KENYA: UNDERSTANDING FUNDAMENTALS OF THE MUSIC BUSINESS

Music business, just like any other, requires those involved to have an insight into how to get to the bottomline, that is, profitability.  Many Kenyan musicians do not understand what it takes to survive in this industry. Artists actually don't have to be on top of things themselves but since even a good manager is still human and might at times be selfish, they should atleast get basic knowledge about the fundamentals of this business.
Having good management is the biggest investment one can make since this forms the foundation of any future success. But since getting a good manager is not easy- most are just acting as booking agents- you must learn basic knowledge about how to build a sustainable career. Why don't we have an artist actually staying relevant for twenty-something years in the music industry? Times change and so must you.
They say "Quality is King, Distribution is Queen" so you must record quality music that resonates with an audience and then invest in marketing while also using a proper distribution strategies. There are many good songs that do not make it to radio while average songs get media rotations. The difference could be in the effort put in by artist's team.
Learn more about your audience before investing in a distribution method. For example, if your fans are school-going teenagers, it makes little sense producing physical CDs. You may focus more on digital platforms and then time your release around school holidays. Such information about one's fanbase further becomes useful in choosing right merchandising.
Nothing is as powerful as a live show which provides exciting experiences to fans. Beyoncé is one illusion in point. Value begets value, so you must provide real entertainment before you get such a legion of fans who can buy any tee-shirt or attend any show in which you're performing.
So any upcoming or established acts must reevaluate their strategies and most importantly, they have to work on building a fanbase before selling content. Those with some following already need to retain their fans and convert them to actual consumers. They key lies in the management of talent, business development, marketing of content.... not forgetting quality composition and production of songs relevant to a chosen audience.

By Phillip Nyalenda