The disparity in pay between Kenyan artists and international acts can be attributed to several factors, ranging from investment in their craft to the scale of their operations and marketing strategies.
Investment in the Music
International stars like Diamond Platnumz, Burna Boy, and Rema prioritize investing heavily in their music. For instance:
- Production Quality: They spend substantial amounts on high-quality audio and video production.
- Team Support: They employ managers, marketing experts, personal assistants, dancers, and security to build and sustain their brands.
- Strategic Marketing: These artists allocate budgets for both online and offline marketing, ensuring their songs reach a global audience.
Kenyan artists, on the other hand, often lack access to such resources or do not allocate significant funds towards building their brand to a comparable scale.
Revenue Streams
The revenue for international artists is not solely dependent on performances:
- Endorsements: International acts secure lucrative brand deals and sponsorships.
- Global Performances: They command high fees for shows, with Diamond reportedly earning $50,000 per performance, and Burna Boy charging $1 million.
- Streaming and Online Presence: With robust digital strategies, their music performs well on global streaming platforms, adding another revenue layer.
Kenyan artists, while making strides in streaming and endorsements, still largely depend on local performances for income, limiting their earning potential.
Scale of Operations
- Team Size and Structure: International artists operate as businesses, with teams ensuring their global appeal and consistency. This infrastructure justifies their high performance fees.
- Promoter Calculations: Promoters consider the scale of an artist’s operation when negotiating fees. For example, paying Diamond Ksh20 million ensures his entire team benefits, not just him.
Local Versus International Markets
- Audience Reach: International acts have a global fan base, allowing them to demand higher fees. Kenyan artists predominantly target local audiences, limiting their appeal to international promoters.
- Event Budget Allocation: Promoters are willing to pay international artists tens of millions because they guarantee ticket sales, sponsorships, and international recognition. Kenyan artists, without the same draw, are often paid a fraction of that amount.
Path to Higher Pay for Kenyan Artists
To reach the level of international pay scales, Kenyan artists need to:
- Invest in Their Craft: Allocate significant resources to production, branding, and marketing.
- Build Strong Teams: Surround themselves with professionals who can handle management, negotiations, and marketing.
- Target International Markets: Expand their audience through collaborations and strategic global outreach.
- Unite Locally: For Kenyan artists to command higher pay, promoters need to create events focused solely on Kenyan talent with international-level budgets.
Until Kenyan artists adopt a more business-oriented approach, and the local industry adjusts to pay artists based on their true value and potential, the gap in pay between them and international acts will persist.
