DJ Afro: The Journey of a Film Narration Pioneer
Nearly 15 years ago, James Muigai, famously known as DJ Afro, embarked on his journey into the world of film distribution. At a time when Video Home System (VHS) tapes were still widely used, he saw an opportunity to introduce films to a broader audience. His initial plan involved supplying a collection of 20 movies to cinema halls in Kibera, Nairobi, hoping they would rent and screen them for eager viewers. However, his first attempt was met with an unexpected and hostile reception.
"The first group of young men I encountered were intrigued by the bag I was carrying. As soon as I explained what was inside, they grabbed my tapes and ran off with them. They even ordered me to take off my shoes. I had to plead with them to spare me," DJ Afro recalled.
Shaken by this incident, he abandoned his plans of marketing in Nairobi’s informal settlements, discouraged by the harsh reception. But fate had a different plan. About two months later, one of the young men who had stolen the tapes approached him and, to his surprise, returned them. He confessed that they had enjoyed the movies and were now willing to buy more. This unexpected turn of events became a breakthrough moment, marking DJ Afro’s successful penetration into the Kibera market and its neighboring areas.
The Rise and Longevity of DJ Afro
Over the years, DJ Afro has remained a beloved figure in Kenya’s entertainment industry, captivating audiences with his unique storytelling style. His ability to stay consistent, entertaining, and true to his original character has ensured his relevance for more than a decade. "I've never strayed from the person I was when I started my career, and above all, I believe in God," he shared.
His recent performance during Kenya’s Jamhuri Day celebrations was a nostalgic moment for many Kenyans, reminding them of their childhood days spent watching movies narrated by DJ Afro. Social media buzzed with memories, as fans shared how his storytelling had shaped their experiences. "The response was overwhelming and unexpected, considering how long I have been in the industry. I believe there is always a season that favors everyone in whatever they do," he reflected.
Adapting to Technological Changes
Throughout his career, DJ Afro has witnessed significant transformations in how movies are distributed and consumed. From VHS tapes to Video Compact Discs (VCDs), then to Digital Versatile Discs (DVDs), and now to digital formats like USB flash drives and streaming services, he has adapted to the evolving landscape. Recognizing the shift towards digital consumption, he is currently working on developing a mobile app that will allow fans to download and stream his content conveniently.
Training the Next Generation
Beyond entertainment, DJ Afro envisions a future where the art of film narration can be nurtured and passed on to young, aspiring narrators. He plans to establish a school dedicated to training individuals who wish to venture into the world of creative storytelling. "This is an art that I want young people to explore and innovate within because creative spaces are always evolving," he said.
Challenges and Staying Ahead
Despite his success, DJ Afro faces several challenges, including the rise of imposters who mimic his style and even sign contracts using his name. These fraudulent activities have led him to advocate for stronger policies that protect artists from exploitation. To maintain his edge in the industry, he focuses on consistently producing fresh content and actively engaging with his audience through live public shows across East Africa.
Giving Back to the Community
During his travels and interactions with fans, DJ Afro has observed an alarming number of young people grappling with drug and substance abuse. Concerned by this growing crisis, he is determined to start a foundation dedicated to helping the youth overcome addiction and gain meaningful employment. "I want to create a foundation that will assist young people in recovering from drug addiction and provide opportunities for them to build their future," he emphasized.