If you believe the math, then there is a strange statistical figure that nine out of 10 people “like” fashion or have an interest in it-one other life for. Chris Bitti, CEO of Digital Brands Group is a fashionista, or was.
He seems to have lived a lot, as his passport admits: South Africa for studies, Cameroon where his mother, Tanzania where his father works and Kenya where he pulls the digital strings, together savant and servant of the behemoth of artificial intelligence.
When I waylay him, he’s just fresh from the gym, working out, and that’s kind of shtick. It’s his wand, the kind of thing that makes him happy when he’s not watching a movie, two, or three. The thing is, they watch a lot of movies.
In the apartment in Riverside, which lobbies bromides of introspective cautiousness, if he is a superhero his name is definitely Shaka and the power he has mind control. “I have nothing to prove.” But that’s what you say when you’re a conquistador, when emptiness is the final conquest.
What makes you, you?
I love art. I am an artist. I am a thinker. Those two define me.
What kind of art are you?
Visual arts, music, and more. By visual means computer graphics are created and designed. I love music because I would be doing it if I wasn’t doing this.
What kind of music will you make?
I’m actually a musician but you see, the world likes to put people in a box. If they know you’re the only one, they want you to stay. I believe that people are multi-dimensional, I cannot be defined by profession.
I’ve been a corporate person, a digital transformation person, and a musician—that’s the biggest part of who I am. I have worked with several TV stations but you would never know it was me. I’m a recording artist but we can talk about that another time (chuckles).
No, we’re going to talk about it now. Why special music?
It started when I was a kid and asked my mom to buy me a drum but she was very pro-school. My friends once said, maybe I have something, and when I moved to South Africa, we just started singing with old friends at school, beauty pageants and clubs. We ventured into jingles later on account of having studied computer graphics.
What was your breakout moment?
With Citizen TV. We did a jingle for them for Citizen Live @9 and I did a quick one in my apartment. It was a hit. Our names are always in the credits and open doors.
Where have you brought music that you don’t always do?
After people discovered who was on my side, some connected better while some had a radical conversation right after me in the box. When I was 40, I released my first single and Simba Corp gave me a place and a car to shoot a music video.
Chris Bitti, CEO of Digital Brands Group.
Photo credit: pond
They say life begins at 40. What changes when you hit that age?
What is important to me is to be more clear. I realized I had less to prove and changed my perception completely. I’m just a man. I’m in a good place. I got clarity.
Most men have a need to be someone or to be something. How was this experience for you?
I’m still building different things and businesses, just different. In 2017, I had about 70 employees, and it would make me feel good, some validation. But it doesn’t mean anything. It’s the quality of the work I’m doing now that makes me happy, not the awards.
It is human nature to derive meaning from achievement, so where do you get it from?
I’ve been struggling lately with some philosophical questions. I asked myself, for example, to build this business, but so what happens? It should make sense and make a difference. What matters to me is reputation. I don’t want to get a job because I’m paying people but because I’m great at what I do.
He said that philosophy is the misery of an unmarried man or a married man…
Funny enough, I’m not married, not divorced, have no kids. It will happen when it happens. I don’t follow trends; all my friends are married. And there is pressure, but not for lack of trying (chuckles).
How do you stay grounded in the constant waves of pressure?
Responsible. My mother is about 76 years old, and she said to me one by one: “I’m glad I raised you the way I wanted to, so I know you’ll be fine.”
My father died 20 years ago in Nairobi Hospital and his friends said, “Just have 10 percent of your father’s integrity, and you will be great.” I never forget. This is what matters. I also spend a lot of time alone.
What do you do when you are alone?
Would you believe me if I told you that I watch a lot of movies? It’s not normal how many movies I watch, haha! Sometimes up to three days, even during work. It makes me feel that I’m not under pressure, and as much as I can I go to the cinema, and I always wanted to make music for movies. I want to stay in touch with what’s going on. I went to the movies twice this week. Venom going out maybe I should go…haha!
What is more important to you right now?
Impact. I spend a lot of time with SMEs and I like to tell them to do things and give them advice. Many people are on the fence and they are frustrated. I love being a helping hand. And also, I studied AI 20 years ago, I don’t know why Eddie, but I was just drawn to it. And because that’s the thing now, I’ve decided to take it and just push it. I will help more businesses to use it. The impact is real and gives courage.
What is the soundtrack of your life?
I’m working on an album right now. The soundtrack of my life hasn’t changed. It still is Man by Aloe Blacc. That’s how I am. I love it so much and I don’t know why.
Do you like to splurge on it?
Electronics. Speakers, headphones and more. and a bit of a smell.
What’s your idea of a good weekend?
Music because Saturday is my recording day. I can’t do much during the week; I work on weekends because no clients call me. This is a balanced time for me and hopefully, I can connect with others.
Is there any advice that has guided you over the years?
Lately, yes. A client once told me, “Never solve the same problem twice.” It’s really about going deep. Don’t do things on the surface. Elon Musk talks about First Principles. When I solve a problem, I do it in a way that no other way can be done.
What is your superpower?
I adapt very quickly. My mother made me understand. He told me something I’ll never forget, “You say you want to build something big so you can feel it, but to me, you’ve built it.”
That’s beautiful. Who knows what I need to know?
Kris Senanu. You should meet him, in fact you should interview him.
