adminIT’S Africa youth month. Probably the only time when being young is given due importance everywhere. For a moment conversations are about everything youth and chic. The background to the Africa youth month is pinned on the 16 June 1976, Soweto uprising.
Instead of writing much on this well publicised sad episode, I would want to salute the many young musicians have used events like these to change the way we view politics in Africa.
Not only politics, but a whole lot of issues that influenced present day Africa, particularly business.
There is no better time with opportunities abound for youth to engage in the meaningful music business than this one.
This is the generation with a potential to change world thinking through music.
Oftentimes in many platforms the message has been to use the mic to bring food to the table. Thankfully some youthful musicians took heed and they earned status in the industry.
From juggling endless hours in the studio, to pleading with arrogant DJs at the radio station, some enterprising musicians have dug a new mine to market their work.
They have ventured into music branding. Most are taking an interest in the fashion industry.
I was in impressed, if not jealous to see some of Suluman Chimbetu’s latest clothing brand in some shop in Victoria Falls last week.
Remember the guy was also the better dressed of all at this year’s NAMA’S.
The Dendera musician is into fashion fulltime and getting rewards for it.
Branding in music has always been around. Our visual culture evolves, so does the need for consistent branding in day-to-day communication as well.
Young musician such as Suluman have mastered the art of being part of a music lover’s life. We used to wear Tupac’s face branded baggy shirts.
Mary J was a favourite in the sisterhood territory and so is Hannah Montana on our kid’s clothing.
Many successful musicians use visual identity and branding to present themselves to the world in a consistent aesthetic approach that engages recognition from their fan base.
Let’s face it though, just as in most industries, some artistes simply do it better. Locally, who can claim to have conquered the fashion industry?
In my sphere it would be Sulu and some young Bulawayo artistes too.
I am not a fan, so this is neither close to some attempt for a PR spin.
The Sungura man knows how to draw an eye. This is the hallmark of the showbiz industry.
Of course POY managed to score a deal with Spur, while Nashie penned deals that see him endorse clothes from clothing retail outlets from Harare to as far as the UK.
POY and Nashie have invested a lot of time building their profiles and have made enough noise to reach the ears of the right corporate companies and individuals.
They are not the only ones who have made such progress, with many companies eager to exploit the influence that young artistes have to reach the youths.
Such endorsements do not come easily. Those who rest on their laurels and wait for manna to rain on their heads are unlikely to get anything that is worthy.
Young audiences are easy prey. If you can’t get them at a club, rush to the mall. There you will find them buying clothes.
So, go ahead put your image where they like to spend their money.
I loved that Sulu bag I saw in Victoria Falls and I would want my music icon to do the same. If I were Sulu’s fan, I would get Bulawayo talking. Alas, my idol is yet to enter that world.
When it comes to brands, music is a complicated area where long maintained myths hold fast: like music is only relevant to a youth audience.
In my opinion music business has to differentiate and innovate in order to stay alive financially. This can only be fostered by the phenomenon of innovation and diversification.
The big word here is branding.
Maybe some of our Bulawayo musicians do not see the point. But why are musicians getting to fashion?
It is very strategic to integrate music and fashion to boost your brand because music provides not just a personal relationship, but a long-term loyal behaviour.
Musicians must take advantage of economic situations and use companies to market their brands.
When faced with increasingly impatient and indecisive customers, some of the world’s most famous brands have been turning to music and artistes to engage the public in a way they could never do alone.
Why? Because music speaks to our emotions, brings people together and starts conversations.
Look at what Chicken Inn did with Oliver Mtukudzi.
Bulawayo’s Sandra Ndebele and Jeys Marabini are road safety ambassadors.
This is one value adding venture a clever musician can get in to brand his work.
The likes of Lady Gaga in the US have exploited social networking sites to build their profiles. International artistes have thus become more than
their music, instead have built themselves into brands that a lot of companies trample each other to associate with.
An artiste’s reputation precedes them and it is important to transform one’s own image if they want to reach those that can make a difference in their lives.
The vices of youth have to be avoided if one craves success. I know some of my musician friends would not take that kindly but it takes an extremely hard working team to help present the consistent brand of an artiste.
Instead of hanging out with that regular friend, some of our young artistes should change friends. Hang out with industry people who will build a new you and fans will like it.
Let’s rebrand to think outside the box!
Online Reporter