Director Trevor advises musicians to ditch Kiswahili, Sheng if they want to trend
Artiste manager and music industry veteran, Director Trevor, has issued a stark warning to upcoming musicians about the challenges of gaining recognition in Kenya’s competitive music scene.
According to Trevor, Kenyan audiences often fail to appreciate music performed in local languages such as Kiswahili and Sheng unless the work is truly extraordinary or aligns with popular global trends.
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Speaking in a TikTok live together with his girlfriend on the night of Tuesday, July 15, 2025, Trevor explained that if an artist chooses to sing in Kiswahili, their work is likely to be unfavourably compared to Tanzanian musicians, who are widely praised for their distinctive style.
“Do not be foolish; we know Kenyans will not appreciate you. They only support something extraordinary that they do not understand. Otherwise, if you sing in Kiswahili, they will compare you to Tanzanian artistes,” Trevor said.
Similarly, songs performed in Sheng, he said, face their own hurdles, as the audience tends to be critical and impatient, often dismissing local creations unless they match international standards or viral trends.
He emphasised that the key to success lies in producing music that resonates beyond the usual local expectations.
“If you sing in Sheng, they will say it will soon fade away. So, the only music that gets appreciated is the one that follows trends from outside the country.”
According to Trevor, aspiring musicians must be strategic about their choice of language and style.
He insisted that joining the bandwagon of artistes who sing comfortably in local languages comes at a cost, as Kenyan audiences are quick to claim such musicians will not go far or remain in the limelight for long.
“Otherwise, if you sing something local, people will listen, but wait, say that you will fade away. They say you will not last.”
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At the same time, Trevor lashed out at a fan who claimed he had been swept off his feet by his girlfriend’s beauty.
Without mincing words, Trevor questioned why the fan was directing such comments at him, adding that if he truly admired her, he should simply reach out to her directly.
“Trevor, I like your girlfriend… waa, oh, okay. Just text her; it is simple,” he remarked.
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Steve Ireri
Steve is a senior writer with over four years of experience in digital journalism. His focus is on the showbiz and human interest stories. Emails: [email protected] , [email protected]
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