DJ units spinning the shilling

By Stevens Muendo

It is just a matter of days before Kenyan showbiz fans get treated to yet another TV music show dubbed The Re-Up.

The show, a product of a leading DJ unit increases the number of music TV shows on our local channels.This shows have revolutionalised the local media by bombarding the arena with local and international content.

In fact, demand for DJ music shows on our local radio and TV station has now reached a record high. It has become such lucrative business that leading DJ units are now walking with their heads high as media houses jostle for their unique multi-digital services. And only the highest bidders are winning.

Some of the DJ units are even hosting parallel music shows on different TV stations, throwing any conflict of interest out of the window.

Hardly four months ago, Blackstar DJ’s — now Blackstar Entertainment — set the pace with the sensational new TV shows Wakilisha and The Rush in an environment that had long been dominated by the KTN’s H20, NTV’s The Beat and Stomp and KBC’s Club One.

Showbiz statement

The Blackstar DJ’s, a breakaway group of Code Red is now making the showbiz statement that indeed, what used to be a mere DJ unit is now a business empire in the bud.

Days are gone when deejays were regarded as young party people merely out to entertain patrons in discotheques.

Days when a disco jockey could mix a few jams and yell on the microphone just for the sake of it are long gone.

DJ units have now raided radio and TV stations and taken charge of major promotion and advertising events. They are now selling their numerous entertainment packages and other products using the e-technology.

It really is an electronic thoroughfare here!

Leading the pack is Kenya’s premier DJ group, the Homeboyz, who are set to launch a TV station soon.

Ten years ago the deejay outfit led by Mike Rabar was hustling for gigs and even at times forced to throw free shows during house parties, fund raisers and pre-weddings to remain relevant in the music scene.

Gradually, the outfit became a force to reckon with in the showbiz industry. Homeboyz launched it’ own events company, the Music Technology Academy (MTA), the Homeboyz DJ Agency, the Homeboyz Record Label, Soundtraxx Limited and Beats Per Minute (BPM) magazine.The latter was, however, not as successful as the aforementioned ventures.

Then, finally, their coup d’grace … Homeboyz radio 96.5 FM which took the media by storm.

Spreading wings

What used to look like a hobby, has now transformed into a giant multimedia franchise. The DJ unit has become an entrepreneurship complete with a strong local and international command on the showbiz scene.

The ‘hobby-turned-empire’, for example, made millions last year for hosting (sound, lights, et al) the elusive Akon’s Kampala concert in April at the massive Lugogo Cricket grounds.

They are now arguably East and Central Africa’s leading DJ unit spreading their wings even further. They have re-invested in real estate, vans and studios. I recently ran into deejay John on a Sunday. The world was going to watch football at K2, he was heading into their studios at dusk.

In fact embracing the website technology, Homeboyz radio is now one of the few Kenyan FM stations that one can listen to from any corner of the globe, and if bloggers and internet hits are anything to go by, the station is now commanding a wild following from hundreds of youthful Kenyans abroad, with the likes of investor Sir Henry smiling all the way to a Jaguar-rrr.

"I used to save all my show fees, and when Bad Boys collapsed due to bad blood, I bought the equipment at subsidised rates and went into showbiz full time,"says Home Boyz CEO Mike Rabar said during a previous interview, recounting on the fledgling days when he used to spin for a unit called Bad Boys Inc, for just Sh5,000 a whole night.

And rising against all olds, Homeboyz grew in leaps and bounds, supplying the latest music hits from abroad to local FM stations — besides their well attended gigs — and by the turn of the millennium, the Homeboyz founders were making over a million, each, a year.

"We are soon launching into TV. It won’t be long," said one of the Homeboyz main stakeholders who sought anonymity.

"We have H20 doing well in KTN. But our full station will soon be here," he added.

Afternoon gigs

Most popular deejays have turned to radio stations for a more regular pay check, with veterans like deejay Babs still spinning the afternoon gigs and club scenes. The likes of DJ Adrian (Capital FM), John Rabar (Homeboyz radio), DJ Pinye (Club Kiss) and a host of deejay units are now popular on morning and evening radio shows.

It has now emerged that most DJ units are reaching out for lucrative showbiz deals beyond the continent; teaming with international DJ units to book shows abroad.

And they come with a bouquet that one would find in any leading media production house; MCs, producers, promoters, presenters, editors, events and brand managers as well as project coordinators.

Code Red, for example, has now partnered with U&I Entertainment of Tanzania, The Stake Out (Uganda), Social Misfits Productions (UK), 2KAT (US) and QueenFFi Promotions (Dubai) in a bid to increase its stake in the business.

This follows its successful entry into commercial TV productions and the creation of a recording studio popularly know as the Red Room, like something grand in the Kremlin.

"We aspire to be the leading national entertainment management company in Kenya, with pre-eminent positions in global market. Code Red is out to create brands and products of quality that appeal to audiences in every demographic category across all media," states DJ Styles, adding that Code Red looks forward to being the leader in the creation, development, promotion and distribution of entertainment through music.

Spaghetti tops

Events management, brand promotions, DJ mix production and distribution as well as merchandising of branded T-shirts, spaghetti tops and soccer are some of the undertakings which are bringing in the millions for the Allan Muigai led Code Red outfit.

Some units are going even further, coaching MC’s and hype-masters for all manner of events. Blackstar recently recruited Kora award winner DNG as a hype master, and he has created a commendable attraction for the outfit ever since. Other smaller units such as MOB have been working closer with leading showbiz events management groups such as Big Kev’s Tru Blaq, which has a bigger stake in an industry collaborating with agencies like Exclamation Marketing! and Smirnoff on their uncompromised bashes across Nairobi, Naivasha and Nakuru.

Regardless, the coming of age of these DJ units is helping in the growth of the local music industry, whose widening job market is a reprieve for many youths who benefit directly or indirectly from the businesses created as a result.

They inspire many young Kenyans that any hobby, if seriously taken and delivered at the very highest standards, can become a moneymaking enterprise, or even rise to an empire.