The rarely seen combination of musician and entrepreneur is found in the vivacious Muthoni Ndonga, creator of a hugely successful family-themed picnic event that has launched the careers of many talented artistes.
It is not every day that you meet a young woman making waves both in the business world and in the music industry. Picture a casually dressed woman with an interesting hairstyle that could best be described as a dyed braided mohawk oozing confidence and composure, straight-talking and in control.
That is Muthoni the drummer queen. Muthoni Ndonga has come a long way from the little girl who would stand in a mud hole and sing to trees, like one performing to thousands across the continent; the girl who once thought that her love for music was just a hobby.
Music is not all she is famous for. She is an entrepreneur of note, having initiated the Blankets and Wine picnic experience that quickly caught on across the eastern Africa region and is now regularly enjoyed by many hip urbanites.
You have to do something that stems from within you; something that you’re passionate about and find effortless
The idea for Blankets and Wine, which started in 2008, was born out of a musical gig she had on Fridays at a Westlands club. “I always wanted to have it on a Saturday, but Saturdays were their big club days, so it was impossible,” Ndonga recounts.
She was miffed that one had to go to a night club to really enjoy good music. “I remember talking to my friends about it and when they saw how much it disturbed me, they challenged me to do something about it.” That conversation inspired her. “I wanted to start something that involved fun and family, where people could bring a picnic and I would bring them the music.”
Problem solved. The landmark entertainment idea targeting the middle class came into being. The event blends Ndonga’s love for music with her entrepreneurial acumen. It is her get-up-and-do-it attitude that led to its immense success.
Did she always think that the business would work out? “I didn’t know; but that is the beauty of dreaming. I didn’t know how, but I knew that it would happen. And that is a lesson I would want to pass on.”
She points out that many people waste so much of their lives thinking about what they want to do when they should just be doing it. “What if you died today, not having done what you were supposed to do?”
Ndonga is convinced that nothing is more important than starting the thing you were meant to do. “Just start. Live your life urgently; you don’t want your life to end without following your passion.”
She explains: “That which makes you happy comes easily and naturally. That is what you were meant to do. Do it.”
Her first event was small, with 120 people attending. But it was successful nevertheless. “It took me two months to prepare,” Ndonga recalls. She had already done marketing and hired sound, so she had an idea of what needed to be done. But she had never hired a stage before, and that was one challenge, although she knew people who dealt with that.
Words of Wisdom
- “You have to do something that stems from within you; something you’re passionate about and find effortless. That is the only way you can succeed because you will do your best at it.”
- “Business is difficult. There are no simple answers, no formulas. You will find challenges and there is no place for shortcuts. Be willing to take risks.”
- “Always start small and live below your means. You can’t have a successful business if you are not living within your means. Keep your lifestyle simple.”
- “Plan. Be enthusiastic. Start now. And surround yourself with positive people.”
“My biggest challenge, however, was finding musicians to perform at the event. Most of them were more successful and influential than I was.” Convincing them to buy into her dream was difficult. “I had to really believe in the dream before selling it to other people, so at first I went to those I knew personally. It got easier over time.”
Talking to sponsors and learning how to have those conversations was something she had to learn, and she did it through trial and error.
The straight-talking musician reckons that if she were to go back in time, one of the things she would do differently is to stop doubting herself. “I would tell my younger self that I was right and to trust myself. I would be more confident, go with my instincts and enjoy the whole experience.”
She has many accomplishments to be proud of, such as the fact that she has an office that runs. “That I pay my rent and bills. I’m proud that several years on, we have launched musical careers from our platform.”
Ndonga is especially proud that her hip-hop album is doing great. She even got to perform at the Africa Cup of Nations event. “That was dope. There’s a lot that I’m grateful for.”
Citing Richard Branson, Russell Simmons, Jay Z and Oprah Winfrey as her business inspirations, she reckons that she is not done yet. They have taken their passions and grown them to serve a greater interest. “You know the way Oprah never stops going? I want to be the African Oprah. I want to do different businesses.”
She is interested in clothing on a manufacturing level. She is also keen to get into the food business, TV production and even acting. “There is still time; I will sleep when I die,” she laughs.
The second-born of three says her entrepreneurial bug is not inherited. “I definitely didn’t get it from my parents. It was all about necessity for me.”
She studied International Relations and Philosophy at United States International University and is doubtful that she is applying it much now. “In my first year, I joined a band. I knew I would be a musician after we staged our first performance.”
She remembers university being enjoyable and opening her up to a world of ideas. “Education credentials are good to have and as a plus, I honoured my parents,” she says, admitting that her parents were not too thrilled with the path she was taking. “But after fighting me for a while and seeing my success, they were happy for me.”
She has mentors she goes to for advice. The best advice she has ever got is, “Whatever is happening now in your life was meant to happen. Sometimes plans don’t work as anticipated. You just have to make the most of your circumstances and not waste much time sulking,” she says. “If you are stuck in a traffic jam, for example, no amount of anger will change that. Own the situation. Make the best of it.”
She also reminds people not to get too attached to the highs; it will then be easier to detach yourself from the lows.
Besides venturing into different countries, the brave soul has embarked on a new adventure, the Blankets and Wines Festival.
“It is a two-day event with much more; a much bigger musical line-up, bigger space to dance and have fun. We are set for exciting times,” she says.
And that is very believable, considering the tenacity Ndonga embraces challenges with. It is a wonder that she ever gets any down time.
“I rarely get any free time. The body is a wonderful thing; it adjusts to your needs.” However, she makes time to read. “I read a lot, especially biographies, fiction and new age science books. Sometimes I venture into light reads: Vanity Fair and Forbes Leisure magazines. I also enjoy documentaries and listen to music.”
Any girlish whims like shopping?
“Shopping is a very directed activity for me. I shop mostly abroad where the shops are next to each other and I go in, out and done. Otherwise I have a stylist locally who is acquainted with my tastes and she does my outfit shopping.”
In spite of her success, humility prevails and she is not short of ways to give back to society. “There is a child I’ve educated through to fourth form and now we are deliberating on the next step. Also, we offer a marketing platform for budding musicians and we pay them. I train my staff too. Little ways,” she says modestly.
Although Blankets and Wine was said to have experienced challenges in the recent past, Ndonga is more determined than ever to take what she calls ‘a global phenomenon’ to the next level.