adminPrince Mushawevato
LOCAL musicians are failing to capitalise on regional events like the annual Durban July that has potential to boost their regional and international presence. The horseracing event, which attracts thousands of punters and party-seekers from within and outside South Africa, has the potential to boost fortunes for Zimbabwean artistes.
Apart from the fashion show and horseracing, various stages like Durban Tourism and Miller stages at the Greyville Racecourse offer platforms to musicians from within and outside Mzansi to showcase talents to their guests.
Sadly only a few, if any, Zimbabweans have taken part in the extravaganza.
Perhaps this is the reason why some tour operators from the region that were part of this year’s edition of Durban July had to ask if Oliver Mtukudzi is the best ever the country can do in music export.
The question came as the DJ continuously played Mtukudzi and Black Mambazo’s collaboration song at various intervals of the horseracing day.
“How come it appears as if Mtukudzi is the only international artiste in Zimbabwe? The other guys are not known like is the case with P Square, Mafikizolo, Hugh Masekela, Malaika, Koffi etcetera, do you have any other star outside Tuku?”
Certainly we have a number of artistes that are quite big and popular in Zimbabwe. But one can be pardoned for understating where the tour operators are coming from.
Take for instance, a group from South Africa did a short rendition of Dino Mudondo’s “Jathropha” but very few people knew the artiste is from Zimbabwe despite knowing and dancing to the song.
The problem is we have a number of stars in the country that unfortunately do not know how to turn their brands international. Jah Prayzah is shoving in the right direction through international collaborations but he still has a lot of ground to cover.
Also, though not that much popular around, the couple of Tendai Manatsa and Selmor Mtukudzi is doing well in the diaspora because of their deliberate strategy targeted at the international community. Going to play in the United Kingdom, Australia or any other international country does not immediately win one international followers.
Most of our local stars play mainly for Zimbabweans in the diaspora and a handful of foreigners, which does not help much in foreign market penetration. International festivals and concerts are the way to go thus should be prioritised.
A music critic who spoke on condition of anonymity notes only a few Zimbabwean artistes are going to get international recognition.
“Tuku turned international with the help of Debbie. If it was not for that lady, he would have been like any of the guys. The problem is most of our artistes have friends masquerading as managers and they will not grow because the administration does not know what needs to be done.
“Managers have to scout for lucrative deals for their artiste(s) in festivals or equivalent around the globe but most of these mangers wait for invites to play in dingy bars, which is of no help and sad at the same time,” said the music critic.
A Swazi artiste Sandiso Matsebula aka Sands delivered a flawless act that left revellers talking during the Durban July horseracing day. The rising Swazi artiste is one of the artistes that got invited to perform at the Durban Tourism stage.
Sands received a number of enquiries from both Swazi and non-Swazi revellers that were part of proceedings soon after his performance. In short, he managed to create fresh synergies that will certainly go a long way in improving his brand. Thus, it is high time that local artistes and their managers get serious in scouting and taking part in these international activities. Surely the opportunities will not come on a silver platter. They have to work hard through producing quality music and videos that will make the grade of international channels.
Online Reporter