Popular Rift Valley MC and entertainer DJ Nosh, famously known as The Valley Boy, has challenged artists to think beyond performances and streaming by embracing branded merchandise as an additional source of income.

Speaking about the business side of the entertainment industry, DJ Nosh noted that many artists rely heavily on live performances and digital platforms such as YouTube, yet there are many untapped opportunities that can help them build sustainable careers.

 “Of course artists make money on shows, and even YouTube. How about you have your own merchandise which you can sell to your fans during your shows, tours and online?” DJ Nosh said.

According to the celebrated entertainer, merchandise such as branded T-shirts, hoodies, caps, wristbands, and other collectibles can strengthen an artist’s brand while generating consistent revenue from loyal supporters.

DJ Nosh pointed to Kaleem Nation, led by Brobox and his team, as well as musician Sweetstar, as some of the few Kalenjin entertainers who have successfully embraced merchandise as part of their brand identity.

His remarks come at a time when many artists are seeking new ways to increase their earnings amid a competitive entertainment industry. By diversifying their income streams, musicians can reduce their dependence on event bookings and streaming revenue alone.

The message serves as a wake-up call, particularly to artists from the Rift Valley region, to adopt an entrepreneurial mindset and build businesses around their music brands. Industry experts have long encouraged musicians to leverage their fan base through merchandise sales, exclusive products, and other business ventures that create long-term financial stability.

As the entertainment industry continues to evolve, DJ Nosh believes artists who invest in their personal brands and merchandise will be better positioned to grow both their influence and their income.

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