Virusi Mbaya – A Case Study of The Effects of An Artist’s Name
Peter Waweru, professionally known as Virusi Mbaya, might be the most underrated Kenyan rapper and Hip Hop artist. The lyrical genius hails from Kibera Number Nane, one of the world's most extensive informal settlements, that is just a little English to polish the word slums, he comes from Kibera slum, one of the home to Kenya’s best artistic talents in all disciplines really.His music authentically represents his lived experiences, integrating traditional Hip Hop with spoken word and a distinctive, introspective methodology. Virusi Mbaya will be our lab rat as we try to understand how an artist name may affect their career and how well people receive them.
First of all, I have opined a lot before about this; unless luck interferes on both sides of its extremes, a bold name will most likely affect your career trajectory. This is just what I think, and as we always say, we are Africa, and Africa is our business. In Africa, PTSD from the colonial times has put us in a very conservative corner. Coupled with our cultural beliefs, we are not very welcoming to the free spirits, and religion has also played a big role in making Africa the tight-lipped society that we are; some things are just unacceptable.
The name "Virus Mbaya", Swahili for "bad virus", has profoundly influenced the artist's brand identity and how the public perceives him. The name triggers negative associations, particularly in a country whose main music consumers have grown up being misinformed on HIV/AIDS or rather “Virusi vya Ukimwi” Kenya is a conservative country, and we always will be. However, it would be unfair to only say what I think. To some people, Virusi Mbaya embodies a far more nuanced meaning; the name is undeniably memorable and unique. It stands out from more generic or conventional artist names, immediately capturing attention. In a crowded music industry, a distinct name helps an artist get noticed and remembered.
we are Africa, and Africa is our business
Corporate is Kenya's largest big cheque provider for creatives, public companies that aim for broad appeal and a generally positive, reliable, and family-friendly image. They often associate with artists who embody success, patriotism, innovation, and community spirit. The literal translation of "Bad Virus" could be problematic for these companies. It carries negative connotations of illness, harm, disruption, and even danger. This clashes directly with the positive and trustworthy image a company like Safaricom, for example, would want to project. Even if the artist's lyrical content is positive or socially conscious, the name itself presents a certain distaste that takes away the attention from the product itself.
It would be challenging for Safaricom's marketing team to integrate "Virusi Mbaya" into mainstream advertising campaigns without extensive explanation or rebranding. Any partnership with an artist named "Bad Virus" would likely require a crazy amount of public relations strategy to preemptively address potential negative interpretations and explain the artistic intent behind the name. This is just adding more work on work itself, a very unnecessary thing.
However, if Safaricom was to launch a specific social responsibility campaign directly addressing issues like mental health or societal challenges, which Virusi Mbaya's music tackles, they might consider him as a partner. He would also be a coveted asset for a very targeted youth campaign that aims to embrace a more "street" or authentic vibe, the "edge".
I say all these to get to this point: an artist's name is like packaging; a product is more appealing with carefully crafted packaging. I don’t expect or even suggest that he change his name, he clearly knows what he is doing. In my opinion, his current position in the industry is majorly because of his name; he is not the only victim; I just decided to pick on him.
