You Are Ketchup: And Other Fly Music Industry Tales. Kokayi. 2022. Backbeat Books. 212 pages. [Source: Public library.]
As a longtime DMV* resident and fan of countless musicians originating here, I’m not a stranger to seeing Kokayi’s name, well, everywhere. I wasn’t, however, familiar with the full scope of his career, and when the opportunity came to read his new release, You Are Ketchup, I jumped at the chance. Y.A.K. is part memoir-part advice manual for up-and-coming musicians/artists, but is filled with career, life, and love lessons for anyone who picks it up.
Using the metaphor of ketchup as a commodity, Kokayi sets artists up for critical thought and planning about their talent, marketability, aspirations, and expectations — nearly every aspect of their career . He’s not preachy or even “one size fits all,” in his approach, and he doesn’t hold any cards. The game is the game, and the way he presents his own experiences allows for direct advice to help artists move through their career with intentionality so they can actually enjoy one with longevity and viability.
Kokayi is a brilliant storyteller and deftly balances painful memories and honest truths with just enough humor to take the edge off. His life experiences are fascinating, from his upbringing in Washington, D.C. to his experience as an international artist to his expansion of his repertoire in more recent years. But what’s critical is the way it’s presented here with candor that doesn’t shy away from the realities of learning as you go without the benefit of a guidebook. There are considerable wins alongside disappointments, and thoughtful reflections about his own missteps as well as callouts of where he experienced the bitter side of industry. He doesn’t put on airs about how he got to his current place in life, and leans into moments where hindsight is 20/20, instead turning them into teachable moments for whoever will read them.
While the book is geared toward artists,Y.A.K. brimming with wisdom with transferable applications to everyday life. The number of highlights I had exceeds any other book I’ve read recently, which is a testament to how insightful and widely reaching Kokayi’s reflections are. I found his discussion related to transitioning out of his corporate career and the preparation that took particularly poignant. Additionally, his discussion of the impact the Covid-19 pandemic on his ability to engage in his work was another standout section for the way he found a way to sustain his family by leaning on the technological savvy and innovation that are often the hallmarks of any artist.
Throughout You Are Ketchup, I was struck by Kokayi’s frankness and vulnerability. Whether it was addressing his own mental health and health scares, or family illness and death, Kokayi doesn’t shy away from difficult aspects of life that will inevitably impact an artist, or anyone for that matter. Giving space to how he got through certainly adds to the growing discussion of Black wellness and helps remove stigma for those experiencing challenges.
You Are Ketchup definitely gets my recommendation. This is a compelling memoir that pulls the curtain back on a decades-long career in a way that allows those following to benefit from a veteran’s synthesis of the industry’s ever-evolving landscape. It contains a wealth of information that’s priceless for new and established artists, while remaining engaging and relevant for those who are moving through various stages of life.
* [Washington] D.C., Maryland, Virginia
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