Online Reporter
Mbulelo Mpofu, Zimpapers Arts and Entertainment Hub
MEDIA entrepreneur, Usher Takudzwa Nyambi, is set to bring Zimbabwean and pan-African perspectives to a high-level panel at the Music In Africa Conference for Collaborations, Exchange and Showcases (ACCES 2025), scheduled for late October at the Aula Theatre, University of Pretoria, South Africa.
Nyambi who is the founder of Samora Central Agency will feature in the panel “Export models, networks and strategies: rethinking global access for African music”, alongside distinguished industry leaders including Kwame Safo (British Council, UK), Dolapo Amusat (WeTalkSound, Nigeria), Kikelomo Oludemi (Oroko Radio, UK/Nigeria), and Benjamin Demelemester (CNM, France).
The session will explore how African artistes and industry players can access global markets on their own terms, focusing on export models, strategic partnerships, and network-driven approaches that centre African agency in music circulation, festival participation, and market access.
In an exclusive pre-conference interview, Nyambi expressed optimism about the global rise of African music, tempered with practical concerns about sustainability.
“We’re living through an exciting cultural moment. African sounds, fashion, and storytelling are finally being recognised globally,” Nyambi said.
He highlighted the role of digital platforms like TikTok and YouTube, which allow songs recorded in Harare or Accra to go viral internationally overnight.
Yet, he noted challenges: “Financial sustainability remains a key issue. Going viral is not enough. We need systems that allow creatives to monetise, own their work, and build lasting careers.”
He also cited mobility and infrastructure as major barriers for African artists seeking international reach.
Nyambi said ownership and strategic partnerships are central to his approach with Samora Central Agency.
“Our mission is to help African artistes tell their stories on their own terms. Everything we do is rooted in ownership, ensuring artistes control their narrative and understand their value.”
He pointed to examples of successful collaboration, such as South Africa’s consistent investment from brands like Red Bull, Castle Lite, and Hennessy in elevating local talent.
“When corporates and creatives come together intentionally, both sides win,” he said.
Looking ahead, Nyambi emphasised the importance of education, infrastructure, and policy engagement.
“Upskilling creatives, investing in performance venues and studios, and creating policies that facilitate touring and intellectual property protection are critical for sustainable growth.”
Nyambi also highlighted the need for African voices in decision-making spaces: “Representation matters. Export strategies should be designed with input from African creatives, not for them. This ensures that artists benefit fairly and that the global exchange is balanced.”
His participation at ACCES 2025 positions Zimbabwe firmly within continental discussions on reshaping the global music landscape, offering insights that could help turn Africa’s creative boom into lasting economic and cultural influence. – Follow on X @MbuleloMpofu
