Thread by @danaceda

So let me start with the bad news: Those tracks you are seeing the crazy ones. Zitaongezeka ... Here's why? THREAD

In entertainment the top goal is to achieve name recognition and face recognition. Traditionally the market was driven by content. So if you make good stuff then we learn your name and eventually learn your face.

Then you keep making good stuff and now you earn our trust and we stay with you. We come to your gigs and pay money to watch you play. Sometimes we even love you.

But... Game has changed. Now content is being driven more and more by talkability. So now the fastest route to name recognition by becoming a trending topic.

This is not only in music. In KE this is what drives politics. In fact it's Ezekiel Mutua's strategy. He looks to be or be associated with a trending topic everyday. And all your fav leaders.

So the kids have figured this out. If we trend then we are almost there. In fact it's a major strategy worldwide. Remember Lady Gaga and wearing meat? What about those Met Gala dresses and clothes? All to create a conversation. The more outrageous the better.

So what these new acts are doing is trying to get your attention. They have understood that attention is now a currency and they can build on that later. And it's a genius strategy.

That's how Jubilee Party won the election. And how Trump, Brexit and Drake happened.

The effect I'm KE scene is going to be compounded because KE content discovery system is irreparably broken. If it's trending it will end up on radio. Radio guys have no desire or inventive to look for content. Wanafuata trends tu

So... This is only the beginning. And you know what's crazy? You will love alot of that content in a short while (or it has already happened).

Thanks for coming to my Ted Talk.