‘Njaanuary’ is not just a Kenyan pun. It is a lived experience and accepted reality for many. January comes with overspent budgets that come with ‘drink-cember’, the holiday period, forth and back travel to shags, school fees, and worse, lay-offs for some.

While January is supposed to be a new dawn, it ironically comes with a lot of anxiety. And as the market responds to a reduced spending power among the population, shows and gigs for creators, footfall got club owners and ticket purchases for event organizers tank. Showbiz grinds to a near halt.

For an industry based and operating largely on appearances, the anxiety is real. What strategies or measures do celebrities use to ride the lull, and survive it?

 Aliwah: I focus and plan

According to the thespian, Vihoja Mahakamani prosecutor, event MC and gospel artiste, he has been in the game long enough to see the good times go and the bad seasons come, to survive without anxieties.

“The Njaanuary bug is now a study that most of us, or at least on my end, has been like a long-term research. All that so that I’m not another statistic.”

Besides paying his January rent in December, he resorts to, “Side hustles and savings, they save the day for me. I don’t choose. From online writing to menial work, I make things work for me.”

 Bilha Ngaruiya: Structure and discipline

The Country Manager at ONErpm believes that survival is not about panic, but about “structure, discipline and long-term thinking. I advise artistes to plan for all seasons of the year, including periods when shows slow down.”

She sees the digital explosion as a blessing, saying, “My first advice is always to think digital, because digital income doesn’t stop when touring does and platforms pay consistently month-to-month.”

The seasoned entertainment guru, whose global music distribution platform is used by over 8000 Kenyan artistes, continues, “Dry seasons are survived by decisions made during good seasons — prioritising emergency funds, insurance and financial discipline.”

She encourages artistes to work with accountants, financial planners and lawyers, and to “move from lump sum living to a sustainable salary model that protects them when income fluctuates.”

 Deejay Benn on Point: make hay while the sun shines

The deejay, who is planning a mega Valentine’s Day show, says he doesn’t say ‘no’ to any show that happens in the peak November – December period.

“I try to ensure that for the shows that I did in December can sustain all my bills. Then I switch on survival mode for better part of ‘njaanuary’ as I try to lock in bookings for post-January.”

A pragmatic man who has found his niche in the larger Eastern Bypass entertainment zone, he is rooted in the realities of the period.

“At times, you can be forced to take up a gig or two at lower rates just to survive because most of your clients are also struggling business-wise.”

Echoing Bilha’s advice, the period allows him to push for merchandize, while also, “making my brand visible by doing vigorous online marketing as I anticipate jobs to pick by end month.”

 Crème de la Crème: Ni favour ya God

Six months sober, the popular deejay, record producer and event organizer, views the start of this year as very different for him, describing it as “super hectic, with back-to-back gigs.”

“I know Njaanuary is real, but I’m so grateful to God. My wife and I decided to do things differently, reckoning that January can be so unpredictable. So, we paid all our bills… fees, house rent, and shopping way before we started the December Shenanigans.”

He went further to describe that part of the plans were informed by decisions he made in his personal life, saying, “a lot of changes had to be made on a personal level, like quitting alcohol. And until you quit, you’d never know how much money is wasted on short-lived and regrettable pleasures.”

He is also opening a new business park in Kericho, so it’s safe to say Njaanuary is not his portion this year.

 DJ Saye: Side hustle takes over

During the festive season, DJs are usually booked and busy, hopping from one packed venue to another, soundtracking the holidays and smiling all the way to the bank. For DJ Saye, the rhythm is familiar too — late nights, loud crowds and steady gigs that peak in December. But when the confetti settles and Njaanuari comes knocking, her hustle simply changes tempo.

As the party season cools and the calendars thin out, DJ Saye swaps turntables for tailoring tools. The same hands that command crowds now sketch patterns, measure fabric and guide a sewing machine with precision. January finds her firmly in her tailoring workshop, designing and making clothes that speak to a different kind of creativity.

Her clientele is diverse. She produces crisp uniforms, sharply cut suits and bespoke pieces, but her reputation stretches beyond everyday wear. DJ Saye also designs statement outfits for celebrities she dresses; looks that turn heads on red carpets, stages and social media feeds. Each piece carries her signature: bold, intentional and unapologetically stylish.

In an industry where many creatives struggle when the gigs slow down, DJ Saye has mastered the art of reinvention. Whether behind the decks or behind the sewing machine, she understands one simple truth: the show must go on — even in Njaanuari.

 Miggy Champ: time to cook up hits

At the heels of his most recent release, Koba Omosacha, ‘Echambioni as his moniker goe; looks at the positive side of Njaanuary – the ‘idle’ time it offers to creatives.

“Nothing happens, and I’m always prepared for that. So for me, this is the time get back to the studio, record and stock up fresh hits to be released later in the year at different intervals.”

Part of the reason Miggy is not as anxious about the season is that his side gigs are not time-specific.

“An advantage I have is that I do event MCeeing too. Some weddings are pushed to January because it’s cheaper since its off-peak season for vendors. Two, some companies also do their end year parties in January,” said the singer and MC, who is also launching his own live band soon.

 Dunco Atalaku: kaza mshipi

“This is the time I tend to have more month at the end of my money! Honestly, Njaanuary humaliza watu wengi,” said the award-winning influential gospel artiste, and event MC.

Dunco, whose day job is on radio, says the first quarter of the year is about survival, so, what helps him is, “…kukaza mshipi. I try hard to avoid impulse spending in December and accept that some months will not be comfortable.”

He explained that like most people, he struggles with foresight, confessing, “I really struggle with the discipline of saving why lie…  but support from trusted networks really help me as I wait for income streams to stabilize. This means I’ll chase a job I normally won’t, just to have a little income.”

He is fortunate enough to engage in small scale farming with his siblings, “so rest assured we can’t fail to do mandizi and ngwaci here and there.”

 Nafsi Huru: Hustles have to hustle up

From hosting the Hip Hop Hookup event at the Sarakasi Dome in the 2010s, to organising and hosting Kickz & Barz at Lava Latte, State House Road, the Mombasa-born emcee knows how to survive, no matter where the sun rises for him on mother earth.

“Wisdom is not having all your eggs in one basket… Personally, I have multiple sources of income so that if one fails, another one comes through.”

Nafsi delves deeper into the financial pressures that artistes, just like the rest of us face, saying, “Pressure ni lazima whenever cash flow comes under threat, because no matter what most of us do on the side, gigs are the biggest source of income.”