The 30 Percent Podcast - podcast cover

The 30 Percent Podcast

The 30 Percent Podcastlinktr.ee
The 30 Percent Podcast is a podcast that focuses on the Kenyan music industry. The name is derived from the astonishing stat that between 30% - 40% of music played on Kenyan radio stations is Kenyan. Our goal is to see this percentage go up significantly. We will also broadly discuss global music industry trends and contextualize them through the lens of two music producers based in Kenya.
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Episodes

Episode 143 | Lo and Behold

Breakout star Toxic Lyrikali is catching some heat for his performance at State House, does political stances help or hurt an artist, also how much control should gatekeepers in the industry have over political stances? (8:53) Next, Matata seemingly had a successful show at Masshouse (36:52). Also, do first week numbers matter in an African context (42:27) We then wrap up the episode with new music reviews (51:49). Intro: Darksidevinyl, Idd Aziz, Tommy Veanud - "Rumba" . Pick of the Week: Calvo ...

Aug 12, 20251 hr 6 minEp. 143

Episode 142 | Cloutmaxxing

How much does nostalgia in music matter, and is it better to be a music fan today than without technology? (8:56) Parroty had some things to say to Toxic Lyrikali about his rise in music and why he thinks he is rejecting collaborations, what should artists do after they get a hit? (19:05). Following those conversations, we talk about African music and the Shazam charts (50:06). Finally, we wrap the episode up with new music (58:04) Intro: Boutross, Lilmaina- "Kionjo" produced by munene Pick of t...

Aug 05, 20251 hr 13 min

Episode 141 | The Dog Ate My Laptop

We begin with Afam talking about the breakout of jerk music leading to a talk about mixing genres and whether we need more experimentation in our music industry (4:54) Next, we look into the fairly new Youtube music and its different features as well as KE artist position on other charts (16:57). We then go to the Blankets and Wine line up (38:48). Finally, we go over new music releases (47:01). Intro: Tanasha Donna, Keyloud- "Fire" produced by Keyloud Pick of the Week: Alyn Sano, Bensoul - "Cho...

Jul 29, 20251 hrEp. 141

Episode 140 | Dark Spirits

We start off we a recap of a few shows, Ywaya Tajiri was at Geco Cafe, and Kethan had his album listening party at Koda (4:17), then get into NACADA and their proposed amendments to the law regarding alcohol consumption and sponsorships, with some artists reacting to the news (12:34). Next, Afam breaks down the brewing beef in the RNB scene leading to a discussion about beef and its role in music (37:36), and finally, new music reviews (48:45). Intro: Bien - "All My Enemies Are Suffering" Produc...

Jul 22, 20251 hr 2 minEp. 140

Episode 139 | An Alusa Sandwich

We kick things off with a recap of Chris Kaiga’s show at Bar Next Door (6:18). Then, Joshua Baraka reveals he's actually Kenyan (13:10). We talk about strategy for musicians, using Bien’s latest PR run as an example (20:17). Next up, a review of the new collab from legends Nameless, Wyre, and Juacali (35:39), plus an update on Jesse Mwendwa’s grant win and the “Studio in a Can” project (39:26). We then close out with fresh music reviews (47:45). Intro: Iyanii, Dufla - "Donjo Maber" Pick of the W...

Jul 15, 20251 hr 4 minEp. 137

Episode 138 | Popularity vs Longevity

We start the podcast with a round of Would You Rather (2:04). Then we dive into Ayo Lizer’s take on whether success in music industry is about popularity (14:45). After that, we talk about Bien and Matata’s performance at a show in France (35:29). Finally, we end with our takes on last weeks music releases (45:26). Intro: Okello Max - "Taya" produced by Run Pick of the Week: Ochungulo Family - "Mazone Wamejaa" produced by Kobby Worldwide To bring more awareness to the different genres of music w...

Jul 08, 202558 minEp. 138

Episode 137 | When the juices start flowing, the juices flow

We begin with a recap of the Safari Oontz and Jägermeister Rituals show that took place over the weekend (10:06), then we talk about some of the Kenyan artists in Paris for the recent music festival and why some Kenyan artists with hits are unable to follow up with more (22:51) Next, we try and figure out why some of the legacy artists music isn't connecting (48:48), finally, we wrap the episode up with new music reviews and our pick of the week (54:45). Intro: Cheruu, Modest Chabari - "Pewa" pr...

Jul 01, 20251 hr 10 minEp. 137

Episode 136 | Toxic Positivity

This week’s episode kicks off with the Safari Oontz production camp that’s currently underway, leading a conversation about the role of songwriting and production camps (11:33). Next, are friends useful in the studio for artists careers? (31:34). We close things out with new music drops and our pick of the week! (51:22). Intro: Moji Shortbabaa, Chris Clave - "No More" produced by Wuod Omollo Pick of the Week: Miseda - "Fine Lady" To bring more awareness to the different genres of music within th...

Jun 24, 20251 hr 1 minEp. 136

Episode 135 | Ragebait

This episode kicks off with a discussion on Stoopid Boy’s recent interview and the broader topic of mental health in the artist community (7:34). We then explore whether hiding monthly listener and follower counts on Spotify could actually benefit artists’ mental well-being (20:46). Billboard is finally launching a dedicated platform for African music, why did it take so long? (35:25). Next up, ByteDance unveils a TikTok for artists (41:51). We wrap things up with new music reviews (46:56). Intr...

Jun 17, 202559 minEp. 135

Episode 134 | The Year of the Oontz

We start with a conversation about women in the music production space (3:16), then get into the recent drama in the Oontz community (10:38). Next, Njerae was named Spotify’s EQUAL Ambassador for Africa this June (27:31). We also discuss the recent Kenya–US Creative Economy Summit (34:56), and wrap up with some new music reviews (45:32). Intro: Khaligraph Jones - "Goshoree". Pick of the Week: Treesha - "Run It " produced by Eclectic Prodz To bring more awareness to the different genres of music ...

Jun 10, 20251 hr 5 minEp. 134

Episode 133 | Big P

This episode kicks off with a recap of the recent Three Truths One Lie podcast episode that got some reaction on social media, what’s better for artists: big social media and spotify numbers or fans who actually pay for shows? (6:33) We then touch on Bien’s appearance on The Breakfast Club (23:36), get into the current state of Shrap and why it’s tough for those artists to break into the mainstream (33:38), and wrap up with some thoughts on Sasha Keable coming to Kenya and what kind of collab co...

Jun 03, 20251 hr 4 minEp. 133

Episode 132 | Aura Gambling

This weeks episode begins with a little of what we have been paying attention to (4:50). Kaytranada hilariously found out he will be performing in Kenya at the same time we did, was the announcement a little early? (18:54). After that, Blankets and Wine's upcoming show line up was revealed, we go through the names and what we hope to see from it (36:28), finally we wrap up with new music releases (46:54). Intro: Suzanna Owiyo, Prince Indah - "Giri Giri" produced by Fredrick Wang'ombe Pick of the...

May 27, 20251 hr 1 minEp. 132

Episode 131 | One Day

This week's episode kicks off with an update on the William Getumbe vs. Kenya Film Classification Board case, where his song remains banned (7:48). Then, we dive into a conversation sparked by rapper Wangeci’s recent tweet hinting at a "Diddy of Kenya" in the industry (15:24). Next up, Blankets & Wine goes international with a show in the UK. We explore what this means in the context of ongoing conversations around Kenya’s event scene (27:00). We also touch on a few other topics, including a...

May 20, 202555 minEp. 131

Episode 130 | Algorithms are the New Religion

This week we have a talk about the algorithms. What exactly are they? (15:00), how do they work? 27:35), and how do they affect the music industry? (40:57). We then round up the episode with new music releases (57:22). Intro: M. Rumbi, Muthoni Njoroge - "Goodbye Goldfish" produced by theNairobiNomad Pick of the Week: Jason Sibi-Okumu - "This is My Life" produced by Jason Sibi-Okumu To bring more awareness to the different genres of music within the industry we hope to see the artists & songs...

May 13, 20251 hr 12 minEp. 130

Episode 129 | Useful Nepotism

We kick off today’s episode with a review of DJ Grauchi’s playlist curated for Apple Music’s Sounds of Africa campaign, Nairobi’s status as one of Africa’s top music cities, and what it will take for us to evolve beyond being a consumer destination (7:49). Then, we discuss Dan Aceda’s recent appointment to the KECOBO board and the positive impact of veteran artists stepping into leadership roles within the industry (54:56). Finally, we wrap up with a review of the latest music releases from the ...

May 06, 20251 hr 9 minEp. 129

Episode 128 | Has KE Hiphop Fallen Off?

We begin by arguing for and against a Gorilla (2:37), after that, a conversation stems from Idd Aziz performing at Coachella, as we try to figure out if Spotify numbers matter in the KE music scene (8:45). Next, we dive into the state of Kenyan Hip Hop and ask, is it dead? (32:23), the Next Super Star talent search show was announced (46:37), and end with our weekly spotlight on new music releases (50:24). Intro: Bien, Suldaan Seeraar - "Safari" produced by Jamal Abbas Pick of the Week: Breeder ...

Apr 29, 20251 hr 5 minEp. 128

Episode 127 | Significantly Deproving

We begin with a review of the Every Picture Needs a Frame screening leading to a conversation about the value that is placed on African creativity (7:25). Bien teased his first single off the coming album leading us to speculate on what he is trying to achieve with the direction he is going in (26:28) after that there is a look at the top ten videos in Kenya (36:03) and then we try to figure out which two Kenyan artists have the best chemistry (40:18), Finally, we go over some new music (45:57)....

Apr 22, 202559 minEp. 127

Episode 126 | I Took An Oath

This episode kicks off with Kenyan music OG Boneye breaking down why record labels in Kenya keep failing (10:00). Next, we talk about rapper Maandy and the few issues she has had with her latest release Aloo featuring AJAY (33:48), After that, KAMP (Kenya Association of Music Producers) strikes a deal with the South African Music Performance Rights Organization, giving its members access to royalties from South Africa (40:58), We end the episode by reviewing new music (45:09). Intro: Mr Ree, Tox...

Apr 15, 202556 minEp. 126

Episode 125 | Proposed Beef

We begin with news about Kenyan men being voted most handsome (6:36), after that Mavin's artists visit Kenya for a tour, leading to a discussion about the type of artists that frequently tour our country (11:02). Onto other news, Kecobo allows CMO's to collect royalties (32:43). Also, What's going on at Mdundo & how do we get Kenyans to pay for art in a way that works for all of us? (41:08) And Finally, a review of Khaligraph Jones' new album plus more music (54:37). Intro: Chris Kaiga, NDOV...

Apr 08, 20251 hr 19 minEp. 125

Episode 124 | On the Spot (with Abigael Diana)

An episode a long time in the making, we finally sit down with Abigael Diana of Ongeza Volume to talk about her background and origins in the live music space, what we are doing right and wrong in live music, the importance of community for her platform, as well as some of the different things she is working on and much more! @ongeza_volume @abigael_diana Intro: Jovie Jovv - "Boy" produced by Lemario Pick of the Week: Wanjine- "Twero 12" To bring more awareness to the different genres of music w...

Apr 01, 20251 hr 29 min

Episode 123 | Positive Gatekeeping

This week, we kick things off by recapping SHLM and Chris Barr, plus Afam’s listening party (08:04). Then, we dive into the topic of gatekeepers in the music industry, and whether they are useful (19:09). After that, we break down the latest IFPI global music report and what it means for the industry (43:44). And to wrap things up, we check out some fresh new music releases (54:18) Intro: MATATA, Bien - "Mpishi" produced by Wuod Omolo Pick of the Week: Afamefuna, Zaituni Wambui - "not the one" p...

Mar 26, 20251 hr 5 minEp. 123

Episode 122 | Glass Ceiling

This week, we start with a recap of the Sonnets on a Sofa writing workshop with M. Rumbi and N’jiru, and share our experience (13:19). Then, we dive into a conversation about success in the music industry—who defines it, and what does it really take? This was sparked by some recent comments from actor Anthony Mackie (24:28). We also take a moment to give a few people their flowers (53:22) and close things out with a review of some new music (55:36). Intro: DJ Mura K.E, Saint Evo, Labdi - "Awuoro...

Mar 18, 20251 hr 11 minEp. 122

Episode 121 | Shucking & Jiving

Lots of recaps this week—Afam breaks down the Komplex Event (5:00), Sam covers Clark Keeng’s show at Alloy (9:07), and we dive into Fancy Fingers and Winyo’s listening party with a conversation on the rise of the "Kenyan sound" (11:49). We also review the latest Goethe Institut Industry talks hosted by Anyiko Owoko (23:58) before wrapping up with a few more topics and new music (36:59). Intro: Nu Fvnk - "Still Ain't Free" Pick of the Week: Aahil, Dylan-S, Cordoban - "Rattlesnake" To bring more a...

Mar 11, 20251 hr 11 minEp. 121

Episode 120 | Framing a Musty Jacket

We kick things off with a recap of the JGIP workshop Sam attended (8:58), followed by an overview of intellectual property in music (14:57). Next, we break down the Madfun Burna Boy show from this past weekend, highlighting the standout moments (39:13). Finally, we wrap up with a review of some new music (57:17). Intro: LICKY - "Flow Ya Licky" Pick of the Week: Njoki Karu - "Heaven" To bring more awareness to the different genres of music within the industry we hope to see the artists & song...

Mar 04, 20251 hr 16 minEp. 120

Episode 119 | Culture Politics

This week, we start with a recap of Santuri's Kilele Summit (11:30). Then, we break down Chris Brown's comment about not performing in Kenya due to a "lack of infrastructure" leading to a further conversation about innovation in our industry (22:56). Savara’s latest single, Sianda , had the timeline split, sparking a discussion on culture in art (42:46). Lastly, we dive into some new music (1:05:23). Intro: Savara - "Sianda" produced by Savara, Hendrick Sam, Trevor Magak Pick of the Week: Henry ...

Feb 25, 20251 hr 18 minEp. 119

Episode 118 | Heartbreak

This week, we attempt to unpack why Spotify says heartbreak music is on the rise (11:32), break down Warner Music’s Africori takeover and why we feel having competing labels as well as having dedicated music blogs is good for the industry (23:17), spotlight Kilele’s music workshops at The Mall (37:32), and wrap up with new music reviews (43:11). Intro: Simply Tomas - "Tafadhali" Pick of the Week: Kasiva Mutua - "Huruma" produced by Kasiva Mutua, Hermann Ogulla To bring more awareness to the diff...

Feb 18, 20251 hr 1 minEp. 118

Episode 117 | Busy Bees

We begin today’s episode with Bien’s latest collaborations, which feature older songs and raise the question: should artists be selective about collaborations versus focusing on a solo career? (6:47) Next, we discuss Njerae’s upcoming project rollout and tracklist (29:07), followed by Safaricom’s lawsuit over unpaid producers on the Skiza Tunes platform (38:05). We also highlight Burna Boy’s upcoming show (43:35) and talk about music releases (48:06).Intro: V-Be, Watendawilli - "Amanda" produced...

Feb 11, 20251 hr 7 minEp. 117

Episode 116 | One For All

The 67th Grammy Awards were held over the weekend, and we break down the show and performances before diving into Kendrick's Not Like Us sweeping the awards. Afam believes the industry is undermining Drake—does he have a point? (7:38). We then cover the other winners (28:58) before shifting to Kethan’s new project and accompanying short film (40:38). Plus, a major breakthrough in the CMO drama involving KAMP (44:44), and finally, we review the latest new music (47:52). Intro: Mordecai Dex - "Saf...

Feb 04, 20251 hr 7 minEp. 116

Episode 115 | Levels to Independence

We kick things off with a recap of Ochiko's listening party before diving into a review of his latest EP, Salt and Water. Along with that, we share our thoughts on what’s missing in the music scene (4:37). From there, we dig into whether Spotify is truly good for the music industry, why we think it might not be, and some of the issues it brings to the table (30:11). Finally, we wrap up with a discussion on new music that dropped this past week (53:34). Intro: Ethic Entertainment - "Zama" Pick of...

Jan 28, 20251 hr 5 minEp. 115

Episode 114 | Throw Money at the Problem

In this episode, we dive into a conversation sparked by John Muchiri about whether Gengetone and Arbantone have the potential to break into the international scene, with both of us sharing differing perspectives (6:13). We then discuss the temporary ban of TikTok in the US market and speculate on whether the app is beneficial for music and the industry or if it poses long-term challenges (41:28). Next, we highlight the announcement of a new fellowship opportunity for creatives from OneBeat (51:5...

Jan 21, 20251 hr 13 minEp. 114
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