“Huyu apewe rosecoco atulie,” Gengetone rapper Ssaru told the MCSK CEO.
Things are getting uglier and nastier between Ssaru and MCSK CEO, Ezekiel Mutua as the two blast each other online over a song and it’s content values.
Ezekiel Mutua claims fame has gotten into Ssaru’s mind after “Kaskie Vibaya Huko” became a hit although it’s a song promoting promiscuity and for failing to listen and respect his advise as a senior citizen and professional.
Via Facebook, he asks, “So you do a dirty song and it gets to your head to the point where you discard advise from elders and accomplished professionals by dismissing them with a cursory wave of a hand “Kaskie Vibaya na huko kwenu?”
Ezekiel maintains his stand on clean content sells, a campaign he did at the Kenya Film Classification Board.
He reminds local music fans of this saying,”I have always held the view that content doesn’t have to be dirty to sell. Normalizing vulgarity and indecency in the name of fame is a serious deficiency of imagination.”
“I will always be true to my character and will advise the youth with love and honesty. Create content that can be consumed by family. The time span for dirty content is short. In the end, content should translate to money and that is where the consumer comes in. Clean is cool!”
Ssaru on her end took the blast as a personal attack and asked Ezekiel to listen to her other songs. What many people don’t know, Ssaru was actually featured on the hit single by Fathermo and the song is hosted on his YouTube channel.
While reacting to the beef, Fathermoh asks,”So the song isn’t even mine?”
Ssaru replies,” @Fathermoh huyu apewe rosecoco atulie” which literally means he needs to get laid to make him calm down.
Ezekiel gives a candid forecast on Ssaru’s music career in the near future saying, after all this fame, no company will endorse her dirty content and eventually, she might not make any serious money out of her talent.
“After the fame hinged on vulgarity and foolishness in the name of creativity, you are broke and you realise you can’t make ends meet. You discarded advise from wise people and from elders. You have no coach, no mentor and no agent to manage your talent. And because you projected an image of a rich and arrogant artist, many people don’t easily come to your aid. You are also afraid to ask for help because you burnt bridges while basking in the vain glory of social media,” he adds.
Like a father to a child he offers another round of free unsolicited advice saying, “So let me talk to you today as a father. Dismissing advice from people who truly love you and want the best out of you is the beginning of the end.”
Ezekiel loves to promote clean content from his days at KFCB.
“Dirty content sells, but only to perverts. The great part of the market, particularly here in Kenya, is composed of decent people who would not want to listen to dirty music, especially in mixed company or where children are likely to be present,” he argues.
“Despite all their flaws, most parents care about their children and what they consume. They don’t want their children to be exposed to dirty content.” Ezekiel continues with his points.
“Many people wouldn’t want their children to listen to your crap about promiscuity and incest. Ati “niko na pesa na ni ya babako.” Really? If that were a true story, the character wouldn’t be proud of herself.”
He also points her to where she can make money if she wants to, with her content.
“Unless you are creating content for views and likes on social media, you really want to think deeply about the consumer and your target audience and exactly how your talent can make money for you. Products that sell most, in every sector, are those that are consumed by family.”