History of bongo flava

Rich in imagery and highly melodious, bongo flava is easily the most recognisable music from Tanzania today, with artists like Diamond Platnumz, Alikiba and Zuchu among its biggest stars.

The origins

Although the genre’s dominance truly began in the early 2010s, the roots of bongo flava go as far back as the early ‘90s when hip hop and R&B started invading the streets of Dar es Salaam, Tanzania’s commercial capital and cultural hub, also nicknamed bongo. Ubongo is a Swahili word for “brain” – what you need to navigate the tough streets of Dar and other Tanzanian cities. Overtime, the term has come to refer to Tanzania (bongoland) as a whole. [1]

With many middle class youths in the city embracing the new music and its attendant culture, local variants of the sounds laced with ‘kibongo flavour’ started emerging. The outcome that combined elements of hip hop, R&B, reggae, dancehall and native Tanzanian sounds became known as bongo music.

What mostly started out as fun, sub-cultural activity would soon grow into a movement when local music promoters such as Joseph Kusaga, Ruge Mutahaba and Abdulhakim ‘DJ Kim’ Magomelo started organising rap competitions.

Soon the names of individuals and groups driving the sound started emerging when their work reached radio. Some of the most notably artists of the era are Adili Kumbuka, aka Nigga One, and Saleh Jabir, whose rendition of Vanilla Ice’s ‘Ice Ice Baby’ is arguably the first Tanzanian rap song to be aired on local radio.

Thereafter, FM stations, following in the footsteps of Taji Liundi, aka Master T, and Mike Mhagama, started airing the new music regularly. In no time, the music of the new generation (mziki wa kizazi kipya), as bongo music was, and is still, known, took off. Clouds FM, established in 1998, was particularly instrumental in promoting the new sound and to date still remains a leading bongo flava station. [2]

In the 2000s, artists like Cool James, Chege of TMK Wanaume, Ray C, Professor Jay, Lady Jaydee, Juma Nature, Dully Sykes, TID, Mr Nice, A.Y., and more, took the sound beyond Tanzania with their songs receiving airplay in other East African countries, especially in Kenya. [3]

Most of these artists were mostly rappers or singers, and sometimes both, and their music is noted for its highly nuanced political and social commentary. [1]

At the start of the 2010s, a new crop of musicians would emerge and take the bongo sound to even further heights. Led by artists like Diamond Platnumz, Navy Kenzo, Ommy Dimpoz, Barnaba Classic and Vanessa Mdee, among others, this was the decade the world truly felt the “bongo flavour”.

The bongo flava explosion

These artists changed the Tanzanian musical landscape by producing infectious, radio friendly hits, dwelling mostly on love and heartbreak. Thanks to their willingness to embrace trends and, perhaps, their view of music as an uncomplicated, accessible art, today bongo flava is the most popular genre among the youth in East Africa.

The music that is a staple of radio and clubs is also at home on various streaming platforms where millions of smartphone-wielding lovelorn teenagers tapping into its cathartic lyricism for emotional release.

This success is being aided by adoption and incorporation of other African genres such Afrobeats and amapiano which have also taken the continent by storm. By collaborating with artists from other parts of Africa, Tanzanian musicians are taking bongo flava to non-Swahili speaking regions.

Diamond Platnumz

No artist epitomises the success of bongo flava more than Naseeb Abdul Juma Issack, better known as Diamond Platnumz.

Diamond Platnumz is a one-man cultural force whose status as an African pop star has been sealed. With a string of hits under his belt, he has achieved commercial success that other artists can only dream of.

However, his business acumen is what truly sets him apart. Having announced himself as a top artist, Diamond Platnumz decided to go one step further and build a business empire.

The success of his ventures have now elevated his position as an artist-entrepreneur. With a finger on the pulse of the Tanzanian entertainment and business industry, Diamond Platnumz has set up a number of multi-million dollar investments in several sectors of the economy. They include Wasafi Baby Classic Record label, Wasafi Media, Wasafi Bets and Wasafi Air, demonstrating his ability to diversify and solidify his business interests and capitalise in different sectors such as sports betting and media.

Wasafi Classic Baby Record Label, commonly known as WCB Wasafi, was founded on 2 February 2016 and has become home to some of the biggest bongo flava artists, including Lava Lava, Queen Darleen, Rayvanny (who left the label in 2022) , Rich Mavoko and Harmonize (who left in 2019). The label’s other signing is Zuchu, who was unveiled on 8 April 2020 and has gone on to become the biggest female artist in the genre. [4]

These achievements have not only helped change the way entertainment business is viewed but have positively impacted the local economy.

And with his influence extending beyond music, Diamond Platnumz’s legacy has been solidified. The musician’s success, musically and businesswise, remains a key point of reference on the power of arts to transform communities.

A number of factors have contributed to the musician’s success in the business world. [5]

Despite being a highly talented artist known for his catchy songs and performance abilities, Diamond Platnumz is also the master of innovation. This has enabled him to build an international fanbase supporting his work beyond Tanzania. This has been achieved through collaborations with global acts who have not only expanded the reach of his music but enhanced his reputation. Some of the artists Diamond Platnumz has worked with include Burna Boy (Nigeria), Omarion (US), Ne-Yo (US), Fally Ipupa (DRC), and AKA (South Africa), among others. [6]

However, it was his collaboration with Nigerian Afrobeats star Davido on ‘My Number One Remix’ that first catapulted to continental super star status.

Diamond Platnumz is also known to spare nothing when it comes to production ensuring that what he releases adheres to top industry standards and puts him on a par with the very best globally.

Apart from effective branding and marketing that has seen him become the go-to artist for brand endorsements, commentators have argued that Diamond Platnumz’s other raison d'être is the ability to shock. With a well-crafted bad boy image, Diamond Platnumz is never far away from the news. When he is not making waves in the charts, he is embroiled in one drama or another mostly involving his numerous ex-girlfriends.

In addition to his music and business ventures, Diamond Platnumz’s philanthropic activities continue to earn him respect and admiration. [7]

Lastly, Diamond Platnumz adaptability when it comes to navigating challenges and changes in the music has paid off. His ability to evolve with the times has been crucial to his continued success.

Bongo flava and society

With its undeniable popularity among the young people, bongo flava has been the subject of discussions regarding its supposed role in promoting immorality and erosion of social values. Some commentators have argued the genre’s dominant lyrical and visual message promotes promiscuity as well alcohol and drug use.

“[Bongo flava] lyrics are overly saturated with allusions to sex, figurative description or even depiction of sexual acts, and lionising and idolising wealth and immoral acts and lifestyles that the society does not normally approve of,” writes one commentator, adding that the “local music industry has effectively brought soft porn into the mainstream.” [8]

However, others have countered these assertions saying culture is ever evolving. They also argue that it’s disingenuous to accuse bongo flava artists of being a little colourful with their language when it’s a time-honoured practice perfected by icons like Bi Kudude and top taarab musicians whose compositions can scandalise those with a conservative bent every now and then. [9]

The future of bongo flava

Bongo flava remains Tanzania’s sound of the youth and will evolve with the times. Yet despite its popularity, many Tanzanian artists will never reach the heights of Diamond Platnumz. This is because of unstructured royalty distribution systems and poor enforcement of copyright laws robs musicians of their much-deserved income. [10]

References and citations

1. https://sites.google.com/a/brown.edu/bongo-visions/home/a-short-history-of-bongo-flava

2. https://tanzania.mom-gmr.org/en/media/detail/outlet/clouds-fm-1/

3. https://www.standardmedia.co.ke/entertainment/news/article/2001294263/back-in-the-90s-when-ice-was-the-only-old-gold-in-bongo-land

4. https://www.tuko.co.ke/business-economy/482490-list-properties-businesses-owned-by-diamond-platinumz/

5. https://ke.opera.news/ke/en/entertainment/ac435074708f526bf58893186e1b5cc1

6. https://www.standardmedia.co.ke/entertainment/news/article/2001398727/six-legendary-artists-diamond-platnumz-has-collaborated-with

7. https://www.musicinafrica.net/magazine/tanzania-diamond-platnumz-pledges-money-school

8. https://www.thecitizen.co.tz/tanzania/news/national/feature-why-bongo-flava-keeps-eroding-basic-moral-values-2570778

9. https://www.thecitizen.co.tz/tanzania/news/national/bongo-flava-erodes-moral-values-not-the-whole-truth-2571478

10. https://twaweza.org/wp-content/uploads/2022/02/RoyaltiesPressRelease18022022-FINAL.pdf

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