Bien Makes History as First East African Artist on The Breakfast Club

Bien-Aimé Baraza, the celebrated Kenyan singer-songwriter best known as the frontman of the Afro-pop band Sauti Sol, is currently undertaking an ambitious global promotional tour for his debut solo album, "Alusa Why Are You Topless?" 

With his sights set on elevating the international profile of East African music, Bien is strategically engaging with industry stakeholders and fans, venturing beyond the established success of his group to establish a distinct solo presence.

Bien's US tour recently included a landmark appearance on The Breakfast Club, a prominent US radio program renowned for hosting influential figures in entertainment and culture. 

This marked the first time an East African musician has been featured on the show, signifying a noteworthy milestone in the region’s representation on international media platforms. During the interview, Bien openly discussed his transition from Sauti Sol to pursuing a solo career. He acknowledged the challenges involved but emphasised the need for this evolution. 

“After doing something for so long, we felt it was time to explore new paths,” he said, portraying an artist focused not only on his personal brand but also on advocating for the musical excellence of East Africa.

Addressing the broader issue of East African music’s visibility in global markets, Bien pointed to financial investment as a key limiting factor. While West African music, particularly Afrobeats, has achieved international success, Bien argues that this prominence is driven by substantial marketing budgets. “Any music you hear in the West is marketing dollars spent to get that music there,” he explained, highlighting the industry’s financial dynamics.

Beyond his media appearances, Bien has creatively engaged with audiences during his tour. At the headquarters of luxury beverage brand Belaire, he participated in the Cocktail Hour series, crafting a signature drink called the Bald Man’s Safari. This blend, featuring McQueen and the Violet Fog gin, Belaire Gold, and lemonade, exemplifies his approach to branding beyond music.

The solo career of Bien has garnered significant enthusiasm, with sold-out shows across the US, including performances in Boston, New York, Dallas, and Seattle. His growing international presence underscores his mission to elevate East African music and ensure its global recognition. Despite his solo endeavour, Bien maintains strong ties with his Sauti Sol bandmates, expressing admiration for their individual pursuits. 

“They are all making music; they are doing interesting things. Polycarp just launched a guitar line, Chimano is on a tour, and Savara is producing great music,” he said, reassuring fans about the group’s status. 

These remarks refute any speculation of discord, emphasising that their individual paths are expansions of their collective artistry. During his Breakfast Club appearance, Bien also spoke about his marriage to Chiki Kuruka, who serves as his manager. He credited her strategic guidance with strengthening both his career and their relationship. “Appointing her as my manager saved both my artistry and our relationship,” he shared, highlighting their professional and personal partnership.

Bien forward-thinking approach extends to his involvement in Kenya’s entertainment landscape. Recently, the country’s bid to host the African Grammys sparked public debate, particularly regarding the financial commitment required. Bien acknowledged these concerns, stating, “The news came out at a very bad time because economically, and even now, we’re not doing so well as a country. So $3.8 million spent on the Grammys feels like an impulse spend to the people.” 

However, he also defended the potential long-term benefits, viewing it as a pivotal investment for future generations of artists. “Not a lot of people have the insights of the music business to understand the value of the Grammys coming to Kenya… This is a future investment for the artists who are coming. They’re going to thank us one day,” he stated optimistically.

Bien's passion for music dates back to his childhood, sparked by hearing Bob Marley’s “Iron Lion Zion” at the age of six. This early exposure ignited his love for melody and storytelling, ultimately leading him to co-found Sauti Sol, where he spent two decades shaping East African music’s contemporary sound. His career trajectory has been marked by perseverance. Debuting music while still a freshman at university, he financed his Communications degree through his musical endeavours. 

Looking ahead, Bien aims to collaborate with industry leaders, expressing admiration for artists such as Beyoncé and Coco Jones. Following his US tour, he plans to continue his musical journey across Europe.