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 113 | It's not Bots

This week, we kick things off with Chimano talking about how much it would cost to book Sauti Sol for a performance today, plus, we dive into what it really takes to pull off a live show (7:55). Next up, the streets (the X/Twitter streets) were alive after singer-songwriter Barbara Wangui surpassed Bien in Spotify listener numbers. We discuss the reactions, and of course, what it means for the Kenyan music scene (22:07). Finally, we review Kahu$h’s and 4Mr Frank White’s new albums, and some more...

Jan 14, 20251 hr 1 minEp. 113

Episode 112 | Arbantone Vs Gengetone

In this episode, we start with yet another concert gone wrong. Shenseea had to cut her show short after teargas started flying in the crowd (6:10). Then, we get into some drama we didn't see coming—Arbantone and Gengetone are clashing, all sparked by Ethic Entertainment's recent release (11:26). We also talk about how music labels are trying to take back control with something they’re calling Streaming 2.0 . It’s supposed to focus more on superfans and artists, but what does that actually mean? ...

Jan 07, 202559 min

Episode 111 | Top 10s

Happy New Year! In today’s episode, we take a look back at 2024, reflecting on some of the year’s biggest highs and lows, as well as what we’re looking forward to in 2025 (9:20). Following that, we share our top ten songs of the year (29:00). Intro: Zaituni Wambui - "Tamu" Pick of the Week: Xenia Manasseh, Hamzaa - "Still Lose" Produced by Sean Peevers & Toxic Lyrikali - "Chinje" Produced by 2024DreBarnes Beat To bring more awareness to the different genres of music within the industry we ho...

Dec 31, 20241 hr 6 minEp. 111

Episode 110 | The Headliner

Final Episode of 2024! We kick things off by catching up, before diving into the drama-filled headlines. The disgraced People's Choice Awards found themselves under fire this week after failing to show up for their own event, sparking heated reactions from those impacted (7:47). This weekend was packed with action as two major events took center stage. First, we review Sol Fest (17:49), then dive into Blankets and Wine , leading to discussions on headliners, how event organizers can better use d...

Dec 24, 20241 hr 2 minEp. 110

Episode 109 | A Means to an End

This week, we start with an update on last week’s story—Diamond says he’s not paying back the money despite not performing (4:19). We then talk about the recent news that 500 million shillings was spent on a bid to host the African Grammys. Was it worth it? We don’t think so, and we explain why (12:07). Sony Music pulling their music from Boomplay raises questions about the platform’s future, and we discuss why artists need to start owning their narratives (23:00). Elsewhere, Wadagliz’s hit Angu...

Dec 17, 20241 hr 5 minEp. 109

Episode 108 | Willy Paul Usilie

This week, we unpack the drama between Willy Paul and Diamond, diving into the Furaha City Festival controversy that’s got everyone talking and taking sides (7:14). Spotify’s annual Wrapped dropped to mixed reviews—while some celebrated, others slammed it as inaccurate and a step down from previous years. We explore what might have gone wrong before breaking down our own Wrapped stats (35:08). Then, we get to the music! We review Ssaru’s latest album (50:26) and highlight the best new drops of t...

Dec 10, 20241 hr 7 minEp. 108

Episode 107 | The Last C is Leverage

We start with a major story in the music world—Drake is suing UMG, making some serious accusations that could have big implications for the industry. We break down the case and discuss what it could mean for Kenyan artists, including tips on how they can gain more leverage (5:44). Next, we cover South African DJ Uncle Waffles’ Nairobi show, which faced challenges to say the least due to disorganisation (34:16). We also talk about Sofiya Nzau being denied a visa for her U.S. shows and highlight o...

Dec 03, 20241 hr 8 minEp. 107

Episode 106 | More Solidified in My Beliefs

Today's episode kicks off with a dive into the ongoing drama between artist and Senator Crystal Asige and her former label, Sol Generation. With her court testimony making waves, we unpack the case and her accusations against the label (14:40). Next, we turn to the latest developments in the Foi Wambui vs. Mutoriah saga, including some leaked figures flying around (26:01). Lupita Nyong’o’s recent podcast launch sparks a discussion about platforms and whether public figures are obligated to use t...

Nov 26, 20241 hr 3 minEp. 106

Episode 105 | The Entrée

Today’s episode kicks off with the chaos of the Mike Tyson vs. Logan Paul fight (5:42). Then, we dive into what really makes an award show legit, breaking down the Radio TV 2024 Online Award nominees and spilling over into the People's Choice Awards and award shows as a whole (8:26). Later, we tackle a vital conversation about the realities women face in the music industry, and what we can do to create safe spaces (43:05). We also review new music that dropped last week! Intro Music: Dyana Cods,...

Nov 19, 20241 hr 14 minEp. 105

Episode 104 | Community Over Competition (with M.Rumbi)

Musician, producer, and artist manager M. Rumbi graces our podcast today for a lively conversation spanning a wide range of topics. He shares his journey into music, from his roots as a musician to his evolution into producing. We dive into the story behind his band, BasicCity, and explore his unique music showcase platform, Sonnets on a Sofa. We also discuss comparisons between the Kenyan and South African music scenes, the dynamics of cliques in Kenyan music, AI in music creation, and much mor...

Nov 16, 20241 hr 31 minEp. 104

Episode 103 | Saunter

In today’s episode, we dive into Boomplay’s top 20 streaming artists in Kenya (12:34). Then, we break down the 2025 Grammy nominees and explore what we think Kenyan artists can do to get noticed in the Recording Academy's yearly award ceremony (25:40). Finally, Sam gives us an in-depth look at Afro-pop group Watendawili’s latest album, En Route (50:12). We also review new music that dropped last week! Intro Music: Kaskazini - "If I Had Your number" Song Pick: Watendawili - "Sianda" To bring more...

Nov 12, 20241 hr 6 minEp. 103

Episode 102 | Unfortunately, he has Talent

This week, we start with news on Trio Mio’s father’s new record (2:15), followed by accusations against Mugithi star Samidoh's former manager, leading to a discussion on artist protection in the music business (6:21). We then cover Bien’s sold-out Koko Arena show in London and who benefits from the industry's growth (21:40). Later, we touch on upcoming shows (34:24) and explore how artists can transition between art forms while retaining their fan base (36:28). We also review new music that drop...

Nov 05, 202456 minEp. 102

Episode 101 | Lifecycle of a Kenyan Artist

This week kicks off with a recap of Collo's recent listening party (8:54). We then dive into UMG East Africa's signing of Producer Vic West and consider its impact on Black Market Records (17:55). Next up, we discuss Sol Fest’s earnings and their choice to spotlight Kenyan artists over international acts (28:30). CMB Prezzo's shift to gospel with a debut at Rev. Natasha's Church is up for debate as we explore why artists often make this transition (33:47). Finally, we unpack the latest CMO drama...

Oct 29, 202459 minEp. 101

Episode 100 | The Ultimate Collaboration

For our 100th Episode, our listeners sent in some questions covering various topics, we answered them! We also want to thank you all for listening and sticking with the podcast for 100 episodes! Song Picks: We are Nubia - "AIBU," (Produced by Wuod Omolo) & Zowie Kengocha - "LAST ONE, I PROMISE!" To bring more awareness to the different genres of music within the industry we hope to see the artists & songs discussed in the podcast receive the recognition they deserve....

Oct 22, 20241 hr 18 minEp. 100

Episode 099 | End of the Double Digit Era

We kick off with a discussion on the 2025 Grammy Awards and Kenyan artists submitting their work for nominations, transitioning into a conversation on the classification of African art in the music industry (07:00). A dispute between Dyana Cods and Ajay over the removal of their hit "Set It" from YouTube followed, causing some tension (16:01). Finally, we provide an update on the Nonini vs. Brian Mutinda copyright infringement case (24:02). We also review new music that dropped last week! Song P...

Oct 15, 202449 minEp. 99

Episode 098 | We Cracked the Code

In this episode, we take a deep dive into the various steps required for a local artist to make it to the international stage and achieve lasting success. We also explore the different types of artists within the industry and why some may find it easier to reach global recognition compared to others (7:35). Following that discussion, we turn to AI for a blueprint on how to successfully break a Kenyan artist into the international market, as well as how much an artist may need to spend to achieve...

Oct 08, 20241 hr 19 minEp. 98

Episode 097 | The Target Demo

In today’s episode, we kick things off by diving into the recent wave of high-profile layoffs in the music industry and explore the shifting landscape from the perspective of an entertainment lawyer (3:44). Next, we break down what went wrong at the Walker Town show this past weekend which fell short of many expectations (8:21). We also tackle Steph Kapela’s hot take on paying massive fees to international artists for local performances (25:59). Finally, we unpack the controversy surrounding Lil...

Oct 01, 20241 hr 3 minEp. 97

Episode 096 | What Makes Music Good?

Afam starts us off by declaring the music industry is dying, leading to a discussion about sudden executive exits and music mogul Diddy's arrest (6:25). We then revisit the ongoing case where Mutoriah rejects Foi Wambui & Oppo’s 50,000K offer for his song in their ad (14:57). Afterward, we review Gorilla Academy's first season, with Stinger taking the win, and share what we hope to see in Season 2 (25:25). Finally, Sam asks what makes music "good," sparking a conversation on objectivity vs s...

Sep 24, 20241 hr 14 minEp. 96

Episode 095 | World Building

This week, Afam recaps a Playboi Carti show he almost attended (6:37), leading to a conversation on how music is more than just the music. Then, Foi Wambui and Oppo face scrutiny for using Mutoriah's song without proper clearance, sparking a discussion on brands' responsibility when working with artists (19:33). They also dive into Njerae's rumored UMG contract and debate the pros and cons of 360 deals (27:34). Sam and Afam then discuss Tyla's VMA comments and why Black Americans assume ownershi...

Sep 17, 20241 hr 11 minEp. 95

Episode 094 | The Fight For Transparency

This week, Afam was out linking and building at a music event while Sam attended a Goethe-Institut curated panel that featured Chimano, Mike Mutenyo, and Angela Mwandanda, moderated by Agnes Nonsizi. He breaks down his experience as well as the artist performances after (8:09). They then get into a Gorilla Academy Episode 3 recap (12:09). KAMP gets a win over KECOBO as the CMO battle continues (22:41). In more wins, Nonini gets 4 million from his copyright infringement case against Influencer Br...

Sep 10, 202459 minEp. 94

Episode 093 | Gorilla Academy

This weeks episode begins with what Sam and Afam have been up to. They start with Afam's outing leading to a conversation about today's modern marketing trends for artists, what the experts say works and what doesn't (07:43). The boys then get into a review of a recently created talent competition show by rap veteran King Kaka's music label, Kaka Empire, highlighting the good and bad from the first episode (20:53). Which leads them to talk about Kenyan Rappers rapping in American accents (33:58)...

Sep 03, 202459 minEp. 93

Episode 092 | I Just Wanna Hear A Hit

This weeks episode begins with what Sam and Afam have been up to. Afam was out networking while Sam released some music. He also was at M.Rumbi's live show at Moov Cafe. He breaks down the show, and the performances (07:07). UMG East Africa announced Njerae as their latest signing. The boys talk about the signing in light of UMGs reputation from their past signings (11:54). That leads into a conversation about Nikita saying she doesn't do music for money (27:46). The boys then go through a list ...

Aug 27, 202456 minEp. 92

Episode 091 | We Need New Geniuses

This weeks episode begins with what Sam and Afam have been up to. They then get into a conversation about nostalgia in music, our reliance on the old hits and stars, and why they feel like there are no new geniuses in the industry (11:24). Kenyan hit maker Bensoul has revised his rate card and the boys discuss his new prices. That leads into a conversation about he Kenyan music economy, the reasons they feel it isn't growing, and what can be done to make it better (39:22). The boys also review n...

Aug 20, 20241 hr 11 minEp. 91

Episode 090 | Porous Beings (with Elsy Wameyo)

Today we sit down with the multi-talented Elsy Wameyo and begin by talking about her upbringing and early influences (07:53). Following that, she talks about getting a Sync placement on the popular sports game eFootball and the making of the Nilotic Ep that birthed that opportunity and led to a new phase in her career (25:47). We then get into her latest album Saint Sinner, the story behind it, faith and its role in her life and music, as well as being hands on as an artist (46:31). Rounding it ...

Aug 17, 20241 hr 39 minEp. 90

Episode 089 | Looking Out For You

This week Sam and Afam start the episode with some CMO news, PAVRISK retain the right to collect royalties, again. they also try to answer whether Kenyan art is important to its people and what they feel it will take for us to get positive news in this area (12:13). They then speculate on the whereabouts of rapper Kahu$h, and talk about his previous releases and influence on the Kenyan hiphop scene (21:06). American rapper Drake released 100 Gigs worth of content, and the boys discuss the move, ...

Aug 13, 202457 minEp. 89

Episode 088 | Chimandems

This week Sam and Afam get right into conversation about music nostalgia (07:07), they then discuss the ongoing squabble between two Kenyan music heavyweights Otile Brown and Bien with the latter apologising for some of his earlier comments aimed at Otile, or did he? (14:38). Chimano announces a new single and say he will be focusing on his solo career from now on (24:30). The boys then briefly talk about Fancy Fingers' importance in the now disbanded Sauti Sol (30:30). Grammys are coming up, Sa...

Aug 06, 20241 hr 10 minEp. 88

Episode 087 | Werewolves vs Vampires

Sam and Afam get into their weeks and what they have been up to. Afam moved to New York, and Sam has been busy with remixes. Afam then brings up an interesting article on music trends that we could see in 2024, and they both go through them and apply that to what they see in the Kenyan music industry (17:35). Some anticipated albums dropped from Bensoul and Elsy Wameyo, Fancy Fingers and friends as well as a couple of more. The boys review those and more music that was released during the week (...

Jul 30, 20241 hr 17 minEp. 87

Episode 086 | Where Power Lies

On today's episode, Sam and Afam get into what they have been up to recently. Sam showed up for the Sema Box Wazo app launch at the Baraza Media Lab and breaks down the event (6:50). More CMO news with KAMP winning the appeal to overturn KECOBOs decision that awarded PAVRISK the sole license to collect royalties on artists behalf which leads them to talk about the importance of music education and artists having the power to make decisions for their art and themselves (15:00). Following that, th...

Jul 23, 20241 hr 5 minEp. 86

Episode 085 | The Pod Before The Pod

On today's episode, Sam and Afam get into what they have been up to recently. They then briefly mention the ongoing investigations on the discovery at the Kware slum, and the assassination attempt on the former president of America. Following that, they talk about Kenyan artist Sabi Wu, who was featured on the Rolling Stone Magazine for his "Not Like Us" remix which addresses the current political climate in the country (12:18). This leads them into a conversation about opportunities as well as ...

Jul 16, 20241 hr 3 minEp. 85

Episode 084 | Breaking the 4th Wall

Sam and Afam get into their weeks and what they have been up to. They then touch on what has been happening in the country which leads them to talk about the recent Saba Saba March and concert that was recently held (10:10). KAMP gets the green light to collect royalties on behalf of artists despite KECOBO giving PAVRISK that license recently (18:30). The BET awards were held recently, and the boys talk about the lack of Kenyan representation at the awards, as well as the winners (29:30). Also, ...

Jul 09, 202454 minEp. 84
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