For many musicians, a signature phrase is more than just a catchy introduction. It becomes part of their identity and a way fans instantly recognise them. Kenyan Genge pioneer Jua Cali believes every artiste should strive to have one.
Speaking during an interview on Str8Up on KTN TV, the veteran musician explained why a signature is important in building an artiste’s brand. He said it helps separate one performer from another and creates a lasting connection with audiences.
‘A signature is your identity’
When asked how important a signature is for an artiste, especially considering that some musicians do not have one, Jua Cali was clear in his response.
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“A signature is like your identity. As an artiste, find your identity. Find yourself.”
A signature should reflect who an artiste is rather than being something copied from someone else. He encouraged up-and-coming musicians to discover their own unique style and personality rather than imitating trends.
His comments come at a time when branding has become just as important as music in helping artistes stand out in a crowded entertainment industry.
How ‘ Watu’ happened naturally
Jua Cali also shared the story behind his famous signature, “Watu,” revealing that he never planned for it to become one of the most recognisable introductions in Kenyan music.
He explained that the phrase first came to him spontaneously while recording in the studio.
“Watu, I didn’t plan it. I just decided to say it in the studio because it was an introduction. In my mind, I was saying, ‘You people know what’s up.’”
He admitted he had no idea that the simple phrase would eventually become synonymous with his name.
“I didn’t know it would become one of the best signatures. There isn’t another artiste in the world with an intro like that when they walk onto the stage. It just happened naturally. I didn’t know it would blow up.”
The phrase has since become one of the defining elements of his performances, with fans often shouting it back whenever he appears on stage.
A career built on a distinct identity
Jua Calihas remained one of Kenya’s most influential musicians since emerging in the early 2000s with Calif Records. Widely credited with helping popularise Genge music, he built a loyal fan base through hits such as Kwaheri, Bidii Yangu, Ngeli ya Genge and Kiasi. His distinctive voice, Sheng lyrics and unmistakable stage introduction have become central to his brand over the years.
