As Covid-19 pandemic wrecks havoc across the entertainment industry, Kenyan musicians are coming up with ingenious ways to ensure that their brands continue to grow.
Singer Oscar Mizani has taken an uncommon path of hosting mini-concerts inside Nairobi matatus, a technique mostly exploited by pastors.
In a clip seen by Kenyans.co.ke, the rapper dropped a few bars on the morning of Monday, April 26, aboard a Nairobi CBD-bound bus from Komarock area in Embakasi.
Likening himself to Tanzanian singer Diamond Platnumz, Mizani disclosed that his matatu performances were his hustle and that established singers also started out by hawking CDs.
"Thank you, my people, My name is Oscar Mizani, a man who is not ashamed to do his work and talk to his people. I wish you a safe journey.
"If you would like to listen to my music, I have a CD I am selling for Ksh100 and if you do not use a CD player, you can support your artist. Even when Diamond holds a concert, you guys support him. I am one of you," stated Mizani.
He confirmed that artists, most of who make money through selling their merchandise at concerts, had hit a snag after President Uhuru Kenyatta banned gatherings in five counties and limited the number of attendees in the rest.
"In life, never ever give up because that which has been written will come to pass," he added.
The singer performed his two songs on the bus before hawking his CDs where he is reported to have sold two, each going for Ksh100.
Speaking to Kenyans.co.ke, a music expert who opted for anonymity lauded Mizani's decision to host the mini-concerts on matatus explaining that the move goes a long way in boosting his brand's visibility.
He also noted that assuming the singer performed on 10 matatus a day and sold two CDs on each, he could easily be pocketing Ksh1,000
"The strategy is innovative and he is hustling his talent. He can sell CDs and he is on the ground. You can see the passion and belief and that will open up doors for him. He is different.
"He is giving awareness and provides direct contact with the market. He is also doing a gig every one hour, doing his own gig. He will probably get TV interviews," explained the expert.
"You have to constantly be innovative within the industry. You never know, one of the people you sing to can be a producer who will book you," he added.
He further noted that the pandemic was a wake-up call to the music industry forcing players to embrace the digital platforms and boost their revenues.
He noted that many singers had grown comfortable performing at events and did not exploit digital platforms such as Skiza tune which is popular with vernacular performances.
A majority of artists in the country have fallen through a rough patch since the pandemic hit in March 2020 with many claiming that they never received a share of the Ksh100 million token Uhuru awarded them in 2020.
In Mid-April, musicians, including rapper Khaligraph Jones, had tried reaching out to both ODM leader Raila Odinga and DP Ruto over the dire situation.
"If you help us in this situation, I will campaign for you for free in the upcoming election," Jones had told Ruto.
The DP heed their call and invited them to a meeting at Karen residence on Saturday, April 24. The DP promised to deal with their grievances and have their representative on his 2022 campaign advisory panel.
Below is the video:
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