The disparity in payment between Kenyan artists and international acts boils down to several structural, strategic, and investment differences within the music industry. Kenyan artists often struggle to demand high-performance fees due to a lack of substantial investment in their careers and inadequate management support compared to their international counterparts. Here’s a breakdown of why Kenyan artists can’t yet command the same pay:
1. Investment in the Artist
International stars like Diamond Platnumz, Burna Boy, and Rema heavily invest in themselves and their music before demanding hefty performance fees. This includes:
- High-quality production: Diamond’s WCB label ensures top-tier audio and video production for its artists.
- Branding and marketing: Dedicated teams handle online and offline marketing, ensuring songs gain immediate traction.
- Artist lifestyle: Rent, cars, managers, and security are all covered to maintain a premium image.
- Strategic budgets for music releases: Budgets are planned for promotion, ensuring a song is widely pushed before it goes viral organically.
Kenyan artists often lack this level of investment, which impacts their marketability and bargaining power.
2. Team Structure and Paydays
International acts work with large teams, including managers, dancers, security, and marketing personnel. When promoters pay millions for a performance, the fees cater to the entire ecosystem supporting the artist. In contrast, Kenyan artists frequently walk into negotiations alone, without a robust team or infrastructure to justify high fees.
3. Private Jets and Luxury Demands
Burna Boy and Diamond’s ability to demand private jets and luxury accommodations stems from their global status and the extensive investments made in their careers. Kenyan artists are yet to reach that level of market positioning.
4. Audience and Market Dynamics
International artists draw global audiences, increasing ticket sales and sponsorship opportunities for promoters. Their massive fanbases, combined with their branding and marketing efforts, make them a safe bet for high returns on investment. Kenyan artists primarily appeal to local audiences, limiting their reach and the promoter’s profit margins.
5. Kenyan Promoters and Budgets
Promoters in Kenya often allocate a significant portion of their budgets to international acts to attract larger audiences, leaving less for local artists. For Kenyan artists to command higher pay:
- Promoters need to prioritize Kenyan acts in their lineups.
- A “Kenyan-only” event with a significant budget would create an opportunity for local artists to be paid international market rates.
6. Managerial and Negotiation Skills
International artists operate with professional managers and teams who handle negotiations and ensure fair compensation. Kenyan artists frequently lack professional representation, leading to undervaluation during negotiations.
Conclusion: Steps Toward Equal Pay
- Invest in Artist Development: Kenyan artists need to reinvest in their craft, branding, and team structures.
- Strengthen Management: Professional management teams can negotiate better deals and build sustainable career paths for artists.
- Kenyan-focused Events: Promoters should create events with robust budgets dedicated to local acts, locking out international artists when necessary.
- Long-term Vision: Kenyan artists must focus on building international appeal and fanbases to justify higher performance fees.
Until these changes take root, Kenyan artists will continue to earn significantly less than their international counterparts.
