Lessons bongo flava artists can learn from Jaivah’s breakthrough in Nigeria

It's not just streaming online—it’s booming in clubs, filling radio slots, and topping playlists.

That's exactly what Sebastian Charles, also known as Jaivah, has achieved with his track Kautaka—a song that has crossed borders, capturing fans in Nigeria in a way no Tanzanian song had done before.

This success wasn’t by chance.

Jaivah took a bold step, diving into the Nigerian music scene and making his mark.

Even Davido was surprised to see Jaivah spend three weeks in Nigeria, touring prominent areas—places that are rarely accessible to artists from outside the country.

Beyond the streams: Taking music where it matters

Before Kautaka even had a remix featuring DJ Neptune, Falz, Babyboy Av, and Pocco Lee, the original song was already buzzing online, with Nigerian fans Shazaming it like crazy.

But here’s where Jaivah made a game-changing move.

Instead of just watching the streams grow from afar, he took action.

He flew to Nigeria, connected with the people vibing to his sound, and made the music personal.

It was a bold step to meet his new fans, speak to the local media, and bring his music to life on stage across Nigeria.

By being there, he transformed Kautaka from a streaming hit into a true anthem in Nigerian clubs and charts.

This didn’t happen by luck; it happened because Jaivah invested his time in that market.

“I thank Almighty God that I have now come to believe—and have been able to show others—that anything is possible. Whatever you aspire to, if you set your focus and dedicate your mind to it, you can accomplish it,” Jaivah shared.

Why streaming alone isn’t enough

Let’s face it—everyone loves watching their streams grow.

But digital success and real-world impact are two different things.

Many artists enjoy seeing their songs streamed worldwide, yet few put in the effort to make an actual, lasting impact.

For every Bongo Flava artist dreaming of going international, here’s a key takeaway: your music might reach new audiences online, but for true, lasting impact, you need to put in face time.

How to invest where your fans are

Breaking into a foreign market isn’t easy, but Jaivah’s journey offers valuable insights.

Streaming platforms like Spotify and Apple Music provide data on where listeners are located.

Artists can use these metrics to identify their top countries or cities outside Tanzania.

Knowing where your listeners are is the first step in figuring out where to go.

Media tours and press engagement are also invaluable.

Once you’ve identified a promising market, connect with local media there.

Schedule interviews, radio appearances, and even small press events.

Another powerful tool is collaboration.

Music collaborations are like passports into new fan bases, offering a personal introduction to a fresh audience.

Beyond that, nothing can replace the energy of a live performance.

Treating music as a business

Recognizing Kautaka's potential beyond Tanzania, Jaivah invested time and resources to expand its reach.

Diamond Platnumz is another example of an artist who understood this early on.

From East Africa to international stages, Diamond has poured resources into new markets by performing, promoting, engaging in media tours, and collaborating globally.

The lesson is clear: to succeed internationally, you have to think like an entrepreneur.

Identify where your fans are, and be ready to commit time, money, and effort to engage with them.

Building Bongo Flava for the world

The journey of Kautaka isn’t just Jaivah’s win; it’s a blueprint for all Bongo Flava artists.

Imagine if more Tanzanian artists stepped up, followed their fans, and invested in new markets.

The world is ready for Bongo Flava, and Jaivah’s journey proves it.

Now it’s up to other artists to take the leap and make their mark.

Bongo Flava music is ready for the world, and the world is ready for Bongo Flava.

The stage is set—who’s next?