How attention drama stops artistes from receiving real help

Dar es Salaam. In the glitzy world of Bongo Flava, drama often takes centre stage.

The growing trend of ‘Kiki’, a Swahili term for attention-seeking stunts has become a hallmark of the industry.

While it guarantees buzz, the practice raises significant concerns about the authenticity of artistes and their stories.

Artistes have leaned heavily on ‘kiki’ to generate hype around their music or stay in the public eye.

Examples abound, including the CEO of Konde Gang, Harmonize, who publicly discussed his relationship with Abigail Charms—a move later revealed as a promotional strategy for their music collaboration.

Similar publicity stunts involving Kajala, Paula, Harmonize as well Rayvanny, have followed the same trend.

Beyond relationships, some artistes have fabricated incidents, including accidents and feuds, to create drama and draw attention.

The Diamond-Zuchu drama

A prime example of this trend is the on-and-off drama involving WCB CEO Diamond Platnumz and his signee, Zuhura Othman Soud, popularly known as Zuchu.

Their public spats, followed by sudden reconciliations, have dominated entertainment news.

Since last year, Zuchu has voiced grievances on social media, including complaints about being insulted and unsupported in her career.

In May 2024, Zuchu unfollowed Diamond on Instagram and removed shared photos from her profile, signalling turmoil in their relationship.

Recently, this year, she took to Instagram to post an open letter to Diamond, claiming that the redio show on Wasafi Fm ‘MashamSham’ had been detrimental to her artistic growth and mental health.

Zuchu also alleged that Diamond’s family had exposed her flaws in the media, forcing her to draft a legal letter against them to address the oppression she has endured.

But as these stunts pile up, it becomes increasingly difficult to discern whether artistes are genuinely struggling or merely playing a part

The consequences of Kiki

While ‘kiki’ creates excitement and draws attention, it comes at a cost.

Entertainment enthusiast Abeid Addah expressed concerns about the impact of such stunts on the industry and its audience.

“We don’t know if it’s true or fabricated, but because of their constant drama, fans may dismiss genuine cries for help, assuming they’re just another publicity stunt,” he explained.

Addah also noted that the prevalence of ‘kiki’ desensitizes fans to the humanity of artistes, reducing them to mere performers.

Fatigue and trust issues

Agness Aloyce, another industry observer, highlighted the exhaustion fans experience due to relentless publicity stunts.

“Authenticity and vulnerability are essential for meaningful connections, yet these qualities are increasingly overshadowed by sensationalism,” she said.

Similarly, Avens Rashid warned of long-term consequences if the trend continues unchecked.

“The consistent use of fabricated stories erodes trust, making it difficult for fans, stakeholders, and support systems to distinguish between a publicity stunt and a genuine plea for assistance,” he explained.

A call for change

A songwriter, Blandina Charles, urged artistes to prioritize content that reflects real challenges and contributes positively to the industry.

“Artistes should learn to assess the current state of affairs in the country. There are many important issues to discuss, yet they still choose to go with kiki, which is not right,” she remarked.

On the same line, a manager, Godfrey Abel, emphasized the importance of creativity in sustaining relevance.

“If you invest in creativity, there’s no need for *kiki*. Your work will speak for itself and continue to be discussed without the need for drama,” he shared.

Entertainment manager Juma Hamad, also known as Manager Jayzow, echoed these sentiments, adding that artistes create a culture of ‘kiki’ by conditioning fans to expect it.

“Imagine if an artiste performs well consistently—there’s no need for kiki. It’s time for our artistes to invest more in their craft and let their work build their legacy,” he stated.

While kiki might offer short-term success, its overuse risks undermining the authenticity and credibility of the Bongo Flava industry.

If the trend continues, fans may become increasingly unwilling to support artistes, even in moments of genuine need.

To preserve the integrity of the industry, artistes must shift their focus toward creating meaningful content, fostering authentic connections, and prioritising their well-being.