What it takes to break through in Bongo music

Dar es Salaam. In the age of TikTok and digital streaming, it has never been easier for a song to go viral—but staying on top in Tanzania’s competitive Bongo Flava industry takes more than a catchy chorus and a trending dance challenge.

Industry insiders say breaking into the music scene—and remaining relevant—requires not just talent and luck, but also serious financial investment and relentless branding.

“A single hit song today can cost anywhere between Sh70 million and Sh100 million,” says politician and musician Clayton Chipando, better known by his stage name Baba Levo. “If you don’t have capital, it’s hard to break through.”

While some artists, like viral Singeli sensation Dogo Paten, achieve instant fame through social media exposure, Baba Levo cautions that such moments are rarely sustainable without reinvestment in future projects.

“Even if you blow up by luck, you won’t stay at the top unless you inject money into your next songs. Music is a business—if you’re broke, you’ll struggle.”

He breaks down the major costs: studio recording, music videos, location rentals, fashion styling, transportation, and promotional campaigns—all of which require real funding to keep an artist competitive.

Beyond the beat: Branding is everything

For artist manager Godfrey Abel, known professionally as BoB Abel, the equation is simple: good music alone isn’t enough.

“You might have a better song than what’s trending now, but without a name or brand recognition, nobody will listen,” he says.

Abel argues that many talented artists remain in the shadows, not due to lack of quality, but because they haven’t built an audience. He says this is why many up-and-coming musicians rely heavily on social media platforms like TikTok, Instagram, and YouTube to create engagement.

“If you don’t push yourself online, your music will get lost. Visibility matters as much as sound.”

He also notes that media outlets—radio and television in particular—tend to favour artists who are already popular, as they help boost ratings and attract advertisers.

“Even collaborations are now about status,” he explains. “A lot of artists will choose to work with big names, not necessarily the most talented, because popularity is like currency in this game.”

The business of image

Music video director Mohammed says that emerging artists must invest just as much in their image as they do in their vocals.

“Don’t just spend on beats and vocals. Spend on how you present yourself. You need to stay fresh—visually and sonically.”

This includes quality music videos, a consistent social media presence, fashion, and a personal narrative that fans can connect with.

Producer T Touch agrees, noting that the rise of digital streaming platforms and short-form content has reshaped what it takes to succeed in today’s music landscape.

“Shorter songs have a better chance of getting airplay and staying in people’s heads,” he says. “If you align your music with current trends, and keep your message clear, you’re more likely to break through.”

According to him, today’s listeners prefer short, sharp tracks with a clear theme—be it love, celebration, or heartbreak—and minimal distractions.

“Define the vibe of your song. Is it a party hit? A romantic ballad? Make it obvious, because that’s what keeps people coming back.”

While TikTok, Instagram reels, and viral dance challenges offer exciting new ways for artists to get noticed, staying relevant in Tanzania’s dynamic music industry still takes real hustle, strategy—and money.

“If you want to be heard, seen, and remembered—you have to treat your music like a business,” says Baba Levo. “That’s the only way to last.”