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00:00:00,280 --> 00:00:02,880
And there you have it, some I 
think we have. 

2
00:00:03,160 --> 00:00:05,440
We've cracked the. 
Code, Well, in our own way, 

3
00:00:05,440 --> 00:00:08,800
we've, we've, we've tried, I 
think we've cracked the code. 

4
00:00:09,680 --> 00:00:13,200
We've cracked the code, given 
away the sauce for free. 

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00:01:01,860 --> 00:01:07,020
Yo, what's up? 
And welcome to episode 98 of the

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30% Podcast hosted by yours 
truly, Afamefuna, and my 

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amazing, amazing partner in 
crime. 

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He is the Bunny to my client. 
All right. 

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OK, I don't know. 
I wouldn't refer to. 

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Sometimes. 
Sometimes I just go off the 

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rails, I don't know. 
Refer to myself as the Bunny to 

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your client, my guy. 
I wouldn't do that. 

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What's up, man? 
It's some it's some What's up? 

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Say what's up to all your yo. 
And the third entity that needs 

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to be introduced is you guys. 
You guys are the glue. 

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Facts. 
You are the gel that makes this 

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podcast a podcast. 
So shout out to you guys. 

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Yeah, yeah. 
And yo, I hope you guys have 

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been OK. 
I hope your weeks have been 

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fulfilling. 
I hope your days are going well.

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Sam, how have you been? 
I've been man, I've been 

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alright. 
I've been cool, I've been chill.

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I've been decent for the most 
part. 

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Yeah, not, not, not anything 
much. 

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Just been working, making some 
some slaps some slaps. 

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Hey, making some slapper, 
Rooney. 

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Some slapper Rooney and plotting
plotting world domination and. 

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Oh for real bro? 
Yeah, that's that's, that's been

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it, man. 
I'm trying to see if there's 

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anything interesting that 
occurred in my life. 

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I really need to do more, bro. 
Like this is getting sad at this

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point. 
But if anything goes to mind, 

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I'll say. 
But then I really just had the 

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most basic work field week get 
into the back. 

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It'd be like that sometimes. 
It'd be like, it's been like 

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that for a long time. 
Oh, you've been. 

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What have you been up to? 
I've been good moved to a new 

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place, which I did mention in 
the last podcast. 

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That was literally the last time
we recorded. 

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I was lit. 
I hadn't even been in this in 

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this space for like an hour. 
Like I literally just moved in 

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here and. 
But. 

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Yeah. 
So now I've had like a little 

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bit of like time to it's what's 
been six days now. 

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Yeah. 
So, yeah, getting used to this 

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new environment. 
I've been good. 

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This week. 
I had a studio session with an 

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artist I met actually like at A 
at a networking event. 

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And they were like, yo, you 
know, we said we wanted to work 

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together. 
I have this studio session. 

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Do you want to come like produce
engineer? 

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And I was like, yeah, sure. 
And yeah, so that happened. 

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That happened on Friday. 
That was fun when to record at 

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pirate.com, they have this like 
building and then it has like 

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multiple like rooms essentially 
just like mini studios. 

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And it's such a dope concept. 
Actually. 

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Somebody needs to pull that off 
like back home. 

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I think it's really sick and the
prices are not too crazy. 

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So really like helps, but it's a
it's a big investment because 

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you have to like essentially 
invest in studio equipment for 

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God knows how many studios and I
think they're like, I don't 

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know, you might have to be like 
14. 

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I think we've tried in there. 
Each room has like 2 monitors 

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has a MIDI has the focus right 
DI box or audio interface. 

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Sorry. 
And then obviously microphone, 

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headphones, yeah, actually it's 
a big investment, but I think 

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it's nice. 
Anyway, we recorded a bunch of 

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like so he's called Chad and 
he's originally from Jamaica, 

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but he's. 
What did you just say, Jamaica 

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for a while? 
Did you do the accent? 

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I don't know that was that 
racist. 

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I'm sorry. 
I didn't mean to like be like, I

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don't. 
I just wanted to say it like 

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that. 
Oh my God. 

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It's fine, sorry. 
Yeah, thanks for calling me out 

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and. 
Making it always the body you 

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played. 
Oh my God. 

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Anyway, yeah. 
So that was my week. 

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Other than that, yeah, I haven't
done haven't done anything of 

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note at least. 
Oh, I forgot, yeah, I forgot 

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sound. 
I forgot I and this is not even 

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for self promote, but then I 
really enjoy like remix and 

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stuff and one of my favorite 
artists called Andy Mineo 

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dropped remix pack of us like a 
freestyle he did. 

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So I had like a lot of fun with 
that one. 

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No, my see, it has just 
triggered the hunger in me now 

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to just remix everything under 
the sun. 

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00:05:55,600 --> 00:05:58,200
So if you never know, I don't 
want to do self promo, but yeah.

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I love how certain things just 
trigger you into like, creative,

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00:06:05,240 --> 00:06:07,000
Yeah, like vibe. 
Crazy. 

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00:06:08,320 --> 00:06:12,600
For me it's just listening to 
and hyper fixating to back in 

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office by Odunsi. 
Now I just that's all I want to 

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do. 
Some I just want to make. 

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You've entered a new phase. 
You've entered a new phase. 

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00:06:20,960 --> 00:06:23,160
Yep, Yep, Yep, Yep. 
Yeah. 

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That's, that's what I'm going to
do anyway. 

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Listen, yeah. 
Anyway, I, I, I just love being 

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an artist because like, it's 
just, it's small things like 

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just to be like they open up 
your mind and it's like, yeah, 

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Yep. 
Yeah. 

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This is. 
This is what it is, life. 

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Yes, Sir, man. 
So Sam had a very interesting 

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conversation with my dad. 
So my dad listens to this 

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podcast and we'll just talk 
about last podcast where we kind

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of touched on the topic with 
Steph Capella, You know, and he 

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was just kind of talking about 
like Rama being in the country 

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and you know, how international 
acts get paid significantly way 

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more than Kenyan artists. 
And prior to that, he's also 

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talked about how international 
acts kind of, you know, they, 

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for lack of a better word, use, 
but that's not what it is. 

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But they use our industry as a 
stepping stone essentially. 

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And that leaves a lot of our 
local artists in the dust. 

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And anyway, that's a whole 
conversation, but it did lead 

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some and I into a rabbit hole 
and it left us wondering. 

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Actually, some posited this 
question like a few weeks ago, 

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but this was in pre production, 
I believe. 

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Was it in pre production or was 
it in an actual podcast? 

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Oh my God, time the question of 
like, how do we make Kenyan 

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artists international it. 
Was pre production trying to 

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00:08:01,320 --> 00:08:03,560
figure it out? 
I think it was pre production. 

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Sometimes the lines blur between
what's happening. 

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This is the way we do, we do, we
do things. 

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It makes it difficult to know 
what's the podcast and what. 

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I know, I know, but maybe if we 
had pre production like a day 

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before the actual podcast would 
be able to like delineate, but 

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that would be so much worse. 
Yeah. 

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00:08:22,560 --> 00:08:30,360
Anyway, in Ignore the Podcast 
Politics we went down a rabbit 

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hole and we wanted to answer the
question how or what steps 

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00:08:36,679 --> 00:08:44,159
should we take in order to make 
international acts out of our 

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00:08:44,159 --> 00:08:46,080
Kenyan artists? 
Or local acts. 

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And. 
Like the tangible? 

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The question. 
Yeah, the tangible. 

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I need you doubt. 
Actual steps, Sorry, no, the 

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tangible actual, actual steps 
because we've, we've, we've, 

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there's a lot of talk about it, 
right? 

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And we've discussed and we know 
that something needs to be done.

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But then, and we had said it 
last week on the last podcast in

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00:09:07,960 --> 00:09:11,400
that we actually need to get out
there and do the things that 

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00:09:11,920 --> 00:09:15,000
would make put us in those 
positions for us to that raise 

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00:09:15,000 --> 00:09:17,880
the value of Kenyan Axe and they
can be earning more in all the 

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00:09:17,880 --> 00:09:19,600
business. 
So now that's a deep dive went 

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00:09:19,600 --> 00:09:23,440
into is what are the what are 
the actual steps and things like

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00:09:23,480 --> 00:09:26,560
that the artists currently need 
in this region to get there. 

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00:09:26,560 --> 00:09:30,920
So yeah. 
So, Sam, I need you to tell the 

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00:09:30,920 --> 00:09:32,840
people, give the, give them the 
answer. 

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00:09:32,840 --> 00:09:35,240
What's the answer, Sam? 
Money. 

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00:09:36,680 --> 00:09:38,840
The Mafia. 
Oh yeah, money is a big. 

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00:09:40,040 --> 00:09:42,160
Oh, yeah, yeah, money. 
Money is the underlining for all

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00:09:42,160 --> 00:09:44,480
of this. 
But I mean, there's a couple of 

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00:09:44,480 --> 00:09:45,520
things. 
There's a couple of things. 

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00:09:45,520 --> 00:09:52,280
So it's just first looking at 
what does an artist need to do 

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in order to expand? 
Because what we're talking about

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is just expanding your reach, 
taking yourself from having, 

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00:09:58,240 --> 00:10:01,160
increasing your fan base, 
increasing the number of eyes 

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00:10:01,160 --> 00:10:03,120
and ears on you. 
We're talking about music. 

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00:10:03,120 --> 00:10:05,040
So it's ears then. 
Yeah. 

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00:10:05,040 --> 00:10:10,240
And then getting you getting the
artists ingrained in, I don't 

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00:10:10,240 --> 00:10:12,080
know if we can get it right, but
then getting the artists into 

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00:10:12,080 --> 00:10:15,680
other conversations and other 
cultures like cross, almost like

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00:10:15,680 --> 00:10:20,120
a cross cultural creativity art 
type of. 

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00:10:20,120 --> 00:10:23,160
Experience, yes. 
So I mean, we could just run, we

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00:10:23,160 --> 00:10:26,240
could what do we run through 
some of the different things 

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00:10:26,240 --> 00:10:30,440
that we found out. 
Yeah, sure. 

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00:10:30,560 --> 00:10:36,360
And maybe we could tackle like 
OK Does, would you say Kenya 

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right now has international 
acts, which let me answer my own

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00:10:41,320 --> 00:10:44,680
question. 
I would say yes, but I feel like

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everything is still at, it's 
like budding phases. 

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So look at the likes of like 
Sophie and Zhao Nesburu, Aziz, 

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BN. 
These are names that you would 

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00:10:59,720 --> 00:11:04,480
say are international acts 
because they TG black as well 

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because they exceed our borders 
per SE. 

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00:11:09,320 --> 00:11:11,440
And there are many other 
examples. 

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These are just a few names that 
are coming to the top of my 

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00:11:13,920 --> 00:11:17,760
head. 
And for me, I feel like this. 

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What I have figured out is that 
there are two kinds of like 

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international acts per SE. 
So we have like BN, who has been

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00:11:29,040 --> 00:11:32,720
a staple in our industry for 
many, many years. 

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And so he has organically built 
up a listening, a listenership 

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and a following all through the 
all through the years. 

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He's, he's also created his 
sound, modified it, moulded it 

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00:11:45,640 --> 00:11:50,880
into what it is today and has a 
valid, valid or like he has an 

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00:11:50,880 --> 00:11:55,080
established kind of product that
he has been refining all through

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00:11:55,080 --> 00:11:57,040
the years. 
And now I feel like he's 

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00:11:57,040 --> 00:12:00,360
beginning to really like, say 
this is my product and he's 

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00:12:00,360 --> 00:12:02,400
going out there to like market 
it. 

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00:12:02,400 --> 00:12:05,720
And now because he's already 
like fine-tuned it using our 

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00:12:05,720 --> 00:12:09,400
industry. 
Then there's the other there's 

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00:12:09,400 --> 00:12:17,480
the other subset of artists who 
kind of almost bypass the Kenyan

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00:12:17,480 --> 00:12:22,440
audience and decide to market 
themselves outside, and they 

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00:12:22,440 --> 00:12:27,480
also gain very much, or they 
gain success doing that, or they

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00:12:27,480 --> 00:12:31,440
achieve success doing that as 
well. 

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00:12:33,760 --> 00:12:37,960
For example, Sophie and Zhao, 
whose rise can be looked at as 

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00:12:37,960 --> 00:12:41,400
being very unorthodox. 
Very unorthodox because not. 

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00:12:41,600 --> 00:12:45,920
The way, yeah, the way exactly. 
Because the way she blew up 

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00:12:45,920 --> 00:12:50,880
isn't how it's, it's like, it's,
it's not like it's very 

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00:12:50,880 --> 00:12:54,240
difficult for other artists to 
replicate what she did. 

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00:12:54,560 --> 00:12:58,680
But you can see the method of 
how she did what she did with 

198
00:12:58,680 --> 00:13:01,200
artists like Ed Aziz and 
Nessunburu. 

199
00:13:01,480 --> 00:13:03,400
And what method am I talking 
about? 

200
00:13:03,400 --> 00:13:10,480
I'm talking about appealing to 
like that European like 

201
00:13:10,880 --> 00:13:16,320
audience, Western audience that 
listens to a lot of like dance, 

202
00:13:16,320 --> 00:13:22,040
EDM, electronic type of music 
and then infusing it with their 

203
00:13:22,040 --> 00:13:24,720
sound because in truth, it's 
their sound. 

204
00:13:25,040 --> 00:13:29,200
But then just like infusing it 
with African vocals and stuff 

205
00:13:29,200 --> 00:13:32,400
like that. 
And and it's evident when you go

206
00:13:32,400 --> 00:13:38,960
to, if you go to Sophia and Zhao
Nesburus or diseases like 

207
00:13:38,960 --> 00:13:42,880
Spotify profiles and look at 
like the regions that consume 

208
00:13:42,880 --> 00:13:44,760
their music, you wouldn't find 
you. 

209
00:13:44,760 --> 00:13:46,920
Wouldn't find Kenya as a number 
one. 

210
00:13:46,920 --> 00:13:48,760
Yeah, yeah, yeah. 
No, you wouldn't. 

211
00:13:48,760 --> 00:13:51,960
Yeah, but they are successful. 
You can't take away from the 

212
00:13:51,960 --> 00:13:55,240
fact that they are successful. 
So essentially they market 

213
00:13:55,280 --> 00:13:59,120
outside because if generally 
some, if you ask any Kenyan like

214
00:13:59,520 --> 00:14:02,840
if that is the top of their 
genre list, yes, there will be 

215
00:14:02,840 --> 00:14:07,000
Kenyans who say yes. 
But most Kenyans wouldn't say 

216
00:14:07,000 --> 00:14:12,760
like OK, for sure. 
Like #1 on my list is like the 

217
00:14:12,760 --> 00:14:14,880
EDM stuff. 
Not to say that they are not 

218
00:14:14,880 --> 00:14:18,080
supportive of those artists. 
I'm just kind of saying like 

219
00:14:18,080 --> 00:14:19,400
that's just. 
I mean kind. 

220
00:14:19,400 --> 00:14:22,640
Of how it is, and that's fine. 
It's it's their music. 

221
00:14:22,640 --> 00:14:28,280
Is is is for specific times and 
occasions, like I was saying 

222
00:14:28,280 --> 00:14:30,320
earlier, like you wouldn't. 
I don't even mind. 

223
00:14:30,320 --> 00:14:35,800
Again in the middle of his 
Tuesday morning show would throw

224
00:14:35,800 --> 00:14:38,280
in Mwaki. 
You know, not that it's it's 

225
00:14:38,280 --> 00:14:41,480
it's it's it's bad. 
But then you just, that's not 

226
00:14:41,480 --> 00:14:43,680
what naturally people would 
gravitate with. 

227
00:14:43,680 --> 00:14:47,760
Like that kind of sound is 
specifically for like parties 

228
00:14:47,760 --> 00:14:49,960
and. 
I mean, they probably did when 

229
00:14:49,960 --> 00:14:54,680
it was like popping maybe, but 
like I'm sure it has like really

230
00:14:54,680 --> 00:14:56,680
like tapered, tapered. 
Off. 

231
00:14:56,760 --> 00:14:59,640
It doesn't stay in that spot. 
Probably reverted into. 

232
00:15:00,240 --> 00:15:01,720
Yeah, they're probably reverted 
into. 

233
00:15:01,720 --> 00:15:06,600
Like the, you know, the more 
what they usually play their 

234
00:15:06,600 --> 00:15:09,840
usual like radio rotation. 
So I would say those are like 

235
00:15:09,840 --> 00:15:14,440
kind of like the two ways in 
which you can kind of go about 

236
00:15:14,440 --> 00:15:17,880
it. 
But then there's way more, 

237
00:15:17,880 --> 00:15:21,920
there's way more. 
And OK, maybe I'll, maybe I can 

238
00:15:21,920 --> 00:15:23,960
just say. 
Yeah, we could. 

239
00:15:24,560 --> 00:15:25,800
Just maybe. 
We could do like this, like, 

240
00:15:26,560 --> 00:15:29,160
yeah, maybe I can just go. 
I can just say one thing, we can

241
00:15:29,160 --> 00:15:32,200
talk about it, then we can move 
on to the next point. 

242
00:15:32,200 --> 00:15:38,120
So how to make a Kenyan artist 
an international superstar? 

243
00:15:38,120 --> 00:15:41,240
One, obviously you need to focus
on the music. 

244
00:15:41,320 --> 00:15:46,360
The music has to be good. 
And in my opinion, Sam, I think 

245
00:15:46,760 --> 00:15:51,160
Kenyans make good music. 
I think it's good enough to 

246
00:15:51,160 --> 00:15:53,600
market on the international 
stage. 

247
00:15:53,600 --> 00:15:56,360
Would you agree with me or no? 
Yes, we do. 

248
00:15:56,360 --> 00:16:00,440
We have good music and we have. 
So the beauty about the Kenyan 

249
00:16:00,440 --> 00:16:04,480
space is that it's very 
versatile and very diverse in 

250
00:16:04,480 --> 00:16:09,480
terms of sound. 
So there's more than one sound 

251
00:16:09,480 --> 00:16:14,480
that can make it to the 
international stage if we if, if

252
00:16:14,480 --> 00:16:16,840
we like focus. 
But yeah, I, I do agree, I think

253
00:16:16,840 --> 00:16:18,800
we have, we have enough to be 
able to push. 

254
00:16:20,320 --> 00:16:23,240
I agree. 
And I mean, I feel like that 

255
00:16:23,520 --> 00:16:28,560
point is both A+ and sometimes a
negative. 

256
00:16:28,760 --> 00:16:34,120
So I was reading, I was reading 
this WIPO, is it WIPO, WIPO 

257
00:16:34,360 --> 00:16:37,160
magazine. 
And this is an article that was 

258
00:16:37,160 --> 00:16:43,760
published in what, 2007? 
So it's a really old article, 

259
00:16:43,760 --> 00:16:47,280
but like, it's an article 
talking about the, the, the 

260
00:16:47,280 --> 00:16:51,600
Kenyan music industry and the 
challenges that it made it is 

261
00:16:51,600 --> 00:16:55,320
facing in terms of like, 
comparing to international 

262
00:16:55,320 --> 00:16:58,680
markets. 
And one specific paragraph like 

263
00:16:58,680 --> 00:17:02,600
stood out to me where they said 
despite its vibrant creativity 

264
00:17:02,600 --> 00:17:06,079
and boom in production, the 
Kenyan music industry is nowhere

265
00:17:06,079 --> 00:17:10,400
near realizing its potential. 
Nobody knows about Kenyan music,

266
00:17:10,400 --> 00:17:14,000
says Susanna Oweo. 
And that is because we lack 

267
00:17:14,000 --> 00:17:16,720
proper networking in terms of 
distribution. 

268
00:17:17,079 --> 00:17:21,800
Paradoxically, the very 
diversity of Kenya's music seen 

269
00:17:22,000 --> 00:17:26,000
represents a key challenge to 
developing a sustainable 

270
00:17:26,000 --> 00:17:29,160
industry. 
In particular, it's linguistic 

271
00:17:29,160 --> 00:17:32,720
diversity has fragmented the 
market and made it more 

272
00:17:32,720 --> 00:17:37,200
difficult for artists to develop
unique and recognizable sounds 

273
00:17:37,360 --> 00:17:42,520
that can serve as a currency for
access to mainstream global 

274
00:17:42,520 --> 00:17:44,680
markets. 
Do you what do you think about 

275
00:17:44,680 --> 00:17:49,880
that statement? 
Yeah, I mean, it makes, it makes

276
00:17:49,880 --> 00:17:54,360
sense the the the tagline, no 
one, no nobody knows about 

277
00:17:54,360 --> 00:17:57,920
Kenyan music is actually just 
very, it's a harsh reality, but 

278
00:17:57,920 --> 00:18:01,840
it's it's very true. 
In terms of just exposure, I 

279
00:18:01,840 --> 00:18:05,800
think I think for us to get 
there, it has there has to be a 

280
00:18:05,800 --> 00:18:10,760
lot more exposure, a lot more 
again, cross cultural exposure. 

281
00:18:11,160 --> 00:18:14,760
And that comes through 
networking obviously comes to 

282
00:18:14,760 --> 00:18:19,160
networking comes through through
being in front of those spaces. 

283
00:18:19,160 --> 00:18:23,960
So it makes that it makes it 
makes sense what what was said 

284
00:18:24,280 --> 00:18:27,320
and that that statement again 
was said by Susanna Wheel, who 

285
00:18:27,320 --> 00:18:30,920
is a a staple and she's been 
around for a minute. 

286
00:18:30,920 --> 00:18:32,760
Yeah, very well respected and 
but. 

287
00:18:33,000 --> 00:18:35,840
Yeah. 
I mean, OK, so how, how do we 

288
00:18:35,840 --> 00:18:39,680
get our product to the right 
spaces? 

289
00:18:39,680 --> 00:18:45,360
And I feel like it's a it's a 
blend of PR and marketing, 

290
00:18:45,800 --> 00:18:48,080
right? 
Like targeted marketing and 

291
00:18:48,080 --> 00:18:51,880
targeted PR. 
And I'm pretty sure Kenyan 

292
00:18:51,880 --> 00:18:56,480
artists do this. 
But I know for a fact that like 

293
00:18:56,480 --> 00:19:01,600
when Remma, when Thames, when 
Ira Star release music, like 

294
00:19:01,600 --> 00:19:07,200
they have dedicated like PR 
packages for Kenya and even East

295
00:19:07,200 --> 00:19:11,720
Africa and different regions 
were there like, yeah, they're 

296
00:19:11,720 --> 00:19:17,040
spending, they're spending 
money, like a lot of money to to

297
00:19:17,040 --> 00:19:21,560
do PR in like our spaces. 
And essentially, I think that's 

298
00:19:21,560 --> 00:19:25,440
what we need to do whenever our 
big. 

299
00:19:25,560 --> 00:19:31,400
And I'm pretty sure our artists 
do it, but maybe we just need to

300
00:19:31,400 --> 00:19:36,160
do it in more like we'll need to
do more frequently. 

301
00:19:36,200 --> 00:19:40,960
Yes, I I guess like where when 
you're releasing music, it's not

302
00:19:40,960 --> 00:19:44,960
just only targeted for a Kenyan.
Blogs A Kenyan, Yeah. 

303
00:19:45,240 --> 00:19:48,280
You can, yeah. 
I think we need to figure out 

304
00:19:48,280 --> 00:19:53,640
how to reach out to these PR 
agencies abroad and they will be

305
00:19:53,640 --> 00:19:56,360
open to working with us because 
at the end of the day, it's 

306
00:19:56,520 --> 00:19:59,200
business. 
It's it's a money thing, right? 

307
00:19:59,280 --> 00:20:02,000
If you if they state a price, 
yes. 

308
00:20:02,880 --> 00:20:06,440
They're, they're gonna do it 
like they're, they're gonna see 

309
00:20:06,440 --> 00:20:12,680
value in, in promoting Kenyan 
art out. 

310
00:20:12,680 --> 00:20:14,760
There and the beauty. 
So I think we just really need. 

311
00:20:15,400 --> 00:20:18,560
To just on that point, the 
beauty about that is the more 

312
00:20:18,760 --> 00:20:22,960
you're, you raise your value in 
that sense as an artist, you 

313
00:20:22,960 --> 00:20:25,320
promote yourself and then you 
gain like more audiences, the 

314
00:20:25,320 --> 00:20:26,840
more people who want to invest 
in your art. 

315
00:20:27,000 --> 00:20:31,040
And so then the money comes like
from labels, from whatever brand

316
00:20:31,040 --> 00:20:33,160
deals, whatever it is, the money
begins to become more. 

317
00:20:33,160 --> 00:20:37,960
So it almost sorts itself out if
you do that well kind of deal. 

318
00:20:38,520 --> 00:20:40,800
Yeah, I, I agree. 
I agree, man. 

319
00:20:40,800 --> 00:20:44,800
And it's even going the extra 
step into like, you know, 

320
00:20:44,800 --> 00:20:48,240
investing like in digital ads 
that are like targeted. 

321
00:20:48,240 --> 00:20:51,160
Yes, for. 
These like spaces. 

322
00:20:51,160 --> 00:20:52,840
I feel like, to be honest with 
you, I feel like that's one 

323
00:20:52,840 --> 00:20:54,160
thing. 
That's one thing that a lot of 

324
00:20:54,160 --> 00:20:58,760
people neglect is like actually 
doing like targeted apart from 

325
00:20:58,760 --> 00:21:01,280
now, not just the going on 
Instagram and like doing like 

326
00:21:01,280 --> 00:21:04,640
one ad, but then actually going 
deep into like SEO and trying to

327
00:21:04,640 --> 00:21:10,680
figure out how to get yourself 
in those spaces in like a very, 

328
00:21:10,680 --> 00:21:13,200
very visible way. 
That's what that's we 

329
00:21:13,200 --> 00:21:16,160
underestimated that. 
I think just because it almost, 

330
00:21:16,480 --> 00:21:18,760
well, for me personally, it 
almost seems like ads are 

331
00:21:18,760 --> 00:21:20,480
everywhere. 
And so we think it's just, it's 

332
00:21:20,480 --> 00:21:25,160
not doesn't hold as much weight 
as maybe it should. 

333
00:21:25,160 --> 00:21:29,040
But then that's like a very 
important part of, of getting 

334
00:21:29,040 --> 00:21:32,320
out, getting yourself and your 
music out there. 

335
00:21:32,760 --> 00:21:36,520
Yeah, yeah. 
Facts, facts man. 

336
00:21:36,520 --> 00:21:42,680
And I, I don't know. 
And I mean, if you look at BN, I

337
00:21:42,680 --> 00:21:48,160
think him and his team do this 
very well, just like doing PR 

338
00:21:48,160 --> 00:21:50,840
and marketing targeted to to 
these areas. 

339
00:21:50,840 --> 00:21:55,920
And specifically, like in 
Nigeria, I, I feel like Vienna 

340
00:21:55,920 --> 00:22:00,200
is making a concerted effort to 
kind of appeal to their 

341
00:22:00,200 --> 00:22:03,680
audience. 
Yeah, I, I know maybe some 

342
00:22:03,680 --> 00:22:07,920
Kenyans would not like this. 
But like, even in his music, how

343
00:22:07,920 --> 00:22:10,720
he started hoping on more like 
Afro beats. 

344
00:22:10,840 --> 00:22:14,360
How do you feel about that? 
Do you feel like it's it's 

345
00:22:14,360 --> 00:22:18,400
diluting his authenticity or do 
you think it's this artistic 

346
00:22:18,400 --> 00:22:21,360
expression like you can hope on 
whatever you want to hope? 

347
00:22:21,360 --> 00:22:24,080
On Yeah, there's. 
Or do you think it's just being 

348
00:22:24,080 --> 00:22:26,920
calculated? 
There's there's I think there's 

349
00:22:26,920 --> 00:22:34,840
more ways to look at it than one
if he is trying to get into more

350
00:22:34,840 --> 00:22:40,160
markets and and becoming an ally
of the Nigerian music industry 

351
00:22:40,160 --> 00:22:44,560
is a very, very positive thing. 
You know, So I can see why he 

352
00:22:44,560 --> 00:22:47,920
would want to jump on that and 
have pigeon English on his 

353
00:22:47,920 --> 00:22:49,840
hooks. 
I know that's and sad. 

354
00:22:49,880 --> 00:22:51,480
Again, that's what that's what 
we're saying. 

355
00:22:51,480 --> 00:22:54,240
The beginning is getting 
yourself into that culture. 

356
00:22:54,400 --> 00:22:57,440
Now a lot of people could look 
at that and say, OK, he's, he's 

357
00:22:57,680 --> 00:23:00,000
pandering or he's, you know, 
he's doing too much. 

358
00:23:01,000 --> 00:23:04,960
But if it's calculated and it's 
for a goal, right, And you're 

359
00:23:04,960 --> 00:23:08,440
not just like leaching like he's
made some good songs. 

360
00:23:09,640 --> 00:23:13,040
Again, people locally might not 
necessarily like it as much, but

361
00:23:13,040 --> 00:23:16,280
he's made some good songs and, 
and in Nigeria, they're rocking 

362
00:23:16,280 --> 00:23:17,640
with it, you know, and outside 
there. 

363
00:23:17,640 --> 00:23:20,400
So it's calculated. 
It it could be seen as 

364
00:23:20,400 --> 00:23:23,080
calculated. 
It could be seen as purposeful, 

365
00:23:23,600 --> 00:23:25,720
but also could be seen as 
artistic expression. 

366
00:23:25,720 --> 00:23:26,680
Maybe that's what he wants to 
do. 

367
00:23:26,680 --> 00:23:30,600
Maybe he's really, I mean, when 
Ira Star did a a feature with 

368
00:23:30,600 --> 00:23:33,400
him, she was, she was doing 
Swahili on, on the song. 

369
00:23:33,400 --> 00:23:35,560
So he goes both ways. 
Yeah. 

370
00:23:36,640 --> 00:23:40,520
It does, it does. 
And I think that's that's one 

371
00:23:40,520 --> 00:23:45,920
thing they do very well. 
Like in Nigeria, like maybe you 

372
00:23:45,920 --> 00:23:48,920
could call it pandering, but 
like they brought like when it 

373
00:23:48,920 --> 00:23:52,720
came to I'm a piano, they saw 
that stuff and they just really.

374
00:23:52,960 --> 00:23:55,760
They took I'm a piano and to. 
Like incorporating? 

375
00:23:55,760 --> 00:23:57,480
Yeah. 
Yeah, and put their culture in 

376
00:23:57,480 --> 00:23:59,880
it, and they made it theirs 
uniquely. 

377
00:24:01,640 --> 00:24:03,920
For real. 
They really turned on my piano 

378
00:24:03,920 --> 00:24:06,360
into something. 
They made it pop. 

379
00:24:08,080 --> 00:24:09,840
It turned. 
Out To be honest, purists would 

380
00:24:09,840 --> 00:24:10,520
hate. 
It. 

381
00:24:10,560 --> 00:24:11,520
Oh, absolutely. 
I hate it. 

382
00:24:11,520 --> 00:24:14,680
Yeah, it worked. 
That's the thing. 

383
00:24:14,680 --> 00:24:18,680
It was a strategy and it worked.
And and are you going to kill 

384
00:24:18,680 --> 00:24:23,280
kill people for being clever and
and moving in the way they you? 

385
00:24:23,320 --> 00:24:25,280
Can't. 
You can't. 

386
00:24:25,480 --> 00:24:29,080
You can't exactly. 
So, yeah. 

387
00:24:29,080 --> 00:24:31,160
So that's one thing. 
And then another thing Bian is 

388
00:24:31,160 --> 00:24:34,760
doing really well is actually 
making his presence felt. 

389
00:24:36,960 --> 00:24:40,600
I don't know why this is 
becoming Analyzing Beyond Moves 

390
00:24:40,920 --> 00:24:42,800
podcast. 
Actually just had that thought 

391
00:24:42,920 --> 00:24:45,200
as to, and just to explain, I 
think one of the reasons we're 

392
00:24:45,200 --> 00:24:49,240
using him is because we, he's 
one of the Kenyan artists that 

393
00:24:49,240 --> 00:24:53,320
we have seen doing it right in 
that way, or at least doing, 

394
00:24:53,320 --> 00:24:55,320
doing a lot of what we're 
talking about decently like 

395
00:24:55,320 --> 00:24:59,480
with, with it apparently or 
allegedly with, with thoughts 

396
00:24:59,920 --> 00:25:01,800
and, and, you know, just moving 
correctly. 

397
00:25:01,800 --> 00:25:04,560
So it we're not just bringing 
him. 

398
00:25:04,600 --> 00:25:07,920
But you didn't bring you, you 
did bring a good point, although

399
00:25:07,920 --> 00:25:10,440
this was admittedly in pre 
production when you said there 

400
00:25:10,440 --> 00:25:14,120
are other artists who also fly 
out to different countries to, 

401
00:25:14,120 --> 00:25:17,800
you know, tour, yes, perform. 
I know a lot of DJs do it. 

402
00:25:17,960 --> 00:25:23,520
I know recently, like Lee Boy 
from Keep a Pearl, she was out 

403
00:25:23,520 --> 00:25:26,880
there probably in Europe like 
performing and stuff like that. 

404
00:25:27,280 --> 00:25:30,520
We have the likes of like Elsie 
Wameel, who's literally honoured

405
00:25:30,520 --> 00:25:34,000
on a on a worldwide tour. 
So it's not to say, I mean, 

406
00:25:34,760 --> 00:25:40,600
we've seen also Xenia in LA like
pushing her music as well. 

407
00:25:40,840 --> 00:25:44,040
Like, so it's not to say that we
don't do it. 

408
00:25:44,200 --> 00:25:47,440
We're not saying that oh, Kenyan
artists don't do these things. 

409
00:25:47,440 --> 00:25:49,320
No, we're just kind of pointing 
out like. 

410
00:25:49,320 --> 00:25:52,600
Certain things pointing at the 
at the at the maybe the 

411
00:25:52,600 --> 00:25:56,400
brightest light, though, the one
that everyone and see and know 

412
00:25:56,440 --> 00:26:00,040
sort of, I guess. 
Exactly, exactly. 

413
00:26:00,240 --> 00:26:03,520
So yeah, I was just saying BN 
recently had that trip to 

414
00:26:03,520 --> 00:26:06,280
Nigeria and we talked about this
last podcast. 

415
00:26:06,800 --> 00:26:10,880
But yeah, you know, I was just, 
I just typed in BN in Nigeria 

416
00:26:10,880 --> 00:26:14,360
and I saw a bunch of interviews 
and radio things that. 

417
00:26:14,360 --> 00:26:15,840
He did. 
He was with Joey. 

418
00:26:16,520 --> 00:26:19,600
He was. 
He was like, I've just seen like

419
00:26:19,600 --> 00:26:26,280
1234 like 5 different, like 6 
different interviews with BN on 

420
00:26:26,280 --> 00:26:30,560
there, essentially introducing 
himself to the Nigerian 

421
00:26:30,560 --> 00:26:33,680
audience. 
And that is very, very 

422
00:26:33,680 --> 00:26:40,080
important, like taking time out 
of your calendar to fly to some 

423
00:26:40,080 --> 00:26:44,600
of these key areas and introduce
yourself to the audience. 

424
00:26:45,360 --> 00:26:48,360
And even if, like, one thing 
that might be difficult is like 

425
00:26:48,360 --> 00:26:53,000
BN is like viewed as the biggest
artist in Kenya, right? 

426
00:26:53,000 --> 00:26:57,600
Yes. 
But also having that like having

427
00:26:57,600 --> 00:27:04,400
that mentality to go out there, 
not as BN, the biggest artist in

428
00:27:04,400 --> 00:27:09,040
Kenya, but like as BN, an artist
who makes dope music. 

429
00:27:10,320 --> 00:27:13,400
So sometimes I feel like people 
feel like we'll go out to these 

430
00:27:13,400 --> 00:27:19,600
spaces and we wouldn't be as big
or like as highly regarded as we

431
00:27:19,600 --> 00:27:22,200
are back home. 
But that's fine because you 

432
00:27:22,200 --> 00:27:25,720
know, genuinely you won't. 
There is a lot of work to do, so

433
00:27:25,720 --> 00:27:28,640
it's fine you know. 
Like, success doesn't translate,

434
00:27:28,880 --> 00:27:31,440
doesn't translate as easy as you
think it does. 

435
00:27:31,440 --> 00:27:33,480
So you might be the biggest 
thing around here. 

436
00:27:33,480 --> 00:27:35,520
And then you go to another 
country and they're like, wait, 

437
00:27:35,520 --> 00:27:38,480
who? 
But but you see, it's fine 

438
00:27:38,560 --> 00:27:43,800
because in five years a lot can 
change, bro. 

439
00:27:44,040 --> 00:27:47,480
If there's one thing I've 
realized, a lot can change in 

440
00:27:47,480 --> 00:27:50,120
five years. 
And I went down the rabbit hole 

441
00:27:50,120 --> 00:27:55,800
to kind of look at like Rama and
his story and how he first came 

442
00:27:55,800 --> 00:27:59,400
to perform in Kenya in 2019. 
And I believe this was the 

443
00:28:00,080 --> 00:28:06,200
thrift social event that was in 
Alchemist and I went down the 

444
00:28:06,200 --> 00:28:08,920
deep. 
I had to go on Instagram and 

445
00:28:08,920 --> 00:28:13,920
scroll really far down to thrift
social and and just checked out 

446
00:28:13,920 --> 00:28:17,280
like the performance and I'm 
looking at it and I'm like, wow,

447
00:28:17,800 --> 00:28:21,040
Rama has come from far because 
you see that audience or that 

448
00:28:21,040 --> 00:28:23,440
crowd, you wouldn't see. 
It's a it's. 

449
00:28:23,520 --> 00:28:25,160
Not a big it. 
Was a crowd. 

450
00:28:25,160 --> 00:28:27,480
It was sizable. 
I mean, how come it's just? 

451
00:28:27,480 --> 00:28:29,880
But it's not like what Rama 
commands of. 

452
00:28:29,880 --> 00:28:31,480
Course not. 
No, not nearly close. 

453
00:28:34,560 --> 00:28:37,760
And it's, and it's things like 
that, like having that patience 

454
00:28:37,760 --> 00:28:39,840
and that foresight because you 
see these guys. 

455
00:28:39,840 --> 00:28:43,880
So and I'm pretty sure what they
did was they looked at his 

456
00:28:43,880 --> 00:28:47,960
analytics and they said, OK, 
Rama is being consumed 

457
00:28:48,720 --> 00:28:55,000
relatively much in these 
specific zones in the world. 

458
00:28:55,200 --> 00:28:57,240
And I'm sure Nairobi was one of 
them. 

459
00:28:57,560 --> 00:29:01,960
And therefore, they said bet 
Nairobi is a place that Rama has

460
00:29:01,960 --> 00:29:03,800
to go and perform. 
Yeah. 

461
00:29:03,800 --> 00:29:05,080
And he did. 
Yeah. 

462
00:29:05,080 --> 00:29:10,400
He did it first in 2019, Right. 
And this was touted as Rama. 

463
00:29:10,400 --> 00:29:13,680
And then there was Xenia 
Manasseh, and I think they 

464
00:29:13,680 --> 00:29:17,040
called it the Nairobi Kids. 
That's very interesting. 

465
00:29:17,040 --> 00:29:19,920
But Valerie Modoni was one of 
the everything else. 

466
00:29:19,920 --> 00:29:21,840
Yeah. 
Yeah. 

467
00:29:22,000 --> 00:29:26,480
And then in 2022, again, he 
came, he performed, I believe 

468
00:29:26,480 --> 00:29:28,920
Karun also performed and stuff 
like that. 

469
00:29:29,200 --> 00:29:31,680
And at that time significantly 
bigger artists. 

470
00:29:31,680 --> 00:29:35,240
And then obviously two years 
later, last week, he performed 

471
00:29:35,240 --> 00:29:37,640
as well. 
And now he's like viewed as this

472
00:29:37,640 --> 00:29:43,360
really big international act. 
So these things take time, but 

473
00:29:43,360 --> 00:29:47,080
in the grand scheme of things, 
five years is not a long time. 

474
00:29:47,080 --> 00:29:52,120
And it's actually very short if 
you think about it like it's, 

475
00:29:52,120 --> 00:29:53,720
it's something to be patient 
for. 

476
00:29:53,720 --> 00:29:59,200
I feel like like if today, like 
if we look at a mid tier artist 

477
00:29:59,200 --> 00:30:06,080
right today, like they can 
invest in going to a different 

478
00:30:06,080 --> 00:30:09,440
place. 
Like, I don't know, Cameroon or 

479
00:30:09,560 --> 00:30:12,880
something, you know, oh what? 
Like or Ghana, right? 

480
00:30:13,200 --> 00:30:15,640
Yeah. 
And like going out there, like I

481
00:30:15,640 --> 00:30:19,480
know Kirby, like for example, 
went to Ghana like a few years 

482
00:30:19,480 --> 00:30:22,640
back. 
Like you go to these places and 

483
00:30:22,680 --> 00:30:25,720
you see what's up. 
Like you do like you put 

484
00:30:25,720 --> 00:30:30,440
together like a show or two 
small, it could even be in front

485
00:30:30,440 --> 00:30:33,320
of 50 people. 
Like it. 

486
00:30:33,440 --> 00:30:37,160
Like it doesn't matter if it's 
if it's really small or 

487
00:30:37,160 --> 00:30:41,000
whatever, but like what comes 
out of those things is so 

488
00:30:41,000 --> 00:30:45,080
valuable because not only do you
get that exposure and like some 

489
00:30:45,080 --> 00:30:47,800
people in these other markets 
get to know who you are, but you

490
00:30:47,800 --> 00:30:51,680
also have the opportunity to 
make connections. 

491
00:30:52,160 --> 00:30:55,960
And sometimes I think we 
undervalue the connections we 

492
00:30:55,960 --> 00:30:59,640
make, especially in these small 
spaces, because you could make a

493
00:30:59,640 --> 00:31:03,360
connection with somebody who 
also is very small. 

494
00:31:03,600 --> 00:31:06,400
But listen, you don't know where
they will be in five years. 

495
00:31:06,400 --> 00:31:10,160
You could, you could go to 
Ghana, for example, and meet a 

496
00:31:10,320 --> 00:31:14,720
curator and they are very small 
for a very small magazine. 

497
00:31:14,760 --> 00:31:18,520
And nobody knows who they are. 
Maybe they're very niche. 

498
00:31:18,520 --> 00:31:21,800
And you just take a chance and 
you, you, you do an interview 

499
00:31:21,800 --> 00:31:23,400
with and. 
You don't. 

500
00:31:24,120 --> 00:31:25,720
Social, then it's small. 
Exactly. 

501
00:31:25,720 --> 00:31:28,080
You never know what, where, 
where it's, but then it will go 

502
00:31:28,080 --> 00:31:30,760
to like it's a butterfly effect.
Exactly. 

503
00:31:30,800 --> 00:31:34,880
But then five years later, that 
person might be the fucking 

504
00:31:34,880 --> 00:31:40,680
editor for a really dope 
magazine that's doing big things

505
00:31:40,880 --> 00:31:43,640
or like a Hamilton Rain or 
something like that that's doing

506
00:31:43,640 --> 00:31:47,880
big things like in Ghana or like
in West Africa in general. 

507
00:31:48,160 --> 00:31:51,080
But you, you literally, and 
they'll know you because you 

508
00:31:51,080 --> 00:31:55,000
give them some time way back 
when, when they were really 

509
00:31:55,000 --> 00:31:58,160
nothing, you know what I mean? 
So even bumping into like these 

510
00:31:58,160 --> 00:32:02,200
small people, these small 
communities is so valuable 

511
00:32:02,200 --> 00:32:06,160
because you don't know where 
those people will be 5 years 

512
00:32:06,160 --> 00:32:08,640
from now. 
There's, there's, there's real 

513
00:32:08,640 --> 00:32:10,440
immense value. 
In that. 

514
00:32:10,440 --> 00:32:13,520
In, in, in taking a chance and 
there's something and like 

515
00:32:13,640 --> 00:32:15,200
actually physically going to 
this. 

516
00:32:15,200 --> 00:32:17,640
Piece yeah, there's something 
also that you mentioned and then

517
00:32:17,640 --> 00:32:21,120
just going back to the whole ads
conversation that we're having, 

518
00:32:21,120 --> 00:32:23,760
right? 
You talked about using metrics 

519
00:32:23,920 --> 00:32:28,080
like it's so much, much, much 
easier these days to figure out 

520
00:32:28,080 --> 00:32:31,320
where your fans are and how to 
get to them. 

521
00:32:31,600 --> 00:32:34,160
You know, like going just to 
look at like very simple and be 

522
00:32:34,160 --> 00:32:38,080
looking at your most the, the 
regions that most that stream 

523
00:32:38,080 --> 00:32:40,320
your music the most, right? 
There's a whole bunch of 

524
00:32:40,320 --> 00:32:42,480
different analytics that you can
tap into for that. 

525
00:32:42,760 --> 00:32:45,920
And then you now play into that 
like, is it OK? 

526
00:32:45,920 --> 00:32:48,880
I have most of my listeners come
from Nakuru. 

527
00:32:48,880 --> 00:32:50,440
Most of my listeners come from 
Mombasa. 

528
00:32:50,600 --> 00:32:54,160
Then you now say, all right, I'm
going to do a show or something,

529
00:32:54,160 --> 00:32:56,480
put on something for them so 
that I can, you know, target 

530
00:32:56,480 --> 00:32:58,360
that area that they already 
pick. 

531
00:33:00,120 --> 00:33:03,600
They're already tuned in. 
Because without that, it can be 

532
00:33:03,600 --> 00:33:07,760
a hit and a miss where you have 
like fan bases all around and 

533
00:33:07,760 --> 00:33:09,480
then you don't necessarily 
target them. 

534
00:33:09,600 --> 00:33:11,720
You're almost starting from 
scratch every single time you 

535
00:33:11,880 --> 00:33:14,680
put out music or you're trying 
to do ads and stuff and that's 

536
00:33:14,680 --> 00:33:17,640
taken back. 
So using analytics is a very 

537
00:33:17,640 --> 00:33:23,360
underrated way that that we 
could, you know, look where, 

538
00:33:23,360 --> 00:33:29,200
where, what area apart from the 
local area that we are in. 

539
00:33:29,520 --> 00:33:32,240
Listen to me and who wants my 
music? 

540
00:33:32,240 --> 00:33:36,560
Who does this apply to? 
And then you specifically try 

541
00:33:36,560 --> 00:33:39,320
and get there. 
Yeah. 

542
00:33:40,560 --> 00:33:45,360
Yeah, so definitely entrenching 
yourself in these different like

543
00:33:45,360 --> 00:33:49,160
locations based off of metrics 
and stuff like that. 

544
00:33:49,560 --> 00:33:54,320
Super, super important into the 
path of becoming international 

545
00:33:54,360 --> 00:33:55,680
acts. 
Yeah. 

546
00:33:56,080 --> 00:33:57,880
What else? 
What else? 

547
00:33:57,960 --> 00:34:02,280
What else can we can one do to 
become an international? 

548
00:34:02,440 --> 00:34:05,080
So I mean we. 
In music, anyway. 

549
00:34:05,160 --> 00:34:08,840
Yeah, we, we talked about it. 
We covered it slightly, but then

550
00:34:09,120 --> 00:34:11,239
it's the connect. 
You talked about connections, 

551
00:34:11,239 --> 00:34:15,840
but then connections in terms of
now even with the music, like 

552
00:34:15,840 --> 00:34:19,800
collaborations and and 
appearances and all that stuff, 

553
00:34:19,800 --> 00:34:23,400
just making those as a point. 
And it's on a making those 

554
00:34:23,400 --> 00:34:30,520
connections that the physical, 
human social is it social 

555
00:34:30,520 --> 00:34:36,760
currency connections that keep 
you in the minds of maybe the 

556
00:34:36,760 --> 00:34:40,239
people in those spaces, like the
biggest artists or the mid sized

557
00:34:40,239 --> 00:34:42,600
artists or whoever it is in the 
different areas that you're 

558
00:34:42,600 --> 00:34:44,800
targeting. 
And you know, going, doing, 

559
00:34:44,840 --> 00:34:48,560
going out of your way to reach 
out to them and sitting is. 

560
00:34:49,080 --> 00:34:53,280
Collaborating maybe Yes as well.
I realize that music has as when

561
00:34:53,280 --> 00:34:57,600
you were young, when you were 
younger starting artist, you 

562
00:34:57,600 --> 00:35:01,520
have to let go of a lot of pride
as an artist sometimes. 

563
00:35:01,720 --> 00:35:04,160
Yes, pride is there and ego is 
there. 

564
00:35:04,160 --> 00:35:08,640
Ego yes, you have to let go of 
your ego and do what needs to be

565
00:35:08,640 --> 00:35:12,200
done because I mean imagine I'm 
pretty sure at this point in 

566
00:35:12,200 --> 00:35:16,400
2019 Remo was doing bigger shows
in in Nigeria, I'm pretty sure 

567
00:35:16,400 --> 00:35:20,480
right he was doing he was the 
numbers, but then they suggested

568
00:35:20,480 --> 00:35:23,200
OK, come to Kenya. 
It might not be the biggest that

569
00:35:23,200 --> 00:35:26,120
you've ever seen, but it's good 
for you and he did that, you 

570
00:35:26,120 --> 00:35:29,600
know, and we've seen that with 
other art, more artists like 

571
00:35:29,600 --> 00:35:32,160
just going and and doing smaller
shows might not necessarily be 

572
00:35:32,160 --> 00:35:34,720
the biggest in the world, but 
smaller shows and just getting 

573
00:35:34,720 --> 00:35:36,640
yourself in those spaces, 
collaborating with artists. 

574
00:35:36,840 --> 00:35:39,120
I mean, you go to Nigeria and 
you're not necessarily looking 

575
00:35:39,120 --> 00:35:40,960
to or you go to South Africa, 
you're not necessarily looking 

576
00:35:40,960 --> 00:35:44,200
to collaborate with nasty sea. 
You take what you can and just 

577
00:35:44,320 --> 00:35:48,440
build slowly or Casper, yes, 
build slowly. 

578
00:35:48,800 --> 00:35:51,840
Make the connections that you 
need to make to get not 

579
00:35:51,840 --> 00:35:56,320
necessarily use people, but just
I mean, it's used people and not

580
00:35:56,320 --> 00:35:58,000
used people, right? 
And it's not used people in a 

581
00:35:58,000 --> 00:36:00,160
negative sense. 
But there no, no, you're using 

582
00:36:00,160 --> 00:36:01,800
people, but they're also using 
you. 

583
00:36:01,800 --> 00:36:03,680
Exactly. 
So it's like mutual, it's 

584
00:36:03,680 --> 00:36:07,480
mutually. 
Mutually using So yes, it's 

585
00:36:07,480 --> 00:36:11,480
making the connections and 
ensuring that even your team and

586
00:36:11,480 --> 00:36:14,080
your managers, the managers 
people managing you are really 

587
00:36:14,080 --> 00:36:18,600
important in this stage as an 
artist because they it's up to 

588
00:36:18,600 --> 00:36:20,280
them. 
Sometimes it's not the artist 

589
00:36:20,280 --> 00:36:21,680
that keeps those connections 
going. 

590
00:36:21,880 --> 00:36:24,600
You know, it's just too much for
an artist to to maintain all 

591
00:36:24,600 --> 00:36:27,160
these things. 
So it's the manager that picking

592
00:36:27,160 --> 00:36:29,360
up the phone calling, saying yo,
what's going on in your in your 

593
00:36:29,360 --> 00:36:32,680
city, you know, what are the 
shows looking like and just 

594
00:36:32,680 --> 00:36:35,280
keeping those connections going 
with different people and trying

595
00:36:35,280 --> 00:36:38,400
to build on that and then 
leverage them as much as they 

596
00:36:38,400 --> 00:36:42,600
can to benefit both parties. 
So yes, it's, it's your 

597
00:36:42,600 --> 00:36:45,760
connections, it's your 
collaborations, it's doing 

598
00:36:45,760 --> 00:36:50,320
things that you might seem, you 
know, why am I doing all of 

599
00:36:50,320 --> 00:36:52,840
this? 
Why am I going to some random 

600
00:36:52,840 --> 00:36:57,080
party in Abuja? 
Yes, so that you can, so that 

601
00:36:57,080 --> 00:36:58,800
you can make an appearance and 
show yourself, you know. 

602
00:36:59,440 --> 00:37:03,320
And I, but I don't want to like 
come off as though you know, 

603
00:37:03,720 --> 00:37:07,760
some and I have because even us,
we have so much to do in our 

604
00:37:07,760 --> 00:37:12,160
careers. 
I also get challenged daily when

605
00:37:12,160 --> 00:37:17,560
I see how other people move. 
For example, Maui Moon, he 

606
00:37:17,560 --> 00:37:22,080
released a project recently, For
the love of R&B, right? 

607
00:37:22,720 --> 00:37:27,000
And bro bro, he's from Uganda, 
right? 

608
00:37:27,400 --> 00:37:32,600
But these guys, him La soul 
child, Joshua Baraka, they've 

609
00:37:32,600 --> 00:37:37,520
taken the time to to come to 
Kenya to see what's popping and 

610
00:37:37,560 --> 00:37:42,760
work with Kenyan artists. 
Why haven't I affirm done the 

611
00:37:42,760 --> 00:37:46,040
same thing, you know, like as a 
producer, because that's 

612
00:37:46,040 --> 00:37:48,280
essentially what he is a 
producer. 

613
00:37:48,280 --> 00:37:52,560
Like if I was forward thinking 
as well, I would be like, OK, I 

614
00:37:52,560 --> 00:37:55,800
have these beats, I have these 
ideas. 

615
00:37:55,800 --> 00:37:59,920
Why can't I go to Tanzania? 
And this is low hanging fruit 

616
00:37:59,920 --> 00:38:04,680
because these are our neighbors.
Go to Uganda and see what's 

617
00:38:04,680 --> 00:38:06,800
popping and work with some of 
those artists. 

618
00:38:07,040 --> 00:38:10,800
Like my stock as a producer 
would also write, you know, and 

619
00:38:10,800 --> 00:38:15,600
that's essentially what people 
like Maui Moon have done. 

620
00:38:15,640 --> 00:38:18,400
You know, they are, they're 
doing it. 

621
00:38:18,400 --> 00:38:22,520
That's the whole point, like 
connectivity, moving outside of 

622
00:38:22,520 --> 00:38:26,360
your comfort zone and working 
with artists there. 

623
00:38:26,760 --> 00:38:31,640
And then, you know, from that 
you gain so many connections and

624
00:38:31,640 --> 00:38:34,560
then you work with artists, like
all over the place. 

625
00:38:34,560 --> 00:38:38,320
So this is this. 
I feel like this entire episode 

626
00:38:38,320 --> 00:38:42,760
is just like, is this like a 
huge learning moment for like, I

627
00:38:42,760 --> 00:38:46,040
feel like all of us, you know? 
At whatever level. 

628
00:38:46,160 --> 00:38:47,880
But yeah, at whatever level 
you're, you're right. 

629
00:38:48,080 --> 00:38:53,200
At whatever level because like 
as much as it's like, OK, yes, 

630
00:38:53,200 --> 00:38:55,960
fly to Nigeria and all that type
of stuff, Yeah, that's 

631
00:38:55,960 --> 00:38:59,120
expensive, right? 
So that that might be reserved 

632
00:38:59,120 --> 00:39:02,360
for the people who have the well
with all to do so. 

633
00:39:02,360 --> 00:39:12,640
But you can still connect and 
mingle with these artists even 

634
00:39:12,640 --> 00:39:15,240
if you can't physically do some 
of these things because you 

635
00:39:15,240 --> 00:39:20,000
don't have the income or not the
income, but the disposable. 

636
00:39:20,160 --> 00:39:22,160
What do you call it? 
But if you just don't have the. 

637
00:39:22,680 --> 00:39:25,240
Financial, financial backing for
all of that, yes. 

638
00:39:26,200 --> 00:39:29,200
Because for me, for me, for 
example, I'll use myself as an, 

639
00:39:29,400 --> 00:39:33,120
as an example, like, and I need 
to get back to doing this. 

640
00:39:33,120 --> 00:39:37,880
But when I started like the 
TikTok series and I was shouting

641
00:39:37,880 --> 00:39:43,960
out a bunch of like small 
upcoming artists, like who I 

642
00:39:43,960 --> 00:39:48,680
found like in Nigeria, for 
example, like, you know, now you

643
00:39:48,680 --> 00:39:52,440
do that and they're Bros. 
Some of them are very like 

644
00:39:53,080 --> 00:39:55,280
thankful. 
They're like, yo, shout out to 

645
00:39:55,280 --> 00:39:59,080
you for like shouting me out and
then you start talking from 

646
00:39:59,080 --> 00:40:03,800
there and all of a sudden I'm 
talking to a producer or a label

647
00:40:04,080 --> 00:40:06,960
in Nigeria and building a 
connection that way. 

648
00:40:06,960 --> 00:40:11,440
Social media has made it. 
When I decide to move to to go 

649
00:40:11,440 --> 00:40:14,840
to Nigeria, like I'll have 
people over there who know me 

650
00:40:14,840 --> 00:40:18,080
and I know them, right? 
You already have, so it's like. 

651
00:40:18,080 --> 00:40:20,080
You can do small things like 
that. 

652
00:40:20,440 --> 00:40:21,680
Yeah, it's true. 
And social media. 

653
00:40:21,800 --> 00:40:24,000
To kind of build your like 
network, yeah. 

654
00:40:24,160 --> 00:40:26,680
Yes, social media has made it 
like really easy. 

655
00:40:26,680 --> 00:40:27,680
I think. 
You know what I think? 

656
00:40:27,680 --> 00:40:34,640
I think a lot of artists might 
feel like they're not 100% 

657
00:40:34,640 --> 00:40:37,840
relatable in terms of like, 
maybe I feel like my music is 

658
00:40:37,840 --> 00:40:40,960
not like, for example, someone 
who does music in their in their

659
00:40:40,960 --> 00:40:44,000
mother tongue, whatever language
it is. 

660
00:40:44,480 --> 00:40:48,520
Impostor syndrome is no more. 
Well, that's actually, that's 

661
00:40:48,560 --> 00:40:51,120
actually very brilliant. 
But yeah, so someone like, I'm 

662
00:40:51,160 --> 00:40:53,280
not saying him now, but then 
there could be artists who are 

663
00:40:53,280 --> 00:40:55,480
sitting down, sitting back and 
saying, listen, man, I don't 

664
00:40:55,480 --> 00:41:00,040
know if like, how do I reach out
to an artist from South Africa 

665
00:41:00,040 --> 00:41:02,600
to jump on this song or an 
artist from wherever, Cameroon, 

666
00:41:02,600 --> 00:41:04,600
whatever it is to jump on this 
song when I did. 

667
00:41:05,000 --> 00:41:09,400
And that's a question that 
you're asking without looking 

668
00:41:09,400 --> 00:41:12,600
for an answer. 
And a lot of people are a lot 

669
00:41:12,600 --> 00:41:15,000
more open to collaborating that 
we actually than we actually 

670
00:41:15,000 --> 00:41:18,680
think there. 
And I realized that on my own. 

671
00:41:18,680 --> 00:41:22,640
Like, there's people who are OK.
We just, I think we form, we 

672
00:41:22,640 --> 00:41:25,400
form narratives in our brain and
run with it without actually 

673
00:41:25,400 --> 00:41:27,840
confirming it. 
But yeah, anyway, we can. 

674
00:41:28,040 --> 00:41:34,720
We can move on to the next. 
Your facts, so some moving on. 

675
00:41:35,080 --> 00:41:38,640
Well, not really, but so some 
and I were trying to answer 

676
00:41:38,640 --> 00:41:42,880
these questions because they are
indeed very heavy questions to 

677
00:41:42,880 --> 00:41:47,600
answer. 
And we were like, how, like how 

678
00:41:47,600 --> 00:41:51,280
do we get these answers? 
And then it just came up. 

679
00:41:51,280 --> 00:41:55,640
Why don't we put everything into
ChatGPT and see what ChatGPT 

680
00:41:55,640 --> 00:41:59,160
tells us? 
Oh, ChatGPT is not real 

681
00:41:59,160 --> 00:42:00,400
journalism? 
Yes, it is. 

682
00:42:02,200 --> 00:42:07,160
No, it is like, so we put in a 
query, give me all the steps 

683
00:42:07,160 --> 00:42:11,880
that you would take to make a 
Kenyan artist a successful 

684
00:42:11,880 --> 00:42:15,400
international music act within 
five years. 

685
00:42:16,040 --> 00:42:18,480
And this is what ChatGPT had to 
say. 

686
00:42:19,560 --> 00:42:24,280
One artist development months, 
one to six, it broke it down 

687
00:42:24,280 --> 00:42:28,480
into months. 
Some like this is but like, OK, 

688
00:42:29,120 --> 00:42:34,080
so this is what they say one. 
So this is months one to six, 

689
00:42:34,360 --> 00:42:38,520
identify a unique selling point 
and focus on the artist. 

690
00:42:38,520 --> 00:42:42,480
You authentic sound, blah, blah 
blah, music and image 

691
00:42:42,480 --> 00:42:45,960
refinement, vocal performance 
and media training and then 

692
00:42:45,960 --> 00:42:50,480
branding. 
And some we've had episodes 

693
00:42:50,480 --> 00:42:52,560
about artist development, 
especially like the one we 

694
00:42:52,560 --> 00:42:54,560
talked about like in Soul, the 
Soul Gen. 

695
00:42:54,560 --> 00:42:59,640
Focused episode and stuff that I
think artist development is. 

696
00:42:59,640 --> 00:43:01,880
Yeah, it's really important. 
And six months very important. 

697
00:43:02,080 --> 00:43:04,120
It's a It's a good. 
Time, it's being the first 

698
00:43:04,120 --> 00:43:06,360
thing, length of time, it being 
the first thing, shows how 

699
00:43:06,360 --> 00:43:09,480
important it is because you have
to, you really have to solidify 

700
00:43:09,640 --> 00:43:13,520
who the artist is and wants to 
be at the beginning stage before

701
00:43:13,520 --> 00:43:14,840
you know what direction you're 
going in. 

702
00:43:15,040 --> 00:43:17,720
You can't just say, OK, I'm an 
artist, let me just get out of 

703
00:43:17,720 --> 00:43:21,000
the house and start working. 
Like, no, you have to figure out

704
00:43:21,000 --> 00:43:23,600
in terms of goals and and all 
that. 

705
00:43:23,640 --> 00:43:27,200
And then just refining yourself.
Vocal performance and media 

706
00:43:27,200 --> 00:43:31,760
training is one thing I don't 
think people pay attention to, 

707
00:43:31,760 --> 00:43:35,040
but that's really important in 
terms of just fine, you have 

708
00:43:35,040 --> 00:43:39,840
talent, but you need to be 
better. 

709
00:43:39,840 --> 00:43:42,000
I mean, not be better. 
So you need to advance it. 

710
00:43:42,000 --> 00:43:45,880
You need to to to work on it. 
The thing that they say for me 

711
00:43:45,880 --> 00:43:50,320
that stands out the most is 
unique identify a unique selling

712
00:43:50,320 --> 00:43:54,280
point. 
That's so key in a in a in a 

713
00:43:54,960 --> 00:43:59,400
industry or in a time when 
everything is over saturated, 

714
00:43:59,400 --> 00:44:01,280
you need to find a way to stand 
out. 

715
00:44:01,280 --> 00:44:07,040
And I think yes, ChatGPT is spot
on moving forward. 

716
00:44:07,040 --> 00:44:12,480
Second number two, build a solid
local fan fan base and you 

717
00:44:12,480 --> 00:44:14,560
should do this between months 
1:00 to 12:00. 

718
00:44:14,560 --> 00:44:16,960
So essentially in the first 
year, this is what you should be

719
00:44:16,960 --> 00:44:19,120
doing. 
And, they say release quality 

720
00:44:19,120 --> 00:44:25,000
music media outreach. 
Before you go on, before you go 

721
00:44:25,000 --> 00:44:26,600
on, before you go on. 
It's a release. 

722
00:44:26,600 --> 00:44:33,400
Quality music release singles or
EPS consistently, not albums. 

723
00:44:35,760 --> 00:44:38,800
Not 3C's. 
Back to the three C's and yes, 

724
00:44:38,800 --> 00:44:40,280
not albums. 
Please. 

725
00:44:41,120 --> 00:44:45,120
Please does this focus want to 
pop out again? 

726
00:44:45,120 --> 00:44:46,400
Let me tell you. 
Yeah, I'm an artist. 

727
00:44:46,400 --> 00:44:48,720
And then all of a sudden it's an
albums like All Right, Big Dog, 

728
00:44:48,920 --> 00:44:52,440
like Come on. 
The problem with albums is if 

729
00:44:52,440 --> 00:44:56,200
you're a smaller artist, it's 
hard to capture people's 

730
00:44:56,200 --> 00:45:00,440
attention and have them listen 
to an entire album. 

731
00:45:00,440 --> 00:45:01,920
If they don't know you, it's 
harder. 

732
00:45:01,920 --> 00:45:04,480
You have to build that trust. 
It's harder for an album to 

733
00:45:04,480 --> 00:45:06,200
travel. 
It's harder for an album to 

734
00:45:06,200 --> 00:45:10,040
travel as a body of work than 
for a single to It's much easier

735
00:45:10,040 --> 00:45:11,920
to work a single than it is to 
work an album. 

736
00:45:12,680 --> 00:45:13,600
Exactly. 
Yeah. 

737
00:45:14,720 --> 00:45:18,400
And so, yeah, so they say. 
Release quality music, media 

738
00:45:18,400 --> 00:45:20,720
outreach, secure interviews and 
features. 

739
00:45:21,160 --> 00:45:24,080
Reach out to Radio 254 or 
something like Radio 254. 

740
00:45:24,080 --> 00:45:28,000
Literally they will interview 
you if you ask and your Kenyan 

741
00:45:28,000 --> 00:45:32,080
of course live performance, 
performing at popular venues, 

742
00:45:32,080 --> 00:45:35,160
blah blah blah. 
Digital marketing leverage 

743
00:45:35,160 --> 00:45:39,760
social media, YouTube, 
Instagram, TikTok to grow the 

744
00:45:39,760 --> 00:45:42,960
the artist local following. 
What do you think? 

745
00:45:43,240 --> 00:45:46,320
I think this is a. 
This is so far this is a very 

746
00:45:46,320 --> 00:45:48,320
solid, solid and doable things 
that you should do. 

747
00:45:48,320 --> 00:45:49,880
Yeah, it's solid and it's 
doable. 

748
00:45:49,920 --> 00:45:51,560
It's not doable. 
There's exactly plenty of 

749
00:45:51,560 --> 00:45:52,840
artists who are already doing 
this. 

750
00:45:54,320 --> 00:45:56,720
Yeah. 
So we're going to months 6 to 

751
00:45:56,760 --> 00:45:58,600
18. 
Yeah, months 6 to 18. 

752
00:45:58,600 --> 00:46:00,400
So digital the next. 
Well, the next point is the 

753
00:46:00,400 --> 00:46:02,760
digital strategy and global 
awareness. 

754
00:46:02,880 --> 00:46:06,640
So leveraging the streaming 
platforms, collaborating with 

755
00:46:06,640 --> 00:46:09,440
international artists, which we 
talked about recently, YouTube 

756
00:46:09,440 --> 00:46:15,360
and social media campaigns, and 
then search engine optimization,

757
00:46:15,400 --> 00:46:19,480
SEO and targeted ads. 
Again, using Google social media

758
00:46:19,480 --> 00:46:22,600
ads to target international 
fans, especially in markets 

759
00:46:22,600 --> 00:46:25,320
where Afrobeats, reggae and 
Afrofusion are popular. 

760
00:46:25,320 --> 00:46:27,680
This is what GPT thinks in 
Kenya. 

761
00:46:27,680 --> 00:46:29,520
This. 
Is essentially what we said 

762
00:46:29,560 --> 00:46:31,160
earlier in the podcast. 
Yes, yeah. 

763
00:46:31,680 --> 00:46:34,600
Like it's crazy. 
Like targeting. 

764
00:46:34,960 --> 00:46:36,080
Sorry, go ahead. 
No, no, yeah. 

765
00:46:36,080 --> 00:46:38,480
So, and then also like with 
leveraging streaming platforms, 

766
00:46:38,480 --> 00:46:40,200
which is really important 
because streaming has become the

767
00:46:40,200 --> 00:46:44,200
biggest way that people consume 
music nowadays on their own, 

768
00:46:44,200 --> 00:46:46,520
individually. 
So targeting playlists on global

769
00:46:46,520 --> 00:46:51,000
platforms, Spotify, Apple Music,
Deezer, of course, they're local

770
00:46:51,000 --> 00:46:52,600
ones. 
Boom playing the rest, then 

771
00:46:52,600 --> 00:46:55,120
working on getting artists 
featured, the artists featured 

772
00:46:55,120 --> 00:47:00,080
in African and global playlists,
AG Afro, Beats and world music. 

773
00:47:00,080 --> 00:47:02,760
So yeah, we've, I mean, we've 
talked about streaming and and 

774
00:47:02,760 --> 00:47:06,000
playlisting and what that does. 
And it's just really looking for

775
00:47:06,000 --> 00:47:12,120
ways to be in those spaces, 
those playlists and all that and

776
00:47:12,120 --> 00:47:13,760
get in consideration. 
It it all. 

777
00:47:13,920 --> 00:47:16,960
It all starts from the music and
just keeps going forward. 

778
00:47:17,360 --> 00:47:20,600
Yeah. 
So for me, I would say this step

779
00:47:20,600 --> 00:47:25,000
is where like the Maya Molos and
the Zoe Can gotchas are doing 

780
00:47:25,000 --> 00:47:27,800
right now, where you know your 
own colors. 

781
00:47:28,200 --> 00:47:34,320
You're also collaborating with 
like producers in different 

782
00:47:34,320 --> 00:47:36,280
countries. 
Like, for example, both of them 

783
00:47:36,280 --> 00:47:40,760
were on Maui Moon's project, 
things like that. 

784
00:47:40,760 --> 00:47:43,680
Collaborations. 
And so this is between six 

785
00:47:43,680 --> 00:47:46,440
months, 6 and 18. 
So 1 1/2 years. 

786
00:47:46,680 --> 00:47:49,600
You're thinking about just being
a collaborator. 

787
00:47:49,600 --> 00:47:52,080
It might not even bring a lot of
revenue in. 

788
00:47:52,080 --> 00:47:53,640
Yeah, but you're working with 
people. 

789
00:47:53,640 --> 00:47:55,440
Yeah. 
Strategically, of course. 

790
00:47:55,440 --> 00:47:58,200
No, I'm not saying is just work 
with everybody, but like 

791
00:47:58,480 --> 00:48:00,280
strategically try and 
collaborate. 

792
00:48:00,280 --> 00:48:01,960
Collaborations. 
That makes sense. 

793
00:48:01,960 --> 00:48:06,040
Number four, yeah #4 it's the 
same thing. 

794
00:48:06,040 --> 00:48:09,320
Network and industry 
relationships, months 12 to 24. 

795
00:48:09,320 --> 00:48:11,600
So this is what you should do 
within two years. 

796
00:48:12,000 --> 00:48:16,520
International collaborations. 
And by international, we're not 

797
00:48:16,520 --> 00:48:19,040
talking about collaborating with
somebody in Brazil, like, you 

798
00:48:19,040 --> 00:48:21,760
know what I mean? 
Like even Tanzania, Uganda, 

799
00:48:21,760 --> 00:48:24,120
South Africa, Nigeria, things 
like that. 

800
00:48:24,120 --> 00:48:26,360
Yeah. 
Attend international music 

801
00:48:26,360 --> 00:48:28,480
festivals. 
That's interesting. 

802
00:48:29,080 --> 00:48:33,200
PR and media features, hire APR 
team for international press 

803
00:48:33,200 --> 00:48:36,920
coverage. 
Label slash distributor 

804
00:48:36,920 --> 00:48:41,320
partnerships. 
Approach global music labels or 

805
00:48:41,320 --> 00:48:44,400
distributors for deals that 
provide access to international 

806
00:48:44,400 --> 00:48:46,960
resources while maintaining 
creative control. 

807
00:48:46,960 --> 00:48:52,120
Now this is very important 
because here #4 is where we see 

808
00:48:52,240 --> 00:49:00,520
the success that TG Black has. 
TG Black is distributed by Well,

809
00:49:00,600 --> 00:49:03,320
then this is information you can
find if you just like check her 

810
00:49:03,320 --> 00:49:05,160
Spotify. 
So it's public information. 

811
00:49:06,080 --> 00:49:08,920
You'll you'll notice like the 
people who are distributing her 

812
00:49:08,920 --> 00:49:12,400
music aren't like necessarily 
from Kenya. 

813
00:49:12,680 --> 00:49:17,880
So that relationship is super 
strong because they open you up 

814
00:49:17,880 --> 00:49:24,080
to an entire like like network 
of the industry. 

815
00:49:24,240 --> 00:49:26,160
You know what I mean? 
Like you're not just like 

816
00:49:26,160 --> 00:49:31,000
hyperlocal, but they also do 
like accommodate for your local 

817
00:49:31,000 --> 00:49:35,640
distribution needs. 
And I know a lot of artists who 

818
00:49:35,640 --> 00:49:41,040
use this model to kind of help 
increase the reach of their, of 

819
00:49:41,040 --> 00:49:45,000
their music. 
Now, is it necessarily easy to 

820
00:49:45,040 --> 00:49:50,200
to get like an international 
distribution service to take you

821
00:49:50,200 --> 00:49:54,040
on as a client? 
I wouldn't say it is, but it's 

822
00:49:54,040 --> 00:49:56,360
doable. 
And I know artists who've who've

823
00:49:56,360 --> 00:50:01,120
done this before, other artists 
who've who've like distributed 

824
00:50:01,120 --> 00:50:06,400
with like distribution companies
in the UK for like R&B projects 

825
00:50:06,400 --> 00:50:09,720
and stuff like that. 
And it's greatly put them on. 

826
00:50:11,160 --> 00:50:14,200
So you know that like 
distributions are labels like 

827
00:50:14,200 --> 00:50:19,760
Platoon, for example, these are 
services that that will be open.

828
00:50:20,080 --> 00:50:26,000
Another example, Philo Philip 
cough like and his whole 

829
00:50:26,000 --> 00:50:28,520
partnership with Ditto Music, 
right. 

830
00:50:28,520 --> 00:50:31,960
Ditto Music is also based in the
UK and that's what they used to 

831
00:50:31,960 --> 00:50:35,560
distribute a lot of these drill 
artists like, yeah, Philip, he's

832
00:50:35,640 --> 00:50:37,560
he's it can. 
Be for those who don't know his 

833
00:50:37,640 --> 00:50:43,400
his broken boys manager and a 
few others, you're you're 

834
00:50:43,400 --> 00:50:44,480
absolutely. 
Right. 

835
00:50:44,480 --> 00:50:49,880
So yeah, networking and 
developing this industry 

836
00:50:49,880 --> 00:50:52,840
relationships, super, super, 
super key. 

837
00:50:53,160 --> 00:50:57,160
I also saw it in Philo another 
day when we were at Kirby's like

838
00:50:57,160 --> 00:51:00,760
thing and there were those 
videographers from South Africa 

839
00:51:00,760 --> 00:51:03,800
and Philo took an interest in 
networking with them. 

840
00:51:04,840 --> 00:51:06,600
Shit like that, you know what I 
mean? 

841
00:51:06,600 --> 00:51:10,640
Like just being open to working 
with with so many. 

842
00:51:10,640 --> 00:51:14,920
The music industry is a is a. 
Communal, it's a community that 

843
00:51:14,920 --> 00:51:18,960
we have to tap into. 
But yeah, next step, expand to 

844
00:51:18,960 --> 00:51:24,360
diaspora communities that's like
a year, year and a half and 

845
00:51:24,360 --> 00:51:27,160
forward. 
So you could target, can target 

846
00:51:27,160 --> 00:51:31,880
key markets, then that's now you
get into touring different shows

847
00:51:31,880 --> 00:51:35,400
around collaboration, 
collaborate with collaborations 

848
00:51:35,400 --> 00:51:38,960
with African artists abroad, and
then leverage Afrobeats and 

849
00:51:38,960 --> 00:51:41,440
world music waves. 
Of course, now this is GPT 

850
00:51:41,600 --> 00:51:44,160
suggesting what you can do. 
It doesn't have to move exactly 

851
00:51:44,160 --> 00:51:47,400
like this, but it's just like a 
really good framework to guide 

852
00:51:49,200 --> 00:51:51,840
what you're doing. 
They're focusing the target key 

853
00:51:51,840 --> 00:51:54,600
markets, focus on Kenyan and 
African diaspora communities in 

854
00:51:54,600 --> 00:51:59,240
key cities, then touring 
organized small international 

855
00:51:59,240 --> 00:52:02,920
tours in Africa, Europe and the 
US targeting cities with large 

856
00:52:02,920 --> 00:52:04,480
Africa diasporas, which is 
pretty cool. 

857
00:52:04,520 --> 00:52:09,160
I mean, you could, you could do 
that now artists ego would tell 

858
00:52:09,160 --> 00:52:12,120
an artist that you have to have 
the biggest show in the world 

859
00:52:12,120 --> 00:52:14,400
when you're touring and it has 
to of course now it has to make 

860
00:52:14,400 --> 00:52:18,320
sense financially and sometimes 
you would take losses, but you 

861
00:52:18,320 --> 00:52:24,880
would gain in terms of reach and
exposure. 

862
00:52:25,120 --> 00:52:28,280
So yeah, yeah, that's pretty 
cool. 

863
00:52:29,520 --> 00:52:31,440
Yes. 
And I wanted just to add like. 

864
00:52:31,440 --> 00:52:34,960
We've we've seen a bunch of 
artists like at least attempt. 

865
00:52:34,960 --> 00:52:37,120
No, not attempt. 
We've seen artists do this. 

866
00:52:37,840 --> 00:52:41,440
I know major performs in front 
of the diaspora a lot. 

867
00:52:42,840 --> 00:52:47,760
Nashinsky. 
And who was he carrying along 

868
00:52:47,760 --> 00:52:50,800
with him? 
Was it like Xenia he was going 

869
00:52:50,800 --> 00:52:54,320
out with Savara was? 
It something I think Savara. 

870
00:52:54,320 --> 00:52:55,760
Savara. 
It wasn't Xenia. 

871
00:52:55,760 --> 00:52:57,960
It wasn't Xenia, but I think it 
was Joshua Barra. 

872
00:52:58,200 --> 00:53:01,120
I'm not wrong. 
Or was that a dimension? 

873
00:53:01,360 --> 00:53:06,000
I can't remember but. 
When whenever you hear that they

874
00:53:06,000 --> 00:53:10,720
are going to perform in America,
it's typically not be going to 

875
00:53:10,720 --> 00:53:14,320
be in front of an American. 
Yes, it's going to be in front 

876
00:53:14,320 --> 00:53:19,520
of a diaspora LED in audience. 
And that's what ChatGPT is 

877
00:53:19,520 --> 00:53:21,560
saying you should do. 
And that's what a lot of them 

878
00:53:21,560 --> 00:53:23,480
do. 
Saudi soul have been on tour 

879
00:53:23,480 --> 00:53:28,760
like and, and, and yes, within 
that diaspora, obviously the 

880
00:53:28,760 --> 00:53:31,840
Kenyans are going to come with 
like the African friends or one 

881
00:53:31,840 --> 00:53:34,600
or two friends they have made 
out there. 

882
00:53:34,600 --> 00:53:38,640
And that's slowly how the 
audience starts to like, grow. 

883
00:53:39,200 --> 00:53:41,000
Yeah. 
And again, sorry again. 

884
00:53:41,000 --> 00:53:45,520
Number six, sorry again, we're 
just mentioning the names that I

885
00:53:45,520 --> 00:53:48,800
guess everyone knows. 
There's, there's much more than 

886
00:53:48,800 --> 00:53:50,680
many other people. 
Like I know for example, Muturi 

887
00:53:50,680 --> 00:53:53,160
was out there recently doing a 
show. 

888
00:53:54,280 --> 00:53:56,560
I want to say Germany, if I'm 
not wrong, I don't want to get 

889
00:53:56,560 --> 00:53:58,560
that wrong, but then yeah, so 
there's many artists who are 

890
00:53:58,560 --> 00:54:01,640
doing this. 
It's just we're highlighting. 

891
00:54:01,640 --> 00:54:04,000
We're just highlighting. 
I guess the. 

892
00:54:04,440 --> 00:54:06,520
Some of the bigger names just to
show you. 

893
00:54:07,480 --> 00:54:10,560
So you're saying Valerie Modoni 
was in Tanzania as? 

894
00:54:10,560 --> 00:54:13,880
Well, like performing. 
So bro, people are out here 

895
00:54:13,880 --> 00:54:17,720
like, you know, trying to put 
these things into practice. 

896
00:54:17,920 --> 00:54:20,640
But yeah, I was saying number 
six, monetization and business 

897
00:54:20,640 --> 00:54:22,600
strategy, this is months 24 to 
48. 

898
00:54:22,600 --> 00:54:24,960
So now this is between two and 
four years. 

899
00:54:24,960 --> 00:54:30,480
They're saying merchandising, 
launch branded merchandise and 

900
00:54:30,480 --> 00:54:33,760
sell through digital platforms, 
licensing opportunities, 

901
00:54:33,760 --> 00:54:40,080
licensing music for using film, 
TVETC endorsements and content 

902
00:54:40,080 --> 00:54:42,840
monetization. 
And you know, obviously through 

903
00:54:42,840 --> 00:54:45,960
following this like framework, 
by the time you're reaching 

904
00:54:45,960 --> 00:54:50,160
here, you'll have built enough 
leverage to appeal to some of 

905
00:54:50,160 --> 00:54:55,560
these brands and some of these 
TV shows that would want to 

906
00:54:55,560 --> 00:54:59,480
license your music. 
So I think that's a very 

907
00:54:59,480 --> 00:55:05,080
sensible pathway. 
True number 7/7. 

908
00:55:06,000 --> 00:55:10,680
Go mainstream internationally. 
That's months 36 to 60. 

909
00:55:10,680 --> 00:55:13,120
Now here's where you have your 
major collaborations. 

910
00:55:13,960 --> 00:55:16,640
Securing your collaborations 
with like, the top global 

911
00:55:16,640 --> 00:55:19,560
artists in the US, the UK and 
other major music markets. 

912
00:55:20,040 --> 00:55:23,160
Then the festival circuit 
perform at global festivals 

913
00:55:23,680 --> 00:55:25,120
called Coachella. 
Lala. 

914
00:55:25,280 --> 00:55:26,880
Lola Palooza. 
It's Lola. 

915
00:55:26,880 --> 00:55:29,800
I thought it was Lola Palooza. 
Lola Palooza, Glastonbury and 

916
00:55:29,800 --> 00:55:31,840
the like. 
It's pronounced Lola Palooza, 

917
00:55:31,920 --> 00:55:33,040
Yeah. 
And then? 

918
00:55:34,680 --> 00:55:37,800
Major wait, wait. 
Is it OK? 

919
00:55:37,800 --> 00:55:38,760
No. 
Next is sorry. 

920
00:55:38,800 --> 00:55:42,720
The Global Tour Launch of full 
international tour covering 

921
00:55:42,720 --> 00:55:44,680
North America, Europe, Asia and 
Africa. 

922
00:55:46,120 --> 00:55:50,000
This tourists tend to be longer 
and just you know, sometimes 

923
00:55:50,000 --> 00:55:53,600
it's a lot more work and then 
major label deal. 

924
00:55:53,640 --> 00:55:56,960
Now this if this this is not 
necessarily in the artist 

925
00:55:56,960 --> 00:55:58,640
control, but then it's part of 
it. 

926
00:55:58,640 --> 00:56:01,960
Negotiate with a major label, 
but also this might. 

927
00:56:01,960 --> 00:56:06,520
Be the only part that I disagree
with ChatGPT because I feel like

928
00:56:06,600 --> 00:56:11,640
that is still the old kind of 
model. 

929
00:56:12,080 --> 00:56:15,200
I think now you don't 
necessarily need to have a 

930
00:56:15,440 --> 00:56:18,080
label, yeah, work with a major 
label distribution. 

931
00:56:18,080 --> 00:56:22,760
Maybe you you may need to find, 
yes, better distribution and 

932
00:56:22,760 --> 00:56:27,200
stuff like that. 
Essentially look for the the, 

933
00:56:27,240 --> 00:56:30,880
the entities offering these 
services. 

934
00:56:30,880 --> 00:56:33,200
So better distribution, better 
publishing. 

935
00:56:33,320 --> 00:56:37,600
You don't necessarily have to go
for the major labels per SE. 

936
00:56:37,600 --> 00:56:41,240
Even the major labels themselves
are outsourcing some of these 

937
00:56:41,240 --> 00:56:44,320
things now. 
So, yeah, but yeah. 

938
00:56:44,320 --> 00:56:48,440
So now this is well, now we see 
the likes of Thames and you 

939
00:56:48,440 --> 00:56:53,360
know, with Future and Drake or 
Ira Star, like with Givion and 

940
00:56:53,360 --> 00:56:57,840
everything Rema with Pink 
Panthers and all those like this

941
00:56:57,840 --> 00:57:02,080
is where they are at now through
this collaborations and and 

942
00:57:02,080 --> 00:57:05,720
stuff like that, because the 
collaborations give you sort of 

943
00:57:05,720 --> 00:57:09,560
like, bro, they open you up to 
hold the entire market. 

944
00:57:09,880 --> 00:57:12,800
It gives you some legitimacy 
stamp of approval. 

945
00:57:12,880 --> 00:57:13,920
The. 
Credibility. 

946
00:57:13,920 --> 00:57:15,800
Yes, exactly. 
That's what I was looking for. 

947
00:57:16,720 --> 00:57:19,760
And so, yeah, people think, oh, 
you're performing a song with 

948
00:57:19,760 --> 00:57:22,400
Pink Panthers, you're on that 
level where you're doing a song 

949
00:57:22,400 --> 00:57:26,040
with, with your honour, song 
with Future. 

950
00:57:26,040 --> 00:57:28,040
Then you, you, you're, you must 
be on that. 

951
00:57:28,040 --> 00:57:28,960
Yeah, yeah, you know what I 
mean? 

952
00:57:28,960 --> 00:57:32,920
So, yeah. 
And then also the the strategy 

953
00:57:32,920 --> 00:57:37,200
they do here a lot is putting 
you in these spaces where that 

954
00:57:37,200 --> 00:57:39,800
are mainstream. 
So going for things like the Met

955
00:57:39,800 --> 00:57:46,160
Gala or like Fashion Week or, 
you know, all these type of 

956
00:57:46,160 --> 00:57:50,600
things that they're you can see 
them actively doing them with 

957
00:57:50,600 --> 00:57:55,600
like Ira or like whatever banner
boy has been doing them for 

958
00:57:55,600 --> 00:57:57,880
years now. 
Whiz kid has also been doing it 

959
00:57:57,880 --> 00:58:01,520
for years now. 
Yeah, Tyler is, is what she's on

960
00:58:01,520 --> 00:58:03,400
stream with Kaisenat and 
everything. 

961
00:58:03,400 --> 00:58:07,160
Like you're now just like on 
mainstream media platform. 

962
00:58:07,160 --> 00:58:09,040
That's actually, yes, that's 
actually part of. 

963
00:58:09,080 --> 00:58:12,120
Of of the the sort of the last 
stage that you give, which is 

964
00:58:12,120 --> 00:58:15,760
the F5 plus, which is a 
sustained and escalating phase. 

965
00:58:16,080 --> 00:58:20,040
The regular global releases, 
releasing more albums and and 

966
00:58:20,040 --> 00:58:25,320
singles that are that appeal 
more to the global market with 

967
00:58:25,320 --> 00:58:28,480
strong PR and a digital push. 
Again, we've seen that with a 

968
00:58:28,480 --> 00:58:31,280
lot of these artists who've 
blown up from the African scene.

969
00:58:31,840 --> 00:58:34,760
They're everywhere, everywhere, 
everywhere. 

970
00:58:35,240 --> 00:58:37,960
Next will be awards and 
recognition, aiming for 

971
00:58:37,960 --> 00:58:40,720
nominations and wins at 
international award shows, 

972
00:58:41,320 --> 00:58:45,120
Grammys, BTS and the rest. 
And then engage in a global fan 

973
00:58:45,120 --> 00:58:47,720
base. 
Continue to leverage social 

974
00:58:47,720 --> 00:58:50,760
media digital platforms to 
sustain and grow your 

975
00:58:50,760 --> 00:58:53,600
international audience. 
And then finally, diversify your

976
00:58:53,600 --> 00:58:55,880
revenue streams, expand into 
other entertainment sectors, 

977
00:58:55,880 --> 00:58:59,360
acting, entrepreneurship. 
Here's where you see people 

978
00:58:59,480 --> 00:59:06,520
starting like fashion brands and
whatnot and then like, yeah, 

979
00:59:06,520 --> 00:59:08,040
doing. 
Just doing different. 

980
00:59:08,040 --> 00:59:11,760
Things in order to to bring in 
more money and, and push your 

981
00:59:11,760 --> 00:59:15,720
brand into different spaces, not
just maintain it within the 

982
00:59:15,720 --> 00:59:17,640
music scene, but they're now 
doing different things. 

983
00:59:17,640 --> 00:59:24,200
So yeah, that's Chat GPTS. 
Shout out to ChatGPT for having.

984
00:59:24,200 --> 00:59:27,880
The knowledge on how to. 
How to take a Kenyan artist from

985
00:59:27,880 --> 00:59:31,120
episode is brought to you by AI.
Sorry, yes, this episode is 

986
00:59:31,120 --> 00:59:34,480
brought to you by ChatGPT. 
Taking a Kenyan artist and it's 

987
00:59:34,480 --> 00:59:39,080
very this one is very doable. 
Of course, some caveats are some

988
00:59:39,080 --> 00:59:41,640
disclaimers are one money, 
money, ma. 

989
00:59:41,880 --> 00:59:42,680
Yeah, OK. 
Actually. 

990
00:59:42,680 --> 00:59:45,480
Do you want to do what? 
Because we also tried to find 

991
00:59:45,480 --> 00:59:48,640
out what, what, how much this 
would all take from ChatGPT. 

992
00:59:49,360 --> 00:59:50,960
Do you want to scare some 
people? 

993
00:59:51,680 --> 00:59:55,520
So the the. 
Estimated total cost of a five 

994
00:59:55,520 --> 01:00:03,240
year sum, they're saying the low
range is $350,000 and the high 

995
01:00:03,240 --> 01:00:07,120
range is $1.5 million. 
But yeah. 

996
01:00:07,640 --> 01:00:12,440
It says key variables scale the 
cost varies depending on the 

997
01:00:12,440 --> 01:00:16,640
scale of international 
marketing. 2 collaborations high

998
01:00:16,640 --> 01:00:20,600
profile features can be very 
expensive, but might be fast 

999
01:00:20,720 --> 01:00:25,240
might fast track international 
success. 3 geographical forecast

1000
01:00:25,240 --> 01:00:29,800
targeting specific global 
markets will require tailored 

1001
01:00:29,800 --> 01:00:33,400
budgets, especially for touring.
But four, and this is most 

1002
01:00:33,400 --> 01:00:38,320
important not to scare anyone 
away, is a DIY high approach. 

1003
01:00:38,520 --> 01:00:43,400
Some steps can be done in house 
at a lower cost. 

1004
01:00:43,400 --> 01:00:46,440
So this is not to say that 
that's how much you need to 

1005
01:00:46,440 --> 01:00:50,320
spend. 
It's possible to afford doing 

1006
01:00:50,320 --> 01:00:53,560
some of these things like in 
house with also using your 

1007
01:00:53,560 --> 01:00:55,840
relationships. 
Yeah, yeah, sometimes it might 

1008
01:00:55,840 --> 01:01:00,320
take longer. 
To do all of this, sometimes it 

1009
01:01:00,320 --> 01:01:02,920
might take shorter, it just 
depends on and. 

1010
01:01:02,920 --> 01:01:08,360
And another aspect of this is, 
again, you don't know what step 

1011
01:01:08,360 --> 01:01:12,920
or what relationships or you 
know, what ad you do that would 

1012
01:01:12,920 --> 01:01:14,640
like trigger some of these 
things faster. 

1013
01:01:14,640 --> 01:01:17,440
Like we really don't have any 
control over at all. 

1014
01:01:17,800 --> 01:01:22,480
What song blows up the song that
fans gravitate to that could 

1015
01:01:22,520 --> 01:01:26,040
actually push you, accelerate 
you a lot faster through some of

1016
01:01:26,040 --> 01:01:29,000
these steps than than you would 
if you didn't have that song. 

1017
01:01:29,000 --> 01:01:34,440
So leave some of it up to chance
just I guess it's just do your 

1018
01:01:34,440 --> 01:01:41,480
best to maintain. 
Some sort of structure in terms 

1019
01:01:41,480 --> 01:01:44,080
of your. 
Goals and and make sure that you

1020
01:01:44,080 --> 01:01:46,280
and your team are that's all the
momentum yeah, yeah, yeah and 

1021
01:01:46,280 --> 01:01:47,560
then make sure. 
Everyone. 

1022
01:01:47,560 --> 01:01:49,840
Is aligned and everyone is 
working towards the same thing. 

1023
01:01:51,480 --> 01:01:54,720
Yeah, man, that's And there you 
have it, Some I. 

1024
01:01:54,720 --> 01:01:57,400
Think we have? 
We've cracked the code well in 

1025
01:01:57,400 --> 01:01:58,400
our. 
Own way we've. 

1026
01:01:58,400 --> 01:02:01,440
We've we've tried, I think we've
cracked the code. 

1027
01:02:02,320 --> 01:02:05,280
We've cracked the code. 
The source. 

1028
01:02:05,280 --> 01:02:07,520
For free the source. 
For free that we got. 

1029
01:02:07,520 --> 01:02:08,920
From chat, do you think do you 
think that? 

1030
01:02:08,920 --> 01:02:13,040
Journalists using journalists 
using ChatGPT, not to say that 

1031
01:02:13,080 --> 01:02:15,600
all the way journalists, but 
they're using ChatGPT is. 

1032
01:02:15,680 --> 01:02:21,400
Do you think that's legitimate? 
No, but we used it to supplement

1033
01:02:21,520 --> 01:02:24,760
our points because we used it. 
At the end to kind of easy, 

1034
01:02:25,000 --> 01:02:26,040
yeah. 
Exactly. 

1035
01:02:26,640 --> 01:02:28,880
So it's not like we just. 
Used it at that point. 

1036
01:02:29,320 --> 01:02:30,840
Yeah, that's true. 
There we go. 

1037
01:02:31,080 --> 01:02:33,440
But yeah, I mean we. 
Tried to kind of answer the 

1038
01:02:33,440 --> 01:02:39,200
question of how to make a Kenyan
artist an international act and 

1039
01:02:39,520 --> 01:02:41,680
we did our best. 
Honestly, we did our best. 

1040
01:02:42,200 --> 01:02:43,960
But in the back all this just 
comes from a. 

1041
01:02:43,960 --> 01:02:47,480
Place of. 
Yeah, and all this just comes 

1042
01:02:47,480 --> 01:02:52,360
from a place of us wanting, 
wanting our artists to win 

1043
01:02:52,360 --> 01:02:55,600
because ultimately that's a good
goal. 

1044
01:02:55,760 --> 01:02:57,600
You know, you don't know how bad
I want to see. 

1045
01:02:57,600 --> 01:02:59,920
I want to see like. 
International artists like we 

1046
01:02:59,920 --> 01:03:02,360
see with so many of the other 
different countries, like I 

1047
01:03:02,360 --> 01:03:04,520
just, I want to see Kenyan acts 
everywhere, bro. 

1048
01:03:05,280 --> 01:03:08,400
I just, I want saturation 
because we've we've done well in

1049
01:03:08,400 --> 01:03:10,120
many different areas. 
There's no reason why we 

1050
01:03:10,120 --> 01:03:11,840
shouldn't do well in music. 
And we have such really like, 

1051
01:03:11,840 --> 01:03:16,400
imagine how nice it'll it'll. 
It'll be to see like Jarai 

1052
01:03:16,400 --> 01:03:19,840
hanging out with or in a 
Kaisenat stream. 

1053
01:03:19,840 --> 01:03:23,000
And I don't know how that looks,
but like, you know, yeah, you 

1054
01:03:23,000 --> 01:03:24,240
don't have, you don't know how 
that looks. 

1055
01:03:24,240 --> 01:03:27,240
Because we've not seen pictures 
of of that kind of thing. 

1056
01:03:27,240 --> 01:03:30,200
But it's entirely doable. 
It's possible. 

1057
01:03:30,680 --> 01:03:32,640
And Jerry and Kaisenat collab 
will be crazy. 

1058
01:03:32,720 --> 01:03:33,840
I like that. 
I'd like to see that. 

1059
01:03:34,720 --> 01:03:35,960
Wouldn't it, man? 
Yeah. 

1060
01:03:36,080 --> 01:03:37,760
Listen. 
Kaisenat, if you're listening, 

1061
01:03:37,800 --> 01:03:39,480
he's he's not listening. 
Yeah, you go again. 

1062
01:03:40,360 --> 01:03:43,120
Yeah. 
Kaisenat. 

1063
01:03:43,960 --> 01:03:46,480
Listening to us. 
Speaking of listening, Sam. 

1064
01:03:46,920 --> 01:03:48,720
What did you listen to this 
week? 

1065
01:03:48,720 --> 01:03:50,560
Music. 
Music makes me. 

1066
01:03:50,560 --> 01:03:53,840
Lose control. 
Oh, we Yes, I knew you were 

1067
01:03:53,840 --> 01:03:56,320
gonna do the I knew you were. 
Gonna do it, bro. 

1068
01:03:56,320 --> 01:03:57,560
I just. 
Yeah, all right. 

1069
01:03:58,000 --> 01:03:59,360
Yes, I do. 
Yeah. 

1070
01:03:59,360 --> 01:04:01,400
So. 
Let me start with. 

1071
01:04:01,600 --> 01:04:05,480
We had mentioned it earlier when
we're talking, you mentioned For

1072
01:04:05,480 --> 01:04:09,360
the Love of RnB Volume 1 by Maui
Moon, and I'm bringing it up 

1073
01:04:09,360 --> 01:04:11,440
because it has a bunch of Kenyan
artists on there. 

1074
01:04:11,880 --> 01:04:16,960
So we can go to Maya Molo is on 
there, I think is on there too. 

1075
01:04:17,400 --> 01:04:20,200
So yes Sir, we've got that 
going. 

1076
01:04:20,720 --> 01:04:23,360
Chimano dropped a joint called 
Fashion. 

1077
01:04:23,680 --> 01:04:27,520
It's good to see him releasing 
some music produced by Afro 

1078
01:04:27,520 --> 01:04:32,440
Lectra, who has done a bunch of 
other songs that I know about. 

1079
01:04:32,440 --> 01:04:33,840
But then I can name them right 
now. 

1080
01:04:34,760 --> 01:04:36,280
Yes. 
Let's see who else. 

1081
01:04:36,280 --> 01:04:42,360
Brandy Minor drops a song called
Tango that was called Kahora 

1082
01:04:43,680 --> 01:04:45,920
teams up. 
I mean Ziki, sorry. 

1083
01:04:45,920 --> 01:04:49,920
Ziki teams up with Sophia, 
Sophie, Enzo for a song called 

1084
01:04:50,080 --> 01:04:52,560
Kahora that's also pretty 
decent. 

1085
01:04:52,720 --> 01:04:54,720
Guardian Angel? 
Which Shukrani? 

1086
01:04:55,040 --> 01:04:57,920
Steph Capella. 
Rick Miruka. 

1087
01:04:57,920 --> 01:05:00,840
I hope I'm pronouncing that 
right with a song called Cheesy.

1088
01:05:02,160 --> 01:05:03,840
Dang, what else, what else, what
else, what else? 

1089
01:05:03,840 --> 01:05:05,400
Just running through some of the
releases. 

1090
01:05:07,720 --> 01:05:09,040
Do you want to? 
Oh, Mr. Frank. 

1091
01:05:09,040 --> 01:05:11,760
White Mr. Frank White. 
We played him a few weeks ago, 

1092
01:05:12,000 --> 01:05:17,440
dropped a 2 pack with Davion. 
If I'm pronouncing it right, 

1093
01:05:17,440 --> 01:05:20,280
it's called MA Lovers rock, my 
lovers rock. 

1094
01:05:20,280 --> 01:05:24,280
So that was pretty cool. 
I'm I'm just interested in Mr. 

1095
01:05:24,280 --> 01:05:26,360
Frank White and the music is 
creating now like I just be 

1096
01:05:26,360 --> 01:05:28,640
listening to everything he does.
It's very interesting for me. 

1097
01:05:28,920 --> 01:05:33,600
What did what did you listen to?
I don't want to outside of that 

1098
01:05:33,600 --> 01:05:40,200
I listened to. 
Life of the party by Sora Kafi 

1099
01:05:40,200 --> 01:05:43,480
and Slumberland. 
That was cool. 

1100
01:05:44,080 --> 01:05:49,720
I listened to Uko Piwa, 
essentially Uko wapi by Shawn 

1101
01:05:49,840 --> 01:05:54,760
Sosa, the prodigy and Lil minor 
produced by le Mario. 

1102
01:05:54,760 --> 01:05:59,280
That beat was insane. 
That beat was fire. 

1103
01:05:59,320 --> 01:06:01,760
That was that. 
In terms of beats, that's one of

1104
01:06:01,760 --> 01:06:06,400
the better beats this week. 
But there was one beat that was 

1105
01:06:06,400 --> 01:06:09,840
just better than the rest of my 
opinion, and that was the beat 

1106
01:06:09,960 --> 01:06:13,200
to Messiah Beer by BD. 
I can't lie. 

1107
01:06:13,720 --> 01:06:16,640
I have to give him his props 
right now. 

1108
01:06:17,760 --> 01:06:22,080
King Fizzle, bro. 
King Fizzle killed it for me. 

1109
01:06:22,560 --> 01:06:25,080
Bro. 
That song is just so good. 

1110
01:06:25,120 --> 01:06:29,960
I, I, I think, I think Messiah 
Biya might be my favorite BT 

1111
01:06:29,960 --> 01:06:32,560
song. 
Like that's out like that's, 

1112
01:06:32,560 --> 01:06:35,760
that's for me. 
It's just like everything just 

1113
01:06:35,760 --> 01:06:39,080
came together. 
The beat, his rapping like this.

1114
01:06:39,080 --> 01:06:41,120
One of the best rappings I've 
heard from him too. 

1115
01:06:41,120 --> 01:06:42,400
Phenomenal. 
Very cool. 

1116
01:06:42,640 --> 01:06:43,920
Very. 
Cool the floors. 

1117
01:06:43,920 --> 01:06:48,560
And everything I love. 
I love fiction about party. 

1118
01:06:48,560 --> 01:06:53,360
He is the last. 
One I listened to was 20 G 

1119
01:06:53,360 --> 01:06:56,720
produced or released a song 
called Never Stop. 

1120
01:06:56,840 --> 01:07:00,600
Yeah. 
I would assume he's like I don't

1121
01:07:00,600 --> 01:07:02,640
know if he moved to Japan or 
something. 

1122
01:07:02,880 --> 01:07:06,880
Anyway, he released a song with 
Vox Vox and or some movie Jordan

1123
01:07:07,760 --> 01:07:12,280
and it was really dope to see 
Twirly and then also wrapping a 

1124
01:07:12,280 --> 01:07:14,600
little bit in Japanese and stuff
like that. 

1125
01:07:14,600 --> 01:07:17,560
That was very, yeah, called 
cross cultural. 

1126
01:07:17,560 --> 01:07:19,200
But doing collapse, Yeah, yeah, 
yeah. 

1127
01:07:19,400 --> 01:07:21,440
That's like cross cultural. 
Cultural. 

1128
01:07:21,520 --> 01:07:23,560
Cultural, yeah. 
Get into the Japanese. 

1129
01:07:23,600 --> 01:07:27,800
Japanese community, yeah, I 
think that's what I listen to 

1130
01:07:27,800 --> 01:07:29,960
some. 
Yeah, just to name a couple of 

1131
01:07:29,960 --> 01:07:33,880
products so love. 
Draft by Ken Aswani dropped if 

1132
01:07:33,880 --> 01:07:36,960
just modest Jabari on there and 
then another project called A 

1133
01:07:36,960 --> 01:07:42,000
Man of Naive by Brian Siegel. 
I haven't got into that, but I 

1134
01:07:42,000 --> 01:07:43,360
will get to it. 
I'll listen to it again. 

1135
01:07:44,320 --> 01:07:49,720
And then Kosto Drang released 
Imposter Syndrome No More, which

1136
01:07:49,720 --> 01:07:54,120
is a very, very, very apartment 
title for a lot of artists, 

1137
01:07:54,600 --> 01:07:57,640
including myself. 
Impostor Syndrome Syndrome, not 

1138
01:07:57,640 --> 01:08:00,240
syndrome. 
Syndrome No More by Kosto Drang.

1139
01:08:01,080 --> 01:08:04,120
That's this is his second album,
if I'm not wrong. 

1140
01:08:05,200 --> 01:08:07,600
Let me just get that right. 
Yes, his second project, his 

1141
01:08:07,600 --> 01:08:09,920
first one was when he was 
released in 2022. 

1142
01:08:10,640 --> 01:08:12,240
Yes. 
So I give this a listen. 

1143
01:08:12,240 --> 01:08:14,600
Of course, I need to go back and
listen to it again, but I 

1144
01:08:14,600 --> 01:08:17,920
enjoyed it off the first listen.
I enjoyed a couple of songs. 

1145
01:08:19,279 --> 01:08:21,359
Dance with Ambassador Mandela 
was pretty cool. 

1146
01:08:21,680 --> 01:08:24,040
I like that. 
I like Wabiru, that was dope 

1147
01:08:24,040 --> 01:08:27,760
too. 
Iyana was also one of my 

1148
01:08:27,760 --> 01:08:29,920
favorites. 
Jathoom and Traveler. 

1149
01:08:30,880 --> 01:08:32,120
And then Purpose with Mordecai 
decks. 

1150
01:08:32,120 --> 01:08:34,040
I like Mordecai decks, man. 
I like his vocals. 

1151
01:08:34,040 --> 01:08:37,479
I like what he does. 
Fly away also with Quiz, which 

1152
01:08:37,479 --> 01:08:40,279
is interesting. 
Yeah, man, I need to go back and

1153
01:08:40,279 --> 01:08:43,840
sit down with this project, but 
I I enjoyed it. 

1154
01:08:43,840 --> 01:08:46,359
I enjoy Costello Jones music. 
His his. 

1155
01:08:46,800 --> 01:08:49,359
He's becoming one of my 
favorites Kenyan artists. 

1156
01:08:50,920 --> 01:08:53,840
Yeah. 
Did you get time to to breathe? 

1157
01:08:55,200 --> 01:08:56,279
Yeah. 
So no, no I. 

1158
01:08:56,279 --> 01:08:59,520
I skimmed through a little bit 
of the songs, but you know, 

1159
01:08:59,520 --> 01:09:05,399
because our drawings fire you, 
you know, he's multi talented. 

1160
01:09:05,520 --> 01:09:07,200
Yeah, yeah, yeah. 
Like I told you, I'll never 

1161
01:09:07,200 --> 01:09:13,120
forget about the time I walked 
into a art installation in, oh, 

1162
01:09:13,120 --> 01:09:17,600
exhibition, sorry, in Village 
Market, and I saw his name in 

1163
01:09:17,600 --> 01:09:21,240
some of the paintings. 
Like, how diverse is this guy 

1164
01:09:21,240 --> 01:09:22,560
anyway? 
Yeah, it's very cool. 

1165
01:09:22,960 --> 01:09:23,960
It's very cool. 
It's very cool. 

1166
01:09:24,640 --> 01:09:27,760
Shout out to Costa. 
Shout out to Costa. 

1167
01:09:28,160 --> 01:09:31,960
I think we could play if since 
you always ask me AFAM, if you 

1168
01:09:31,960 --> 01:09:36,000
would allow me, I think we could
play a song off this project. 

1169
01:09:38,160 --> 01:09:40,399
I don't know where to go. 
I think I guess we could go 

1170
01:09:40,399 --> 01:09:43,359
Jatum. 
He features Salvara on there. 

1171
01:09:43,600 --> 01:09:45,960
This is definitely one of those 
I feel I think the song is going

1172
01:09:45,960 --> 01:09:47,880
to go. 
It just sounds like it's sounds 

1173
01:09:47,880 --> 01:09:52,200
like it's primed for radio. 
So I think if we could do that. 

1174
01:09:52,760 --> 01:09:58,400
So Costo drunk from his album 
Imposter Syndrome No more, here 

1175
01:09:58,400 --> 01:09:59,520
is. 
Yeah, yeah, yeah. 

1176
01:09:59,520 --> 01:10:02,160
Here is. 
Jatum featuring Salvara. 

1177
01:10:11,080 --> 01:11:19,880
The. 
The 

1178
01:11:37,080 --> 01:12:00,920
I've been catching flies and I'm
running back to you, Longing for

1179
01:12:00,920 --> 01:12:05,720
the days I spend with you. 
Let the music click away. 

1180
01:12:06,280 --> 01:12:09,960
All I'm only is your wish. 
Let me love you right away. 

1181
01:12:10,560 --> 01:12:14,560
It's your day, it's your game. 
Let me let me drive in your leg.

1182
01:12:14,760 --> 01:12:16,880
When the drum plays at the home 
stage. 

1183
01:12:17,160 --> 01:12:19,960
Let me love us. 
I'm OK when the crowd is 

1184
01:12:19,960 --> 01:12:22,600
charging on and the people sing 
along. 

1185
01:12:23,520 --> 01:12:27,960
Everybody dancing on and the 
people sing along. 

1186
01:13:02,320 --> 01:13:19,880
The. 
The 

1187
01:13:55,240 --> 01:14:02,800
the Costa Ojwan. 
Savara with Jatun from his is a 

1188
01:14:02,800 --> 01:14:04,360
sophomore album, right? 
The second one is a sophomore 

1189
01:14:04,640 --> 01:14:08,360
imposter Syndrome no more. 
It's a really cool song, yeah. 

1190
01:14:10,880 --> 01:14:13,760
Oh man. 
Yes, Sir, man, and that. 

1191
01:14:14,200 --> 01:14:20,240
Bro, that's that, that's episode
98 of the 30% podcast. 

1192
01:14:20,240 --> 01:14:24,840
Like I like to say at the end of
every podcast, please guys, 

1193
01:14:26,520 --> 01:14:29,200
actually just yeah, listen to 
this podcast. 

1194
01:14:29,200 --> 01:14:34,000
I feel like this was a really 
yeah, this is a this is AI 

1195
01:14:34,000 --> 01:14:36,600
enjoyed some I enjoyed this 
conversation. 

1196
01:14:36,600 --> 01:14:38,520
You know what this was. 
You know the spot speaking. 

1197
01:14:38,560 --> 01:14:40,680
Of this podcast. 
Was no, I know. 

1198
01:14:40,680 --> 01:14:43,160
You're about to get into it. 
This podcast was like a very, 

1199
01:14:43,160 --> 01:14:47,040
very lengthy version of the 
three CS is essentially what 

1200
01:14:47,040 --> 01:14:49,960
this this podcast was actually 
yes, it it. 

1201
01:14:49,960 --> 01:14:53,000
Was it was? 
And what are the three CS you 

1202
01:14:53,040 --> 01:14:55,600
ask if this is your first time 
listening to this podcast? 

1203
01:14:55,600 --> 01:15:00,760
Well, I will tell you the three 
CS are things that I concocted 

1204
01:15:00,760 --> 01:15:02,920
in my mind. 
See, I use the C word there. 

1205
01:15:03,800 --> 01:15:07,880
And one of them is consistency. 
If you're an artist listening to

1206
01:15:07,880 --> 01:15:13,360
this podcast, I implore you to 
be consistent with your music 

1207
01:15:13,360 --> 01:15:15,200
releases. 
Like I always say, I'm not 

1208
01:15:15,200 --> 01:15:17,960
asking you to release music 
every week or every two weeks or

1209
01:15:17,960 --> 01:15:22,400
every month, but if you decide 
you're going to release a single

1210
01:15:22,960 --> 01:15:28,400
every two months or an EP every 
six months, stick to that and 

1211
01:15:28,400 --> 01:15:34,080
you'll begin to see success. 
The other C is confidence, man. 

1212
01:15:34,080 --> 01:15:38,320
As an artist, I know how 
vulnerable putting your art out 

1213
01:15:38,320 --> 01:15:42,680
there exposes. 
It leaves you like it's a very 

1214
01:15:42,680 --> 01:15:45,160
vulnerable experience because 
you're putting your art there 

1215
01:15:45,160 --> 01:15:48,440
and you're you're leaving 
yourself up to people saying, 

1216
01:15:48,440 --> 01:15:52,920
oh, this is cringe or this is 
not my vibe or this is amazing. 

1217
01:15:53,320 --> 01:15:56,280
It sucks. 
It's a it's a sucky feeling just

1218
01:15:56,280 --> 01:16:00,040
leaving yourself open to 
people's perception of you. 

1219
01:16:00,040 --> 01:16:06,080
But you have to be confident. 
You have to exude that aura of 

1220
01:16:06,200 --> 01:16:12,800
my music is amazing and there 
will be people who will engulf 

1221
01:16:12,920 --> 01:16:18,360
or just, you know, they'll feel 
that energy and it'll translate 

1222
01:16:18,560 --> 01:16:21,920
well. 
And lastly, craft always, always

1223
01:16:21,920 --> 01:16:25,040
work on your craft. 
This is the part that even I 

1224
01:16:25,040 --> 01:16:29,320
need to like, take into. 
I need to take my own advice 

1225
01:16:29,320 --> 01:16:33,000
essentially because, you know, 
everyday. 

1226
01:16:33,000 --> 01:16:37,400
You need to work towards. 
Like becoming better in your 

1227
01:16:37,400 --> 01:16:43,080
your field, whether it's, you 
know, watching music tutorials 

1228
01:16:43,080 --> 01:16:47,480
or reading an article about how 
to better market your music and 

1229
01:16:47,480 --> 01:16:50,320
stuff like that. 
Do something small, even if 

1230
01:16:50,320 --> 01:16:55,840
you're reading a paragraph of 
you know how to better publish 

1231
01:16:55,840 --> 01:16:59,280
or license your music, or if 
you're just watching a tutorial 

1232
01:16:59,280 --> 01:17:04,920
on how best to, you know, 
harmonize your your when you're 

1233
01:17:04,920 --> 01:17:09,760
recording or the best way or the
best technique to mix your 

1234
01:17:09,760 --> 01:17:10,520
vocals. 
I don't know. 

1235
01:17:10,520 --> 01:17:12,760
Whatever it is, try to do that 
every day. 

1236
01:17:13,400 --> 01:17:16,200
And you don't have to take a 
long time. 

1237
01:17:16,200 --> 01:17:18,320
You could even just take 5 
minutes. 

1238
01:17:18,640 --> 01:17:22,720
And if you do that every day, 
everything will add up and you 

1239
01:17:22,720 --> 01:17:25,280
will be successful. 
Yep. 

1240
01:17:27,400 --> 01:17:31,200
I was just thinking someone like
a a a starting artist who 

1241
01:17:31,200 --> 01:17:35,720
listens to like the the 
blueprint for for green yourself

1242
01:17:35,720 --> 01:17:37,800
as an artist and becoming an 
intentional artist could think 

1243
01:17:37,800 --> 01:17:40,120
that that's a very, very 
difficult thing to do. 

1244
01:17:40,680 --> 01:17:44,800
And but you just you just give 
like the sauce right now as as 

1245
01:17:44,800 --> 01:17:50,760
you are ending the three CS is 
set small goals set achievable. 

1246
01:17:50,760 --> 01:17:53,200
Goals that. 
Contribute to the whole picture 

1247
01:17:53,560 --> 01:17:55,080
and work on achieving those 
small goals. 

1248
01:17:55,080 --> 01:18:01,120
Don't always look at. 
Don't always use the bigger. 

1249
01:18:01,160 --> 01:18:04,960
Base the main goal to fuel your 
own self. 

1250
01:18:04,960 --> 01:18:08,120
That could be the overarching 
theme of what you're trying to 

1251
01:18:08,120 --> 01:18:09,360
do. 
But then set small goals. 

1252
01:18:09,760 --> 01:18:13,240
Very achievable, Very, very, 
very concise. 

1253
01:18:13,280 --> 01:18:17,440
And then work on those and 
achieve those ones and set more 

1254
01:18:17,440 --> 01:18:18,520
goals. 
Achieve those and set more 

1255
01:18:18,520 --> 01:18:19,840
goals. 
And then before you know it, 

1256
01:18:19,840 --> 01:18:24,080
you'll be exactly where you want
to be. 

1257
01:18:25,160 --> 01:18:27,560
And you might not have thought 
that you could make it, but you 

1258
01:18:27,560 --> 01:18:30,960
can. 
So yeah, man, it's doable. 

1259
01:18:31,400 --> 01:18:35,640
We need to see a lot more 
artists be conscious about 

1260
01:18:35,640 --> 01:18:40,120
getting to this places and this 
sports and. 

1261
01:18:40,120 --> 01:18:47,680
Yeah, go forth and create. 
You sound like at the end of 

1262
01:18:47,680 --> 01:18:51,360
like church, like Catholic 
Church, how they usually say go 

1263
01:18:51,360 --> 01:18:54,200
forth. 
They usually say go. 

1264
01:18:54,200 --> 01:18:55,000
Forth. 
Yeah, yeah. 

1265
01:18:55,200 --> 01:18:57,800
Yeah, anyway, go forth and 
create. 

1266
01:18:58,640 --> 01:19:01,760
Guys. 
Thank you so much for listening 

1267
01:19:01,760 --> 01:19:06,160
to this podcast. 
This was episode 98 and we shall

1268
01:19:06,160 --> 01:19:10,160
see you for the 99th, 99th. 
Episode iteration. 

1269
01:19:10,480 --> 01:19:11,080
We out.