STAKEHOLDERS in the music industry have decried lack of professionalism as the biggest undoing for many local dancehall artistes, while many female chanters fail to hit the big time as their popularity ratings among fans are very low.
BY WINSTONE ANTONIO
Speaking at a Zimdancehall documentary premiere at the United States Embassy library in Harare on Tuesday, local music promoter Hillary Mutake of Punchline Entertainment said the lack of proper structures and professional managers has also contributed to artistes’ failure to enjoy the rewards of their talent.
“Some of them (Zimdancehall artistes) engage their friends to be their managers and the so-called managers are just booking agents who wait for promoters to call them for shows as they lack the knowledge of the industry,” Mutake, who is credited for the rise of Lady Squanda (pictured) and Freeman, said.
He said that some promoters were out to line their pockets by engaging seasoned artistes.
US film-maker Juan Gomez, who produced the documentary, was part of the discussion via Skype.
The moderator of the discussion, Plot Mhako, concurred with Mutake, saying it was critical to grow the genre into an industry through synergies.
“There is need to create synergies amongst producers, composers, artists, marketers and media to develop the genre into a fully-fledged industry given the potential it has looking at the enormous numbers it commands,” he said.
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“If these artistes are to make a breakthrough on the international platform they need to network and engage managers with expertise in the business who are able to connect with relevant players both local and on the international platforms.”
Mhako said the artistes should not rely on revenue from shows only, but should consult marketing and distribution experts on how best to distribute their music through different platforms.
Zimdancehall artiste Edeline “Juwela” Mapuranga of the Love Haimanikidzwe fame said female artistes found it difficult to secure shows.
“Upcoming dancehall artistes especially us female we are struggling to get more shows as promoters are mainly focusing on already established artistes,” she said, adding that they were capable of exporting their music.
