Diamond Platnums has his eyes set on expanding to the South Afrtican market and we love what we are seeing because this shows a man who has a mission: conquering African music across the entire continent.
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Many a times, Mondi has been accused of being vacuous and I have defended him because I respect the hustle, I respect the grind and ultimately the vision but only high iQ individuals can appreciate this inspite of all the shenanigans.
Diamond Platnumz understands that inorder for his status to keep growing, he needs to open up new markets -regardless of how difficult that might be because the South African market is famously difficult to open.
Bwana Naseeb has decided to begin doing Amapiano jams and work with South African producers aswell as Mzansi artists and this is for a good reason: in that market, you must conform to what they demand or get booted out.
And in Mzansi, they are famously xenophobic but if you attempt to open the door by working with their own and appealing to their sense of “superiority”, they are willing to listen and embrace your art.
Diamond Platnumz has doubtless studied how Nigerian artists such as Davido, Wizkid, Burna Boy and Phyno have worked with South African artists and trust me that he has been taking notes.
As a result, we have a crazy Amapiano banger from him. Add to this the fact that his baby mama Zari is a fixture on the South African social scene and you can understand what his eyes are deadset on.
And as a result, I guarantee you that he is opening up the South African market for the rest of East African artists. Ali Kiba had previously attempted to foray into the market but he ultimately fell short of becoming a mainstay because all he would do is shoot videos there.
South Africans are a proud, haughty lot. But the idea is not to conquer a huge chunk of the market. If, say, the market has 100,000 listeners, all you need is 15K of that sample size to bump your music and now you are a continental giant.
This is where Diamond’s genius can be seen. He is not trying to get 100% of the pie, he is just attempting to get a huge enough chunk for the grammys to finally take him serious. He wants to be East Africa’s answer to Burna Boy who the international community is going crazy over.
June 30, 2022