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Council of Zimbabwe has said.
Donald Chidoori, the marketing and communications manager, was speaking ahead of the Culture Week celebrations that started at the weekend and runs until Saturday in Zimbabwe’s 10 provinces.
Chidoori said this year’s theme – “Towards Professionalising the Arts” – is aimed at encouraging artistes to take the arts and culture industry as a business rather than mere entertainment.
“It is professionalism that assists artistes to get sponsorship and promotion.
“In that vein, it is important for them to conduct their business professionally.
“Yes, there are some artistes like Oliver Mtukudzi who are professional, but it is high time the majority of these artistes take themselves seriously,” said Chidoori.
He said art practitioners were set to benefit from their industry by adopting a professional approach.
“There are a lot of benefits that come with professionalism.
“A professional approach deve- lops a lot of opportunities in the industry.
“If the sector is professional, it becomes more productive, organised and lucrative, both regionally and internationally.
“There is a lot of potential of the arts and culture sector to make the economy more vibrant if the artistes adopt a more professional attitude,” said Chidoori.
The launch of this year’s Culture Week celebrations will be held at Gweru Civic Centre in the Midlands Province on May 14.
Several arts and cultural events have been lined up to observe the festivities, which will be graced by several Government officials.
Harare will have its official launch on May 16 at the Town House where a plethora of entertainers are billed to perform, with the Mayor of Harare, Muchadeyi Masunda being the guest of honour.
The Culture Week – now in its 10th edition – seeks to celebrate the rich and diverse culture that the country is endowed with.
Online Reporter