Why Kenyan producers should heavily invest in the music industry.

 Most studios in the city are located in small house extensions, garages and even in living rooms that double as a producer’s residence. Photo: Courtesy

A couple of days ago, I received a message on my phone from a local producer. It read in part: “Pay 5,000 for the first 5 artists and we make your dream come true.” The local producer had subsidized his production rates in an attempt to raise some funds and hopefully help a less fortunate artist’s dream to come true.

It is not the first time this has happened. In a bid to market themselves, labels like Calif Records introduced these offers in their early years, which saw them reap big as hundreds of youth lined up hoping that their musical dreams would finally come true.

However, most of them only ended up with copies of their singles on their shelves with many complaining that the production was sub-standard and rushed. A beneficiary of the project was heard saying that a song would be recorded, mastered and finalised in a record 30 minutes, and the next client would be ushered in.

With tens showing up on a daily basis, business was booming and the marketing deal had paid off for the label. But is this good for the industry? Over the years, Kenyan artistes have been crucified for their lack of content which renders their music unpopular. We have gone on claiming that regardless of Kenya being known to be a step ahead in showbiz, our industry is dwarfed for lack of identity.

I don’t disagree, but it’s time we realised that before we take on an artiste, it is important to look into the standards. Most studios in the city are located in small house extensions, garages and even in living room that double as a producer’s residence.

If we are to make a big leap in the music industry, producers should lead from the front with huge investments. Make it a thriving business that can compete internationally.