Online Reporter
Mkhululi Ncube, Zimpapers Arts and Entertainment Hub
Social media has become a critical tool for marketing music, but in the Rhumba scene, one page has emerged as a thorn in the side of many artistes. Ezinkulu ZeRhumba Production.Com, with nearly 80 000 followers, has become the go-to platform where new albums are either praised or panned, and once the fans and critics have spoken, their verdict is almost final.
The page is a hotbed for debate, exposing both the highs and lows of artistes’ work, often without seeking their side of the story. With the festive season approaching and musicians busy releasing new albums, many are checking the page obsessively to see what is being said about their latest projects.
However, discussions are far from objective. Fans sometimes judge artistes based on their home districts rather than their music, leading to heated debates that pit Tsholotsho vs Plumtree and other regions against each other. And once an artiste is under attack, which happens frequently, their supporters defend them vigorously.
Some have even been forced to disown crude or offensive comments via their own social media accounts when their names are dragged into conversations.
Many artistes prefer to stay silent.
“I do not want to comment on that account, but it’s a toxic group, more so when dealing with faceless people. It is not how things must be,” said one artiste who asked to remain anonymous.
DJ Mapressa, a well-known social media influencer and artiste, did not hold back in his criticism.
“That page is rubbish because it has nothing to do with music; it just attacks artistes. They are never objective; it’s all about who you love or hate. It’s for people who have not achieved anything in their lives.
“They are killing the music industry because promoters may believe what they say, which can result in artistes not being booked for shows,” he said.
“Our artistes may even miss brand ambassador roles because their brands are being dragged through the mud. They delve into personal lives that have nothing to do with music. Artistes must disassociate themselves from the page and take action against management members posting unprofessional content.”
Mxolisi “Mr Bones” Ndlovu, another artiste frequently featured on the page, weighed in, pointing out that some posts originate from fake accounts created by artistes themselves.
“While we cannot control what fans say, just like in soccer, it’s different when artistes participate anonymously. My problem is mostly with those using fake accounts to discuss studio issues that fans would never know about. If it were just fans talking, I would not mind. Artistes need to be professional,” Mr Bones said.
“I accept that fans will talk about me positively or negatively, but only those failing in music hide behind masks to insult others who are doing well.”
As the Rhumba industry grows, the debate over social media accountability continues. One thing is clear: in the battle between fans, artistes, and faceless online critics, the music is never the only thing being judged. – @themkhust
Bongani Ndlovu
Colletta Dube