Showcasing Africa on the world music stage: Charisma brings the heat

Kenyan musician, Fidel Shammah – aka Charisma or Luhya heat – fuses the different life influences to create an eclectic African sound. In this interview, he shares how his TikTok followers have helped contribute to his musical journey and how the platform has catapulted him onto the global stage.


Can you tell us about your journey, how you discovered your passion for music, and who your musical role models are?

When I was younger, I was elected to be the drama director for a church concert. Most dudes did not want to participate on the music side (singing basically) and so, as the lead director, I was coerced into singing to inspire the younger dudes to join. It worked and, interestingly, that’s when my singing journey began.


What inspired you to use TikTok as a platform to showcase your musical talent and connect with your audience?

I wasn’t big on socials for the longest time, but I went on a trip with some friends to Malindi and they were great at making TikTok content. I was just like: “I’m creative too, so why am I not doing this?” That made me start doing it and the rest is history. I really just enjoy making content for TikTok.


TikTok allows creators to engage with their audience through comments and duets. Have you had any particularly meaningful interactions with your fans or other creators that have impacted you or your music?

Yeah sure! Through TikTok and putting out my covers, acoustic versions of my songs, and original songs, I’m able to get opinions from fans, positive comments, and constructive criticism and all of it helps me in making my music going forward, especially now when my I’m working on an album.


How has TikTok helped you expand your reach beyond Africa and connect with a global audience for your music?

TikTok has really helped me reach an audience I probably would never have known. It’s such a weird platform: you record a video in your house, post it at 7pm, and at 7 pm the next day, it’s a global hit. Post a cover and some hours later, Africa is jamming to it. So, it’s definitely given me exposure that was not previously possible.


Can you share a specific moment or experience on TikTok that has played a significant role in elevating your music career?

A memorable TikTok moment was when I participated in the ‘people challenge’. So many people from many different places vibed with what I did. It consequently led to them developing an interest in my music, which was really dope.


What role does African music play in your content creation, and how do you incorporate your cultural influences into your music?

African music has played a huge role in my music. The elements and the instrumentation, especially the drums. African legends. They all play a huge role in my creation and understanding of the African music landscape. I bring all that together with my urban knowledge of music and fuse it to create what I put out. I do this by also including our languages, which are so beautiful.


What challenges have you faced as an African music creator on TikTok, and how have you overcome them to continue growing and thriving on the platform?

One of the challenges for me on TikTok has just been understanding what people like and don’t like. Like figuring out the algorithms. Sometimes you think this content will be the best on my page, and then it’s not. Then the content you don’t think much of pops off. But what I learned is: just keep creating content. That’s the secret. Eventually, good things happen.


African music is rich and diverse. How do you use TikTok to showcase the unique cultural elements of your music, and how has that resonated with a global audience?

I use TikTok to showcase unique cultural elements by being my authentic self and really embracing African culture and livelihoods. I think it resonates deeply with people because the experience is unique to us. It’s ours and no one can take it from us.


Have you collaborated or interacted with international artists or musicians through TikTok? If so, can you share those experiences and how they have impacted your music journey?

I have not yet collaborated with other international acts via TikTok, but hopefully, it’s something for the future. Fingers crossed.


Beyond TikTok, what other platforms or opportunities have opened up for you due to your success on the app, particularly regarding exposure to international music industry professionals?

I’ve been able to reach a bigger audience because of TikTok, which has meant more shows for myself and more exposure to brands that have wanted to partner with me.


How do you balance preserving your African musical roots while also adapting to global music trends and genres to appeal to an international audience?

It’s not difficult for me to do so. I’ve grown up in a world with all these global trends and market changes in the music industry and I’ve been a big fan, but I also really love my African roots and I feel like they make me. So, I’ve always wanted to associate myself with my African-ness as much as possible, even as I explore global sounds and trends. Some people call me is Luhya heat 😏 – soooo haha.


How has your success on TikTok helped you break barriers and challenge stereotypes about African music on an international scale?

I think what my success on the app has done with regard to stereotypes is basically show people that African music is beautiful; that it is the present and the future; and that African artists and sounds have arrived. We, together with our music, are here and we are here to stay. Also, that we provide an experience you cannot mimic.


TikTok provides a global stage for creators to showcase their talent. How do you feel your music and storytelling contribute to a broader understanding and appreciation of African culture and music worldwide?

Through our music videos and lyrics, we communicate what we go through, Pitt struggles, the struggles of our people, and the beauty of our people. A lot of people get to see it on a global platform. I also incorporate English in my music a lot, which helps people who might not understand our local dialects understand parts of our music.


Can you share a heartfelt fan moment or message you've received that made you realize the impact your music has had on people's lives?

When I posted a live performance video of my song ‘Marry U Twice’, someone actually posted a comment saying it inspired them to get out of an abusive relationship. That really meant a lot, seeing it was the message we were driving at. Just to hear that someone somewhere was aided by it meant a lot.


What message or advice would you like to share with other African music creators who aspire to make an impact on TikTok and achieve recognition on a global level?

My message to any TikTok creator is just keep doing it. Never stop. Don’t tire. The thing about content is consistency. Never get your foot off the gas pedal and it’ll pay off for you.