In the heart of Kilifi County, nestled deep in the coastal village of Jimba, a quiet musical revolution is brewing. One voice stands out in this shifting soundscape: rising Afro-pop artiste JN Justino, who is making waves not only from Malindi to Mombasa but all the way to Milan, Italy.
Born Karisa Justin Ngombo, the artiste explains how his stage name reflects his journey: “JN comes from my initials, Justin Ngombo, while Justino is the Italian version of my name,” he says with a soft laugh. “It’s who I am, at home and abroad.”
Although he started out in music years ago, it wasn’t until 2021 that he officially began recording an international debut no less, at Bluenote Studios in Milan, where he collaborated with European producers while staying connected to his roots through Crack Sound Records in Kenya.
“Big shoutouts to my people; Mr. Bado, Jay Crack, Pro Lameckboy Kenya, Pro TK2, and Andre of Bluenote Studios,” he says, naming the creative village behind his sound.
Justino’s style is an infectious mix of Afro-pop, Afro dancehall, Afrobeat, and R&B, crafted to ride any musical wave, local or global. Yet despite the rhythm, it is not all smooth sailing.
“My biggest challenge is marketing,” he admits. “Apart from streaming platforms, getting genuine management or promoters is a headache. I’ve been conned a few times by people promising exposure and branding. It hurts.”
The artiste does not shy away from talking about the broader industry either. “Our Coast is full of raw talent, but the problem is airplay. We have very few media houses here, so even when the music is good, it doesn’t get the spotlight it deserves,” he says.
“Also, many studios are limited to software production. The hardware quality isn’t always there.”
Still, Justino believes the industry is not dead but there is need of reinvention. “It’s about being creative. You have to adapt to new music trends fast. That’s what separates the serious artists from the hobbyists.”
His music is currently available on all major streaming platforms under JN Justino, and he is calling on fans to rally behind the movement.
“To all my fans,” he says, “keep believing in me. Trust the process. Follow me on all my socials, subscribe to my YouTube, and stream my music like your life depends on it. That’s the love that keeps us going.”
So, is the Coastal music industry going down? According to JN Justino, it is not sinking just calling for artistes bold enough to sail uncharted waters.