Rich Mavoko: I don’t gamble with my music

Tanzania’s Rich Mavoko has taken East Africa’s music industry by storm a few years after he burst onto the scene. His recent hit Rudi with Nigeria’s star Patoranking has propelled him to continental prominence. During a visit to Kenya last week, he told James Kahongeh the secret behind his blistering music career and his hopes for the near future

Tell us something about your latest hit song Sheri…

I did Sheri with Fid Q, who I respect so much owing to the experience he has gathered in the industry over the years. It was not easy especially since he is an R&B artiste while I am a Bongo artiste. We were both delighted to work together to produce an instant hit.

Most of your songs have more than one million views on YouTube. What’s your secret?

I don’t gamble with my music. I critically listen to every piece of music several times before getting it out there. It is after this repeated listening and reviewing and being satisfied that the song will rock my audiences that I’m confident enough to release it.

What prompted your departure from Kaka Empire to Wasafi Records?

My contract with this label was not a direct engagement. Ours was a partnership to market for ringtones and to push our music on digital platforms. It was, therefore, easy for me to move back to Tanzania after the expiry of the contract. 

How would you describe your relationship with King Kaka after your exit from his fold?

Rabbit and I are friends. Our relations are as cordial as before, if not better.

Have you settled down at Wasafi Records?

I enjoy very pleasant working relations with artistes signed to the label, since we share a common background of poverty. Our hustles are, therefore, similar as we seek to change our past circumstances and to prosper.

Controversy and showbiz are virtually inseparable...

Everyone has their own way of doing things. Some artistes thrive on controversy. I believe though that anchoring your career upon controversy will cost you reputation and money in the long run. The best strategy to employ is to base your reputation on talent because talent and a firm legacy will transcend all controversy. Fans will remember you long after you are gone. I strive to have people know my music even before knowing me as a person.

Are you dating?

Not at the moment. But I have two children.

Is there a collaboration you are looking forward to?

Yes. One is in the pipeline with Kenya’s Nyashinski. We will soon drop something together. Besides this, I have done music collaborations with several artistes in East and West Africa. I am open for collaborations with artistes from anywhere in the world. But for any music collaboration to flourish, the participating artistes must know what they wish to gain from that partnership. It’s the amount of money and level of appeal that you accrue from that partnership that matters most at the end of the day.

Do you listen to Kenyan music?

All the time. I particularly love Nyashinski’s music. 

How do you perceive the Kenyan music landscape?

I have lived in Kenya for more than six months and worked with a great deal of Kenyan artistes. That said, Sauti Sol, H_art the Band, Bahati and Willy Paul are young artistes and bands with a great future. In fact, Kenya’s music scene was more vibrant in the East African region before Tanzania took over. 

What do you think Kenyan musicians should do differently?

Kenyans ought to work more closely together to take their music to the next level. Nigerians have demonstrated that unity among artistes as opposed to petty rivalries can propel an industry to enviable heights. You cannot build a music powerhouse on a foundation of beef among artistes. 

How would you describe Diamond Platnumz, having worked with him for long?

It is inspiring to see how Diamond has established himself as the kingpin of music in the region in less than a decade. His exploits though are purely a result of hard work and hunger for success.

It does inspire me to work with him because of his great attitude for business and creating wealth through music. He has no time for idlers. He loves people with sharp focus and a desire to do better every day. Most of our time is spent in the studio composing and recording songs.

How is Kenyan music faring in Tanzania?

Nyashinski and Sauti Sol are currently among Kenyan artistes enjoying a lot of airplay in Tanzanian media. Mercy Masika’s songs are also dominating airwaves in Tanzania’s gospel sphere. That there is rich musical talent in Kenya is not in dispute.

Which of the three countries in East Africa is the better market for music?

I love Kenya and Kenyans. I also have a considerable audience in Uganda. Kenyans are a special people and family to me. Kenya is not just a market for my music, but home too. But it also depends on what you are bargaining for as an artiste. Since music is an investment, an artiste will often focus more on the market that brings in more money. Additionally, the more your music appeals to audiences in different countries, the more gigs you get. Besides sales, it feels good to have a presence in all countries of the East African Community.

How do you balance between your music and family?

Whenever I am not working, I spend time with my family in the village. When I am focusing on professional undertakings, they give me sufficient support and the space to do that. Work-family balance has never been a problem to me.

Have you ever been stalked on social media?

This happens all the time. As a music star you are a public personality, and as such, you attract unnecessary attention a lot of times. But for an engaged person, you don’t have the time to mind the attention of stalkers lest you get distracted from more important endeavours.

Why is foreign music edging out music from the region?

Our local industry is still growing. In West Africa, the industry is more organised and more mature, which explains why artistes such as Davido, Patoranking, Wizkid, Tiwa Sawage and Yemi Alade are big hits internationally. Budding artistes in Nigeria get the support of those who have already made a name for themselves, which helps them to grow quickly. It’s different here. All music stakeholders in East Africa must have the drive to work together, to support each other if we are ever going to penetrate the continental and global music market.

Do you have an artiste who you seek to emulate?

In every profession you draw inspiration from practitioners who are more successful than you. But artistes should be careful not to duplicate what others are doing. It’s important to create and maintain your signature style. 

What were your best moments of 2017?

Doing a collaboration with Patoranking was one of them. I had not done a collaboration with an artiste from West Africa before. I also got a nomination for Ausa awards in the US, which was a major boost to my career. I also performed at Fiesta Dar twice.

What should your fans expect from you in 2018?

I am working on an album, which should be out between March and April. I am also working round the clock to have my music sell on major platforms in the world such as iTunes. There are also major collaborations in the pipeline, starting with Nyashinski. Much later in my career I hope to have my own label.