Nostalgia finds a paying audience
The growth of Millennials Nights, Old Skul R&B events and throwback shows has created a market around music that many of these artists released more than a decade ago.
For fans, the events offer a chance to hear familiar songs live. For performers, they provide another route back into an industry that has changed dramatically since their biggest hits dominated radio.
Mr Lenny, whose career began in 1998, is among those experiencing the renewed demand. He is preparing to release a 20-track album, Hisia Zangu, in September after spending years away from the mainstream spotlight.
“There was a time I had decided to stop music, but three years ago... we have to bounce back.”
He said the reception veteran artists have received in recent years influenced his decision to return.
The money behind the memories
The financial side of the throwback movement is becoming harder to ignore.
According to event organiser and club owner Bob Onyona, established veteran artists and DJs can command between Sh40,000 and Sh200,000 per night, depending on their profile and the nature of the engagement.
Mr Lenny said he earns at least Sh100,000 per event, with expectations of higher earnings during peak periods.
The opportunities extend beyond stage appearances. Industry players say veteran performers are also benefiting from advertising, endorsements and podcasts, giving musicians additional ways to monetise catalogues and personal brands built over decades.
Younger listeners are joining in
The revival is not being driven solely by older fans.
Jua Cali has pointed to the internet as one reason his older songs continue finding listeners. Tracks such as Kamata Dame and Kiasi remain familiar to audiences years after their release.
The same crossover was visible at recent major events, where artists such as Nameless, Jua Cali and Sanaipei Tande performed to mixed-age audiences.
A second commercial life
For artists such as Ukoo Flani Mau Mau, Nameless and Sanaipei Tande, the resurgence offers something that was difficult to predict when their biggest records were released: a second commercial life.
The trend is also being packaged by brands and promoters. Redsan’s 30th-anniversary concert on August 29, for example, combines veteran performers, sponsors, merchandise and tiered tickets, including VVIP tickets starting at Sh25,000.
For Kenya’s veteran musicians, nostalgia is therefore becoming more than a trip down memory lane. It is increasingly becoming a business model.
