From COKE STUDIO to UNDERGROUND 10: Industry Know-Hows with Antoine

Antoine is a Kenyan-American artist with a multitude of talents, spanning media and music production, sound engineering, DJing, music A&R, and event curation. His journey has been marked by notable milestones, including serving as a panelist for the Unkut Hip-hop Awards in 2023, producing the Melanated Discussions podcast for the Ohio State University Black Caucus in the same year, and curating a memorable Akkadia event that showcased performances by acclaimed artists such as Sabi Wu, Korbs, Mervyn Obiero, Jodye, and Gaccu, among others.

His contributions to the music industry extend further, with roles at Capital FM as a podcast editor and producer, where he also hosted his own show titled Underground 10. Additionally, Antoine lent his expertise to NRG Radio in 2020, showcasing his versatility and dedication to the craft.

With the recent release of his debut EP, “Underground 10,” entirely produced by him and featuring talented underground artists from Kenya, Antoine’s impact on the Kenyan music scene is becoming increasingly evident. In an exclusive sit-down interview, we delved into Antoine’s journey, his insights into the current landscape of Kenyan music, and his passion for all things music.

On beginnings

When did you decide to start rapping and who was your inspiration?

The decision to start rapping wasn’t a singular moment but rather a realization that music was my destined path. Every experience I had fueled my deep love for music, leading me naturally into this creative realm.

After completing high school, my mom encouraged me to find a job, a prospect I wasn’t keen on as I wanted to take a breather after school. She, being part of Coke Studio, helped me secure an internship, my initial foray into the industry. It was eye-opening, thrusting me into a world where I was surrounded by continent-spanning superstars like Yemi Alade, Ice Prince, Neyo, Sauti Sol, and Flava. This early exposure was both thrilling and educational, helping me navigate and gain confidence in an environment teeming with celebrities. It’s hard for me to see celebrity now.

Oh, so impressive. Do you have any celebrity tea?

Haha, you have to find me off the record for that.

Transitioning into media, I started in radio, handling production, soundboards, content creation, and promos. I also ventured into post-production for TV, honing my skills in sound editing. This journey led me to pursue formal education in sound engineering, where our final project involved creating an EP. Initially without a laptop, I had to absorb and then practically apply all I learned in sound hardware and production during the EP creation phase, a challenging but enriching process.

During this time, I often hung out with my friend Alzi, who dabbled in photography and film. Our casual freestyle sessions over my beats became a source of fun and creative exploration, laying the groundwork for what would eventually become “Underground 10.”

On Inspirations and Dream Collaborations

Kanye West has been a huge inspiration for me, not just because of his music but also for his impact on the industry. He showed that artists can break norms and succeed on their terms, despite initial doubts from big labels and peers like Jay Z, Dame Dash, and Roc-A-Fella. His confidence and determination to be the best have been a blueprint for me as I transition into rapping from production.

The Alchemist is another major influence. His consistent work ethic over the decades and his role in shaping the music scene, especially in the 2010s with artists like Mac Miller, Schoolboy Q, and Action Bronson, have taught me the value of hard work and collaboration. It’s impressive that he’s still relevant and was even in my top 5 Spotify artists last year, which is rare for producers.

You’re different yeah?

Lol. Yeah, I’m different.

If I could produce a full-length album for any artist, Amaarae would be at the top of my list. Her unique manipulation of sound and ability to navigate various beats is truly exceptional. The way she transforms her speaking voice into something entirely different on tracks is fascinating, and her skill in curating beats adds another layer of depth to her artistry. Working with artists like Amaarae, who understand the nuances of selecting beats, is a producer’s dream because they not only guide but also inspire exploration into new sounds.

Kendrick Lamar is another artist whose vision and unconventional beat choices resonate with me. I have a clear vision of what the perfect Kendrick Lamar album sounds like, and I would love the opportunity to bring that vision to life for him. His ability to push boundaries and experiment with different sounds is what sets him apart as a groundbreaking artist.

In Kenya, Kahush stands out to me for his exceptional beat selections. Collaborating with him would be a mutually beneficial journey, as I believe we could inspire and push each other to achieve greatness in our music.

On the current Kenyan music scene

As a producer, your work also involves being active on the scene and identifying different artists, who do you have your eye on in the scene right now?

I want to give a shoutout to the incredible artists featured in Underground 10. Ouma Wa Mafegi stands out with his versatility, seamlessly transitioning between rap, singing, and exploring various genres like dancehall, showcasing his artistic range and growth.

Jodye Faneto’s gritty style and raw energy in his music make him a standout grimy rapper. His tracks exude a street vibe that resonates with fans of authentic hip-hop.

Denzel Kong’s evolution as an artist is evident, marked by notable collaborations and a distinct musical identity that sets him apart. I’m excited to witness his journey unfold further.

Sabi Wu’s talent as both a producer and artist shines through in his music. His ability to seamlessly blend genres and deliver authentic tracks makes him a standout talent in the scene.

Mervyn Obiero’s prowess in production and high-level lyricism adds depth to his music. He’s a multifaceted artist with a promising future.

Jovie Jov deserves more recognition for his underrated talent as a rapper. His potential to shine brighter with more releases is evident, and he deserves a spotlight in the industry.

NJERI’s captivating vocals and undeniable talent position her as a rising star in Kenya’s music scene. Her trajectory indicates she’s on the path to becoming one of the country’s biggest artists.

I hate this question because I just know I’ll forget some very talented people.

I’m deeply connected to the Kenyan music scene and am thrilled by the sense of community and support among artists in our generation. The collaborative spirit and mutual appreciation are driving forces behind my excitement for this musical journey. The cohesion and solidarity within the scene now are stronger than ever, fostering an environment ripe for artistic growth and success.

On challenges of being a creative

What do you find most scary about being an artist?

The financial aspect is a consideration, but honestly, it’s not my primary focus. For me, the music comes first. Sure, I have to work on the side to sustain it, but that’s just part of the journey.

What’s truly scary is the possibility of my art not being well-received. I’ve put my heart and soul into my music, and whether people like it or not isn’t entirely in my control. Music saved me from a life that felt wasted before, so I’m not afraid of much else.

However, one thing that does give me pause is the idea of getting big and getting tangled up in shady dealings. I don’t want to lose sight of who I am or compromise my values for success.

As for challenges, they’re plentiful. Building trust and getting people to give my music a chance can be tough. This album has faced delays because of waiting on verses, and some songs are still unreleased because of it. But I get it; I’m a new artist, and Underground 10 will give me a solid discography to attract more collaborations and listeners.

Getting airplay on radio is another hurdle. It’s frustrating how they often prioritize mainstream songs over local talent. The cycle of needing streams to get on radio while struggling to get streams without radio play feels like a Catch-22. It’s a systemic issue that doesn’t always make sense, especially when they’d rather play international artists than support their own. When I was producing a show that had a top 40 songs of the week segment, I’d suggest songs from Kenyans to put on the show but they only wanted to play the mainstream songs, so you can’t get on radio because they’re looking for people with streams but can’t get streams because you need radio. It doesn’t make sense. They’d rather play Nigerians and songs from the USA.

But they don’t realize that’s why radio started dying. People would complain about the same 10 songs being on rotation the entire day and it started running stale.

On finding loopholes to overcoming the challenges

Absolutely, radio in Kenya could benefit from a complete overhaul.

Regarding consumer engagement, you’re right about the need for artists to be proactive and aggressive in promoting their music. It’s not enough for people to just see our work; they need to hear it, experience it through content, and be drawn in. A prime example of this approach is tg.blk, who has mastered the art of engaging with her audience on platforms like TikTok. Her creative content, including funny skits, lip-syncs, and previews of unreleased music, keeps her followers tuned in and eager for more. Consistency in this approach is key to building and retaining an active fan base.

On production

What’s your favourite genre to produce?

Funny enough, it’s House, I have about 5 or 6 vibrant beats and eagerly seeking collaborators to bring them to life. What draws me to house music is its infectious funk and lively bounce, and I always strive to infuse my beats with diverse sounds to keep things fresh.

While exploring different styles within hip-hop, I realized I haven’t dabbled much in proper boom-bap beats yet, but it’s on my radar as something to experiment with. I also find immense joy in crafting trap and R&B-infused tracks, each genre offering its own unique vibe and energy.

Recently, I’ve been on a journey of exploring cultural sounds, immersing myself in the rhythms of Indian and Brazilian music, among others. There’s an undeniable beauty in these diverse sounds, and I find inspiration in tapping into different cultures’ musical heritage.

One memorable experience was creating a Brazilian funk-inspired beat that had me dancing around the house uncontrollably. It’s moments like these that remind me not to confine myself to any one genre but to embrace the richness of musical diversity.

I constantly remind myself that music is about having fun. Amidst the hustle of releasing new tracks, it’s easy to get caught up in the promotional grind and lose sight of the joy of creating. However, with the album out, I’m excited to get back to my creative roots and explore new avenues of musical expression.

Yeah, one thing about art though is you can never really retire, you’re always creating cause it’s fun but there are times you get creator’s block and it may get so frustrating that you’re not progressing.

I’ve tackled creator’s block by broadening my skillset; currently, I’m involved in artist development, which brings immense joy. Assisting other artists keeps me inspired as it’s closely connected to my own craft. Additionally, stepping outside has been crucial. I used to be indoors constantly, working away, until I realized the immense value of being outdoors. It not only contributes to my well-being but also provides the best source of inspiration.

On Underground 10

In the album, my primary role is production, although I also have a subtle involvement in songwriting by providing creative guidance to the artists. The album isn’t just a collection of random songs; it’s carefully structured and thematic. It revolves around the theme of aspiring for success and the challenges faced on the journey, which is why I chose to collaborate with underground artists and named it “Underground 10.”

It would fit perfectly with Volume on Netflix since the show centers on the journey to success. Another major goal of mine is crafting music for the film industry; merging my passion for music and film would be incredibly fulfilling. Having already worked in TV sound, I’m eager to offer my skills as an auditor or post-producer to anyone in need.

My album’s core message is empowerment; I want listeners to feel inspired and motivated to pursue their dreams. “Underground 10” initially stemmed from a radio show with Tela, where we celebrated underground talent. This unintentionally laid the groundwork for a dedicated fanbase that eagerly awaits my releases and supports my journey. I hope my album resonates with them, showing the effort and determination it took to reach this point and inspiring them to break through their own barriers and chase their passions without fear.

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Antoine’s journey from Coke Studio to crafting the thematic masterpiece “Underground 10” is a testament to his multifaceted talents and unwavering passion for music. His expertise in artist development, production, and sound engineering reflects a deep understanding of the industry’s intricacies. Through his album, Antoine not only showcases his musical prowess but also empowers his audience to believe in their craft and overcome obstacles on their path to success.

As “Underground 10” resonates with listeners, it serves as a reminder of Antoine’s journey — from his roots in radio shows highlighting underground talent to his evolution as a producer and artist. With a core fanbase eagerly anticipating his releases, Antoine’s impact on the music scene continues to grow, leaving an indelible mark on those who listen.

With a blend of industry know-how, creativity, and a passion for empowerment, Antoine’s story is one of resilience, growth, and the endless possibilities that music offers.