Young Kenyan urbanites have historically favoured western forms of entertainment such as Hollywood films and pop music over local alternatives. However, preferences have steadily shifted in recent years and locally produced entertainment that emphasises cultural heritage and African identity has found a sizeable audience among young, upwardly mobile, urban consumers. This has opened new markets for local artists and entrepreneurs, creating fresh investment opportunities in the country’s creative economy.
The music industry in particular has been at the epicentre of this cultural shift. A crop of vernacular musicians who are able to blend traditional African storytelling with modern beats has emerged. The kind of music they produce appeals to a new generation of music lovers who are open to listening to alternative urban tunes sung in vernacular languages such as Luo.
Continue reading with Eandel
Subscribe to unlock the complete story and receive your subscriber benefits.