ɚɹˈaʊnd ðɪs tˈaɪm, ɹˈæpɚ nˌɑːnɪnˈaɪ stˈɑːɹɾᵻd ɐ kæmpˈeɪn tə pˈɑːpjʊlɚɹˌaɪz ðə tˈɜːm "dʒˈɛndʒ" tə ɹᵻfˈɜː tə kˈɛnjən ˈɜːbən mjˈuːzɪk ,ænd ˈɔːlsoʊ spəsˈɪfɪkli mjˈuːzɪk baɪ ˈɑːɹɾɪsts ˌɔn kˈælɪf ɹˈɛkɚdz.
Around this time, rapper Nonini started a campaign to popularize the term "genge" to refer to Kenyan urban music ,and also specifically music by artists on Calif Records.