Coast-based promoter dreams of working with Lil Wayne, Jay Z

Mombasa-based music promoter Dickson Waweru shares insights about the Kenyan music industry with Thomas Matiko.

Tell me about your musical journey?

I started as an artiste back in the day with MC Fundi Frank, who currently emceesMseto East Africa, hosted by Mzazi Willy Tuva. Back then we used to sing before we (eventually) chose different paths. I would say it’s been over seven years now. 

How did the whole idea of Ring Ring Entertainment come about?

I hated seeing promoters manipulating artistes. I wanted to make things right.

What do you mean by that?

Kenyan music has come a long way. I came up with the whole idea after fellow musicians kept complaining of being shortchanged by certain promoters. They would fail to pay them as agreed prior to shows. Being a former musician who really understood the hustle, I thought of setting up a professional promotion company to air out such problems and that’s how Ring Ring Entertainment was born. 

You claim to be doing events on your own capacity, does this mean that you never incorporate Sponsors?

No, no, no, trust me, I have never involved any sponsor like many other promoters do. Not because I don’t need their support but I feel I have enough muscle to do it on my own.

It is (the sponsors) who are now approaching me to see how best we can work together because of how I have been conducting my business. I have already got calls from three major brands — Coca Cola, who called the other day, Heineken and Orange, who have also previously contacted me.

Please mention a few top musicians you have worked with.

The list is endless! I have worked with so many and not just on one-off gigs. Wyre, Jaguar, Jua Cali, Nameless, Prezzo, Sharama, Cannibal, P Unit, Nyota Ndogo, Mejja, just to mention but a few.

How does it feel to work with Jaguar and Prezzo—top artistes who never see each other eye to eye?

All we do is business. I respect each one of them, so we do not indulge in unproductive conversations. 

Have you ever organised shows for any international musicians?

I have organised shows for Tanzanian’s bongo flava Rich Mavoko and Sam Wa Ukweli.

Are there any events you organised but never got credit for?

Mmmh! I have done so many big events that I never get noticed for, because I am a quiet, reserved guy who never seeks attention. But one of my memorable events was “My City My Town Tour” that really made Prezzo’s song featuring Cannibal, “My City My Town”, very popular not only in the Coast but the whole country.

The event was so successful that sponsors started reaching out to me.   

Promoters and event organisers play a big role in the music industry, linking musicians with their fans through event organising, but why is it that they are not popular in the country?

I really don’t care so much about popularity but the business aspect of it.  

In this business, do artistes look for promoters to organise shows for them or is it the other way round?

It’s a two-way traffic thing. Symbiosis is a reaction, I guess you understand the saying.  

In a year, how many events do you do and what’s your annual budget?

My annual budget is about Ksh12 million (and) I get to organise at least 10 events.

It depends (on) the kind of event I’m organizing, but in most cases one event never goes below Ksh1 million. 

Davido is coming for a performance in the country sometime this month and it is rumoured that he will be paid Sh7.3 million by the organisers. Would you pay such a hefty sum to an artistes and what’s your price?

I find this question irritating. Why would you pay Davido a sum of Ksh7.3 million yet we have our own potential artistes that we should be caring to nurture and promote. We pay them less yet we want them to produce quality music and videos.

You are implying that Kenyan musicians are paid less compared (with) foreigners. On that note, you, having worked with Jaguar, one of the most expensive musicians in the country, how much do you pay him?

He is a reasonable guy, with a half a million. Depending on the negotiations, you will surely seal a deal to work with him.

What’s your next big event?
Next month, Easter Good Friday that will be going down at Diani South Coast, where I’m bringing Wyre The Love Child & Ian Beach Party and also Bidi Bado, and the Talentos Pool Party in Likoni. 

Are there any artistes you would love to work with in the future?

I would love to work with Lil Wayne, Jay Z, and G-Unit, if ever I get that chance to. It’s a dream. I hope someday it will come to pass.