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Young and emerging musicians in Kenya are among more than 300,000 artists across Africa who have recently benefited from digital music payouts a sign of how technology is reshaping the continent’s creative economy.
Between January and June 2025, Kenyan artists collectively received KSh. 64.5 million, distributed among 150,000 creatives through Mdundo, a music service that has quickly grown to become one of Africa’s most popular streaming and download platforms.
Speaking during a press briefing in Nairobi, Esther Muriuki Kiai, Head of Licensing Operations at Mdundo, emphasised the platform’s commitment to fairness.
“Artists earn 50 percent of revenue from downloads,” she explained. “From January to June, we paid KSh. 135.5 million ($1 million) to artists across Africa. By January 2026, we expect to distribute over KSh. 157.8 million ($1.2 million), noted Kiai.
Since its launch in 2012, Mdundo has attracted tens of millions of active users every month, particularly across East and West Africa. Martin Nielsen, CEO of the company, credited its success to focusing on African music catalogues. “We have created a platform where both fans and artists benefit,” he said, adding that digital tools are helping unify a music scene that was once fragmented and dominated by big studios.
The-Mumbua: A rising voice
For Dorine Mumbua, who performs under the name The-Mumbua, the payout was about more than money but validation.
Her journey into music began in 2020 as a side project, something she did after school to relieve stress. But as time went by, music became an identity and a dream worth chasing. “In 2020, I decided to take music seriously as a brand,” she said. “I created The-Mumbua as my stage identity and began building my craft.”
In the beginning, resources were scarce. She recorded in small local studios and uploaded songs to YouTube. “That was all I knew,” she admitted. “I didn’t even realise there were platforms out there designed to support and pay artists like me.”
Since then, she has been carving her place in Kenya’s competitive music scene. In 2024, she released an EP and several singles that slowly gained traction, including the fan favourite Ajali. Her latest release, Falling Love, blends emotional storytelling with a unique sound that she hopes will set her apart.
According to Victor Wanjihia, Vice President of Payouts at Cellulant, Africa’s creative economy is one of the fastest-growing sectors, thanks to technology.
“Our goal is to create an ecosystem where artists thrive,” he said. “We provide visibility, revenue opportunities, and safeguards for intellectual property so musicians can focus on creating without fear of exploitation.”
Still, challenges remain. Wanjihia noted that many musicians lack awareness about digital platforms and rights management. “Without the right tools or networks, their growth is limited. Education is as important as the music itself.”
The tax debate
The conversation around digital payouts is happening at the same time Kenya’s government is eyeing online income for taxation. In 2023, proposals to tax artists, YouTubers, and other online creators sparked heated debates.
The government argued it was part of broadening the tax base. But artists saw it differently as an attempt to stifle creativity in an industry still trying to find its footing.
For newcomers like The-Mumbua, the worry is simple: when earnings are still small, every shilling matters. Many industry observers argue that instead of taxing too early, the government should focus on building stronger support structures, training, exposure, and funding that allow artists to reach sustainable levels.
A shift in Kenya’s music scene
Kenya’s music industry has undergone a massive transformation over the last decade. Once dominated by radio airplay and physical CDs, it has now shifted to smartphones and internet access. Today, even artists in small towns far from Nairobi can reach global audiences with just a phone and an internet connection.
“Digital platforms have democratized music,” said Kiai. “We have seen artists who would never have made it into big studios now building careers through streaming. Consistency and smart use of these tools are what matter most.”
Still, the shift comes with new challenges: piracy, crowded digital spaces, and lack of digital literacy.
As Kenya continues to nurture its creative economy, the intersection of technology, policy, and artistry will define its future. For artists like The-Mumbua, the road is still long, but opportunities are clearer than before.
“Success for me is simple,” said Mumbua. “It’s when I make a song, release it, and it reaches people who connect with it. With persistence and the right platforms, I know that’s possible.”
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