Kenya - Business creation project

Describe your project or startup in a few words

Black Robin is a Music Production and Artist Development house. It is an LLC. its goal is to produce quality audio works e.g. songs. And, to provides Artist Development service so that artists may find their sound and direction.

01.01 Describe your project in more detail

Black Robin (BR) is a Music Production and Artist Development house. Upon its launch it will be registered as an LLC. We thought music production wouldn't be enough. We had to go the extra mile to ensure the longevity of artists. This idea was born from Napaya's personal experience. When she first started recording music, she had no knowledge of what to do next. She had no knowledge of the music business nor did she know how to develop herself as an artist. The other challenge was that she did not know where to go to find this information. In the end, her journey as a musician stalled. A few years later, she came across The Step Up To The Spotlight Programme by Cari Cole. It was from there that she learnt what it meant to be an artist. It was then decided that the insights gained from this experience would be used by BR to help other artist nurture and grow their crafts.

01.02 What is the main problem you are trying to solve?

Artist Development. From my own personal experience and observation, artist in Kenya disappear due to lack of personal development. This is because the music industry focuses more on production of music and less on nurturing the talent. Big music labels like Universal and Sony have an AnR department which is dedicated to talent nurturing which includes finding the sound and direction of an artist. This, in my view is the secret to artist longevity and success in this world. Not everybody's success will be as huge as Beyonce's. However, one can have thriving career that can span throughout their lifetime. Which means that they will have an active source of income while at the same time carve their space in history for all posterity. This means that fewer artists will give up on their dreams. Which means that more people will be employed. However, I would hope that the artists I develop will also have a sense of fulfillment and pride in themselves and in their work.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

Develop a unique sound Find artist direction Build self worth and confidence Work retention Job creation. Artist longevity

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

Artists who want a successful and thriving career but aren't afraid to do the ground work. Growth of a career in the music industry requires time. However, without a defined sound and direction, one could be easily discouraged and end up giving up.

01.05 When did you start working on your project?

2014-03-13

01.06 How many other partners are associated with your business venture?

2

01.07 Among the other partners, how many are female?

1

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

I am a trained music producer, a singer/songwriter and a training sound technician. I am a Psychologist. I graduated from USIU-A class of 2023. The other meembers of the team will be

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

01.10 Which industry best describes your project?

Other: Music Production and artist development

02.01.01 My project contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification

Musicians are self employed individuals who earn their income through providing entertainment. A successful artist ends up being a source of employment for other people, for example as musicians, accountants, lawyers, public relations manager etc. A well developed artist could end up generating income for all their lives plus 50 years after their death ( this according to Kenyan copyright law). My start up will help the artist to develop themselves and build their confidence thus building their empire.

02.02.01 My project contributes to the Zero hunger goal

6

02.02.02 Zero hunger - Justification

Successful artists are able to fend for themselves for a very long time. If the infrastructure of the Kenyan music industry was well maintained, then the artists would earn passive income all of their life. Their descendants would be able to live off of this income for 50 years after the death of the artist. I know focusing on one artist may sound insignificant, however, I am a starving artist myself. I live from hand to mouth. This has affected my quality of life significantly. Bear in mind, that the goal of Black Robin is to guide artists to their wholeness. A country full of healthy people would be a very beautiful country to dwell in. I am a drop in the ocean who is simply trying to play her role well.

02.03.01 My project contributes to the Good health and well-being goal

5

02.03.02 Good health and well-being - Justification

A successful musician will be able to afford their health that is mental, physical and psychological. Yes, a time will come when healthcare might be more affordable for all. However, right now it is still quite expensive. The nature of most musicians is that their hearts are louder than their minds. This could be a little difficult for some especially since we live in an industrial culture where the mind and the physical body is prioritized over the emotional part of the human. This means that most artists would need to seek mental health guidance in the form of psychotherapy and counselling which is actually very expensive in Kenya right now.

02.04.01 My project contributes to the Quality education goal

7 - Strongly Agree

02.04.02 Quality education - Justification

Part of AnR as provided by Black Robin will be in educating the artist about industry practices like copyright law, personal branding and finance management. Most artists, in the beginning of their career are unaware of this. I was a victim of ignorance as well when I started out as a musician in 2011. I did not know anything and what's worse is that the people around me did not know anything beyond music production and live performance. I actually gave up because I did not know how to grow as an artist and I felt I did not have enough time to learn because I was an adult, I would soon be expected to be financially independent off of my caregivers. So, I gave up on music to go to university to pursue what I hoped would be a more financially secure option. Education is one of the keys to success. However, targeted education would serve one better.

02.05.01 My project contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification

Firstly, I am a woman. I believe that my being in this industry especially in a scene that is generally overlooked in Africa; which is Artist Development would lay a foundation to encourage everyone in Africa to re-think their approach to music business. This would include the women too. Before an idea takes hold, it has be shown. Africa lacks representation in the Artist development scene in general. When most people are thinking of music, they mostly think Musician. Few think of it as a business akin to crude oil in that it is one source material that offers so many different products. It has many facets like artist development, legal side, finance side e.t.c. I have chosen to focus on 2 facets which I believe are crucial because these are the main ingredients. You need a well developed artist who has a well produced music catalogue. No one can deny a good product. I am a woman and I believe that even in attempting this, I will plant that seed in other women that they can do more.

02.06.01 My project contributes to the Clean water and sanitation goal

1 - Strongly Disagree

02.06.02 Clean water and sanitation - Justification

N/A

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

N/A

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

I am a victim of the promise that was given to all millennials while growing up: you can be anything that you want to be. I was sold this and I believed it. When I cleared highschool at 19 years old, I asked my guardian to allow me to study music. At that time, my goal was to become a musician. I was shocked when my guardian said no. I needed her help so I studied what she believed was best for me. Unfortunately, I ended up suffering severe depression that has surprisingly lasted 10 years. I decided that I would lead a fulfilling life actively without waiting for retirement. Matter of fact, I will not retire. Black Robin will give the same freedom to its artists; the joy to lead a life that they love while earning an income that will sustain them and contribute to the economy of the world. It is a difficult road that I have chosen. However, I firmly believe that one does not need to retire in order to really start living. One should be living authentically throughout one's life.

02.09.01 My project contributes to the Industry innovation and infrastructure

6

02.09.02 Industry innovation and infrastructure - Justification

The music scene in Kenya mostly focuses on producing music. It barely focuses on developing and naturing talent. This is why most upcoming artists end up giving up on music all together. However, a well developed artist would be able to weather the uncertainty that comes with growing in the African market. And, when they finally get a breakthrough they will be able to sustain it rather than burning out and disappearing like a shooting star. They will instead become the stars that they are and continue to occupy their space and shine brightly.

02.10.01 My project contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification

Artist development is a staple amongst American and European music industry. It is typically offered to an artist when/if they are signed to a label. This has led to the Western world churning out successful artist who eventually become worldwide stars consistently. Yet, artists in Africa become shooting stars at best who end up burning up and disappearing. There are many other challenges, however BR is solving one. That is guiding artists to find their own path. Because once one knows where they are going, they can never be lost. Success as per BR rubric is when an artist has a consistent audience that loves the artists creation. This audience would grow and change with the artist as the artist grows and changes as well. BR is aiming for artists to have their own 'beeHive' who are Beyonce's audience or 'Beliebers' who are Justin Bieber's audience. The goal is not to win a Grammy (although that would be nice), it is to be a constant river that keeps growing and flourishing.

02.11.01 My project contributes to the Sustainable cities and communities goal

3

02.11.02 Sustainable cities and communities - Justification

N/A

02.12.01 My project contributes to the Responsible consumption and production goal

3

02.12.02 Responsible consumption and production - Justification

N/A

02.13.01 My project contributes to the Climate action goal

3

02.13.02 Climate action - Justification

N/A

02.14.01 My project contributes to the Life below water goal

3

02.14.02 Life below water - Justification

N/A

02.15.01 My project contributes to the Life on land goal

3

02.15.02 Life on land - Justification

N/A

02.16.01 My project contributes to the Peace justice and strong institutions goal

3

02.16.02 Peace justice and strong institutions - Justification

N/A

02.17.01 My project contributes to the Partnerships for the goal

6

02.17.02 Partnerships for the goal - Justification

BR is a business that is open to working with other businesses in the entertainment sector to ensure the longevity and success of artists. So far, most of the business knowledge was learnt on line from sources outside of Kenya.

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

7 - Strongly Agree

05.02 The product/service we envision creating represents an entirely new type of product/service.

4

05.03 The product/service we envision creating could be described as a new technology.

2

05.04 The product/service we envision creating is an improvement on an existing product or service.

5

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

7 - Strongly Agree

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

05.07 The product/service we envision creating is a new version of an old product/service.

3

05.08 Justification

AnR is a staple in big music label companies like Universal, Sony etc. Most music production houses don't have Artist development branch. BR will add AnR as part of the service that it will provide.

05.09 Who are your main potential competitors and what makes you stand out from them?

Realistically speaking, there is no competition in Art. We are all different and we cater to different audiences. Additionally, the Kenyan industry does not focus on artist development so the more of us in this sector, the better. I will be joining Natalie Lukkenaer who was behind the artist development program Sauti Academy which birthed Sauti Sol amongst others. perFORM music incubator by Muthoni Drummer Queen whose program focuses more marketing. I would like to collaborate with them especially because they are already doing what BR wants to do. Which is empowering and uplifting artists so that they can follow their own path in the music world.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

N/A