Pulse: You are very vocal about artistes supporting each other and you do share a few links on your social media on artistes you support. What’s special about these artistes?
Atwal: I share music that impresses me in any way. It’s all about how good the music is; never about the artiste.
P: You recently opened the doors to Atwal Music and signed Steph Kapela. Are there any plans to sign more artistes?
A: Steph Kapela is currently the only Atwal Music artiste. We plan to sign more in future as we grow to accommodate them equally.
P: What’s ailing the Kenyan music industry according to you?
A: Support. We don’t support the best acts. People like Steph Kapela, Fena and Dave Ndegwa have the ability to make Kenyan music international.
Attend all their shows, share all of their content and stream or buy all their music. Support such acts as much as possible and enable them to put Kenya on the international map.
P: Without bias to Atwal Music and affiliated artistes, who are the top five Kenyan acts according to you?
A: I like about 15 equally. However, Steph Kapela is the best Kenyan artiste by far. There is no comparison and there is no bias involved.
Next in line would have to be Timmy Blanco, Kiwango, Fena Gitu and Khaligraph in no particular order.
P: Why do you think Kenya didn’t get a BET Nomination this year?
A: I’ll be honest. Our music just isn’t that good. The quality of our mixes is poor, 99 per cent of the market is stuck on this watered-down version of Kapuka and not enough people are investing in the actual quality of their sound.
We need to make content that can compete on an international level. I shouldn’t be able to listen to a song on Billboard and feel it’s better than my music as a Kenyan creative.
Strive to be the best.
P: When people hear or think Atwal Music, what would you like them to think?
A: I want people to think of Atwal Music as a stable that produces the highest standard of creative content East Africa has to offer, and Africa eventually.
Pulse: Have you always wanted to run a music label?
A: No. I only wanted to be a producer growing up but business became a necessity when I realised you need certain structures in place in order for your content to reach the heights that I aim for.
If no one will build you those structures, you can either give up on your dream, or do it yourself. I chose the latter. I hope to emulate and improve the Cash Money business model. I saw one of their artiste contracts before and was very impressed.
I tailor the Atwal Music artiste contract similarly.
P: You released an album last year with several features. What major milestone are you hoping to cover by the end of the year?
A: This year we’re working on a number of projects. We recently built new premises so this year will be focused on releasing as much quality content as possible. We’ll see what happens next.
P: What is the best advice you have ever been given?
A: Expect what you accept.
