Tanzanian music icon Ali Kiba, whose real name is Ali Saleh Kiba, has called on East African artists to remain original and embrace Kiswahili as a key tool for conquering the regional music market.
The Aje hitmaker made the remarks while responding to a question from a Taarifa reporter on how he has managed to stay relevant in the music industry for over two decades, while maintaining a strong fan base across Rwanda, Uganda, Tanzania, the Democratic Republic of Congo, South Sudan, and Kenya.
According to Ali Kiba, artists who aspire to break beyond their local markets must first win over East Africa as a whole.
“Any musician who wants to sell beyond East Africa should first conquer the East African fan base. The only way to do that is by singing in Kiswahili, maintaining discipline, and creating original music instead of copying American or European cultures,” Ali Kiba said.
He cited Uganda’s veteran singer Jose Chameleone as a perfect example of an artist who successfully dominated the East African market through consistent use of Kiswahili in his music.
Ali Kiba shared these insights during a press conference held ahead of his highly anticipated performance at Kigali City’s end-of-year concert dubbed “The Last Night.” The event will mark Rwanda’s countdown to the end of 2025 and the ushering in of 2026.
At the concert, Ali Kiba is expected to share the stage with several top Rwandan artists, including Kevin Kade—whom he recently collaborated with on a new track—alongside rapper Riderman, K-Shot, Angel, Bushali, Aerial Wayz, and many others.
During the same press briefing, Ali Kiba also revealed a new addition to his record label, Kings Music. He announced the signing of a Rwandan female emerging artist, Mubiligi Pierrine Alleluya, popularly known as Mutoma. According to the singer, he discovered her talent while on tour in Canada, after listening to her music through a third party.
Ali Kiba disclosed that Mutoma has been under Kings Music in Tanzania for nearly four years, although she had not previously signed an official contract.
Kings Music, founded by Ali Kiba, has signed several artists from Uganda, Kenya, and Tanzania. The label aims to nurture emerging talent and provide young musicians with a platform to develop and showcase their skills across the region.
Through his continued advocacy for originality, cultural identity, and unity through Kiswahili, Ali Kiba remains a leading voice in shaping the future of East African music.
By Andrew Shyaka
