More than just talent: Why strategy defines success in Kenya's music scene

Khaligraph Jones recently gave his opinion on why he thinks Mombasa-based singer Masauti is not hitting his potential.

Speaking on the Mic Cheque Podcast interview, Khaligraph had praised Masauti’s talent but criticised his promotional strategy

"He will release music Today and share a video on Instagram and never post again. You are not pushing your music, you have to put money and promote your music. Look for people dance to your music and put them on TikTok. You just release a song and relax. You are not putting effort, yet you say people are not appreciating you, yet you do not promote yourself," stated Khaligraph.

The modern music industry is no longer just about who’s the most talented or who has the most followers. It’s about who has the smartest game plan.

"In today’s dynamic music industry, efficiency in resource allocation is just the beginning. To truly thrive, you need a clear roadmap to success and that starts with strategic planning. Whether it’s defining short- or long-term goals, adapting to ever-changing market trends, or staying ahead of the competition, a well-crafted strategy is essential,” says Carole Opiyo, a business development manager and consultant.

“We live for the drama of a breakout moment. That one viral TikTok clip, that single dropped at midnight, that instant where an unknown artiste suddenly becomes everywhere. But pull back the curtain, and you’ll find that 'overnight success' is usually months, even years in the making,” says Kahindi Karabu popularly known as LameckBoy Kenya, who has worked with a number of artistes.

Lameck says having a strategy is key to every creator who wants to make it, and having the right people around you to help execute the plan is more important.

“When it comes to releasing music, it is not just about what but also when. Making good music is only half the battle. Knowing when to release it can be the difference between going viral and getting buried.

"Strategic rollouts are the norm now. Artistes will tease a song for weeks, drop snippets on TikTok to test reactions, or stagger single releases to build momentum for an EP or album. Some keep things cinematic while others ride the algorithm with quick-turnaround drops,” he says.

Lamecks says having a good team helps a creative understand the market, read the moment, and know how to pace the climb.

“Kenya’s entertainment scene has seen a wave of artistes rise from obscurity into household names almost instantly, sometimes off the strength of just one song. Take, for instance, Sofiya Nzau, who had never professionally recorded music until her breakout track 'Mwaki' in 2023.

Her haunting Kikuyu vocals on Brazilian DJ Zerb’s electronic beat caught 'fire' on TikTok, and soon after, she was charting globally. Yet behind that magical moment, there was no grand rollout, no major PR machine; just talent, timing, and a bit of divine alignment,” says Kat Mirero, Music PR and communications strategist and founder of Kat Mirero Communications.

“As someone who works in strategy and brand building, I’m of the strong opinion that success is 70 per cent planning and strategy, and only 30 per cent sheer luck and divine favor. Yes, luck can open the door, but strategy determines how long you stay in the room,” she adds.

“An effective content strategy can now be as critical as a killer hook. A single viral dance or behind-the-scenes clip can spark millions of streams. Look at how Ice Spice rose from bedroom freestyles to Billboard star. Her consistent online presence from memes to major features wasn’t luck. It was strategic relatability,” says Edward Willtons, a music executive and talent manager.

“The relationship between celebrity photographers and modern stars has deteriorated, as many new celebrities exhibit a sense of entitlement about their fame and often overlook the artistry involved in photography.

"For example, US popstar Lady Gaga exemplifies a more classic approach, prioritising strong connections and personal arrangements, like negotiating particular poses or moments ahead of time,” he says.

Gone are the days when a feature was just about who sounded good together. In 2025, it’s about reach, audience crossover, and culture bridging.

“Today’s most iconic artists are also entrepreneurs. They understand the business behind the art and that knowledge is a power play. Ownership, publishing rights, distribution choices, they’re all strategic steps toward longevity and independence,” says Edward.