Piece by: PAUL AMUKO

27 June 2023

• There is a belief that investing in high-quality videos and audio production is necessary for Kenyan music to compete with Nigerian music.

• However the industry in Kenya often reverts to "jokes" instead of focusing on quality content.

A viral post by Vincent Kras a music director and songwriter highlights a discussion around the quality of music videos and audio production in the Kenyan music industry.

According to the post, there is a belief that investing in high-quality videos and audio production is necessary for Kenyan music to compete with Nigerian music.

However, the post also mentions instances where songs with low-quality videos and audio have gained significant views, contrasting them with songs that have high-quality production but fewer views.

Kras argues that despite the emphasis on investing in quality videos and audio production, Kenyan music struggles to compete with Nigerian music. He suggests that the industry in Kenya often reverts to "jokes" instead of focusing on quality content.

Kras provides examples to support his argument, comparing the views of Spider Clan's "Rieng Genje" (1.5 million views) with Wyre's new ‘’Achana Nao’’ (18k views) and Baroz and G-Rock Music's "Mutura" (15 million views) with Ndovu Kuu's "Khadija" (279k views).

He points out that the latter videos had higher production quality but received significantly fewer views.

From the comments of netizens reflecting various opinions and observations about the Kenyan music industry and the preferences of Kenyan audiences. Here are some key points .

Support for New and Emerging Artists: Many commenters express their support for new and emerging artists, particularly those from the Ghetto or Gengetone music genre. They appreciate how these artists interact with their fans and produce music that resonates with them.
Detachment of Established Artists: Some netizens believe that established artists often lack a connection with their fans, treating them poorly or disregarding their support. This detachment may hinder their ability to garner the support they need.
Comedy vs. Music: There is a sentiment that comedy content tends to perform better than traditional music content in Kenya. Some netizens believe that comedy receives more promotion and support from the public.
Focus on Trending and Memes: Many netizens mention that Kenyan music tends to trend or gain popularity if it can be turned into memes or jokes. The ability to create humorous content around a song is seen as a contributing factor to its success.
Preference for Content over Quality: Several commenters mention that they value content over audio or video quality in music. They suggest that if the content is relatable or entertaining, it can still gain support even if the production quality is not high.
Emphasis on Jokes and Entertainment: Many netizens comment on the Kenyan culture of enjoying jokes and entertainment. They highlight the importance of having fun and not taking things too seriously.
Mixed Views on Supporting Kenyan Artists: While some netizens express frustration at the lack of support for Kenyan artists, others point out that there are many talented artists in the country. They believe that supporting talented and hardworking artists is crucial
Competition: Some commenters express humor and skepticism about the competition in the industry, implying that it is difficult to predict the duration of an artist's success.
Gengetone music: A few comments mention the genre of music known as "gengetone" and note that its artists tend to focus on producing content and engaging with fans rather than seeking clout or unnecessary attention.
Mediocrity: Some commenters express disappointment in the promotion of mediocre content over quality music and call for support for talented artists who invest in their craft.