In a recent candid interview with Nandi Madida on Apple Music’s Africa Now Radio, Kelvin Momo, a trailblazer in the Amapiano scene, opened up about his unique approach to releasing albums and the philosophy that guides his creative process. Known for his soul-stirring melodies and deep, emotive beats, Momo has become a household name in the South African music industry. His journey, however, is one of profound self-belief, strategic risks, and a deep-seated faith that has guided his decisions and propelled his career forward.
Reflecting on the inception of his strategy to prioritize albums, Momo shares, “I think it started with me believing in myself, telling myself that this is something I want people to listen to, and I prayed about it.” This mix of self-confidence and spirituality has been a cornerstone of Momo’s approach, setting him apart in a competitive industry. His initial foray into prioritizing albums over singles was more than just a marketing tactic; it was a leap of faith rooted in a desire to make a meaningful impact on his audience.
Finding one’s lane in the music industry, especially when it comes to albums, can be a daunting task. Yet, Momo’s decision to start dropping albums in December, beginning with ‘Ivy League’, was a calculated risk aimed at distinguishing his sound and connecting with his audience on a deeper level. “It was a risk. I was willing to take the risk because of my sound. It’s ok, it’s fine, let’s risk,” Momo remarked, highlighting his readiness to gamble on his unique style despite the uncertainties.
The response to his December releases, starting with ‘Ivy League’, has been overwhelmingly positive, affirming Momo’s belief in his strategy and in the quality of his work. “Then I dropped and people were really happy. I’m like ok, everything is coming along!” he recalls, the satisfaction evident in his voice. This validation from his audience not only bolstered his confidence but also reinforced the importance of staying true to one’s artistic vision and sound.
Momo’s approach to album releases is reflective of a broader trend in the music industry, where artists seek to create more immersive and cohesive listening experiences for their audience. By choosing to release albums as opposed to singles, Momo invites his listeners on a journey through his musical landscape, offering a more comprehensive understanding of his artistry and the messages he wishes to convey.
Kelvin Momo’s story is a testament to the power of self-belief, strategic risk-taking, and the importance of faith in one’s journey. His insights during the Apple Music interview provide not only a glimpse into his creative process but also serve as inspiration for other artists navigating the complexities of the music industry. As Momo continues to prioritize albums and carve out his unique space within the Amapiano genre, his approach encourages a deeper appreciation for the art of album-making and the enduring impact it can have on both the artist and their audience.
