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Tawanda Marwizi : Arts Correspondent
This year has been an exciting period in the history of showbiz in Zimbabwe as several musicians have adopted different attractive strategies in unveiling their albums. Gone are the days when musicians would just release their albums and let the record company market and distribute the material for them.In the past, musicians would just wait to collect royalties from their record labels without making much effort to market their music. However, due to piracy that has eroded sales royalties, musicians are taking it upon themselves to come up with strategies to unveil their albums and make immediate sales.
This year big names have made huge efforts to market their albums.
In March, Macheso launched his album “Tsoka Dzerwendo” at Harare International Conference Centre at an event that was well marketed.
It was the first time for Macheso to have a big show to officially unveil a new album.
That is the time when the musician called for his first ever press conference.
With the help of Zimbabwe Red Cross Society, Jive Zimbabwe and Nash Paints he managed to sell thousands of copies within a day.
Leonard Zhakata came on board with the launch of his new album “Mutunga Dzose” at Harare International Conference Centre again.
The musician’s marketing team left no stone unturned in letting the public know about the album launch.
They published several adverts and also used social media and partnered radio stations and local companies to market the launch and the album.
The album “Mutunga Dzose” was unveiled at a colourful ceremony and it was also the first time for the musician to take such a route.
Zhakata usually prefers a low profile when doing his projects, but he took a different approach for the launch of his current album.
He engaged the services of Macheso and Suluman Chimbetu to announce the arrival of his new release in a big way.
Although the album has not made a huge impact yet, its unveiling will remain etched in the minds of his followers for a long time.
Contemporary musician Jah Prayzah has over the past two years been known for releasing his albums with big events.
He has been consistent in lauching his albums at HICC and this year he has gone a step further to unveil his “Mdhara Vachauya” album with two mega launches in Harare and Bulawayo as well as having a road trip between the two major cities.
In yesterday’s edition of The Herald, the organisers had a big insert of the album launch poster.
Jive Zimbabwe, an organisation that is working on the preparations for the album launch, has partnered Zimpapers for the distribution of the CDs for three days.
This means where ever there is a Zimpapers newspaper vendor, Jah Prayzah CD will be available between this coming Saturday and Monday.
During the road trip to Bulawayo, Jah Prayzah will stop in all the towns along the way selling the CDs in person signing autographs.
Jive Zimbabwe director Benjamin Nyandoro said these marketing strategies in unveiling albums were key as they give value for musician’s brand.
“It is good for the artiste’s brand because the strategies will show commitment to satisfying the market. Every company wants to be associated with brand that appeals to the people and artistes are competing to make that appeal,” he said.
Online Reporter