How Kenya’s entertainment scene has defied slow economy to flourish
In the recent past, the country has seen some high-end events with prominent musicians visiting the country for gigs
Nairobi is a thriving and bustling city and even in bad times, the city never goes to sleep.
For all intents and purposes, it is a hustlers’ city and even entertainers understand this.
Over time, the entertainment space has grown by leaps and bounds thanks to classy and niche events.
In the recent past, the country has seen some high-end events with prominent musicians visiting the country for gigs.
Analysts believe the market is receptive thus attracting a magnet for international stars who not only come for the money but also the experience presented by festival organisers.
According to veteran Events Planner Ted Kwaka (Big Ted), Kenya remains a hub for entertainment thanks to its strategic location and strong economy.
“Nairobi, in particular, is the fulcrum of entertainment and we are actually widely respected with the kind of events we pull. There could be some downsides which are normal in this business, but overall, we have shown the world what we can do,” he says.
The former Special Consul to the Kenya Consulate in Los Angeles told The Informer that most Kenyan promoters are go-getters who do not believe in giving excuses.
“This is a difficult space but all credit to a lot of folks who carry the flag. We certainly rule in the region but some naysayers always try to bring their own down. We are a serious contender even among peers like Cape Town or Lagos because certainly in East& Central Africa region. Add to that, is the level of exposure, democracy and strength of our economy which is an envy of many. I think for the most part, festival goers want to channel out their pain or problems even temporarily and as such it is a coping mechanism which we all understand.”
He adds; “We are a very resilient people even in business. See with the demos, pandemic and a struggling economy we still stand. Our event planners have gotten creative and innovative and so we must give ourselves a pat on the back. This is an evolving industry and by extension market. Technology has taken us up a notch and this gives us the upper edge. There is now more investment on areas like sound and lighting so that we do quality gigs and this is something that we continue to push daily.”
Even with some challenging concerns like bad press, poor sound and bad marketing in certain events, for the most part Kenya post COVID-19 era has stooge head and shoulders above its regional neighbors in matters planning and execution of entertainment themes and products.
Some of the recent big events that have graced Kenya with good approval or ratings include the recent Madfun Experience featuring Nigerian afrobeat superstar Burna Boy (Damini Ebunoluwa Ogulu).
Walker Town Festival, Raha Festival, Major League Live in Kenya and Reggae SummerFest. Data by Statists shows that revenue in the live music ticket sales market is projected to reach US$3.91million (Ksh 505.172 million) in 2025.
The revenue is expected to show an annual growth rate (CAGR 2025-2029) of 6.20 per cent, resulting in a projected market volume of US$4.98million (Ksh 643.416 million) by 2029. Within the Live music ticket sales market in Kenya, the number of listeners is expected to amount to 391.8 thousand users by 2029.User penetration in Kenya will be 0.6 per cent by 2029.
Another promoter Sam Osewe suggests that with every gig; organizers in Kenya try to push the parcel to be better and this earns them more respect.
“There is something special about Kenya and we like to make statements. It has become a tradition nowadays for planners in this industry to sell a lifestyle and this is what excites people who just want to buy tickets and unwind,” he says.
Osewe adds: “Corporates and Sponsors want to see value and return on investment (ROI) and so when an event like Madfun Entertainment comes through and explodes with hype then everyone goes home happy. Let us not forget, some of these artists use Kenya as a doorway to the rest of the region. We are centrally placed and have better infrastructure so from a business perspective, we are in smooth sails.”
“Promoters who usually go big do so with ready budgets and contingencies. This market is unique and this is what makes it special. This is why nobody i9n our region can match what we do here. We do our homework and even with some hiccups, Kenya still grooves to its tune. Other cities like Kisumu and Mombasa are also doing well in that respect and inviting regional artists’ tom perform and that shows growth,” he explains.
Former Sauti Sol artist Delvin Mudigi AKA Savara believes that Kenyans’ affinity to events is because they like to find medicine.
“We have gone through things as a country and sometimes we need healing. Artists through their music are the antidote. Yes, we will make money but ultimately, we want to see the music goers or patrons have a good time and go home happy. We are a perfect bridge between pain and joy. I want to thank our Promoters for always trying to find purpose and plan events with stories and themes so that people get rejuvenated. I like to see ourselves as people with medicinal power to heal through our music,” he offers.
Fena Gitu, a rapper and singer, also thinks that the events coming through are good for their resume and professional standing.
“These events are good for our artists and we welcome them. Some of us get work and sell our works to the masses from a certain platform. However, we look at the other side of the stick as the people who need our services more. The fans pay tickets not because they have money to burn but they want a break from the everyday problems they face. The very purpose of music is for the well-being of the soul.”
