When Anita Santuri of Coco FM dropped her recent unfiltered commentary regarding the backlash Swahili Pot Hub faced for booking Tanzanian star Jay Melody, she didn’t just share an opinion—she laid down an uncomfortable truth. In a scene often weighed down by localized entitlement, her message served as a loud, necessary wake-up call to Coast creators.

“Ile siku mtaacha complain and put in the work and understand that your art is your business and your investment, mtaacha hii entitlement yenye iko. You want to hold people hostage bila numbers zenye zinahitajika in the so called business?”

For too long, the narrative around regional entertainment has revolved around demanding support purely based on proximity rather than value. But as Santuri sharply pointed out, sentimentality doesn’t keep the lights on or fill event grounds.

1. Your Craft Is an Investment, Not a Charity

If you treat your art like a hobby, the market will treat you like an amateur. Event organizers and hubs like Swahili Pot operate in a competitive ecosystem where venue costs, production, marketing, and logistics must be recouped. Booking a heavy hitter like Jay Melody isn’t a betrayal of local talent; it’s a strategic business decision driven by audience demand and track record. Expecting organizers to compromise their bottom line out of regional obligation is unrealistic.

2. Reciprocation Is the Real Currency

Santuri highlighted a glaring hypocrisy within the creative space: “Mnataka support na hamsupport wengine? Scratch my back, I scratch yours.” Support in the entertainment industry is a two-way street. Building a sustainable ecosystem requires collaboration, cross-promotion, and active participation in the culture—not passive envy from the sidelines.

3. Numbers Don’t Lie

In the modern entertainment landscape, leverage comes from metrics: stream counts, ticket conversions, engagement, and consistent professional execution. Hoping to hold event curators hostage without delivering the numbers needed to justify a headline slot is a failing strategy.

Ultimately, the choice facing coastal artists is simple. You can either adapt to the commercial reality of the creative economy, or spend your days frustrated while watching disciplined peers thrive. Success won’t be handed out out of sympathy; it has to be earned through relentless work, smart strategy, and treating your art like the business it truly is.