This archive report was first published on 7 May 2021.
On May 7, 2021, Business Today published an insightful interview with Bien-Aime Baraza, a member of the renowned Kenyan band Sauti Sol.
At the time, Sauti Sol was Ksh10 million in debt after their nation-wide Live and Die in Afrika tour in 2016, in support of their fourth studio album of the same name.
The tour, which covered stops in Nairobi, Kisumu, Mombasa, and Eldoret, was considered pioneering for its standardized experience, complete with the same themes, lights, sounds, stages, and extensive support staff of 100 people.
According to Bien-Aime Baraza, the band's dedication to providing a special tour set-up left them in debt to various suppliers and venues among others.
However, they managed to clear the debt through the performances that followed.
Despite the financial struggles, Sauti Sol went on to become continental superstars, with awards and hits including collaborations with the likes of Burna Boy, Davido, and Tiwa Savage.
They shifted focus to strategically taking over the continent and invested revenues from performances and endorsements in collaborations and music videos with artists in key markets, including Nigeria and South Africa.
As Bien-Aime Baraza revealed, they went from splitting performance fees among themselves to forming a company, Sauti Sol Entertainment, where they are salaried employees.
The company even paid for Polycarp, another member of the band, to travel to France to receive world-class mixing and mastering training.
He maintained that their relationship was always about more than the music or the money, explaining that the band members went to counselling together and even have a business coach.
