Jan. 14, 2020

Tetu Shani's Journey To 1000

Editor's Note

For the past couple of years we've seen Kenyans come together and rally behind the #PlayKe and the #KeToTheWorld movements. We've raised our voices and as a result we've seen (or heard) more Kenyan music being played on radio and in the clubs, a clear indication of the power that lies in the hands of the fans and the listeners. But, what happens when it comes to showing up and showing out for our favorite Kenyan artists live? Let's just say that more often than not, we don't. One Kenyan artist is trying to change that narrative. Hot on the heels of his #OSAMChallenge, the indomitable Tetu Shani has set out on a journey that will reach it's first peak when he fills a venue with 1,000 of his own fans by the end of the year. We have no doubt that he will be able to achieve this. As a matter of fact, we firmly believe we can get him to 1,000 at his first show and 5,000 by the end of the year! What say you? Let's make it happen for Tetu! - Rahma Seif

From Tetu Shani...

I have realized that we have a problem in Nairobi. Many artists who have hundreds of thousands of views on their videos and millions of followers on social media, can't get 50 paying people to one of their shows. So, they spend most of their time trying to jump on line ups when international artists come to town or play festivals and concerts that other people have organized, and I'm talking the biggest names in the business. If they happen to organize their own shows, it's usually a one-off like an album launch or a listening party. Which is why these same artists cease to be relevant when they've stopped dropping hits or when they've lost appeal with a younger demographic. But, for the last couple of years one of the highest earners in live music globally has been the Rolling Stones and they haven't had a hit in over 60 years! This is because they are filling venues with their own specific fanbase that they have catered to for many years and as a result are able to make a living off of music well into their 70s. Playing festivals and being a supporting act at concerts isn't bad in and of itself. But it's function has always been to attract new audiences. How are we as artists taking care of the audience we ALREADY have?

The Journey Concert Series attempts to solve this problem. I plan on filling a stadium with my fans by 2023 but this year, I want to start on that journey by filling a venue with 1,000 fans by November. We will have four concerts this year, starting with one on February 9th then May 17th, August 2nd and finally November 1st. For all four shows the venue will be the Alchemist bar in Westlands with space for a capacity crowd of 1,500 people. We will then shoot for a crowd of 5,000 by the end of next year, a crowd of 10,000 by the end of 2022 and to fill a small stadium by 2023.

Get your tickets to the first Journey Concert Series here.