that's all because of Koffi & Wenge 4x4. Koffi was first laid back but the copied Wenge 4x4-, who were hyping their local shows and those in Belgium and France who didn't really represent something in the showbiz-world.
Papa Wemba was very different. Back in the 80's and 90's he met various world stars (Sting, Phil Collins, Stevie Wonder, etc.) and used to perform with them several times on the same stage with also being interviewed by big tv-channels and put in top magazines of that era. But he never hyped it, but look what Fally Ipupa is doing today. Even when he created Nouvelle Ecriture and started performing at Zenith, Olympia and Bercy he never hyped it.