Frankie Lan, founder of Afrigo Culture Entertainment, has shared his expertise on how Kenyan musicians can tap into the Chinese market without compromising their cultural identity. According to Lan, Kenyan music is increasingly gaining listeners beyond the country's borders, and China could be the next frontier. He noted that authenticity, rather than imitation, is what draws international listeners in, citing Sofiya Nzau's Kikuyu vocals on Zerb's hit "Mwaki" as an example.
Lan emphasized that simply distributing music on Chinese streaming platforms is not enough. China's digital ecosystem operates differently from most Western markets, with platforms like QQ Music, NetEase Cloud Music, and Weibo attracting distinct audiences and content styles. Many international artists fail to establish a strong presence, often due to inconsistent Chinese naming, incomplete profiles, or a lack of content that helps new listeners understand who the artist is.
Rather than translating entire songs or forcing an image change to suit local tastes, Lan advises focusing on highlighting what makes a piece of music genuinely interesting. This can be achieved through short performance clips with subtitles or explanations of cultural references within the lyrics. By doing so, artists can help new listeners understand the context behind their music.
Lan also highlighted the social nature of Chinese streaming platforms like NetEase Cloud Music, where listeners engage in discussions, leave comments, and share personal stories tied to the music. He encouraged artists to pay attention to these interactions, as they can shape future content and foster a genuine connection with listeners.
Lan's perspective is informed by his experience working in various corners of the global music industry, including TikTok, Believe, and music rights acquisition in West Africa. He emphasized the importance of managing rights and building sustainable business relationships around an artist's work. Lan also noted that touring may not be the best starting point for Kenyan artists without an existing audience in China.
Instead, Lan suggested that a well-matched creative collaboration with a Chinese artist or contributing to a Chinese artist's record as a producer or songwriter could be more valuable. These opportunities can help Kenyan artists establish a presence in the Chinese market without requiring a significant following. Lan stressed that breaking into the Chinese market requires genuine investment, including localisation, content production, and project management.
Lan encouraged Kenyan labels and management teams to approach the market with a clear plan, including a priority release, a realistic timeline, and a clear understanding of available resources. He remains optimistic that Kenyan music can find new listeners in China without losing its identity, and that artists can sustain long-term careers through strategic market entry.
Key points
- Frankie Lan advises Kenyan musicians to focus on highlighting their unique cultural identity when entering the Chinese market.
- Lan emphasizes the importance of understanding China's digital ecosystem and social media platforms to establish a strong presence.
- He encourages Kenyan artists to consider collaborations with Chinese artists or contributing to Chinese records as a way to establish a presence in the market.
