Online Reporter
Langalakhe Mabena, Zimpapers Arts and Entertainment Hub
Celebrated arts practitioner Raisedon Baya, who is one of the organisers of the Intwasa Arts Festival koBulawayo, has opened up about his experiences as a show promoter, describing the process as “traumatic, emotionally draining and stressful”.
In a Facebook post, he likened showbiz to a jungle – unpredictable and unforgiving, and dismissed the common belief that it is as glamorous as it appears.
“The reality is far from the glitz people see. Behind the music, the wild dancing, the multi-coloured lights, the champagne, and the display of designer dresses, the scenes can be ugly, unattractive, and extremely stressful,” Baya said.
The Intwasa director revealed that the most challenging part of promoting a show involves clearing artistes, securing proper accommodation, feeding them, ensuring their happiness, and tirelessly marketing the event while juggling countless moving parts.
He recalled one particularly tough experience from a few years ago, when they hosted a music concert that seemed destined for success.
“We had corporate support for this event, so we thought we were standing on firm ground. We believed it would be a walk in the park. Posters went out, the media was very supportive, and several stories were published by different publications. The participating artistes were even posting about the event. The excitement was everywhere,” he said.
However, despite meticulous planning, things took a disastrous turn at the last minute when a sponsor made a critical error.
“The main sponsor’s financial director had gone on holiday and had mistakenly forgotten to sign documents authorising the payments for the event,” Baya said.
Even with that setback, Baya and his team decided to go ahead with the show, trusting that the sponsor would release the funds once the financial director returned.
“The show did not make money. Community events rarely make money. Once the event was over, the artistes and service providers descended on us, demanding their payment. We tried to explain and asked for just two weeks to settle the contracts.
“Tempers flared as no one was patient enough or willing to listen. All they wanted was the money they had worked for.”
The situation escalated to the point where Baya had to borrow money from loyal friends to manage the crisis. He eventually sought refuge with a friend in Harare, where he stayed low until the dust settled.
“After two weeks, the sponsors called. The cheque was ready for collection. A few days later, all artistes who had performed were paid. Life went back to normal. But the emotional damage remained with me for a long time — the scars, I suspect, are permanent,” Baya confessed.
In recounting his ordeal, Baya referenced other promoters who have suffered similar fates, including the late Prince Tendai.
“He curated the Akon and Sean Paul gig at the National Sports Stadium in Harare, but the financial repercussions of that event were devastating. The debt was so severe that it is said he never recovered, both financially and health-wise,” Baya noted.
Baya’s post sparked an overwhelming response, with many urging him to share more of his stories to inspire others and offer valuable tips from his experiences.
Among those who weighed in was Mandipa Masuku, organiser of the popular Munch and Sip festival, who recalled her mother’s words of encouragement: “My mother told me that if I manage to survive this (stress of organising an event), I can survive hell. And here I am,” she wrote.
Renowned musician Awa Khiwe, who has witnessed the ups and downs of the showbiz industry, commented: “This is relatable. Thank you for sharing, Mr Baya. You are a fountain of wisdom.”
Some commenters expressed hope that by opening up about his ordeal, artistes would gain a better understanding of the challenges promoters face.
“Very heartbreaking. Hopefully, by sharing this, you will help artistes to be more understanding in such circumstances, especially when dealing with reputable promoters and event organisers who have never wronged them,” wrote one Mercy Dhliwayo.
Another respected artiste, Vusa Mkhaya, highlighted the importance of maintaining strong professional relationships, regardless of financial setbacks or event challenges.
“Some artistes forget that this business thrives on good relationships. No relationship should be destroyed over a late payment or event cancellation. They miss the big picture and focus on the now. Imali imnandi nsuku zonke (money is sweet every day),” wrote Vusa.
Another contributor offered practical advice to promoters.
“The events industry is not child’s play. My advice, from experience as a service provider, is to secure sponsorship and ensure that funds are available at least a month before your event.”
However, some artistes also voiced their perspective, saying that they, like event organisers, invest heavily in their craft and depend on timely payments for their livelihood.
“As an artiste, I’ve learnt to always have a backup plan because promoters have failed us many times. While I believe everything you’ve said, it’s hard for a band that has put in all its resources — rehearsal time, transport, refreshments, costumes, makeup, and more, to make both their performance and your event a success.
“What I always tell people is this: be transparent from the start, or the moment you know that things might change.
Let people make an informed decision. Better yet, provide at least a 14-day window for when the money will come through,” suggested musician Edith WeUtonga Katiji.
Peter Tanyanyiwa