the rest of their lives.
But it's not bad obviously. But then it's interesting scene
and he's done. I guess I just want to say
because to big him because he's done rather he's had us a place
in the industry with some of the music that he's released.
So shout out to him man and good luck on your future endeavours.
But people don't ever really leave music.
That's the thing people rarely leave music.
Music is always part of it. So we'll see, we'll see.
Just wanted to mention that it's always.
Yeah, it's always within you. Yeah.
Like I said, good luck on his future and demo.
That's definitely a Kenyan legend for sure.
Speaking of DNA, I didn't have anything.
I don't have anything after that.
I just wanted to just call half a segue.
You finish the segue, you finish it.
It's a collaborative thing here. It's a it's a partnership that
we are. Speaking of DNA, do you know
what's in my DNA? Music and.
That was the that was the fruit at like the bottom, the bottom
bottom. The one that's hanging long from
isolated from everyone else. But that was good though.
Thanks. Thanks for the save.
Yeah. New music.
So this is what I listen to. Bro Hartum by Sir Caleb Aweeti,
did you say? Who's that?
I said. What was that?
Oh, that was the song. Sorry.
That was. Yeah.
Anyway, yeah, I I I listened to Khartoum, a really good, really
good song. Shout out to Kaleb Owiti.
There was Baba, I understand by Papa and Anatu.
I don't know too much about this Papa guy but apparently he's in
the diaspora. So shout out to him for
releasing music and representing Kenya.
Out there, there was Beshtiyangu by Fadamo and Haji Shres.
Yeah, I like. You know what?
It's Fadamo is one of my favorites.
Yeah, Fadamo is. Hard.
It's really cool. I enjoyed that song.
Yeah, he is. He is rapping Black Market
Records, Black Market Records. There was Yumba Yumba by Parotti
and Kapi. That was hard.
There was Drip hard by P Wesh and Jerry, Did you listen to
that one? Yeah, yeah, it isn't some of it.
Jerry is also nice. That was a decent song.
Then there was my other favorite black market record artist,
Tesla. She released a song called.
Situation ships. Shutter to her.
And then I guess I also listened to the last one on his shutter
was No love here by New Funk. It was a kind of sad.
Yeah, it was very sad. Listening to it, but like, yeah,
it was a, it was a good song, very Spacey, very sad because of
the crystal like messaging. Yeah, yeah.
Yeah, that was cool. What did I listen to?
Not much. Let's see, Let's see, let's see.
Let's see, let's see, Let's see. Let's see.
Oh, trio. Miri.
No, no. No.
No.
No No No no.
No. No, I have to do.
This. It has to come from me.
Oh, you guys should know that Sam released some music this.
Week. With an artist, a gentle lady
called Rimini, Talented Sam released a song called Lovers on
the Lord. Very old Schoolish RMB.
We tried to get that song. It's a song.
It's it's the song that has been in.
I think we started that song in 2019-2020, maybe so something
that has been now. Did you did you also mix and
master? I did, I did, along with the The
Goodfellas down at Hillside Studios.
Shout out to Hillside Studios for all your audio mixing and
engineering needs. Really cool guys, Ryan and and
Ian. Ryan was the one who helped me
out with. This Are they actually on the
hillside? Yeah, they're.
On a hill. OK, sorry, I thought we were
trying to plug. Plug them so they.
Get more No. Yeah, it's actually on a hill.
But yeah, so it's a really cool song, man.
I I I I mean, like I said, I think last week or the week
before. R&B Real R&B's back, and it's
back because of Sam Real R. And B back I didn't know if I
brought. Real R&B's back.
That's the title of this name. Real R&B.
'S back. Let's do it.
Any promo would help, so shout out to Ruby, man.
It's a real cool song. We're working on some more music
so I'm very excited for her. Yeah, go check that out.
Support the sister. She's really cool man.
Shout out to her now off this self promo train.
I listened to Triomio Wanga very bad.
I Triomio is one of the guys who I really enjoy listening to.
I think it's very cool. It's very talented.
Also really young, so he has like super promise Wanga very
bad. You can't listen to him once,
you can't listen to him twice, You have to listen to him thrice
because it's Triomio. Triomio Yeah, yeah, yeah, yeah.
Yeah. Yeah, please.
That's AFAM. Go ahead.
Everybody afam AFAM Math St. Evo dropped.
It's got another way. That was a good lesson.
Then what else? Honestly, this week I I should
have been more diligent. I didn't do my due diligence in
like listening. Listen, I went.
I skimmed through songs I didn't like, give it the amount of time
I usually give it. But yeah man, that was, let's
see Fire by Mojo sounds and and and Jay Rocks.
That was cool. BT also released a song called
System Muteo. BT is a is a cool artist too.
That was it. I don't know if there's anything
else I paid super attention to, but yeah, man, that was that was
that. Yeah, so some.
Listen, are we doing self promo? I think it has to come from.
You. No, no, we're not.
This is no, we're we're playing this song that I think was the
best this week, which was Lovers on the Low.
So guys, this is a song majestically by some lovers on
the Low. By the cover.
Coming out soon, yeah. Say it's not the wake you feel.
Don't you deny the fever when you set your eyes on me?
A sudden hit. A soap for fire high on your
supply. We've been lovers on the lawn.
How the sugar sweets.
We can't go to somebody. You're the only one I need.
Show me colours in the rainbow. Ain't love the same.
I'll give you the key. Will you play with me?
Perfect. Except for me.
I feel, but I fly. We be lovers are the love.
That was Lovers on the Low by Ruby Nina, produced by none
other than Ari is late to the party, AKA Sam AKA Jade Dire AKA
the guy who makes the fierce beats in the world.
Explain to people why. Yeah, we can't really say it was
light to my whole government up here.
It's nothing bad. It's nothing bad.
Oh my God.
Well, it was produced by some
really talented guy. Anyway, moving on forward,
moving on. He's.
Running away. Yeah, yeah, yo, that was episode
6068 of Z Podcast is somewhere. We're quickly approaching
episode 100. By the episode, 100 will be upon
us faster than we know it. So, man, listen.
Yep, 686917 almost under 70 more episodes, which is a lot Dang.
It's not. It's not too much.
So, yeah.
Sam, as always, a pleasure recording with you.
Yeah, you are. Yeah, man.
Thank you, thank you, thank you. Listen, I I like, like, I've
started saying and I like to say, man, if you're in the music
industry, and realistically in any industry, always remember
the three CS, you have to have confidence because you don't
have confidence in yourself. Who's going to listen to your
music? Nobody.
You have to have consistency because right now we live in an
era where everybody wants to release music, everybody wants
to be an artist. And if you're not consistent,
nobody cares. And lastly, you have to focus on
the craft every day. If you can do something related
to music, it doesn't have to be a big thing, can be even a very
small thing. But just try and focus on
progressing the craft every day and you'll make it.
Yeah. So that's all I have.
That's all I have for the people, Sam.
Dope. That's dope.
Hope that people heard you so.
Yeah. I I'm just like this is
something I read this week that I just want to plug right.
So it's it's it's by debunk media I guess you can search
them up on on Instagram debunk full stop dot what do we say
Debunk full stop media on Instagram.
It's just an interesting article by a guy called Ras Mingesha.
The article is titled Keeping Isa Alive and it's just like a
short not relatively short read about just Isas origins and why
he means so much to the kind of music is a very good,
interesting article. Isa is obviously one of the
artists that people really, really like, especially because
he unfortunately and untimely passed away.
But his legacy has lived on. So this is a cool interview.
I mean it's a cool, cool article to read.
I I'm very interested in learning about Kenyan music
history and just the artists that we love and how they came
to be and all that stuff. So this was like a really
interesting read. That's the bunk media.
The artist is called Keeping Easel Live.
Check it out if you're very interested in that.
But yeah, that's check it out for me.
Very interested in that? Yeah man.
And listen, our next episode is going to be the Big 69, So
that's just fun. Well, it's such such a classic.
It's a classic meme. It's a classic meme.
It's the meme, bro. Episode 69.
But listen, guys, we love you guys over here.
The 30% Podcast. Thank you guys so much for
listening and thanks for sticking with us for all these
episodes. Like I said at the top of this
podcast, I know I'm leaving, but nothing's really going to
change. The podcast will still be coming
out weekly, so that's going to be still dope as many we will
catch you. And unnecessary segues, Yeah,
yeah, yeah, as we have been doing for the past 60 some
episodes. As always, I'll never change.
We'll never change. So guys, thank you guys so much
and we will catch you on episode 69.
Like Takashi. It's a snitch episode.