Diamond Platnumz adds Wasafi Soap to his business empire!

Tanzanian artist, Diamond Platnumz, launched Wasafi Soap a new product under his already growing business empire that includes music, entertainment, and consumer goods. This move cements Diamond’s title as a savvy entrepreneur who will stop at nothing to expand his business portfolio. 

Here’s why this decision to launch a soap brand is a shrewd business move for Diamond: 

1. Product cost: Soap is a relatively cheap product to make and manufacture 

2. Consumable product: Soap is an essential household item that will need to be constantly replenished in a short amount of time depending on usage (weekly, monthly) 

3. Price: It is typically sold at a relatively affordable and low price 

4. Market size: everybody needs soap and due to its affordability it will become a mass-market product 

5. Branding: beyond the product itself, the figure behind this product has broad and strong brand appeal across all of Tanzania which includes a loyal fanbase (arguably the most famous in Tanzania) 

6. Marketing Machine: Diamond’s ownership of one of Tanzania’s most popular media houses, Wasafi FM & TV, allows him to have a competitive advantage in utilizing his media platform to advertise and promote this product  

Diamond is a serial entrepreneur who has decided to go against all odds and used the immense platform he built through his music empire to expand into business ventures that certify him as one of the most business-savvy African artists.

Diamond Platnumz' Businesses: Wasafi Soap, Wasafi Media, WasafiBet, WCB Wasafi Record Label, Karanga Peanuts

Since his start in the music industry, he has launched a record label, a media company with digital, radio, and TV arms, a sports betting company, and a peanut brand. Beyond this, he has partnered and worked with several brands including Pepsi, Serengeti Breweries Limited, Airtel, and more. 

His record label gave birth to some of Tanzania and East Africa’s biggest artists, from Harmonize, Rayvanny, Mbosso, and Zuchu. His media company employs dozens of Tanzanian youth, helping to bring job security to a demographic that faces high levels of unemployment across the continent.

In 2021, he charged $50,000 for a show in Tanzania and $70,000 outside of the country, and in 2024 his manager announced that Diamond Platnumz’s rate card had increased to more than $100k for shows outside of Tanzania. 

From the beginning, Diamond Platnumz understood he should not rely on his music alone. The time would come when he couldn’t tour like he does today, with great foresight, he chose to expand his business empire to reach into the far-off sectors of Consumer Product Goods and Media. 

At one point, Diamond earned more money from his peanut brand than his music business. 

There is no better proof of the incredible ROI that investment in the African Creative economy can bring than Diamond Platnumz. He is a true representation of how new wealth in Africa is being created; not from natural resources like oil, gold, or land but through entrepreneurship fueled by a growing creativity industry.