Bongo Sensations: Diamond Platnumz Unfiltered

Diamond Platnumz: From Tanzania to the world.

Diamond Platnumz burst onto the African music scene in 2010 with his debut album Kamwambie, driven by a humble goal: to support his mother. Little did he know, his innovative sound would revolutionize East African popular music and elevate regional superstars to new heights. The Tanzanian sensation, known for hits like “Number One,” “Kamwambie,” and “Jeje,” transformed bongo flava by infusing it with uptempo production, English translations, and a fusion of global influences. Unlike his predecessors, Diamond Platnumz sought crossover appeal, leading to collaborations with international artists like Omarion, Rick Ross, Ne-Yo, and Alicia Keys. His breezy sound, celebratory vibes, and catchy melodies have made him a household name, earning him a BET Award nomination and cementing his status as a pioneer in African music.

Diamond Platnumz, a 31-year-old Tanzanian megastar, has become the first sub-Saharan artist to reach one billion views on YouTube. Inspired by Usher, Michael Jackson, and Ne-Yo, he has revolutionized bongo flava music by creating happy love songs and danceable tracks. From humble beginnings in the slums of Tandale, Dar es Salaam, Diamond Platnumz has built a media empire, owning a record label, radio station, television station, and production company, employing over 100 people. He has also invested in real estate, fragrances, and a tech company. With his profile rising globally, he aims to break into American popular music. In an interview with GRAMMY.com, Diamond Platnumz shared stories behind his collaborations with GRAMMY winners and nominees, discussed Tanzania’s musical landscape, success, expanding his empire, and performing at the virtual Essence Music Festival. He also revealed his desire to collaborate with GRAMMY winners like Beyoncé and Kanye West.

In the same interview, he then continued by describing bongo flava as a unique blend of Afrobeat and East African flavors, with a hint of Arabic influence. “It’s characterized by sweet, beautiful melodies that can range from high to low tempo. As the most successful artist in Tanzania, I feel blessed but also pressured to maintain my status. I work hard to create new sounds and deliver exceptional performances to keep my fans’ love and support. It’s a double-edged sword – a blessing and a curse – as I strive to balance my success with the constant need to innovate and improve.”

Alicia Keys Feature

Diamond Platnumz connected with Alicia Keys for “Wasted Energy” through Swizz Beatz. He was invited to the studio, where Alicia was recording, and was asked to add a verse. Alicia wanted him to bring his signature bongo flava style, which was a great honor. Despite being nervous, Diamond Platnumz delivered, and the song was well-received. He’s grateful and happy to be part of Alicia’s iconic album and appreciates the opportunity to work with her. The collaboration was a blessing, and Diamond Platnumz is proud of the outcome.

The collaboration with Ne-Yo

Diamond Platnumz collaborated with Ne-Yo on “Marry You” after Ne-Yo mentioned him in an interview. Their teams connected, and they recorded the song in Nairobi and shot the video in L.A. Diamond Platnumz was impressed by Ne-Yo’s work ethic and support. Ne-Yo was a musical inspiration for Diamond Platnumz, and their collaboration was a dream come true. They have developed a close relationship, with Ne-Yo being like a brother to Diamond Platnumz. This collaboration showcases the global connections and opportunities in music.

Working with Rick Ross

Diamond Platnumz was a brand ambassador for Luc Belaire in Africa and connected with Rick Ross through the company. He was offered the opportunity to collaborate with Rick Ross and sent three song options. On his birthday, he received a message that Rick Ross had recorded a verse and was releasing the song. Diamond Platnumz was thrilled and flew to Miami to shoot the music video with Rick Ross, making it a memorable birthday.

Diamond Platnumz on Omarion collab

Omarion visited Namibia, and Diamond Platnumz’s management team connected with his team. Diamond Platnumz sent Omarion two songs, “Waka” and “African Beauty”, and Omarion liked the latter. He recorded his part and sent it back to Diamond Platnumz, who loved it. They met in South Africa to shoot the music video, and Diamond Platnumz was impressed by Omarion’s dancing skills. He jokingly asked Omarion to tone down his dancing to avoid outshining him.

Growing up in Tanzania

Diamond Platnumz grew up in the Tandale slum area and faced challenges in his music career. He sold his mom’s gold ring to fund his first studio session and later started his own record label to develop artists and produce music that aligned with his vision. Despite initial criticism, he persisted and expanded his brand into media, including radio and TV stations, which became number one in Tanzania. He created jobs for youth and introduced new concepts like using dancers and videographers. Diamond Platnumz diversified his investments into real estate, perfume, and a betting company. He also launched his own music platform, www.wasafi.com, to make music accessible to locals. When Uber partnered with him to introduce their services to Tanzania, he helped popularize the brand, making it a household name.

Essense Music Festival Performance

“Due to the coronavirus pandemic, my live performances at Essence in New Orleans and Nigeria were cancelled. Instead, I recorded visuals to bring the essence of Africa to America. My goal was to showcase the vibrant local market and unique African culture, offering something fresh and unseen. I knew I couldn’t compete with American acts in their own territory, so I focused on sharing my heritage and giving the audience an immersive experience.”

Likely Collaborations

“I know it may sound simple, but I have a dream collaboration – working with Usher Raymond! He’s been my music role model since day one, and the opportunity to collaborate with him would be a dream come true. While I’m open to working with various artists, Usher is the one person who has been a constant source of inspiration for me, and I would be thrilled to learn from him and create something special together.”

Reaction After a Lifelong Dream of Winning a GRAMMY manifests

“If I were to win a GRAMMY, I’d begin by dedicating a week to prayer and reflection, acknowledging the incredible opportunity and honoring the countless artists who’ve never had this chance. After that, I’d celebrate in a big way! I’d host a free concert at the stadium, allowing everyone to come and share in the joy. It wouldn’t just be my achievement, but a victory for Africa and the Black community as a whole. I’d invite everyone to take photos with the trophy, share them on social media, and bask in the glory of this momentous occasion. It would be a celebration of our collective success!”