Third Hand Music's Mike Mwikamba talks music business

The music industry in Kenya is rapidly evolving, with the entry of new talents, improvements in original sounds, and the emergence of pioneers to keep pace with music from other African markets such as Nigeria, Tanzania, and South Africa. Mike Mwikamba, a member of R&B sensation trio Third Hand Music, recently sat down with CNBC Africa to discuss the business of music in Kenya. Mwikamba highlighted the importance of collaboration in the music industry, emphasizing that talent comes in many forms, whether as a producer, singer, or dancer. He stressed the simplicity of collaborating, focusing on the connection and creative synergy between artists. When discussing the Kenyan sound, Mwikamba acknowledged the influence of Kapuka music in shaping the country's musical landscape. He noted that the Kenyan sound is a fusion of old and new sounds, with elements of Kapuka still resonating in contemporary music. Mwikamba expressed a desire for the Kenyan sound to embrace its roots while also embracing international trends. Transitioning to the business side of music, Mwikamba shed light on the challenges faced by musicians in Kenya, particularly in the early stages of their careers. He recounted Third Hand Music's humble beginnings, performing at open mics and local gigs to gain exposure and credibility in the industry. Mwikamba emphasized the importance of diversifying revenue streams, with live performances and digital platforms playing a crucial role in sustaining artists financially. The conversation turned to the digitalization of music distribution and the monetization of online platforms. Mwikamba discussed the complexities of digital streaming, highlighting the need for artists to drive traffic to their music in order to generate revenue. He noted that while international streaming sites offer direct payments to artists, collecting royalties from local organizations such as PRSK and MCSK can be challenging and less efficient. In terms of monetization, Mwikamba shared insights into the earning potential of digital platforms, explaining that artists can receive royalties based on the number of streams their music garners. He emphasized the importance of building a strong online presence and engaging with fans to maximize earnings from digital music platforms. As the interview drew to a close, Mwikamba shared where fans can access Third Hand Music's music, which is predominantly available on online platforms such as Wabi, Dunder, SoundCloud, and YouTube. He noted the shift away from physical CDs towards digital streaming as the primary mode of music consumption. In a final musical interlude, Mwikamba treated the audience to a snippet of Third Hand Music's new song 'Islay,' showcasing the group's versatility and contemporary sound. The interview concluded with a note of gratitude from Mwikamba, thanking the host for the opportunity to discuss the business of music in Kenya and sharing his passion for creating innovative and authentic music. The music industry in Kenya continues to evolve, with artists like Mike Mwikamba leading the way in redefining the country's musical landscape. As the business of music adapts to digital trends and shifting consumer preferences, collaboration, innovation, and perseverance remain key pillars for success in the vibrant and competitive Kenyan music scene.