Music Marketing: Impact Of Traditional Marketing


The Impact of Traditional Media on Kenyan Music Marketing

Kenya has a rich and diverse music scene, with a wide range of genres and styles. However, for Kenyan musicians to succeed, they need to have effective marketing strategies in place. While social media and streaming platforms are becoming increasingly popular, traditional media still plays an important role in music marketing in Kenya. In this blog post, we’ll explore the impact of traditional media on Kenyan music marketing.

Music Marketing

What is Traditional Media?

Traditional media refers to forms of communication that existed before the rise of digital media. This includes television, radio, newspapers, and magazines. While these forms of media may not be as popular as they once were, they still have a wide reach and can be effective in promoting music.

The Role of Traditional Media in Kenyan Music Marketing

  1. Radio

Radio remains the most popular form of traditional media in Kenya, with a wide range of stations available across the country. Presenters and DJs have a significant influence on what music is played on the airwaves, and getting airplay can be a major boost for Kenyan musicians.

  1. Television

While television may not be as popular as radio in Kenya, it still plays an important role in music marketing. Music videos are regularly played on music channels such as Trace TV and MTV Base, and Kenyan musicians can also be featured on entertainment programs and talk shows.

  1. Newspapers and Magazines

Newspapers and magazines can be effective for promoting concerts and events, as well as for profiling musicians and their music. However, print media is becoming less popular in Kenya, with many people preferring to get their news and entertainment online.

The Benefits and Challenges of Traditional Media for Music Marketing

While traditional media can be effective for promoting music in Kenya, there are also challenges to consider. Here are some of the benefits and challenges of traditional media for music marketing:


  • Wide reach: Traditional media has a wide reach, with many people still relying on radio and television for entertainment and information.
  • Credibility: Traditional media is often seen as more credible than social media, which can be seen as more biased or unreliable.
  • Opportunities for exposure: Marketing on traditional media can provide opportunities for exposure, such as interviews and live performances.


  • Cost: Advertising on traditional media can be expensive, and may not be feasible for independent musicians or small music labels.
  • Limited targeting: Traditional media is not as targeted as digital media, and may not reach the specific audience that a musician is trying to target.
  • Competition: Traditional media is highly competitive, with many musicians vying for airtime and exposure.


While social media and streaming platforms are becoming increasingly popular for music marketing, traditional media still has an important role to play in Kenya. Radio, television, and print media can all be effective for promoting music and providing opportunities for exposure. However, musicians and music marketers need to consider the benefits and challenges of traditional media when developing their marketing strategies. Leveraging both traditional and digital media, Kenyan musicians can increase their reach and build their fan base.


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