“Zimbabwean music’s regional appeal goes beyond the diaspora” -Josh Nyapimbi

Claims by social media personality and comedian Mai Tt that Zimbabwean music is only consumed by Zimbabweans living in South Africa have sparked debate, with arts analyst and administrator Josh Nyapimbi arguing that local music has long established itself across the region.

Nyapimbi said while Zimbabweans living abroad have remained loyal supporters of local artistes, it is incorrect to suggest they are the only audience keeping the country’s music alive.

He said Zimbabwean music has earned recognition in neighbouring countries because of its quality, cultural appeal and the support it receives from broadcasters, promoters and music lovers beyond Zimbabwe’s borders.
“Zimbabwean music has never survived on the diaspora alone. The diaspora is an important market, but it is only one piece of a much bigger picture. Regional audiences have embraced our music because it speaks to them through rhythm, storytelling and authenticity,” said Nyapimbi.

He said that successful music industries are built on strong support from radio stations, television, live events and digital streaming platforms, adding that promoters would not continue booking Zimbabwean artistes if there was no demand from local audiences in the countries they perform.
“If promoters continue inviting Zimbabwean musicians to headline shows outside the country, it is because there is a genuine market. No promoter invests in an artiste simply to entertain expatriates. They invest where there is a proven audience and commercial value,” he said.

Nyapimbi also said Zimbabwe was increasingly using arts and culture to market the country internationally, describing music as an important form of cultural diplomacy.

He said governments around the world use music and other creative industries to strengthen their international image, adding that Zimbabwe was following the same path by showcasing its cultural heritage at international platforms.

Nyapimbi said the late music legend Oliver Mtukudzi remains one of the strongest examples of Zimbabwean music’s success beyond the country’s borders.

He said Mtukudzi became a household name in South Africa through collaborations with leading musicians, regular radio and television airplay, and performances at major festivals.

“Oliver Mtukudzi was not celebrated because he had Zimbabwean fans living in South Africa. He became a regional icon because South Africans themselves embraced his music. His success proved that great music can cross borders regardless of language,” he said.

Nyapimbi further said that Zimbabwean music has also enjoyed remarkable success in countries such as Zambia, Mozambique and Malawi.

He said the late Leonard Dembo, whose hit song Chitekete became popular across the region, while John Chibadura also built a strong following in Mozambique.

Nyapimbi said Sungura maestro Alick Macheso continues to attract thousands of fans in neighbouring countries, many of whom are not Zimbabweans.

“Macheso’s concerts in countries like Zambia and South Africa are attended by local fans who sing along despite not speaking Shona fluently. That demonstrates the universal power of music and the strength of Zimbabwe’s sound,” said Nyapimbi.

He urged Zimbabweans to recognise the regional influence of local music instead of limiting its achievements to diaspora audiences.

“Our music has travelled, inspired and connected people across Southern Africa for decades. That legacy deserves to be celebrated because Zimbabwean music is not a niche product for expatriates, but a regional cultural force that continues to break barriers,” he said.