The 4.20 hitmaker said the current system stifles talent by prioritising profits over proper artiste development.
In a candid interview on Art of Living with KTN’s Nailantei Kenga, Bensoul opened up about the often-ignored struggles faced by musicians in Kenya.
According to the former Sol Generation signee, while the country boasts immense raw talent, it lacks the necessary infrastructure to nurture and sustain it.
“What lacks in our music industry is artiste development? Before I was signed to Sol Generation, if I was in another industry like Korea, I would have been taken to a 2-year artiste development program where I would have learned so many things. By the time I’m getting signed, I am a proper superstar and ready to rock and move that kind of way,” he said.
He went on to criticise the approach taken by many Kenyan record labels, accusing them of being more interested in making quick money than building lasting careers.
“Kenyan artistes and labels see your potential but do not take you through the institutions to train you. They just sign you hoping to make money out of you, instead of first of all developing,” Bensoul said.
The artiste is now determined to lead by example. After a five-year stint at Sol Generation, Bensoul parted ways with the label in 2023 and launched his own imprint, Lion of Sudah.
But for him, this is not just about business, it is about reshaping the future of Kenyan music.
“What I want to do different at Sudah Nation is to create institutions where artistes can be developed first and then now, whoever makes out of the program, is properly trained,” he stated during the interview.
Bensoul highlighted the Nigerian music industry as a model worth emulating, pointing out how structured training has helped shape successful and unique stars.
“That is what is happening in Nigeria like before Rema got signed, he went through a certain training., That is why you will see they have that attitude certain kind of vibe and have crazy striking personalities that are different from each other,” he added.
Despite his departure from Sol Generation, Bensoul remains close to his former label mates, particularly fellow artist Nviiri the Storyteller.
“We’re still very good. He even came for my show on 4/20,” Bensoul said. Back in the day, we used to live together. He stayed in the apartment above mine, but once he got many pets, he moved to a place in Karen with its own compound to accommodate him and the animals.” he intimated.
With Lion of Sudah, Bensoul hopes to do more than just produce hits. He wants to build a system that transforms raw talent into fully-formed superstars.