N is for #Nishike
Kenyan afro-pop band @SautiSol learnt to take and appeal to social media from early in their careers. The entertainment scene in Kenya, sees a section of emerging artistes catering to the middle and upper classes of the major cities. Sauti Sol’s sound, performance and style endeared them from early on from their single Lazizi which went on YouTube in 2009. The band has gone on to grow into both national, regional and global acclaim.
Their music video for their single Nishike (Swahili: Hold Me) was banned from broadcast on Kenyan television but lit up YouTube, reaching over 700,000 views in 6 months. On social media discussions sparked day and night as many spoke of its steamy and suggestive scenes and sounds. Nishike even went on to see various parodies and covers recorded. This turned the band toward involving user-generated content in greater ways, something they have successfully concluded with their single Sura Yako (Swahili: Your Face) and their campaign for the #LipalaDance. They took to Instagram to invite fans to upload themselves doing the dance and a number of fans were selected to appear in their official music video.