A joke did the rounds a while ago to the effect that life has become so difficult in Kenya that everyone has become a content creator. Sadly, this is no longer a joke but the typical definition of a Kenyan. Content creation is the new sought-after profession. Armed with a smartphone and a ring light, no matter what it takes (including eating a spider) we chase the bag.
YouTube statistics have shown that Kenya is the fastest-growing market for content creators in Africa. Without a doubt, many content creators are talented. But there is a small percentage of content creators (who are quite infuriating) whose content is pegged on clout. One that is willing to do outrageous things for the likes.
How sustainable is this kind of content and how far will people go for the clicks? It is true that once monetised, content creation can make you rich, but it is also true that this cannot be achieved without consistency. How then do you stay consistent? Personally, I would be intrigued by the oddity of the stunt for the first time and perhaps a second time, but not a third time.
Methinks awarding such content creators with advertising jobs or even attention is detrimental to the creative industry. For one, their fanbase is ephemeral. Once people get used to the screams and whistles, it is over for them.
Second, it gives a perception of a quick way to fame without investing too much or working too hard, forgetting that this kind of fame is short-lived. Third, it could distract upcoming content creators whose creative muse is still budding and could take time before it catches pace. Why take the long route when there is a shorter one?
Some celebrities have caused a stir in the media with controversial posts, actions and stunts only for them to release a song in the heat of the moment. For a moment, it is fun and games and likes but sooner or later whatever they aim to achieve with the clout backfires on them; once fans learn that they have been taken for a ride they disappear for good while others will never trust the individual or the brand again.
Creatives need to know that it is possible to build a brand and remain relevant without chasing clout. The missing piece to this puzzle is the strategies that they need to employ to keep their brands afloat (something they can always learn).
Fellow Kenyans, forgive me for bursting your bubbles but inasmuch as the internet can accommodate all of us, we cannot all be content creators. Shall we try to not force issues?
Freelance writer and journalism student at Multimedia University
