The Business Coach: Want to fund a music dream? Tips from Sauti Sol

Sauti Sol

Bany Official is an artiste who’s held onto his musical dream from when he was a teenager. He aspires to perform on the biggest stages and alongside international acts one day, but right now, he’s facing a barrier. He says: “Music is an expensive affair, controlled by cartels.”

He finances his music through a freelance job as a researcher and online transcriber. Bany has used his savings to fund video and audio recordings, only to see them get just a thousand views on YouTube and lead to a couple of performance opportunities, where he wasn’t even paid. His investments have had zero returns.