Do do do do I from in summer being educational.
What's up? What's going on, everybody?
What is going on? Welcome, Welcome, Carrie Boonie.
Welcome to the 30% Podcast. No, I'm just laughing because
you did multiple octaves. Sorry, Carry.
On oh oh, did I? Yeah, I was just very talented
over here. Welcome to 30% podcast.
I am Sam. I'm here with the goat The
Greatest of All time. Boozy Menierwe.
That that sounds more like an insult than anything.
The girls of all time. Alfa Mephuna.
Yeah, this is what Episode 70 four, Episode 74.
Shout out to everyone who's listening to us Just off.
Like just to stop there. Shout.
Shout out to everyone who is listening to us and shout out to
everyone who's listening to us on Spotify.
Shout out to everyone who's listening to us on Apple Music
Alpha. Do you not, Apple.
Listen, Swahili. I did some research this week
because I was going to freak it. Do you not, Apple.
Listen, Swahili, you get points. I'll buy you.
Isn't it like, too far, huh To something like that?
Just yeah. Shout out to everyone who's
listening. Afram got it right.
Great. Good.
Congratulations. Good job.
What? The fuck fire?
Congratulations, shout out to everyone who's listening to us
on Too Far podcasts, that's not very good.
And on Google Podcast, which by the way I realized is dying
because they're switching over to YouTube Music.
So what you guys could do, if you're listening to us on on the
Google Podcast platform, just hop over to YouTube Music, the
app that they've forced down our throats for the past two years.
Hop over to YouTube Music and just continue from there.
It's just going to all continue from they're just killing the
Google podcast because they want to make a an all in one type
thing where they have YouTube which is very backwards because
everyone moved away from that. Anyway, shout out to you, let's
not make this intro too long. Shout out to our social media.
Shout out to everyone who's
following us. You can find us on social media.
We're on Instagram we're on threads we're on X slash Twitter
and it's just those three it might be on Facebook so and yeah
I said threads and that's the 30% LinkedIn oh and LinkedIn.
So yeah, LinkedIn is very important for linking and
building, as AFAM says. Yeah, so that's the 30% pod.
And if you listen to us on DSPS, YouTube included, it is the 30%
podcast. Yes, thank you.
Share this with whoever who you think, whoever, who, whoever you
think is going to enjoy the content.
Not just content, but then the conversations we're having
people who are interested in Kenyan music and interested in
more than just the surface of Kenyan music.
Like we try to get deep, we try to over brain this.
We're trying to over brain the Kenyan industry.
That's what we're doing now. Yep, that's the intro.
Ava, are you there? I'm still here.
Man, that. Was how's, how's how's things
going over there, man? Don't be too distracted.
Podcast to do. Yeah, pardon.
No, no, no, I said don't be too distracted.
We have a podcast to do. I know, I know.
Your TMS are blowing up because you're just that guy.
What's up? What?
Where did that even come from? I don't know.
I've tried to throw you under the bus for no reason.
Let's go. What's going on?
Yeah, I don't know why Sam is trying to throw me under the
bus, but like, I'm I'm doing fine.
Thank you for asking. My week has been good, comprised
of making a lot of music, mixing and also releasing music.
So as you guys know, I'm out here with Foster Nix and we
released We had a drop that came out last Friday.
It's called Contrast and it has two songs, one being called
Glare and the second one been called Blinds.
We're really, really happy with both of these songs.
So if you guys want to check out some stuff that I worked on with
my boy Foster. Please.
Please just check out please streaming platforms and yeah
man, that's that's been the highlight of my of my week, kind
of just building up to the release.
How about yours, bro? What you've been up to?
That's the wait. Before I get into that, you can
also follow us now us individually on social media.
I know we don't do that, but you should be yes, yes, follow Alfa
Mefuna. Actually under score Alfa Mefuna
on social media and mine is Arre is late to the party.
AA RE is late to the party, if you guys so wish.
Yeah, nice. I like us.
I like us plugging ourselves. Plugging so far this is our
platform. I'm plugging my.
I think I'm going to plug myself.
Dang, what have I been up to this week?
Oh, this week. I have been on a top circuit
mission. I've been working on a couple of
remixes. Can't really say exactly who
they are for or why they are for, but that's what I've been
doing this week. I really enjoy remixing, man.
So that's great. I really, I hope that music
comes out because it's it's it's it's good.
I was doing something different on there, so that was that.
Oh, I hung out with First off, just shout out to Abigail, Diana
and the Ongezza volume podcast, which I'm pretty sure if if
you're in tune with the media space, you should have heard of
it. She's doing really good work
over there. Her podcast really.
I mean, it's a music industry, but it focuses on like the live
side of it, like live events and stuff like that.
She goes, she goes for live events, she's an MC, so that's
her thing. So anyway, I'm saying that say
this week we were chilling. We hung out a little bit.
I don't know. I'm, I'm trying to get, I'm
trying to get, yeah, I'm trying to get, what am I trying to say?
Because I don't say the wrong thing.
I'm trying to get. I'm trying to network, trying to
understand more people in the Kenyan space, Kenyan music
industry and what they're doing. And she's definitely one that's
that's that's like she has some knowledge.
She has some. She's in tune with it also.
So I was like, yo, let's chill, let's link.
And then so we did. That was super cool.
We we we kicked it. We went over to Costa.
Ojuang. Is that his?
That's his name, right? Costa?
No. Yes, Costa.
No, it's you're the one who went there.
What do you mean? Is that his?
Name. Did I get the last name right?
Because I don't want to mess that up.
Yes, it's Ojuang. It's Ojuang.
You're right. OK, cool.
Yeah, thank the Lord. Anyway, we went over to Costa
Ojuang's studio. If if you don't know Costa
Ojuang is that. First of all, he's an incredible
musician. But he's also an incredible,
incredible, incredible artist. Like, I walked into his studio
and I was like, and I'm not, I'm not trying to overplay.
Like, I'm just standing there there are there talking and
making jokes and stuff. I was just standing and looking
at art because, bro, it made me relieve like I want, it made me
want to get back into art again. Like it's so good.
Anyways, yeah, so we went bro. Like, wait, no, just to add on
to that, like I was telling you before the podcast.
And yes, guys, we do have conversations on.
Pre production, we're trying to create a good show here.
No, we also just talk as friends anyway.
What? You've meant yes, we're friends.
We talk. I remember a few months ago I
was at Village Market and you know how they have a lot of like
like art exhibitions and stuff like.
So I walk into one of them and it's, I look at the pictures and
I mean the paintings and everything, and I see the name.
And I ask one of the, you know, there's usually the attendants,
and some of them usually end up just also being artists as well.
But like one of the attendants was like, yeah, yeah, this is by
Costo Drang. And then you could see his name
there. And then I was like, wait, I am
so confused. I was so.
Confused. That was an artist.
Because I was like, I've, yeah, I've always, well, he is an
artist, but like, I've always associated his name with music
and so when I saw like his paintings, I was like, wait,
this guy? Also, paints, I'm like, all the
paintings are legit. Paintings are legitimate, very,
very proper. So yeah.
Sorry, sorry, sorry for interrupting.
No, it's cool. It's cool.
It's definitely cool because
I'm, I'm, I'm for all art. I love art in all forms,
dancing, visual arts. I like music.
And you know, I I'm here for it. So put him on, light him up, put
him on, go check out his art. Anyway, So yeah, we went over to
his spot. It was really cool.
He ordered us some some fries in Yama.
The Kenyan, It's not the Kenyan food.
Kenyan staple. Yeah, it's.
I don't think that's the Kenyan staple.
Well, was that Kachum Bari? Sadly there wasn't.
But yo, we chill. It was great.
It was it was cool. I think he has a show coming up
so that's why we went over to his place because I believe
Diana was doing promo with him. So he had a show show over
there. No sorry.
They were doing the promo over there for the show that's coming
up and that's going to be in Alchemist on Thursday.
Tickets are on sale right now. African me doing promo for
someone else that they didn't even pay me.
Hey, but I rock with him, man. I rock with these people and
just go go for the show, man. Go for May not be paid for this,
but anyway, yeah, so that was really cool.
Oh, he played some unreleased music.
And you can get and you can get one free if you use.
The use the promo code some the podcast use the code 30.
Use the code. Yo, we need to stop that.
Stop is a pandemic. Yeah.
Oh, this is stop. It's a pandemic.
Yeah, this sponsorship, the sponsorships.
But anyway, yeah, he played some unreleased music and my
goodness, like there's some fam you can't.
And we'll talk about music later on today.
But you, there's no one who can because one of the critics I
heard, I've heard a lot this week is not not this week.
I've heard a lot from people is oh, Kenyans aren't making good
music. Like Kenyans aren't making.
Like it's over for that. Like it's completely done for
that. Like we are make there's some
good music coming out of anyway. He played us.
He played us unreleased music, some unreleased stuff.
And like I was, I was pleasantly surprised.
Yeah. So that was that.
It's just been that really working on remixes and of course
errands, being a human being. But yeah, that's that was the
week. That was the week.
That was the week shout out to them.
I had. So just again I had briefly, I
had a conversation with him on and hopefully maybe we'll be
able to get him on the podcast. I had a conversation with him
about because he sings, he he, he he sings in his mother tongue
mostly, right. So I had that conversation with
him on artists and being authentically them but still
playing the game of trying to you know appeal to a larger
audience. And he had some really, really
good insight. And he just while while while
having that talk, we're talking like we're working like in the
night, I think we're working the to get like what do you call it
to get transportation to where people are going.
So we're walking. We're talking the streets.
And I just realized, bro, like I have so much.
I don't know if this is weird to talk about myself.
But then I had so much, I have so much passion for this thing.
Like we're talking and I was getting hype.
I almost felt like I wanted to jump out of my body and scream
the things we were saying like loudly on the street.
It was so just talking about music and what people are doing
and the different ways that they're getting it right and
wrong and and even just like I found myself saying.
And that's the reason we started the podcast.
That's the reason we started the podcast.
Like so excellent. Almost like it's a start up, you
know like when and you have like a tech.
Yeah, when a tech bro starts something cool.
So anyway I don't want to keep ranting.
But then it was just and I again that's the reason like we do
this is to have those conversations that people are
not talking about, Not many people talk about the deeper
things. We don't talk about the industry
in itself. We just talk about the products
that the industry gives us. We talk about the art we talk
about and there's so many conversations to be had.
Anyway, I I get passionate about this stuff so but yeah, that was
that. It was really cool.
Shout out to Costa drunk, shout out to Abigail Diana, her friend
showed showed up. Shout out to her to who she was
taking the videos and stuff like that.
That was it's really, really dope.
I really wanted to attend the show but unfortunately I can't.
I was called to a screening for film at at and scene.
I am enjoying more of this, like also looking to get to the film
industry, so I really like watching like films being done
by Kenyan. So anyway, yeah, hopefully.
But if you're able to go again, promo code promo code 30% for
30%. Percentage symbol.
Oh, that's hilarious. Anyway, yeah, so that's that.
That was my weak mind. It was cool.
It was chill. Fire.
That sounds fire. OK.
I mean, on the topic of you guys, you know, speaking about
the music industry. Yeah, yeah, yeah, yeah, yeah.
Yeah. Things that we are passionate
about. Sam, how do you feel about
rebranding? It's part of the gig.
At some point, an artist part of the game.
At some point artists are going to rebrand, right?
At some point, we're either going to rebrand in terms of
music or in terms of your presentation or in terms of
there's going to be a rebrand. That's possible.
Yeah, yeah, yeah. So how do I feel about it?
The likes of it's it's it's inevitable.
Well, it is inevitable. You're right.
Yeah, we've seen the likes of Prince, or The Artist formerly
known as Prince rebrand multiple times.
And then we've seen the likes of Kanye West.
I mean, do you? He's called himself Ye Yeezy
Yeezus Kanye. Yeah, OK, I've said that Yezye
is probably my favorite. Recently, he proclaimed himself
as a God. I don't want to.
Get too much. I don't want to get into it, but
he needs to relax. He needs to.
He needs to chill. Kanye is my guy, but he needs to
chill out. So we've seen very many cases of
like rebrands in the music industry and those are name
changes. There's also just rebrands in
terms of like you said, how do you present yourself?
We saw one, although I know these are very Western examples,
but we've seen like with Miley Cyrus, like coming from being a
Disney star to kind of morphing into like the more adult version
of her. And then she had that whole
period where she was trying to make content for the African
American audience. And then she rebranded back into
like embracing her white Southern roots, which is working
for her because she won a Grammy.
So in some cases, she got a Grammy rebrands.
Yeah, she did win a Grammy, so like and she.
Didn't win a Grammy and getting the last.
Year. Oh wait, what?
What's the difference? That's oh, you mean like
industry games? Yeah, yeah, yeah, yeah.
That's the difference. Oh, OK, that's a bold claim.
If Miley Cyrus listens to this this podcast, I hope you can
back that up. And then I'm playing.
I'm playing. I'm playing.
Yeah, so we've seen. We've seen, we've seen instances
of rebrands and there's one happening at this very moment
and we have an example and I think we can use this as a case
study. I'm actually interested to see
how this rebrand plays out. And I'm talking about, hey,
about, I'm talking about Ethan Muziki, well, formerly known as
Ethan Muziki because he has rebranded.
Formerly known as Ethan. Keithan or Keithan, the artist
formerly known as Ethan. He's rebranded himself to
Keithan and shouted to him because he's been on this
podcast and showed love. By the way, if you guys want to
check that out, it is on our streaming platforms.
We released an an interview with him and Quinnoti.
So anyway, as I was saying, he releases a statement which I
have right in front of me and he says hello eternals which?
So do the Eternals starting the Kitanos now is that?
There are many questions. There are many questions.
We will we will try and answer them after this.
So, so it says. Hello Eternals.
I wanted to take a moment to share something special with
you. Over the past few months, I've
been reflecting deeply on my journey as a musician and the
identity I want to embody through my art.
If you've been following me for a while, you know I am never shy
to take huge leaps in my career. Leaps that might be difficult to
comprehend in the beginning, but that eventually prove to take us
forward. But this is true because like,
even his his transition from being in a boy band to going
solo like that ended up working for him, right?
So today I am excited to announce that I will be
transitioning to a new artist named Keithan.
I've always cherished being known as Ethan, but I've come to
realize that having a name that's uniquely mine will be
beneficial in my steps towards greater heights, continentally
and globally. At the same time, Keithan
represents a deeper part of who I am as an artist, someone who
is constantly evolving, experimenting, and striving to
create music that resonates with authenticity and emotion.
You can. You can check out the rest of
this statement or press release on his social media platforms,
which I guess following the rebrand will be Keithan on all
streaming, I mean on all social media platforms.
Now Sam, I want to ask your opinion, so how do you feel
about the whole rebrand process because it's it's one of those
things which I feel you can only know if it's successful.
If it becomes successful. Time.
Yeah, exactly. Time can.
It's one of those time will tell type of things because I've seen
rebrands either work or not work.
You know what I mean? The beauty about rebrands is you
can always go back. But I'm not, I'm not and I'm not
talking about this situation. It's like you can always rebrand
yourself like there's no amount of, there's no time you can say,
OK, that's enough rebranding. You really can.
The only thing is it it's, I feel like your fan base also
wants a sense of stability like you don't want to keep on like
changing things too often. So what do you think?
What do you think about this rebrand that we're we're
experiencing first hand with Ethan Mouziki well?
I mean he has his reasons for it I guess, right.
That's the reason for it. It's interesting.
The rebrand is is always like you said it, it's a it's a hit
and a miss sometimes. One of my, I guess.
Let me mention one of my least favorite rebrands, you know, the
artist Buju from Nigeria. I believe I've heard of the I'm
not too. Familiar.
So he he, yeah, he's called Buju and he he he he popped up not
like in the maybe recent 3-4 years and he bred it from Boujou
which is a cool name and it it fit him.
I think he branded to BXNX or B. Oh, that's him.
No, I know. I know.
I know that I know him. What did he?
Oh, OK. So I.
Yeah, BNXN for that stands for Benson.
I guess it's supposed to say Benson, but it's a cool way.
So it's. I see.
Yeah, that one was. Santics in a deep sigh.
Yeah, it was Buju, I think. And he did it for the same
reason, almost like for the same reasons that Ethan is
rebranding. Like he wants it to be like he
wants a name that's his, you know Because if you if you
should search Buju, you probably get a lot of in fact I, I, I
know of Bourgeois already right so so it's like branding so but
it will catch on. But fans?
It's a hit and amiss. Sometimes fans hold on to the
old, the old you, because that's what they're familiar with and
and OK, now if you're getting technical about it, you you
stand the chance of losing a fan base because as trivial as it
sounds, some people can get attached to just a name, right?
As if Drake. If Drake decides to rebrand like
to Aubrey. But I I me president, I'd still.
But here's I want to offer some pushback, though.
Because if even if he rebrands to Aubrey me as a Drake fan,
I'll be like, why did he do that?
But I'll still listen to the music.
I don't. Drake's team is not well again
because we have to bring up Drake in everything.
Drake's team is not focusing on on the.
Well, maybe they are, but they're not only focusing on the
core fans because those guys are going to purchase whatever,
they're focusing on the guys on the fence and those guys, that's
what I'm talking about. The guys on the fence, they are.
The reasons for them jumping off the fence could be very fickle.
Oh, he rebranded. Oh, something as simple as he he
oh, what Now he cut his hair and now he's bald.
Like, I'm not rocking with this Drake.
Still same music same everything, but it's a different
Drake so so it could be a hit and miss way.
Your fans could be like, I don't you know like for example if
they're they're they're with Kita.
Now I'm bringing it back to him. I've caught on actually with
with Kita bringing it back to him.
His fans are called The Eternals, right.
That's his thing. If he changes his fan name from
the Eternals to the Key Tunnels or the K Tunnels, I don't know
how to pronounce that. I can see some fans being like,
man, like we built this community of a name and then now
we're just completely switching it.
So it's it's a hit and a miss, but sometimes it could work and
it only works with time, like time is, is, is I think is the
only thing. Or if he's really brilliant with
it and push because you can do like with Benson, now formerly
known as Boujou for a long time on all of his collaborations, he
went by formerly known as Boujou, Benson, formerly known
as Boujou. And then his first album under
his real name was sincerely Benson.
Right. So to kind of like drive it in
people's head. So heads if people if, if, if
the artist formerly known as Ethan does that, then maybe he
could start sticking, you know? But again, it's a hit and amiss.
I I don't know. I feel like I'm saying the same.
You know, because I'm even reading some of the comments on
his Instagram and one of them by by Annie under score.
Why? Are you lighting?
Marietta. Why are you lighting her up like
that? No, no, no.
It's it's not it's not bad. She she says.
Bora, the fandom name doesn't change.
Yeah. So forever eternal.
So it doesn't matter to fan bases that like, we want to keep
our identity. Yep.
You know. Yeah.
So it's it, bro. Like, I agree with you, Sam.
I think it's a very you. You have to like, handle This is
the thing when you're in when you're an artist, you have to
handle your fan base like they're children, kinda.
I don't know if that's wait. What do you mean?
What do you say that? Because that could be offensive.
OK. No, in the in the sense that
like you don't want to do anything that's going to like
really antagonize them and. You have to play placate, play
to them. Just panda.
You have to panda because. Panda a little bit, but also you
know like your fan base is what even allows you to have a career
in the in the industry you know. So definitely making a a a
decision to like change your name.
It's something that needs to be thoroughly, thoroughly well
considered. So I was even looking up like
some there's some pointers that you can use.
Oh, here we go for educational. Success.
We need, we need a Jingle for the educational.
Alpha and Sam are being educational anyway.
That was horrible. Sam, please never let me do it.
How was? The worst It's going to suck for
you to when you play this back. That was bad, bro.
That was. Terrible.
Oh my God. You can't even repeat it, I'm
sure. OK.
Anyway, continue moving. To Sam and Alpha are being
educational. Oh.
It was worse the 2nd. You don't never do that again.
Wait. No, no, no, no, no, no, no.
I'm just saying, I'm just saying should should.
Should the podcast title be some in alpha, being educational?
I wish the podcast title could just be that Jingle, like I wish
anyone instead of them reading the title they.
Just listen to it. No, I'm going to produce that.
No, I'm going to, I'm going to take this and make it the right
notes and find the two and stop saying.
Stop doing it. Continue.
It's please, it's our it's it's now our Jingle for.
Being a original, you can't. Stop the reggae.
OK. So basically these are the,
these are, these are the strategies.
So one, you have to have clear objectives, which I, I hope
Keithan and his team do right. They have to have like clear
goals that they're trying to achieve by this rebranding
strategy, which I assume the goal is to stand out because he
wants to have a name that you can't find anywhere.
If you type in Keithan, he's the only name that's going to come
up. Second one, he has to do his
market research, which I would assume that they've done.
Third one, brand identity. What's that brand identity with
Keithan? I would assume it's just like
having something of his own. I think he wants to just create
a whole niche for himself. But then again, I I think the
brand identity is also just going to remain the same.
I think. I don't think I anticipate him
being a different person than Ethan Muziki.
So yeah, messaging I, I, I also think the messaging is going to
be the same. I I think he's going to be a
similar type of individual. I don't expect him to change
that much. Consistency, internal alignment,
Let me read this, get buy in and support from internal
stakeholders ensuring everyone is aligned with the new
direction. I hope he's done that because I
know very grading like some brand.
Very grading him. No, no it's not grading.
I'm just reading like oh OK, I did OK if if I came off as being
like if I'm grading I didn't like I'm genuinely just reading
like some things A roll out plan which he's effectively put in
place. Customer engagement.
Oh, well, maybe that's something that to think about because it
says involve your audience in rebranding through surveys,
feedback and interactive campaign.
So I don't know if he did this like privately, but that's an
interesting, that's an interesting angle to involve the
audience so that they feel like they have some onus in what
you're rebranding too, which is actually psychologically very
smart. Because then like they're
they'll feel like, oh wow. But then also maybe the drawback
to that is it might be divisive because a certain section of
your fan base, like assume 55% of your fan base feel like,
yeah, we were involved and we're happy and 45% think the
opposite. Now you have a split fan base.
So maybe that's, I don't know, it's something to think about.
And the last one is building public relations and monitoring
and evaluation, which I guess we'll only get to see once the
rebrand has lasted for a few years.
Anyway, all I'm going to say is shout out to Ethan, I think, Oh
well. Keithan, Oh my God, sorry, shout
out to Keithan. I wish the best for him.
I think it's a bold decision. There's a lot.
A very bold decision. But but one thing I can say
about Keithan is feel like it makes bold decisions.
I feel like you're saying it. Over and over.
Again to get in. Your head, because you keep
saying it. Yeah, yeah, yeah, you have to.
But like, because I I feel so tempted to say Ethan Mazuki, but
I'm saying I think he he, that's his brand.
Also making bold decisions like even in the show that they had
with Quinoti and you see their set list and you see how like
not like even he his his his whole section of the show he had
like a like a a play type of thing.
Like he likes to do this bold type of thing.
So this is on brand with Keithan interestingly enough or pun
intended. So yeah, you know, I just
thought it was an interesting topic.
Yeah. I mean to talk about even like
with rebrands get funny because now there's also like
technicals, technicals involved like now you have to go back to
your previous releases and and liaise sometimes.
Sometimes you might even need to get into contracts and change
them so that that's cool. Yeah, that's something that that
that I didn't even think about that yeah.
So you have to get all so that you don't have because now the
problem is if you're not completely on the same page with
your rebrand, then you now just have a bunch of different and
that's confusing for your fan base too because then like what
are we doing, where are we going?
So that's really important to know when your brain, your
rebranding is, it has to be seamless and it has to be well
thoughtful. I mean thought of, but it's cool
though. I hope it works out.
For you on that note, On that note guys, I hope you've enjoyed
this section of our podcast called.
Don't do it. Don't do.
Some and get education, all right.
OK anyway. What else was happening?
Let's talk about, let's talk about, let's talk about the
lady, the the, the, the lady who is who is ruling the the
industry right now. It's not Kenya news, but.
Oh, you mean remember when some you asked me like, what did you
ask me? There's one podcast you asked me
like, who's the biggest artist in this world or something?
And I, said Taylor Swift, What did you say?
Yeah, yeah, yeah, yeah, I probably.
It's probably hate. I'm pretty sure it was hate,
because why would you say that? What are you saying now?
My goodness. So so so some.
Like, I know this isn't Kenyan related news, but it's music
industry related news that you can't really ignore if you're in
the music industry. She sold 2.6 million copies
first week. Some that is absurd.
To sell 600,000 first week would put you as one of the top tier
artists. Like I'm talking you would be at
the level of Caesar. You would be at the level of
Drake you'd be. Let's, let's, let's, let's bring
it low. You're talking about 600,000.
If you sell 200K, you're doing great as an artist. 200 K would
put you at the level of like a little Oozie or like a even
Tyler, The Creator man. Like you'd be the set.
Of artists, yeah. She trumped that by.
Quick maths. 2 million extra cop bro.
Do you know how insane this is? 2.6 million is a lot, 2.6
million is a lot. I have questions on that 2.6
million but 2.6 million is a lot right?
We've seen, and she's achieved some she's achieved 1 billion
streams in her first week on Spotify.
Only on Spotify. That's man.
That's a profitable business. That business is profiting
someone. Dang, oh, the the guys who?
The guys who who who signed her and let is this new album under
the previous people, she left Scooter.
No, no, no. She was under Scooter Braun.
She left. She left that.
She left that ages ago. I think this is under she.
She now owns her masters. I think she works with UMG and
UMG Publishing or yeah, one of the both of those.
She under? UMG, still.
Two points, 22, two 2.6 million copies is let's talk about the
mechanics of it because it's not just selling 2.6 million.
There's a lot of, there's a lot of hey there's listen, it's a
good thing we we we stand it. That's that's a great number.
But then there's a lot of games been played.
I'm not going to, I'm not going to to to dance around that.
There's a lot of games been played and I think Taylor
Swift's team has been really brilliant.
Now I just want to note there's a reason why Taylor Swift before
this, she has been everywhere. The reason why Taylor Swift was
one of the most talked about persons, people in the persons
in the Super Bowl like the American Super Bowl.
And she was there. There's a reason why even the
whole thing with Travis Kelsey and and her relationship it.
All There's a reason why the NFL, bro.
The NFL used to pan to her like, every single time she was at.
A game? Yep.
That's the numbers are that's
that's marketing now that's it's it's all it's all working for
that. The 2.6 has paid off for that.
But yeah Taylor Swift it's reported OK this allegedly it's
reported that she's she's they're playing the games.
Right. So one thing I've heard that
they they do is she releases multiple versions.
You know how artists would do like a deluxe and then they'll
add like two or three songs. Yeah.
So she would do that and put like brand new songs on like
five or six different projects, but they count.
I don't know how they're counting it, but the streams are
almost being counted again, sort of it's there's weird games that
that they're playing in there and of course these are all just
rumours from like people in the industry and and haters also
because they're there. And then there's also like
bundles that you're selling and tickets ticket sales that counts
to us. Album sales and all that
business. There's just a lot of games
being played. So the 2.6 might not necessarily
be. She sold like a pure 2.6 million
copies. It's a lot of we started with
French Montana. It gave us how many like 100 and
and 13 new songs. But there's probably just 13
songs. But the thing about but some, I
think the thing about these these these games, these
industry games that people play, I think they only work when
you're at a certain tier because like.
Exactly. If you're a small artist, you
can try. Release 31 songs in an EP or an
album. Sorry, In an album, no one is
listening to that. I'm so sorry.
Like you play the games all you want, but they it's like you
have to reach a certain scale these games to even be.
Games for for for you to be able to play it, Yeah.
The for the label to agree, OK, this is what we're going to do.
Yeah, you have to. You have to be profitable enough
for them because they're not just going to do it anyhow.
Bro, I'm just, I'm just looking at like, so I'm I'm guessing
that the so I can see two versions.
So there's the tortured poets department and then there's the
anthology. Is the anthology like the
deluxe? No, see, I'm not that.
Taylor Swift. Taylor Swift.
I think it's the deluxe. I think it's the deluxe because
it's like has way more songs because the first one has 16
songs, the second one has 31 songs.
So I would assume that's like a deluxe type of deal or situation
over there. Anyway, shout out to Big Taylor.
Like even Drake and. His big Taylor to.
Kendrick, bro. Big Taylor.
Sam, sorry. Sorry.
I'm so sorry, but yeah, go ahead.
Taylor Taylor. Taylor Swift is the biggest
artist in the world, right? Now.
Right now, yeah. It's just not.
It's not even a debate. Just.
Just sorry, on on. Am I happy about it?
Not great, but like. It's, I mean, it is what it is
and she's she's done enough to get it.
Like even redoing her albums and stuff.
Like, no, she's. By the I actually, you know
what? I respect that.
I respect that deeply. You have to respect it.
You have to respect it just on the on the games that people are
playing. So I found something during the
week right by the girl JT. Do you know JT?
She was in the former city girls.
I think they they city girls. Yeah.
So there was this thing where she released a statement on how
to support my latest single. OK, right.
Spotify streaming rules turn off.
And this is the games that artists are playing by the way.
It's it's it's it's ridiculous. Turn off, I think.
Justin wait. That go ahead.
No, I think Justin Bieber a while back was blasted for doing
this when because he wanted to maximize his his I think it was
around like 20, 2013, 2014. I don't remember the exact date,
but then he was trying to maximize his plays for the week
so he there was streaming games that he was asking people to do.
This is what it is. Turn rule number one.
I won't read all of them, but rule #1, turn off shuffle and
loop before playing the song. OK, stream it on a playlist with
two to three filler songs in between the song you're trying
to get your streams on. OK, do not loop the song and put
it on repeat. Spotify is going to flag that
right? The volume can be low, but don't
mute it. Don't use AVPN to stream the
song. What else?
Use a different account. Pav Oh wait, this is crazy.
This is just essentially telling people how to run a streaming
farm, but this is what so this is what the artists are doing.
It sounds like joining a a cult. It sounds like that this is what
artists like, and there's a lot more.
Sorry, yes. And there's a there's there's
there's a lot more rules like different things to do and
different platforms have their different.
Like there's people who have who have actually studied the
mechanics of ensuring that you get your full streaming returns
from people getting N numbers. Also, So yeah, this game's been
played bro. So while we love that you got
2.6 million, I know that that 2.6 million was gotten by and by
label supported shenanigans. Yeah man, shout out to Taylor.
Shout out to Big Taylor, yo. Speaking of TaylorMade
freestyles and stuff, Jake had to take down his AI version of
the This Tracks but we saw that coming.
Chris Brown. I'm sure it was part of the plan
because an act is as big as him. Won't won't have that.
Never part of the. I'm I just as big as him, won't
have that those what do you call those bases covered?
Sort of like he won't get into legal trouble just for legal
trouble, right is. Lucian will make sure that
everything is. His his dad is, I got it kind
of. Yeah.
He's Papa. He's he's rich, baby daddy,
isn't he? He's rich, baby daddy.
That's hilarious. It's interesting.
I don't know. We'll see.
We'll see how that whole thing plays out.
I mean, we're in the age of AI now.
So Yep, it's an interesting. They're getting on those laws
now. I'm sure this thing is being
taught in music business schools around the world.
Around the. World.
Over. Let's get into music.
There's not much else. Let's get into music.
Yeah, let's get into some music, bro.
What were you? Listening to Music was released
this week. A lot.
A whole bunch. And I like yo, like I said
earlier, no one should say that Kenyans aren't making good
music. Like we can't, don't ever say
that again. Like if you say Kenyans aren't
making good music, you're not looking for it because there is,
there is some fire stuff. Where do we start?
Where do you start? Where do we start?
Where do we start?
Let me see, let me see, let me see.
We reviewed Patrus's album. Patrus is a is a producer and an
artist. We we reviewed his, he had a
released an album. I think it was It has to be.
Last year obviously that was called Love Under Construction
so he released Love Under Construction too Recently I
really enjoyed you know I this this project was interesting to
me like it's it's AI mean it's a cool project.
It's a it's love it's a love themed project.
It has 16 songs and it has it's it's it's an influence of.
So it is a lot of like acoustic guitars on there.
And then there's a there's a constant theme of of trumpet.
I think it's a no, sorry, not a trumpet.
My goodness. It's a saxophone, but it's a
very jazzy saxophone, very jazzy.
So it's interesting that he merged those two in between
there there's like the Kenyan you know bop, there's that.
It's very cool, but it's very acoustic.
I really enjoyed it. I'm I'm rambling.
Some songs that I really definitely loved on the project
was Pingusa Maisha. That was fire I liked Nataka
Nico Pende but with with Garvin Mungay and Ellie we that was
fire the joint with a rush that was fire a pensy type that was
really cool so and see Patty usingis that one was really
interesting. I enjoyed that.
But yeah, it's it's a very cool project.
Shout out to him he The production was very, very
interesting. Very different in terms of like
just the merging of acoustic guitars and like that.
Weird. It's a weird jazzy Afro beats,
Afro pop sound. I really encourage you if if go
go play that man, it's a cool love love, send it, send it to
your significant other. How about that?
Send some Petrus love under construction to to that person
you're trying to woo. AFAM, send it to the person
you're trying to woo. I will and OK, so just to pick
up from from what Sam was saying.
Oh also before I forget by the way off of Petrus's album.
I think my favorite song was Koroboi.
So a shout out to them. Yeah.
So I think the the, the album that I well the EPA I listened
to in depth was closer and this is a Spotify LED project.
I believe they did it as the Spotify camp or writing camp.
This was during the whole Colours Studios period that we
had last year and the project features Navy, Karoon, Moussaki
and Hendrix. Sam, Me and Sam being producers
have to give a big shout out to Hendrix, Sam because like bro,
Bro is out here actually killing it.
I think he would, I would assume he did the production for this
project. And safe to say, yeah man bro I
I would. I want to step out on a legend,
say I think this is some of the most impressive stuff I have
heard. Hendrix, Sam walk, walk on.
Like, it's honestly really, really good music.
It sounds really it's good music.
It sounds really, really good. It's it's just like makes you
wanna. It's so like you want to play
this on a Sunday, Like when you're vibing in the house, you
cheer. Especially, yes, especially that
third one. There's three three songs of the
project Let Me Feel. For me, mine.
That's my fave, yeah, yeah, like that's my fave.
It gives you like such like catch another vibes with the
kicks. And swings, swings, the swings
is the is the swing that's that's.
It's the swing it does And then I love the chanty like vocals
that keep on repeating and then you know it's like the they used
that as a like as an instrument in itself like that shanty
vocals. And then now you have like the
actual vocals in cutting through bro, Honestly, fantastic
fantastically put together. And even if it's four well,
three different artists, I feel like all of them had like the
space they had their niche within the project and I think
it's just a very colourful and clean and it all bro, shut up to
the people at Spotify because like this put like to like what
Sam said at the beginning of the music segment.
If you want to say that there's not good music coming out of
Kenya, I don't know what you guys are smoking on.
Yeah that's that's like bro, yeah, I love.
I love. I also love the instrumentation
or like from the production standpoint, yeah.
I feel like he didn't do, like he was an extra with like the
drums and everything. Like, no.
That's such that space. That's actually a good
observation. That's one thing I, I, I I
noticed it's very it's it wasn't too much now, Hendrix.
No, it wasn't. The production is also very
musical, especially on that second song, like the chords bro
was playing, like there was sevens and augmenteds and all
that it was. Very like jazzyish Jazzy.
Musicals. It was very musical, but still
very simple and very clean. It's it's really good because
then it gives the space to the artists to clean to come
through. Some producers these days just
be doing a lot, man. Like they just especially in the
age of samples. I think he's.
We'll be doing a lot of. Concept the the age of samples,
man. I think his sound selection is
also very top tier. On this project, yes.
Yes. Yeah, like he did.
He did, he did really, really good sound selection for the
drums and everything. So shout out to them man.
Closer like. And also I'm not going to lie, I
didn't know too much about Navy and Saki so this puts me on to
new artists to like check out. So yeah, sort of good shout out
to them. Look what a good song good
project does. An amazing project out in terms
of other music, I listen to some.
I'll just briefly mention a few songs that caught my fancy.
I listened to Hands by Julie Brenda, Kobe Worldwide and
Ruguru to shout out to them. Oh, shout out to my boy Kirby.
He released a song with Rachel Kendy.
The song is called What You Want.
If we're talking about production.
What a song like the the the beat.
Like you have to understand I listen to these things as a
producer as well and like the beat that was fantastic was
phenomenal. Yeah, it was good.
But yeah shout shout out to them.
I I didn't. I don't know too much about
Rachel Candy, so this might be my first, like, proper.
Introduction. She's a music.
She's a newer artist. She's had one release.
She used a song earlier this year called Still in Love.
So I think she's a new artist. OK, come down, Sessions, but
yeah. Shout out to them.
There was the She Violate remix by Gee Whiz and Yre.
Yre is a legend in the game then we had.
I'm still putting out music. These ledges are.
They're still, they're still applying pressure.
Look at them still. Working man.
Still have to have the On your foot on their necks.
There was Darling by Jiru and Chevy.
I think Chevy and Giru make a great team.
I like to see what they're doing.
Yeah. And then I think there was the
stuff with Caleba Wheaty. Now maybe you can talk more
about this. I only listened to two songs.
I haven't listened to the whole project.
Yeah. Shout out to Zoe, because Zoe
was in one of the songs called Falling Together.
You all know I'm a big Zoe Stan. Zoe Kangocha is literally one of
the most talented Kenyan artists at the moment in my humble
opinion. But anyway, I think I liked what
they were doing, so shout out to them.
Two songs actually on the project.
They're falling together and Test Me oh.
Oh, I haven't listened to the other one.
Yeah, yeah, so. Yeah, you get to project so, but
yeah, so 13 song project was was interesting.
I mean, he's been dropping a couple of singles, so it's good
to see that project to come together.
What else was there, man? What else?
There's no, I'm not doing that. There's a lot of music.
There was a lot of music being released.
Just to highlight a couple of more, someone who I really
enjoy. In terms of her, her, her music
is Zaitou Nuan Bui and she leaves a song with White Dhaka,
who I think is a producer and kimba sax.
And I really enjoyed that song. It was pretty cool.
Mutoria and Scam Cardinali utori has really been running it.
He's been running around doing a lot.
There is a song called High Kwanzaa like this.
I bro I really enjoy scam Carden Ali.
I don't know I just really enjoy his music now it's it's it's
it's his rapping is there's like elements of comic the comic
elements in that and then there's still that you know that
street and then he's also sound he sounds like he's also trying
to evolve his sound to appeal to more but at least that's what it
sounds like to me. I could be wrong, but I.
See. Yeah, it's really cool.
I enjoyed that matata. I don't even mention Matata and
bartender Willi released in a kubalika matata.
We know the sound like the sound is the sound.
So they did that. That was cool.
Did you mention M Room B? He stays releasing music.
This guy has a lot of music, has a lot.
He releases like every week. Yeah, it is projects too,
because it is a four song project called Echoes of
Farewell. Sorry.
So that was cool, man. There's a lot, bro.
Go look for music. It's all out there and there's
really, really, there's really, really good music out there.
But anyway, we could, we could, we could go on forever,
obviously. But I'd like to.
For me, the song that I really enjoyed the most is a song by.
We've talked about it before, It's called Papa.
It's an artist called Papa. He's a Kenyan, British, Kenya,
British, British Canyon, whichever, however way you want
to go, go about it artist. And he's been reason like really
cool. He does very cool, conscious,
conscious music that I really like, I've almost saying.
Am I wrong? Yeah, yeah.
Am I wrong in drawing the parallel between him and Flyer?
I feel like he's like fly, like he's like an older version.
And older. Yeah, it's it.
And his name is Papa. So, Oh my, there we go.
Yeah, Speaking of Speaking of Flyer, I saw.
Earlier during the week, was it earlier during the week or
recently? Oh, recently I saw Blinky Bill
was was was covering his uchuminibaya joint, which is
like a big look. So shout out to him.
We love to see it. We love to see it.
So yeah, conversation by Papa, this is like music I enjoy, like
I just be. I've played it a lot of times
already. This is like my kind of joints,
man. It's very chill, very and very
conscious, very. It makes you think it's more,
it's more it has a lot of meaning.
Not to say that songs don't have meaning, but pop sometimes has a
reputation for just being pop. But yeah, this one was more like
a well cooked meal rather than noodles or fast food.
So yeah, I don't hate, man. So yeah, I'd like to.
Play oh gosh. Conversation.
Conversation by Papa. Got held up on the way.
Traffic is a mess. I'm tired and in pain.
Might even be unwell. Got to look after the kids.
Work is really stressed. Got a problem.
Really big Today just ain't the best.
I'm too tired to run. Stop putting on your ego.
He's too strong. Let go and tell the truth some.
Stop putting on your honestly who you are.
Do your own thing or you'll end up alone.
Please have a conversation. End up alone.
I love my little space. Got it to myself.
Refuge from the race. It's my time to melt.
Hiding from the world. Seeking to reflect wisdom and a
Pearl with myself. Connect Must protect the flame.
Freedom to the coast sticking to my lane.
If you know. You know.
Freedom to be strange when one feeling roams.
Once you've had a taste. Your heart is found at home.
Support it on. Your ego is too strong, Nicole,
and tell the truth. Some support it on.
Be honest with you all. Do your own thing or you end up
alone. You could climb any mountain
cars and he seas you could learn anything.
Start again baby. Hide your feet.
Take your seat on the throne Amongst the legends oh.
Don't do what you're told or you'll end up alone oh oh.
Just have a conversation. End up alone.
Oh, Yep, that was.
Conversation by Papa I Will I Prom that song is going to be I
will play that song to death man.
This guy has this his past couple of releases have just
been like now like now I'm hooked now I'm hooked.
It's really cool really really cool music But yeah man that
that was that's that's new music.
There's a lot of music from there's, and I'm super excited
to like, I want to go back into the Patriots album again and and
dive into it. I definitely want to pay.
Pay. Patrus.
No, I sent you on a Perus. Yeah, Yeah.
Yeah, yeah, Perus through. Patrus's album.
I see what you did this This guy's clever.
Where else would you get? Where else would you?
Where else would you get close? Brilliant.
Just flips of the English language.
Apart from the 30% podcast from the Goat himself, Afamifuna,
what else would you know? Yeah.
Anyway, looking forward to getting to that.
Even the closer album. I need to play that some more,
man. I I like that.
I really enjoy what they've done over there.
Yeah bro, just that. Yes Sir, that was episode. 74
Man, I can't believe we've done 74.
Episodes of this. Like always guys, I want to
leave you guys with my I know, I know, I go on about this stuff.
But like, it's very important to me that you guys understand that
with these 3C's, you guys can be some of the most successful
people in the music industry or any industry that you're in.
You have to be confident about the stuff that you're doing.
So in this case, your art, How confident you are translates
into how much attention people are going to give you because
people tend. This is the thing, people are
kind of sheep. And if people see that you're
very confident about your own work, they'll also be like, huh,
there's something there. Secondly, you always have to be
consistent. If you're not consistent, people
will forget about you in a flash.
You have to have to keep on being in people's faces.
I know some of us, especially in the creative industry, as
producers, engineers, we like to stay behind the scenes.
But listen, you have to be, can't do that no more.
You have to have. To.
Be in people's faces. You cannot, cannot just be like
no, I just want to No, no, no, no, no.
You have to consistently be there.
And lastly, always, always work on your craft.
Listen, I can't. I can't.
You you can't. Look past how important it is to
everyday do something that contributes to the overall goal,
no matter how small it is. Watch a tutorial that's fact.
Read a book on. Music.
Marketing or I don't know. We just always work towards the
PDF the. Craft, Yep.
Or building the. Craft.
That's all. That's all for me, Sam.
That's all folks. That's all folks.
As always, thank you guys so much for listening.
Tell a friend to listen to this podcast if they wanna get a
taste of what the Kenyan music industry is all about.
Yep, that's what we cover. We kind of use this as a journal
to know what's happening in this point of time within the Kenyan
music industry. You know, hopefully three years
from now, five years from now, if somebody wants to know, huh,
what was happening in the Kenyan music industry in 2024 and 2023,
they can look back on this podcast to kind of get like a
little bit of a picture of what's what was happening on the
show. And thank you as.
Always for. Listening Sam, thank you for
being the amazing Co host that you are.
And so, yeah, just say don't thank me.
No. But all I have to I have to bro.
I have to. I appreciate it, man.
And we'll. Catch you guys.
On Big episode 75 Without.