After facing difficulties and alleged mismanagement under her previous management, Kenyan Gengetone artist Sylvia Ssaru, popularly known as Ssaru, has made a bold decision to try out a different approach to music career management.
Drawing inspiration from the success stories of artists like Burna Boy and Bienaime Sol, Ssaru turned to her family for support and appointed her brother as her new manager. This strategic move of entrusting a close family member with the responsibility of managing one’s music career not only provides her with a trustworthy and dedicated team, but also ensures the protection of her career and finances.
Ssaru’s adoption of this management tactic demonstrates her determination to learn from past experiences and surround herself with individuals who genuinely care about her well-being and success.
The talented rapper, singer & songwriter rose to fame at a young age with her rap freestyles that quickly went viral, capturing the attention of music enthusiasts across the nation and beyond. At the tender age of 19, music streaming platform Spotify onboarded Ssaru to its Equal Music Program, then the youngest artist to join the program (Equal is a global initiative by Spotify aimed at cultivating gender equality in music and support female artists and podcast creators both locally and internationally). She solidified her place in the industry with the release of her hit song ‘Nyama’ and collaborations with influential figures like Benzema of the Ochungulo Family, who played a pivotal role in popularising the Gengetone genre in Kenya.
However, Ssaru’s journey took an unexpected turn when in the year 2021, disagreements and alleged financial mishandling arose between her and Kennedy Oluchi, her former manager. The situation escalated to a point where, according to a news article published in 2021, Ssaru felt compelled to leave her previous management team. Consequently, her YouTube channel, which boasted over 78,000 subscribers and served as a crucial platform for her music, was taken down by the distraught Oluchi, also known as Kenito.
“Previous manager ndo anatry kuibring down after waliargue vibaya na Ssaru. Actually walikua kwake and they argued about issues za managment, then Ssaru ye akaamua kuleft juu ya drama ilikua apo, msee akakua mviolent, to an extend that he even tried to run her over with his car so ikabidi amahepa. Next thing tuliskia Login’s za youtube zimechangiwa. Mara amepull down izo ngoma.” the source said.The source went on ahead to add, “Anasema anamdai. But figure anasema ata haimake sense. Plus Ssaru amekuja kurealise that manager amekua anamkulia doo yake. Anasema 1.5 million na kulingana na hesabu za ssaru he owes her more than the exact figure yeye anafa kumdai” read the article in part.
Faced with these alarming circumstances, Ssaru made the courageous decision to sever ties with her former manager and explore new opportunities to safeguard her music career, a decision which appears to have been right because she subsequently released and featured in songs which have helped her career soar even higher.
In a recent interview with Mungai Eve, Ssaru expressed her satisfaction with the change in management and highlighted the importance of working with people who share her goals and beliefs. She emphasized the invaluable lesson she learned from her previous situation, emphasizing the need for a strong support system in the music industry.
“I took my previous situation as a lesson and right now I have a new management and I am working with the right people and we share the same goals and beliefs. I was not doing well with the previous management, right now I am doing work with people who are determined to see me go far,” she said.
Despite difficulties that accompany the shift to a new management team, Ssaru has successfully maintained her upward trajectory and continued to thrive. According to Ssaru, her new management team, comprising her brother and trusted family members, is dedicated to seeing her flourish in the industry.
“I chose to work with family, my brother is my manager and that way even my finances are safe. Sometimes we have differences but that is normal in business and we at the end of the day we even go back to the same mother,” she added.
Fresh off a successful tour in Dubai, Ssaru has exciting plans to release an extended play (EP) later this year, solidifying her presence in the music scene.
As the Gengetone star takes charge of her music career with her brother by her side, Ssaru’s story serves as a testament to the transformative power of self-belief and perseverance, her journey drips of inspiration for both aspiring and established artists, on the importance of having a solid support system in the competitive world of music, and her lyrics, sound, and vibes continue to mesmerise her fast growing fanbase.