Piece by: PAUL AMUKO

15 June 2023

• Zuchu and Diamond Platinumz have managed to capture the hearts of Kenyan music enthusiasts, gaining immense popularity and surpassing their local viewership.

• What are the unique characteristics of the Kenyan music market that make it more receptive to Tanzanian talent?

The Kenyan music market has always been a vibrant and diverse landscape, with a wide array of local and international artists vying for attention.

However, amidst this dynamic environment, Tanzanian artists Zuchu and Diamond Platinumz have managed to capture the hearts of Kenyan music enthusiasts, gaining immense popularity and surpassing their local viewership.

In the last 2 months, Zuchu got 75.3 million views from Kenya a contrast to 28 million views from Tanzania, Diamond Platinumz on the other hand got 118 million views in Kenya while he only got 44.4 million views from Tanzania.

This begs the question: What are the unique characteristics of the Kenyan music market that make it more receptive to Tanzanian talent?

Let's delve into the unique characteristics of the Kenyan music market that have made it exceptionally receptive to these Tanzanian stars, even in the absence of collaborative efforts or back-to-back concerts. As well as the factors that have propelled Zuchu and Diamond Platinumz to the forefront of the Kenyan music scene.

Genre Preferences: One prominent factor is the genre preferences of Kenyans. Bongo Flava, the dominant Tanzanian music genre, shares similarities with Kenya's Gengetone and Genge music styles however Tanzanian artists often bring a unique blend of Bongo Flava, Afrobeat, R&B, Lingala, Rhumba, Amapiano, dancehall, and Taarab elements.

These resonate deeply with Kenyan audiences especially those along the coastline and country sides, creating an instant connection and garnering a devoted fan base. This cross-genre appeal and melodious Swahili lyrics, allows their music to effortlessly transcend borders and captivate a broader audience.

Media Exposure: Kenya boasts a vibrant media industry with numerous radio stations, TV channels, and online platforms dedicated to promoting music. Zuchu and Diamond Platinumz have benefited from extensive airplay and media coverage, ensuring their songs reach a wide audience.

Their high end and captivating music videos, coupled with strategic marketing campaigns, have helped create a buzz and maintain a strong presence in the Kenyan music scene.

Additionally, their social media presence and engagement with Kenyan fans through platforms like Instagram and Twitter contribute to their growing popularity.

Audience demographics. While the Tanzanian music industry is more developed overall, it is the Kenyan market that eagerly consumes Tanzanian content. This discrepancy can be attributed to the fact that Tanzanian music appeals not only to urban centers but also to the Kenyan countryside, where the songs' themes and lyrical depth strike a chord with the local population. Where Swahili is also widely spoken, this highlights the broader linguistic appeal that Tanzanian artists bring to the table.

Infrastructure: Kenya's well-developed infrastructure and digital connectivity have facilitated the accessibility and consumption of Tanzanian music. Reliable internet connectivity, widespread smartphone usage, and the presence of various music streaming platforms have made it easier for Kenyan fans to discover and engage with Tanzanian artists, thereby driving up their views and streaming numbers.

Widespread appeal of Tanzanian Swahili. In contrast to Kenya, where songs often incorporate a mixture of languages, the pure Swahili language used by Tanzanian artists transcends linguistic barriers and resonates deeply with Kenyan listeners. The familiarity and beauty of the language create a sense of cultural unity, drawing Kenyan fans closer to the Tanzanian music scene.

Interestingly, while the Tanzanian music industry may be more developed than its Kenyan counterpart, Kenya consumes more Tanzanian content.

This could be attributed to a combination of factors, including the historical ties between the two countries, cultural exchanges, and the widespread recognition of Tanzanian artists on an international level.