Emmanuel OyierOne of Nairobi’s greatest advantages is the taxi hailing services, which thanks to Google Maps has allowed us to come to the capital and find our ways without having to get lost in the maze of road constructions and scabbing real estate.
But even technology has its disadvantages. Once, in the wee hours, navigating Nairobi’s sprawling South B residential area via Google Maps to an AirBnB we felt a tinge of anxiety as our Bolt driver rerouted multiple times. As we cleared our throats to register our anxiety, he explained some of the routes online were mixed up by the unending construction of new high-rise buildings in the estate blocking off old access routes.
In Kisumu where we still have that close-knit village vibe, we would just lower our window and say ‘Kwach! …’ and our destination would reveal itself to us.
But in the chill of suspicious Nairobi, we could only rely on impersonal technology that declared “your destination is on the right,” yet three identical gates loomed before us, each a potential destination.
Exhausted, and anxious for his next shilling, the driver left us in the cold of the morning to decipher our final stop. And the fear of any non-Nairobian seized us as we stood out as a sore thumb.
Amidst the apprehension and anxiety, Kisumu seemed to reach out beyond geographies and, I spotted a car adorned with a familiar sticker: KOR DIEL NATION.
Relieved, I uttered to my wife, “Oh, kumbe there’s a Kor Diel here,” with a ‘I got this now’ vibe. I had quickly forgotten about the fear of robbers and getting lost in the maze, and was assured there is someone who might have our backs, if we ran into trouble in the neighborhood.
A community of bikers
I knew Kor Diel through the reputation they had built around its founder David Ngiri. They have built a lifestyle around Kisumu’s highlife, riding bikes and cars with the audacious logo plastered on the hoods.
It also forms a community of motorists, whose reputation is guarded fiercely, that has proven a powerful force of discipline among its clansmen.
A gentleman visiting Kenya from abroad once arranged for a cab to transport his mother and their shopping to their village. However, in the rush, they forgot to retrieve the luggage from the trunk.
Without exchanging contact information or a mobile money transaction, they found themselves unable to trace the driver.
All they could recall was the Kor Diel sticker on the cab.
Left with no other recourse, the gentleman turned to the internet and luckily connected with the mastermind behind the brand- David Ngiri.
Ngiri swiftly contacted the chairman of taxi cab groups that he had distributed the Kor Diel stickers to. Within hours, all drivers were alerted, and the lady had her luggage safely returned. This wholesome experience is a testament to the power of community and the goodwill fostered by the Kor Diel brand.
“People of all walks of lives associate with Kor Diel. We have the sherehe guys, we have people who are chill and prefer to remain private but the common factor about these people is that they are good vibes and happy souls,” Ngiri says of the association with his brand.
Football Banter
The relaxed brown billy goat with drooping eyes, chewing a green leaf, set against a bold black typeface spelling out KOR DIEL Nation, has its origins in football banter.
Ngiri, a Gooner (Arsenal fan), with football banter at a time when Arsenal was at its worst form used it to dismiss Manchester United fans who were faring on better.
I had initially imagined it meant goat ribs, given the revelry its members displayed, but Dave explains that Kor Diel is a Luo phrase meaning ‘the chest of a goat,’ whose intention was to dismiss someone, albeit in a friendly way, as useless when he had run out of counter-arguments.
After being associated with the phrase for a while on Facebook, now Meta, Ngiri, one day, after a conversation with a friend, made the decision to pitch the idea to his graphic designer, Greg. From this collaboration, the visual identity of the brand was born.
The Merchandise
Shortly after, he elaborates on how he teamed up with his friend Sway Julu, with whom they’ve since crafted merchandise. This includes car and bike stickers, which he generously offers for free, as well as half jackets, hoodies, bucket hats, wristbands, and more. All orders are swiftly delivered within 48 hours, both nationwide and internationally-which requires more shipping time though.
To place an order, individuals can contact Ngiri through his social media handles:
Instagram: Kordiel_Nation and Dave_Ngiri;
Facebook/Meta: Dave Ngiri Odira.
Why the craze?
What drives the craze for associating with the seemingly loose and dismissive Luo phrase, “Kor Diel”?
To understand this, one must delve into the persona of David Odira Ngiri and his significant influence in the social and entertainment landscape of Kisumu city.
Ngiri took up the stage name Ngiri 40 in the 2000s, sheng for Forty thousand shillings. It was his nuanced way of localizing his love for Hip Hop. During that era stage names were associated with money were in vogue in the music industry e.g., Andre 3 stacks for Andre 3000, 50 cents, etc.
He sought to cut out his space in music production, something he was quick to pick on immediately after college, despite having studied marketing.
He made his mark contributing to numerous iconic audio productions, including the first-ever Ohangla Hip-hop song in the country by the legendary Mwafreeka Mwaf and MC Jamtaa. An unlikely meeting led him to his most prolific gig, producing the audio for Shakira’s video footage for her opening track “Waka Waka” in the 2010 World Cup in South Africa.
Ngiri has left indelible footprints in the media and entertainment culture of Kisumu, becoming a household name.
Brands and Influencing
Ngiri’s influence extends beyond music. He has been instrumental in the success of various entertainment establishments in Kisumu, such as Dunga Hill Camp, the Roan Rooftop, Africana Rooftop, Club Ottro and the former Janam Club. His knack for marketing and understanding consumer preferences has propelled these venues to prominence in the city’s nightlife scene.
Apart from his association with Sminorf Vodka, for which he is not paid, Ngiri has served as a paid brand ambassador for Sierra beer and Johnnie Walker whiskey.
All these experiences converge to shape the culture and spirit embodied by Kor Diel Nation.
What’s next?
Ngiri says he plans to elevate Kor Diel into a formal showbiz company, promoting events and clubs on a larger scale while expanding its merchandise line to include women’s wear, such as sweatpants and jumpsuits. As an individual, Dave Ngiri who is a consulting TV and radio producer, marketer, biker, and fitness enthusiast aims to maintain his reputation and influence in the marketing and entertainment scene of the region.
For more insights, watch our video interview with him in our podcast section this Saturday.
