By Takemore Mazuruse
Businessman and arts promoter Exevia “Wezhaz” Maoneke has called for collaboration of the arts and business sectors, particularly at a time the economy is partially closed during this Covid-19 pandemic.
Maoneke is the group chairman of Wezhaz Investments incorporating Wezhaz Executive Cars, Wezhaz Entertainment and Wezhaz Real.
Speaking to Standard Style on Friday, Maoneke said the current state of the economy calls for innovation and collaboration so that both the business and arts sectors can survive the challenging times and stay on top of the game.
“We are operating at a generally difficult time where business is struggling because the end users of our products are struggling to put food on the table. It’s even worse for the artiste who had for a long time relied on the traditional way of earning through live performances and CD sales,” Maoneke said.
“However, one cannot overemphasise the sway and influence of artistes in pushing business as seen through the various endorsement deals and collaborations over the years.
“Business should not shun working with artistes in their brand promotion, production of promotional jingles and any other such online campaigns as we have seen with online content creators like Nashtv,” Wezhaz said.
Maoneke said it was imperative that artistes and business players find common ground in producing captivating content that not only brings entertainment value to the listener, but also helps keep businesses relevant and sustainable even amid the national lockdown and other related Covid-19 limitations.
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“Business can certainly tap from the creative edge of artistes. Given their reach and influence, they can certainly help promote products and keep brands top of mind in customer preferences,” he said.
“In the more developed countries and even closer to home in South Africa, we have seen fruitful collaboration between artistes and the business world and that has created a lot of value for both sectors at the same time contributing to the national GDP.”
Maoneke, also commended artistes for their resilience even amid the difficult times. He said it was important that musicians embrace the new ways of content production and marketing given that there may not be a quick return to live performances in the foreseeable future.
“Our artistes must be innovative and dynamic. Times are changing and the environment is not making the situation any better. Hoping to earn from live performances and CD sales may not be the wisest of things to do in this environment,” he said.
“Its high time musicians explored streaming and selling their music online. I am happy that we have artistes who have continued to produce good music and pushing it online even during this lockdown. One such artiste is Baba Harare, who recently produced a refreshing single titled Yellow Bone and it’s doing very well online and receiving rave reviews.”
Baba Harare also took time to thank the corporate world and other arts players that have continued to support and provide an opportunity for artistes to express their art at the same time eking a living during this Covid-19 pandemic.
“I am really grateful to business players like my brother Wezhaz who has continued to support our efforts to record good music even during such difficult times. It’s a challenging period for artistes, but such arts promoters and music lovers make it easier for us,” Baba Harare said.
“I also want to thank various online content creators like Nashtv that have continued to give us a platform to push our music since the lockdown started in March last year.
“We need such collaboration and as artistes we will continue availing ourselves for brand activation concepts and any such themed performances that provide entertainment to music lovers while adding value to business.”
Maoneke encouraged creatives to embrace the digital media.
“Nothing stops you from buying your car or any such products online. Meetings can still be held through Zoom conferences while we work from the comfort of our homes to avoid spreading and contracting the virus,” he said.
