Diamond Platnumz is one of the most decorated musicians of his generation and he is a darling to many in and out of his country of birth, Tanzania.
With over 7.4 million subscribers on YouTube, it is safe to say he understands his audience but he puts in the work.
From his well-thought-out lyrics to catchy videos, he has certainly mastered the art, releasing hit after hit.
Through a post on social media, the Zuwena singer encouraged his fans to keep doing what they do best, relentlessly.
Perhaps sharing from his personal experiences, Diamond said consistency often gives birth to reward and one can jump from being an unknown figure to a world star.
"Maisha ni safari ndefu, yenye changamoto mbalimbali na siri kubwa ambayo aijuae ni Mwenyezi Mungu pekee, kama unaimba usichoke kuimba, kama unaigiza Usichoke kuigiza, kama unafanya biashara ama unakipaji chochote usichoke kukipambania amini kuna siku isiyojulika mwenyez Mungu atakufungulia na wewe Ulimwengu ukujue na uanze kuonja matunda ya ukifanyacho."
(Life is a journey with so many challenges. It is a mystery and only God knows what tomorrow holds. If you are a singer keep singing, if you are an entertainer do it passionately. If you are in business do it well. If you have any talent or gift, nurture it. One day God will open doors for you and the whole world will know about you…you will reap the rewards of your work.)
In 2021, Diamond revealed that he made over Sh4 million from his song Waah ft Koffi Olomide. At the time, the song had garnered just over 39 million views.
The song currently has 129 million views. In a previous interview with Billboard, YouTube music trends manager Kevin Meenan said Diamond’s marketing strategies are to be emulated by other African artists if they desire to break records.
“For every [official] music video he has - and they are very high-production music videos, by the way - he might have anywhere from five to 20 or more song and non-song content videos, that, for instance, could include documentary-style or behind-the-scenes footage,” he said.
“You’re seeing him lean in and hit those touchpoints where he is engaging his subscriber base, but also converting new subscribers, a number of artists from Africa who have broken globally are really leaning into that strategy - and that’s something we recommend all artists do,” Kevin added.