Do Bongo Flava artists still need record labels in the social media era?

Dar es Salaam. Africa’s music industry has long been shaped by influential record labels that have propelled local talents onto global stages.

Among the continents finest are Nigeria’s Mavin Records, founded in 2012 by the renowned Don Jazzy; Davido Music Worldwide (DMW), established in 2016 by superstar David Adeleke (Davido); and Chocolate City, co-founded in 2005 by Audu Maikori, Paul Okeugo, and Yahaya Maikori.

These labels have nurtured a plethora of successful artists and defined the industry’s trajectory.

In Tanzania, the emergence of notable record labels has had a transformative impact on the Bongo Flava scene.

Wasafi Classic Baby (WCB), spearheaded by Diamond Platnumz, Konde Gang Music by Harmonize, Next Level Music (NLM) by Rayvanny, Kings Music by Alikiba, The African Princess by Nandy, and High Table Sound by Barnaba have all played pivotal roles in shaping the industry and propelling Tanzanian artists onto the international stage.

These labels offer essential support—guidance, networking opportunities, and structured pathways to success—helping artists carve their niches and reach wider audiences.

However, the digital era has brought new dynamics to the industry. Platforms like TikTok, YouTube, and Spotify have empowered artists to manage their careers independently, turning viral trends and social media engagement into powerful tools for instant fame.

Independent stars such as Mavokali, Aslam Tz, and Hill Baby exemplify this shift.

These artists enjoy creative freedom, control their music rights, and face fewer restrictions compared to their label-signed counterparts.

Yet, the path to independence isn’t without challenges.

Independent artists often face financial hurdles, struggling to afford studio time, video production, and promotional campaigns.

Without a label’s industry connections, breaking into mainstream radio or securing international deals can be daunting.

To counter this, some artists hire personal managers to handle business operations, negotiate contracts, and oversee production, allowing them to focus solely on their craft.

Labels vs Independence (Indie)

Opinions remains polarised on whether record labels remain indispensable in today’s music landscape. Industry insiders weighed in on the debate:

According to the manager of Frida Amani and Bongo RnB star Ben Pol, Frank Mkuvlelwa, believes artists can thrive independently, crediting social media for simplifying the path to success.

However, he acknowledges that labels still offer advantages with their established systems.

“Being independent doesn’t mean working alone; it means having your own team and personal management,” he explained.

On the other hand, a media personality, John Jackson, argues that record labels are still essential in the Bongo Flava market.

“Not every artist has the capacity to handle everything independently, especially promotions and breaking into larger markets. Labels provide a structured framework to help artists reach their potential,” he said.

On the same line, Live band musician Latifa Kareem agreed, highlighting how labels can ease the burden of multitasking.

“A record label handles management and promotion, giving the artist time to focus on creating high-quality music,” she said.

She also highlighted the challenges of independence, noting how divided attention can hinder creativity.

“While being your own boss is empowering, it also means your attention is divided, which can reduce your creative output,” she explained.

According to Godfrey Abel, the manager of Hip-hop artiste, Bando MC shared that the dynamics have changed, record label no longer sign people the way they used to.

“Labels no longer sign artists the way they used to. Until you’re making money, no label will touch you,” he said.

This new dynamic gives artists more control but poses challenges for those lacking marketing skills or funding.

He further added that, until you are making money as an artist, no label will touch you.

“The new system give artistes a lot more control, but at the same time makes it so that artistes without marketing skills or money often go unheard,” he shared.

Balancing challenges and opportunities

Music DJ Salina Salim pointed out that breaking into international markets without a label remains a significant challenge for Bongo Flava artists.

“Securing global collaborations or deals often requires the backing of established labels like WCB or Konde Gang,” she noted.

Bongo Hip-hop artist Bando MC, however, believes success is achievable without a label.

Reflecting on his own experience, he revealed frustrations with a former record label that failed to prioritize his career.

“Instead of recording hits, we wasted time doing nothing. It was a bad experience,” he said.

The verdict

As the music industry continues to evolve, both paths signing with a label or going independent—come with their own sets of pros and cons.

For artists, the choice depends on their resources, goals, and vision for their careers.

While social media has democratized access to fame, traditional labels still offer a level of support and reach that many artists find invaluable. Ultimately, success lies in leveraging the best of both worlds.