Tanzania’s Jaivah Breaks Into Nigeria’s Music Industry

How "Kautaka" Propelled Jaivah to International Stardom

Friday, March 14, 2025

The Power of Technology in Music Globalization

The digital age has revolutionized the music industry, allowing artists from different corners of the world to gain international recognition. Unlike in the past, when music was primarily a passion-driven endeavor, today, it serves as a lucrative career path for many young talents.

With streaming platforms and social media amplifying exposure, an artist’s song can go viral overnight, capturing the attention of global audiences. Some musicians achieve widespread fame with just one hit, securing a strong fan base beyond their home countries.

A notable example is South African sensation Tyla, whose track “Water” skyrocketed to international fame, earning her a Grammy Award despite being relatively new to the industry. Similarly, Tanzania has witnessed such success with artists like Mr. Nice, whose hits “Kikulacho” and “Kidali Po” became anthems across East Africa. Others, such as AY (with “Yule”), Professor Jay (“Nikusaidiaje”), and TID (“Zeze”), have also enjoyed regional dominance.

Now, a new name is emerging on the global stage—Jaivah, a rising Tanzanian artist whose track “Kautaka” has made waves far beyond his homeland, particularly in Nigeria.

The Phenomenal Rise of "Kautaka"

Jaivah has released multiple songs over the years, but it was “Kautaka” that catapulted him to new heights. The track, which dropped in 2024, quickly amassed over 1.5 million views on YouTube, with most listeners coming from Nigeria rather than Tanzania.

A key factor behind its success is the song’s Afrobeat-infused sound, which resonates with Nigeria’s dominant music style. This unique blend helped "Kautaka" transcend borders, earning a spot on MTV Africa’s Top 10 Streets Anthem list last year—a significant milestone for any African artist.

Additionally, the popular music discovery platform Shazam ranked “Kautaka” as one of the most searched songs in Nigeria, surpassing local heavyweights like Rema, Olamide, and Omah Lay.

The song’s popularity was further amplified when videos surfaced showing Nigerian superstars such as Burna Boy, Mr. Flavour, Tiwa Savage, Wizkid, Shallipo, and Pocolee vibing to the track.

Expanding Jaivah’s Influence Beyond Tanzania

With such success, Jaivah’s music career has taken a new turn, opening doors to lucrative deals and expanding his fanbase beyond East Africa.

For instance, "Kautaka" became a favorite tune of former Yanga SC coach Miguel Gamondi, a testament to its widespread appeal. The song’s reception in Nigeria proves that breaking into West Africa’s music scene—an area traditionally challenging for Tanzanian artists—can be achieved with the right sound and strategy.

Following the song’s success, Jaivah embarked on a promotional tour across Nigeria, where he performed at multiple shows and gained a massive following. His growing prominence in the region has positioned him as one of Tanzania’s top emerging stars in the Afrobeats-dominated market.

Meeting Nigeria’s Music Icons

Jaivah acknowledges the impact that "Kautaka" has had on his career, stating in an interview with Mwananchi Scoop:

“'Kautaka' is still doing well, and right now, I’m in Nigeria. I’ve had the opportunity to meet some artists who connected with my song. There’s a lot happening behind the scenes, and when the time is right, everything will be revealed.”

The singer remains optimistic about future collaborations, hoping that his connections with top Nigerian artists will further propel his career. Engaging with industry giants like Davido and Wizkid, even briefly, offers an invaluable opportunity to expand his reach to international markets.

While breaking into the Nigerian music industry remains a challenge, Jaivah’s ability to attract attention from key players in the scene marks a significant step toward establishing a lasting presence in Africa’s competitive entertainment landscape.

With increasing support from fans in Nigeria and beyond, Jaivah’s future in the global music industry looks brighter than ever.