Director Trevor, who is a content creator and manages artists, has lit up social media with a jaw-dropping claim: musicians who sing in Swahili or Sheng are digging their own graves.
The fiery statement came during a late-night TikTok Live session on Tuesday, July 15, 2025, where Trevor appeared alongside his influencer girlfriend.
What began as a casual chat quickly turned into a brutal critique of Kenya’s music industry — and the language choices artists make.
“Don’t be foolish. Kenyans won’t support you unless your music sounds foreign. Sing in Kiswahili, and they’ll say you’re copying Tanzanians. Drop a Sheng track, and they’ll say it won’t last a month,” Trevor declared.
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Trevor, known for managing several fast-rising acts, claimed that local audiences are notoriously harsh and quick to dismiss talent that doesn’t align with international standards or viral global trends.
According to him, Kenyan listeners “only hype what they don’t understand”, leaving many homegrown musicians frustrated and underappreciated.
“If it’s not trending in South Africa or the US, Kenyans won’t rate it,” he added. “They’ll listen to your song, nod their heads — and then say you’ll fade by December.”
And Director Trevor didn’t stop there.
He warned that aspiring artists trying to stay rooted in local culture risk being labelled irrelevant, no matter how much lyrical or musical talent they bring to the table.
“This idea that singing in your mother tongue will make you blow? Forget it. People want what’s exotic — not what’s next door,” he scoffed.
The blunt remarks have sparked heated reactions across X (formerly Twitter), with some accusing Trevor of discouraging cultural pride, while others praised him for saying what many in the industry won’t admit out loud.
Trevor has since doubled down on his stance, insisting that he’s only trying to prepare new artists for the reality of the game.
“You want to win? Make it global. Make it different. Otherwise — they’ll say you peaked before you even began.”
