The disparity between what Kenyan artists are paid versus international acts boils down to investment, professionalism, and market dynamics. International stars like Diamond Platnumz, Burna Boy, and Rema command hefty performance fees because of the infrastructure, teams, and strategies behind them.
Key Factors Driving Higher Pay for International Artists
- Heavy Investment in Music and Brand
- Artists like Diamond Platnumz and Burna Boy prioritize investing in their craft before material acquisitions. They allocate significant budgets to high-quality audio and video production, online and offline marketing, and personal branding.
- Diamond, for example, spends heavily on his signed artists under WCB, ensuring they have access to resources like cars, housing, security, and production teams, creating a polished and marketable product.
- Well-Structured Teams
- International stars operate with extensive teams, including managers, dancers, security, PR personnel, and marketing experts, ensuring that every performance or release is a calculated and impactful event.
- The paydays for these artists are distributed across the entire team, adding value to their negotiation power. Kenyan artists often lack such comprehensive teams, with some negotiating deals alone.
- Strategic Marketing and Promotion
- These artists don’t rely solely on organic internet buzz. They pay influencers, bloggers, and media outlets to promote their music, creating momentum that the internet amplifies.
- Their marketing extends internationally, ensuring their reach spans continents, allowing them to negotiate global deals and attract international promoters.
- Global Presence and Accessibility
- Many international artists ensure they have properties or bases in major cities like London or Los Angeles, positioning them close to lucrative markets and major deals.
- Their global accessibility makes them more attractive to promoters who can offer them gigs anywhere in the world, often involving private jets and premium accommodations.
- Professionalism and Presentation
- The way these artists present themselves—whether it’s arriving in private jets, having state-of-the-art stage setups, or delivering top-notch performances—enhances their value. Promoters know they’re paying for a world-class experience.
Challenges for Kenyan Artists
- Lack of Significant Investment
- Many Kenyan artists don’t allocate sufficient resources to their music and branding. Without a robust team or professional production quality, their value in the market remains capped.
- Limited Market Reach
- Kenyan artists largely target local or regional markets, limiting their ability to command global attention and higher pay. For instance, Burna Boy and Diamond are recognized globally, justifying their massive paydays.
- Minimal Professional Support
- Most Kenyan artists work without managers or teams, entering negotiation rooms solo. Promoters evaluate them based on their solo potential rather than the influence and value of a larger team.
- Market Economics
- The Kenyan market tends to undervalue its own artists, favoring international acts during major events. Promoters allocate more resources to secure international stars, often leaving Kenyan artists with significantly smaller fees.
How Kenyan Artists Can Elevate Their Pay
- Invest in Teams
- Kenyan artists need to build strong teams, including managers, PR personnel, and marketing experts. This infrastructure enhances their bargaining power.
- Improve Quality and Branding
- High-quality production, consistent releases, and polished performances can elevate their appeal to promoters and fans alike.
- Leverage Collective Bargaining
- Artists can form unions or associations to standardize rates and advocate for better pay structures within the local market.
- Focus on Regional and Global Reach
- By targeting regional and global audiences, Kenyan artists can increase demand for their performances and build a stronger brand.
- Encourage Kenyan-Only Events
- Promoters can organize events featuring only Kenyan artists and allocate international-level budgets, ensuring that local talent is fairly compensated.
Conclusion
Until Kenyan artists make the necessary investments and adopt professional practices, the pay gap between them and international acts will persist. Elevating their craft, building robust teams, and positioning themselves as global brands are crucial steps toward achieving parity. Meanwhile, the local industry must collectively push for fair treatment and better pay for its homegrown talent.