NAIROBI, Kenya — Kenyan rap veteran Paul Julius Nunda, popularly known as Jua Cali, has challenged the new generation of musicians to invest more time and effort in their craft, arguing that many upcoming artists no longer display the level of commitment that defined earlier generations of performers.
Speaking during an interview on Tanzania’s Wasafi FM, the award-winning Genge pioneer reflected on the changing dynamics of the music industry, saying the rise of social media platforms has altered how artists achieve recognition and commercial success.
According to Jua Cali, digital platforms such as TikTok have made it possible for songs to become popular almost overnight, reducing the pressure on some musicians to spend time refining their songwriting, production and artistic identity.
“Young people today do not work as hard as we did back in the day,” he said.
The rapper explained that during the early years of Kenya’s urban music movement, artists often spent months developing songs, writing lyrics and perfecting concepts before releasing their work to the public.
“Back then, we wrote songs with hunger. Every concept came from the heart,” he added.
The changing face of music success
Jua Cali’s remarks highlight a growing debate within the global music industry over the impact of short-form video platforms on music creation and promotion.
In recent years, TikTok, Instagram Reels and YouTube Shorts have become powerful tools for music discovery, enabling songs to reach millions of listeners without relying heavily on traditional radio, television or physical distribution channels.
Industry analysts note that while these platforms have democratised access to audiences and opened opportunities for independent artists, they have also accelerated trends that prioritise virality and short-term visibility.
A song can now gain widespread attention through a dance challenge, meme or visual snippet, sometimes before listeners engage with the full track.
For established artists such as Jua Cali, however, sustainable success still depends on strong songwriting, consistent quality and a clear artistic identity.
A message to upcoming artists
The veteran musician said he worries that some young performers are becoming overly dependent on social media trends instead of focusing on developing long-term careers.
He argued that talent alone is not enough and encouraged aspiring artists to remain disciplined, patient and committed to improving their craft.
“I want to tell the youth to work hard because this is what will lift you out of your struggles,” he said.
His comments come at a time when Kenya’s music industry is experiencing rapid transformation, with streaming platforms increasingly replacing traditional distribution models and social media becoming the primary marketing tool for many artists.
While the digital shift has created new opportunities, industry veterans have repeatedly stressed the importance of balancing online visibility with musical quality and professionalism.
A legacy built on Genge
Jua Cali remains one of the most influential figures in Kenya’s modern music history.
Emerging in the early 2000s, he played a central role in popularising Genge music, a uniquely Kenyan urban genre that combines Sheng, Swahili and local storytelling with hip-hop influences.
Through hit songs and collaborations, he helped shape the sound of a generation and inspired countless artists across East Africa.
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His music has long been celebrated for reflecting everyday Kenyan experiences, from social issues and urban culture to aspirations and personal struggles.
The rapper’s longevity in an industry known for rapid change has often been attributed to his consistency and ability to evolve while remaining authentic to his roots.
Set for Bongo Flava celebration
Jua Cali’s interview comes as he prepares for a performance in Tanzania, where he is expected to join other veteran artists in a celebration of Bongo Flava and East African music.
The event, scheduled for July 10 at Milimani City Hall in Dar es Salaam, will bring together performers from across the region to honour the evolution of one of Africa’s most influential music movements.
As East African music continues to expand its global footprint, Jua Cali’s message serves as a reminder that while technology has transformed how artists reach audiences, the foundations of success still lie in creativity, discipline and hard work.
