The Kenyan factor in the huge success of Diamond Platnumz

By Nation Africa

In 2011, Diamond Platnumz created his YouTube channel to expand his reach, which turned out to be one of the best decisions he ever made in his music career.

In June 2020, he became the first singer from sub-Saharan Africa to score one billion views on a YouTube channel, which is now approaching the two billion views mark, or just over 1.76 billion.

He is so proud of the decision to open the channel that he recently turned down the Tanzania Music Awards nomination, boldly stating that his YouTube numbers were more enticing than local accolades.

“I have respectfully requested not to be included in the Tanzania Music Awards because I don’t see anyone to compete with me here. It would be unfair to oppose any Tanzanian musician. I agree with my numbers on YouTube, they say more about my accomplishments than local awards. Also, my goal right now is to compete with other international artists in Africa,” Diamond remarked during a media tour to promote his latest EP (First of All Extended Play).

Last May, he once again reached another milestone in his career that many East and Central African musicians would envy, as 12 of his songs each garnered over 50 million views.

Two months ago, Diamond was in a celebratory mood again as his song Waah!, in which he featured Congolese maestro Koffi Olomide, became his third song to top the 100 million-view mark on YouTube.

Advertisement

The remix of Yope, a collaboration with Congolese Innoss B, was his first song to reach 100 million views in April 2021. In November of the same year, Inama, another body of art he collaborated with the Congolese composer Fally Ipupa, has also taken the step.

New Content Item (1)

Diamond Platnumz and Koffi Olomide. PICTURES | SHORTEST

YouTube’s magic numbers saw Diamond transform from a scruffy boy in Tandale, an infamous slum in the heart of Tanzania’s commercial capital, Dar es Salaam, into a daring macho moneybag, if his five-star mansion rooms located in the affluent area of ​​Mbezi The beach is something to do. The mansion was purchased in 2018 for TSh2 billion (Sh100 million).

The Tandale flood zone is home to 70,000 people. The ghetto was once home to Naseeb Abdul Juma, a former second-hand clothes seller (mitumba), now known as Diamond Platnumz, Chibu Dangote or Simba, if you prefer.

Today, the bejeweled canary, who once stole his mother’s ring to raise money for a studio session, represents the quintessential millionaire, the proverbial poor prince who built it all by the sweat of his brow. .

Diamond withstood all the gales as she climbed to the top of the mountain. Stuck in the blue-collar business, first in freelance photography, then as a gas station attendant and a stint in acting, he ended up selling second-hand clothes while chasing the ever-elusive shilling for studio fees .

It was from his dalliance with the producer and his former talent manager, Papa Misifa in 2009 that Diamond finally saw the end of the dark tunnel that had just begun to lighten up. First a rapper, Papa Misifa felt out of place and convinced him to sing instead.

In 2010, Diamond released her debut album, Kwambie, with 12 tracks. Three of the tracks from the album Kamwimbie, Nitarejea and Mbagala won.

With the three hits, Diamond harnessed the flexibility of Swahili and the poetic slang of Dar Street to monopolize the limelight and introduce themselves to Tanzanians, East Africa and Africa.

In simple math, for every million views on YouTube, there’s about $3,000 in revenue.

To put that into context, in April 2021, Diamond earned 80 million shillings from the Waah! hit. At the time, the song had only gained 39.4 million views when he shared his YouTube analytics on Instagram, revealing he was set to cash in on €32,266.53.

Diamond’s revelation to E! TV three years ago of his net worth, which he estimated at around $4.5 million (1 billion shillings), is substantial by any measure. In an interview with Wasafi FM last year, Diamond placed his net worth at $5.1 million (1.2 billion shillings). Since then, his trajectory on YouTube has steadily increased with all the hits released from the studio. FOA EP has already garnered over 80 million streams across all digital platforms, with YouTube contributing its fair share.

Even though the self-confessed proud womanizer maintains that his YouTube numbers mean everything to him, one crucial detail that he never at least publicly acknowledges is the fact that Kenya is actually the source of his streaming riches.

Diamond’s most loyal fans in the world are in Kenya. Without those prizes, Diamond wouldn’t stack up those staggering numbers on YouTube; a secret he knows too well but is still shy to discuss.

By June 2020, Diamond had amassed what YouTube Music Trends’ Kevin Meenan described as ‘astonishing’ 3.6 million subscribers and 980 million views on his channel, with around 80% of views coming from outside of Tanzania, with Kenya in the lead.

Globally, over the past 12 months, Kenya has been the top hub for Diamond’s YouTube streams, attracting over 136 million views, including 107 million views originating from Nairobi.

Tanzania came far behind with 85.5 million, followed by the United States with 29.3 million and France with 23.4 million. The same pattern has repeated itself over the past three months, when it garnered 39.2 million views in Kenya, 26.7 million in Tanzania, 7.52 million views in the United States and just over 5 million views in France.

With YouTube’s success being a major facet of its entrepreneurial portfolio, Kenyans are unwittingly on a mission to create an African billionaire artist. For the measurement period of May 1, 2019 to May 1, 2020, Meenan noted that Kenya generated the most views for Platnumz, followed by its homeland, Tanzania, with the United States coming third.

“I literally had to check it three times to make sure it was correct. His process of promoting his songs is quite informative. For every official music video he has, he can have anywhere from five to 20 songs or more and videos of non-song content which, for example, could include documentary style or behind-the-scenes footage,” Meenan told Billboard.

When Diamond shared his Waah! analytics, a song that charted at number one in Kenya for more than two weeks, he urged his fellow Tanzanian musicians to know about their products.

“Not all songs with the same number of views can generate so much revenue. Depends on who and where fans will watch it from,” he wrote.

Two years later, the trend noted by Meenan has not changed. A spot check of its YouTube data by Nation reveals that Kenya is still the crème de la crème of Diamond’s YouTube streaming ecosystem.

His latest track, Wonder, is currently number one in Kenya with over three million views since its release a fortnight ago.

Ironically, he only moved to No. 1 in Tanzania in his first week of release before dropping to No. 2 currently.

In Kenya, Wonder knocked off pole position another of his hits released a month ago, Mtasubiri, featuring his rumored new girlfriend, Zuchu.

Until the arrival of “Wonder”, “Mtasubiri”, which has now fallen to the fourth position, has maintained the number one position in the country for three consecutive weeks since its release on March 29, according to data from YouTube Music Charts & Insights.

“Mtasubiri”, one of the tracks from his EP FOA, has so far amassed over 9.7 million views worldwide, which is 1.7 million more views than all he garnered. during the first three weeks of its release.

An EP (Extended play record) is a half-album that contains fewer songs than a Long Play or rather a complete album. EP is extended in the sense that it is longer than a single.

Of the eight million plus viewers of “Mtasubiri” in the first three weeks, 2.5 million are from Kenya, with Tanzania coming in second with 2.1 million views.

In Tanzania, ‘Mtasubiri’ ranked number two for three weeks behind his former signee Harmonize’s Mdomo jam, which ranked number three in Kenya during the same period.

Diamond had another song in the top 10 trending songs during the same period, with Fine ranking at number eight and number four respectively in Tanzania.

The information also reveals that Diamond has been the top artist in Kenya for the past three weeks, garnering over 3.4 million streams compared to 2.04 million streams in Tanzania, where he also topped the charts over the past three weeks. same period.

From December 31, 2021 to April 14, Diamond topped the weekly YouTube charts in Kenya, in 12 out of the 15 weeks in that period. He only managed to place out of 10 in Tanzania during the same period.

More Stories
Lessons from the last crisis can be applied today