Kenya’s Stella Mwangi’s (STL) “Work” was chosen to be the official trailer soundtrack to the movie “A BadMoms Christmas”, which will hit theaters on November 3rd. The girl hasn’t even recovered from the song being used as the campaign theme soundtrack for Tommy Hilfiger’s Summer/ Spring line 2017. Or the same song being featured on BET‘s hit series Being Mary Jane‘s Season 4. Did I mention it being the official theme song for Reebok Classics ‘Free Your Style” 2017 campaign?…And that the beats to her song “Set it off” was also featured on the second season of HBO‘s TV Series “Insecure“? (I know! I’m jealous too).
With piracy being the major challenge that it is for artists, there’s very little hope (if any) left for album sales as a source or revenue. Those that are a step ahead are exploring alternative ways to earn from their music. In Nigeria, ring-back tones are making Nigerian artists millionaires. In Tanzania and Uganda, local artists plan for self titled concerts where they are the main acts and fans actually show up. Some of these concerts are even sold out. Try that in Kenya and tell me how it goes. No, actually- don’t. (I’d hate to be the reason for your career misfortunes.) Unless there’s an international act headlining the concert, you can only depend on a few family members and a handful of friends to show up. (And maybe your friends’ friends’- who have probably been promised free booze or a free to and from ride home). It could be a cultural thing- where we just don’t have it in us to support our very own or maybe I am wrong- (which I honestly hope I am).
If STL’s international success this year is anything to go by, it’s about time Kenyan artists start exploring different avenues to earn from their music. We’ve had endless battles between artists and MCSK over “insulting” royalties .While the system needs a change, artists need to be creative and open enough to see what else can earn them what they deserve. What really works for you as an individual? (Because hey! just because Avril was a brand ambassador to Oriflame doesn’t guarantee that you will score a brand endorsement deal yourself. Or because Diamond Platnumz has a “Peanuts” business you can succeed by launching your own).
If you are an artist reading this, you’re a creative, I will leave it to you.