The Kenyan music industry has seen significant changes, particularly in how music is consumed and monetized. Traditional models have been upended with the rise of streaming platforms like Spotify, Boomplay, Audiomack, and Apple Music, which have altered the ways in which music is purchased, distributed, and consumed. While these platforms have opened new opportunities for artists, they have also introduced challenges that make it more difficult for musicians to earn a living from their work. This shift has placed even more pressure on music managers to help their clients navigate the evolving landscape.
Loice Mwangi and Gift Nasimiyu are seasoned music managers who have worked with Kenyan artists and understand the challenges that come with managing talent in the changing music environment. They emphasize the importance of authenticity and individuality for artists. According to Loice, unlike in markets such as the United States, Kenyan music managers do not aim to transform the artist’s identity. Instead, they encourage their clients to remain true to themselves. “We just ask you to be yourself, maintain your authenticity, and let us help enhance your look and sound,” says Mwangi. This approach has proven successful in helping artists connect with their audiences while maintaining a sense of originality.
However, managing artists is not without its challenges. Both Mwangi and Nasimiyu acknowledge the difficulty of working in a male-dominated industry and dealing with artists who may struggle with humility once their fame and success grow. Nasimiyu notes, “Being a woman in this industry is not easy. Some artists may not respect you or may try to take advantage. You have to develop thick skin and approach the business with professionalism.” Over time, this resilience earns respect, even if gender biases exist at first.
The issue of ego also plays a significant role in the dynamics between managers and artists. Mwangi points out that when an artist’s brand grows, they may begin to feel they no longer need their manager’s guidance. This can strain the working relationship and even harm the artist’s public image if not handled correctly. “The artist may become disrespectful and not approach the business with the same humility,” she adds, highlighting how crucial it is for artists to maintain respect and professionalism throughout their careers.
Contracts are another major point of contention in the music business. Both managers emphasize the importance of understanding the terms of any agreement. “I don’t think a manager should be blamed for the poor interpretation of the contract by an artist,” Mwangi argues. “One needs to take time to understand the contract and know their rights.” Nasimiyu agrees, stating that revenue sharing and legal matters depend heavily on the terms agreed upon in the contract. Misunderstandings about these agreements can lead to public disputes, which often make their way into the tabloids. “If you don’t understand something, seek legal advice before signing anything,” she advises.
While the music business can be lucrative, both managers stress that passion is the driving force behind their work. “You have to love what you’re doing,” says Mwangi. “The true fulfillment comes from watching an artist grow, rise to the top, and achieve success. It’s not about the money.” This dedication to helping artists succeed is what drives both managers to continue their work, even when the financial rewards may not always be immediate.
Nasimiyu also urges Kenyan artists to carve out their own identity in the industry. “Don’t be a follower. Be a leader. Find your sound, your voice, and your identity. If you don’t, you’ll get lost in the crowd,” she advises. With the ever-changing music scene, it’s essential for artists to stay true to themselves and avoid being swept up in trends that may not align with their unique style.
Both Mwangi and Nasimiyu are currently working on multiple projects, collaborating with up-and-coming artists and content creators, and contributing to the artistic direction of established stars like CMB Prezzo and Kristoff. Their experience in the industry, combined with their passion for music, continues to influence the growth of the Kenyan music scene.
In conclusion, managing an artist’s career in Kenya requires more than just business acumen; it takes a deep understanding of the artist’s identity, dedication to their success, and a firm grasp on the evolving landscape of the music industry. As music consumption continues to shift, the role of the manager has never been more crucial in helping artists navigate challenges and seize new opportunities.
