He is famously known as Diamond Platnumz but his birth name is Naseeb Abdul Juma. He was born on the 2nd of October in Dar es Salaam and raised in the western part of Tandale. Growing up was never easy for him since he lived with his mother who had no reliable source of income. He discovered his talent for music while in primary school. His mother would take him to different talent shows for him to get a chance to showcase his talent. However, other members of his family were against this since they viewed music as a waste of time.
Diamond’s musical journey was not easy at the beginning as well since he lacked money to pay for studio sessions. He had to partake casual jobs such as selling second-hand clothes, working at gas station photography and even illegal gambling in order to record his first studio single. Doing all that, he was still not able to save enough so he decided to secretly sell his mother’s golden ring and recorded his first song. The song enabled him to meet Chizo Mapene who volunteered to be his manager and supervise him as he releases his first album. Unfortunately, this relationship came to an end without releasing the album due to lack of funds.
It is in 2009 when Diamond met Msafiri Peter (Papaa Misifa) who agreed to provide him monetary aid to nurture his talent. They recorded a song, “Kamwambie”, a dedication to his girlfriend who left him when he was broke. He has since then released hit after hit exposing him to a number of international artists who became interested to work with him including; Morgan Heritage in “Hallelujah”, Omarion in “African Beauty”, Rick Ross in “Waka Waka” and Ne-Yo in “Marry You”. He has also worked with a number of artists across Africa including; Akothee, Davido, Tiwa Savage, Waje, Iyanya, Flavour, Patoranking, Rayvanny, Harmonize, Navy Kenzo, Mbosso among others.
Other hits that he has released are “Tetema”, “Kainama”, “Nyegezi”, “Salome”, “Katika”, “Sikomi”, “Iyena”, “Eneka”, “Kwa Ngwaru”, “Jibebe”, “Zilipendwa”, “Mawazo”, “Moyo Wangu” among many others. He has a record label called WCB Wasafi where he has signed artists such as Rayvanny, Harmonize, Mbosso, Lava Lava and Diamond’s sister, Queen Darleen. Rich Mavoko was initially signed under this label before he quitted. He has also been said to be the most loved musician and is definitely among the artists with the highest income in East and Central Africa. His fans refer to him as Simba (Swahili word for Lion)
Awards and Nominations
Diamond has won numerous awards during his career including; WatsUp TV Africa Music Video Awards, Channel O Music Video Awards, HiPipo Music Awards, Top Ten Tube Awards, The Future Africa Awards, Nzumari Awards, MTV Europe Music Awards, MTV Africa Music Awards, African Muzik Magazine Awards, Tanzania Music Awards and People’s Choice Awards (Rhode,2014). He has also been nominated for other awards such as The Headies and BET Awards (Mary,2014).
Diamond signed endorsement deals with Coca Cola and Pepsi.