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APRIL, just like December, is a month of holidays and festivals. In the urban movement, April is little December. Those of us who did not find time to be with our families during the Christmas festivities would compensate for this lost opportunity this month.
It is again this time of the year when we start to hear of album releases and promoters organising concerts. Remember the good radio days? In the month of April fans were assured of dancing to a hit. Kwaito fans had their anthem, the Ndolwane extremists stomped the ground to a new album.
Such was the time when we knew Brenda Fassie, Mdu Masilela and Freddy Gwala would pull something out before or at Easter. We therefore looked forward to this month and by then, radios were our most prized possessions. Chart shows in April blew radio listenership ratings. Once done with the month, we waited for the next season, either in August or December.
What was the catch?
Holiday months are a big advantage to the entertainment sector. A shrewd promoter should know that people spend during such months and when they do that, music is on their shopping list.
Musician worth their salt should by now be polishing up their marketing and distribution strategies. Radio stations have a big listenership during holiday months.
Is it not that simple a business move? Music fans are at their craziest in months like these. Give their ears a good song and they will reward your effort. In Bulawayo, April is a highly revered month. Talk of the Trade Fair and the gigs that usually accompany the showcase. The spotlight is on the city and musicians who want to be in business and survive in the industry take advantage of such events. Is there a song for April, a hit that is a must for every family? That is the big question.
I would answer that without hesitation. There has not been a hit I can classify under the “song for April” tag. My listening sessions on radio have not been a pleasing experience. Popular musicians are riding high on long released tracks. The few that have new projects are doing well though.
Noteworthy is the growth of radio broadcasting. When ZBC enjoyed being the only outlet, musicians enjoyed promotion of their music but not at the pace we are seeing now. Their airtime was limited given the expansion of the music industry. If a song failed to burst on the Power FM’s hit list, it would take time for any radio station to play it. The coming on board of Star FM and ZiFM stereo seems to have changed things for the better. At a time when the country switched on to DStv, musicians feared a bleak future. Most music listeners were now fed on foreign products at the expense of products produced by local musicians. This took toll on some musicians who eventually called it quits and left for the so-called greener pastures such as Joburg. Those who remained found it hard to record and get an audience.
Local radio stations lost listenership but the situation is now improving.
There is a new development of backyard studios. Radio stations now play songs from the backyard Harare studios. I hear they are now many and the trend is likely to spread to cities such as Bulawayo. For the past months, I would turn on my favourite Dan Tshanda on low volume and hit the keyboard like hammer on nail. Now that it is April, I expect to do the same with new local songs. On another note, inspired by a reader’s feedback, where are the gospel musicians in time of religious holidays?
The essence of Easter being a revered religious holiday has been overshadowed by pop music.
It is during such holidays that gospel artistes are expected to lead the way by producing relevant stuff that people play as they celebrate the holidays.
Here is the time when music plays the role of reminding society on the most important aspects. What value does house music add on a religious holiday?
Zimbabwe has more Christians and it serves right to have as many musicians singing the gospel. Religion has profound influence on the urban space too. In as much as Christian musicians tell us they are not after money, we regard them as artistes who have to live out of their careers. They are human in the first place.
Give us concerts throughout Easter and have us pay to appreciate the good work. Imbibers might soon learn that not all good music is listened to over a beer drink.
I am not shy to say that I have not seen a local CD on songs about Easter. That also extends to film and theatre acts as well. Musicians as well as other artistes in the entertainment industry choose to take a sabbatical when duty calls. I look forward to a day when gospel musicians share that stage at a concert during Easter. The reason why people party recklessly is that they do not understand what these religious holidays mean. Gospel musicians should therefore take it upon themselves to help people understand the meaning of Easter.
Music must build communities!
Let us think over it. As the month of April progresses, God willing, we might see a lot of posters inviting us to big gospel gigs.
My last installment had young artistes inquiring about how to venture into the music industry.
The piece “Music is a profession” was well received. Please don’t hesitate, get in touch with Khuxman, the Bulawayo Musicians Association chairman on 0773 284 598
Follow the conversation on Twitter @nkosi legend or WhatsApp a thought to 0773 481 603
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