REVEALED: The Secret Behind Camp Mulla’s High Quality Videos

Just over a year ago, Camp Mulla were just hustling to record their videos on their camera phones, and uploading them on YouTube. They were enjoyable, despite the lack of quality. Here is a sample of their very first freestyle video, ‘We Are Camp Mulla’

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They then struggled to scrape together some funds and a crew to shoot their first official video for the song ‘Walking On A Dream’

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As you can see, it was yet another enjoyable video, but nothing special in terms of quality. Then, seemingly out of nowhere, they came out with the video for ‘Party Don’t Stop’ which allegedly cost them close to 5 million shillings. How did they pull of that trick?

The key to this whole equation is a Nigerian multinational company named M-Tech. M-Tech is a Value Added Services(VAS) provider for telecommunications companies such as Safaricom and Airtel. So basically they provide Safaricom with content for things like Skiza, and get a share of the revenue every time a Skiza tune is bought. The twist to this business is that Safaricom and other telecoms companies use multiple VAS providers to give them musical content. This means that it is a struggle between the VAS providers to get the artists to give them their songs so that they can again give them to Safaricom as Skiza tunes.

M-Tech spotted Camp Mulla’s potential early on and signed them to a deal where they will sponsor and distribute Camp Mulla’s high quality videos. That is the reason why you saw Camp Mulla come up with the expensive ‘Party Don’t Stop’ video out of the blue. That is why you’ve been seeing the Nigerian producer Clarence Peters coming into the country to do their videos(and those of other artists as well). It’s all paid for by M-Tech.

Right now you may be wondering, what do M-Tech get in return for all these favours? Well, it has been found that the ringback tune industry in Kenya is going to be worth about 165 million dollars in the near future. Click here for proof. People are crazy about these Skiza tunes. Further to that, the value of a single big-time artist can be massive. Rose Muhando in particular, has minted millions for herself and for the Value Added Services provider Liberty Afrika. M-Tech want a high-profile artist like that on their books as well. If they get it right, the payoff from selling Camp Mulla’s music will offset all the losses from the high quality video shoots.