Before the flashy lifestyle, Alex Nyachonga Apoko, famously known as Ringtone, was a young gospel musician doing school missions and selling CDs and branded T-shirts as he tried to build his name in Kenya’s gospel music industry.
Long before TikTok challenges and streaming platforms changed music promotion, Ringtone relied on direct interaction with fans to push his music.
He frequently visited schools for Christian missions and youth events, where he would perform, give his testimony, and later he would sell his CDs and branded merchandise to students.
At the time, many upcoming musicians struggled to get radio and TV airplay, forcing them to find creative ways to market themselves. Ringtone understood early that building a personal connection with young people could help grow his fan base faster.
His branded T-shirts quickly became popular among students, especially in high schools where gospel music had a huge following among millennials.
Pamela Njoo kwa Mungu
But it was his hit song Pamela that truly elevated his name.
The song became one of the most recognisable gospel hits of its time, dominating school buses, youth events and gospel shows across the country. For many millennials, the track remains a nostalgic reminder of the golden era of Kenyan gospel music.
Its catchy chorus and relatable message made it an instant favourite among young fans, helping Ringtone transition from a struggling, upcoming artiste into a nationally recognised name.
Creative music promotion
Back then, selling physical CDs was one of the biggest income streams for musicians. Artistes would move from school to school, street to street, church to church and event to event, trying to convince fans to buy and consume their music directly.
Ringtone embraced that hustle fully.
His energetic personality, aggressive self-promotion and consistency helped him stand out in a crowded gospel industry that also featured stars like Daddy Owen, Rufftone and Jimmy Gait.
Years later, many millennials still remember the era when the gospel musician toured schools with bags full of CDs and merchandise, creating fan bases through face-to-face interactions rather than viral algorithms.
While Ringtone has since reinvented himself into one of Kenya’s most viral celebrities, many fans still remember the hard-working gospel artiste who once built his career one school mission at a time.
