Jua Cali: Savouring the fruits of a decade-long labour

Jua Cali has a song titled Maswali. The track is yet to be released, although it was recorded many months back.

“This is also what happened to Ngeli Ya Genge;  I released it more than two years after recording it. I have about 80 unreleased songs,” Jua Cali says during an interview at the small Calif Records studio in Nairobi’s Greenfields area.

We are alone, with most of the other people from the studio away at a video shoot. The ‘king of genge’ has come straight from a photo shoot for a new media drive for a leading alcoholic beverage. He is playing Maswali, a song inspired by the questions he gets from journalists.

“Every writer who has been here recently has heard this song. It is more or less about the questions you will ask me,” he states confidently. 

Sitting comfortably amongst the mixers, consoles, big screens and other gadgets, Jua Cali, in a Dohty Family red T-shirt, baggy jeans and black Timberland boots, is at home. 

“I’m either here or in my house, except for rare occasions like today, when I went for the shoot. My life is this music,” says Jua, who is sporting his trademark cornrows.

The 34-year-old burst onto the music scene in 2001, when he released Ruka. His rapping style and beats were unknown to an industry that was more interested in K-Shaka, K -South and the Ogopa crew behind the late E-Sir.

With Calif marketing both Jua Cali and Nonini, the latter was making headway fast. Nonini was controversial and ambitious, with Jua Cali having to play second fiddle, until tables turned.

“I have a portfolio dating back to 2001. I can now perform for about an hour and 40 minutes. I don’t need to release songs every month to remain relevant. 

“I’m doing shows almost every weekend. I am a made man,” says the man with three albums to his name. 

The first one he released, Juacali Secta, is what he calls his greatest achievement so far. With no external sponsors and hardly enough money, the record label bankrolled the release on October 2006 at the KICC. 

The release of the album also marked Jua Cali’s ascent to the peak of Kenyan showbiz, with the artiste known for his trademark Waaatuu intro getting the nod from corporates.  The deals catapulted Jua Cali to marketability. In 2007, he became the brand ambassador for mobile phone manufacturer Motorola, in what he recalls as the deal that opened doors.

“Nilikula fiti kwa hiyo deal (I ‘ate’ well in that deal),” Jua explains with a smile.

Orange and Guinness are some of the major brands he has endorsed, apart from recording the theme song for the Warner Bros-produced video game, Pamoja Mtaani.

Talking about the move from Eastlands to Hurlingham and buying cars, Jua Cali emphasises that music is what he ‘eats’.

“It is interesting that there were no endorsements when Calif was at its peak. Now, when there are corporates constantly on our heels, there is not as much local content in the media as there was in the early 2000s,” he observes.

According to Jua Cali, the artistes are a money-minting opportunity, but some corporates do not capitalise on this.

“If big companies want to associate with us, it means we are doing something good, or we influence the society they want to reach.”

The first Niko Na Safaricom tour in 2011 was also a career high. Jua Cali say the yearlong event was rewarding financially, and also to the fans.

“Winning the Best Role Model award at Chaguo La Teeniez was also a high point. It meant a lot to me,” says the musician, who is a basketball fan. 

Jua Cali does not have a favourite town to perform in, but says college students are his first love. He has cut down on tours abroad, with his last one having taken place in 2012.

“There is money in these tours, especially if organised well. But I had to reduce my foreign trips as my local endorsement deals increased.”

On Calif Records, an entity he started with his childhood friend, Clement ‘Clemmo’ Rapudo, the artiste explains that the perceived decline is just a reflection of the entire industry. Terming the Government and media as unprotective of Kenyan content, Jua Cali laments that the slump is likely to continue.

“There should be rules to ensure radio and TV content is 80 per cent local. Otherwise, artistes will be demoralised by the heavy circulation of West and South African material.

“If you travel across Kenya, you will realise people know their music; they are just not being given what they want.”

The ‘king of genge is in a relationship with Lily Asigo, a woman he describes as understanding of his demanding schedule.

“God ameni-bless,” he concludes.