Kenyan rap veteran Jua Calihas challenged the new generation of musicians to put more effort into their craft, saying many upcoming artistes no longer work as hard as those who came before them.
Speaking during an interview on Wasafi FM, the Genge pioneer was asked how he views the current state of the Kenyan music industry. In his response, he pointed to the growing influence of social media, arguing that it has made it easier for songs to gain attention without the same level of effort that was once required.
“Young people today do not work as hard as we did back in the day.”
Jua Caliexplained that platforms such as TikTok have transformed how music reaches audiences.A song can now become popular through a visualiser or a viral dance trend, reducing the pressure for some artistes to spend time refining their music in the studio.
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He said that during his generation, musicians invested significant time in songwriting, developing concepts and ensuring every track carried a strong message.
“Back then, we wrote songs with hunger. Every concept came from the heart.”
The award-winning rapper added that he feels many young musicians appear too comfortable and lack the determination that once drove artists to succeed despite limited opportunities.
He encouraged aspiring musicians to remain focused and committed to improving their craft, stressing that hard work remains the key to building a lasting career.
“I want to tell the youth to work hard because this is what will lift you out of your struggles.”
Social media is reshaping music careers
The rise of streaming services and short-form video platforms has dramatically changed music promotion across East Africa. Songs can gain millions of views through TikTok trends, Instagram Reels and YouTube Shorts, sometimes without traditional radio or television airplay.
While these platforms have opened doors for independent artistes, industry veterans have often argued that virality should not replace quality songwriting, strong production and consistent studio work.
Jua Cali has been one of Kenya’s most influential hip-hop figures since the early 2000s. Through his Genge style, he helped popularise Swahili street music and inspired a generation of artistes in Kenya and beyond.
Set for Bongo Flava celebration in Dar es Salaam
The rapper announced that he will perform in Dar es Salaam on 10 July at Milimani City Hall, where he will join other veteran artistes in celebrating Bongo Flava.
