Sauti Magazine Issue 18 ONLINE

SEPT-ONLINE ISSUE //18

KENYAN BOY

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CONTENTS PG 7

DID YOU KNOW

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ikTok, known in China as Douyin, is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based Internet technology company founded in 2012

by Zhang Yiming. A Chinese internet entrepreneur. He founded ByteDance in 2012 and developed the video-sharing platform TikTok. As of 2019, Tik Tok boasts more than 1 billion monthly users and is available in over 40 languages, ByteDance is valued at US$75 billion, making it the most valuable startup in the world.

Tik Tok’s rise to fame has been met with a lot of backlash, some of which include outright bans of the app in some countries and others with some sort of restrictions on its use within their borders. Because TikTok has gained widespread adoption around the world, countries have begun to worry that the app may be giving user information to the Chinese government. That’s the reason behind the most recent threats by the US to ban the platform, and it’s also at the centre of Tik-

What most people don’t know is that China has its own little world of social media. With some apps that we use here on a daily not available in China. Apps like Youtube, Facebook, Instagram, just to mention but a few, what makes it even more perplexing is that they have their own versions of all these popular apps for their people.

TikTok is one of the most successful Chinese apps outside China.

At one point Tik Tok was the most downloaded non-game app worldwide for March 2020 with more than 115.2 million installs. It was on an unstoppable upward trajectory. This was worrying for a lot of their competitors none more so than Instagram (Facebook) Instagram is an American photo and video sharing social networking service created by Kevin Systrom and Mike

Tik Tok was the most downloaded non-game app worldwide for March 2020 with more than 115.2 million installs.....

Tok’s efforts to reverse the decision.

India is among the first countries to impose an outright ban on TikTok, but there are other countries around the world considering similar measures, Japan and Pakistan just to name a few.

Krieger and originally launched on iOS in October 2010. The Company was then acquired by Facebook for a whopping USD1 Billion. At the time Instagram actually made zero revenue but that is not the case today. Instagram is

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currently valued at USD102 Billion. They managed to build this type of business because of the hold they had on the market. So when Tik Tok came into play they had to make serious moves to not only protect their investment but to also maintain their hold on today’s tech worlds most valuable commodity “Users”.

Reels was Instagram’s cum facebooks answer to the sudden threat that was and is Tik Tok. Instagram tried to leverage their already existing massive user base and introduce a “feature”, its not a fully-fledged app like Tik Tok. The feature gives users almost all the same functionality and features that you would get on Tik Tok but you have your already existing followers so you do not have to start the whole “follow me” campaign on another app.

Instagram, in essence, inherited some of Facebook’s bad press when its CEO Mark Zuckerberg had to go in front of Congress to answer questions about how his company handles user data and the use of the same to manipulate their last general elections. I will not get into that because I am not an expert on political science nor do I claim to understand how this happened in any way. But What I can say is that there was some seriously bad press for the Social Media giant at the time. But the idea of an outright ban of the company and their applications is nothing that did

come up, or if it did I guess it did not gain as much traction as their competitions’.

Overall, what Instagram has built isn’t all that differentiated from TikTok. But nor is it a direct clone. Instead, Instagram has turned the entirety of the TikTok experience into a single feature among many others within its own app.

That’s been a formula for success in the past — Instagram Stories is now bigger than all of Snapchat, for instance.

- Sarah Perez @sarahintampa

But in the end, what matters is the user experience. So tell us which is it for you Instagram (Reels) or Tik Tok?

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The beautiful melody that is his music and sound is in perfect harmony with his choice of stage name. Of the back of his just-released new single “Burudani” the now-infamous Masauti Kenyan boy’s trajectory in the music scene is going nowhere but up.

Written by: Ricky N. Muganda @RickyNe

MASAUTI KENYAN BOY

M

aking it the music industry is no small fit, ask any artist and they will tell you this.

Masautis’ rise to fame has

not been easy. Born Ali Muhammed Said in Mombasa Kenya. He didn’t have an outright drive or purpose to pursue music.

But a serendipitous visit to a studio with his friends gave him his first taste at was going to become his breakthrough career.

His first visit to the studio sparked something inside him, he didn’t know what it was at the time but it would be the genesis of his musical journey. The whole vibe and ambience of the studio, with music in

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the background, other artists rehearsing

tening to Burudani, and I am seated on a

in the corner and others working on their

video call with Masauti for the interview

vocals. He felt at home and even started

for this article.

going to the studio by himself without his friends just to get another taste of his

My first interaction with him and he was

new fix. The producer at the studio gave

very calm, easy to talk to and quite cool

him odd jobs and little tasks and every so

if I may say. This is the same demeanour

often would let him sing, he kept coming

he maintained throughout the interview,

back and exhibiting alot of interest in

never once seeming bougie at all. When

what was going on and the lessons he

asked about it he answered, “I do my

learnt and as they say the rest is history.

best to live a normal life, I like it that way.

His now household name (Masauti) was

I don’t let the fact that I am a celebrity

given to him by his then producer who

dictate how I live ”

noticed his spark in music. Took him under his wing and started him off on his

Throughout the entire interview, we

journey in building what he is today, and

mostly spoke about his music and during

if you ask me Masauti is a perfect name

which he gave a tentative release date

for a vocal artist.

of August 2021 for his debut album. I guess he does not want the pandemic

Like many of us, or let me speak for

anywhere near it LoL. But this is also

myself and say “I first heard of Masauti

due to his creative process. Masauti

a little over a year ago.” At the time Jalas

pens, records and even does videos for

“I do my best to live a

normal life, I like it that way. I don’t let the fact that I am a celebrity dictate how I live

was his manager, I remember logging into youtube and listening to his then club banger Kiboko. I remember thinking to myself that here is raw talent, finally a sound from the coast that I can vibe to.

Fast forward to a few weeks ago after lis-

multiple projects at a time and waits on the opportune time to release them.

“Currently I have about 4 new songs and 2 videos that I am yet to release” He has a lot of reasons for doing this but his most significant is the fear of failure. As an artist or any creative, reaching the peak of your curve is like a nightmare. Its only downhill from there. We have seen a number of artists try to re-jumpstart their careers but all in vain “I fear failing so much so that I do a lot of work and keep at it just so I always have something that I can put out.”

His career has had its ups and downs. A fall out with his initial management and almost a year without a single release.

These were soome tough times for the young rising star. But as they say “everything happens for a reason” and that fall out is what led to his next breakthrough in his career. Heavy J, aka Jalas was still at Hot 96 at the time after having listened to Masauti and spotting something in him. “Jalas called me and asked me why I had not released anything, after showing so much promise why had I stopped?”

They talked for a while and long story short Masauti got back on the musical ring with now a new coach in his corner.

Masauti then came out with the hit song “kiboko” featuring baba yao aka Khaligraph Jones.

I enjoy collaborations, in any form of art.

Because it brings together 2 creative minds with different ideas and styles working together towards a common goal. My next question to him was based on this. “I cannot ask you about your best collaboration but id like to know what was your most memorable collabo and why?”

“Hao with Khaligraph Jones. He called me, I was just chilling at home and he told me that there is a song that I have done that I would like you to do the

..everything happ and that fall out i next breakthrough

pens for a reason, is what led to his h...

chorus on. I didn’t know what it was had never heard it before, so when I go to the studio and listened to the track, it spoke so much to me, because it was talking about a lot of things that I have gone through things that I have wanted to say but I couldn’t find how to say them. The reason why this is my most memorable collabo is that I heard the song, wrote my chorus in about 10 minutes and everybody loved it.“ What makes this young man even more lovable is that he understands and knows that you cannot make it by yourself in the industry you need someone to hold your hand, just the way his first producer, Motif, Jalas held his hand. He pays that kindness forward with other artists trying to find their breakthrough in this industry.

Masauti’s sign off, I know its tough right now,a nd I know alot of you are tired with the restrictions due to the pandemic. But it shall pass and we shall go back to doing what we know and love. Till then expect new music from me to keep you entertained throughout this tough times.

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