BY KUDZAI CHITSATSO A UNITED STATES-BASED recording company Irosha Entertainment is scouting upcoming artists in Zimbabwe with the aim of nurturing them and exposing them to the global market.
Irosha Entertainment is registered in Nigeria where it has its roots.
In an interview with Standard Style co-founder of the record label Prissy Pinkston said her recording label is scouting artists in Zimbabwe and she had brought local based DJ Anusa on board to manage the operation.
“Yes, I am scouting artists in Zimbabwe and we have brought in DJ Anusa to manage operations for Zimbabwe, this includes efforts in artist repertoire,” Pinkston said.
“We have one Zimbabwean female artist, Tinky Barbie 51 who is a full time artist for Irosha Entertainment.”
Pinkston said she was following the old school way of scouting talent, which is word of mouth and demos she received.
“Being based here in California means l have to be creative, so apart from demos that get sent to me many artists l hear about come from someone telling me about them,” she said.
Pinkston said artists have to prove that they want to be signed and they should prepare themselves mentally because work is required beyond the studio.
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“Well first, and this is speaking for any label, artists have to prove that they really want it,” she said.
“Meaning, they should prepare themselves mentally that work is required beyond the studio.
“They have to be open at a fast pace and they have to be focused.
“Sometimes artists think that having a great talent is all it takes.”
The American entrepreneur said she started Irosha Entertainment in December 2020 and it became a registered US company in April 2021 with her business partner Iroko, a Nigerian artist.
“We both came from musical backgrounds and since l am an entrepreneur with a lot of experience in marketing here in the States we decided to take the chance,” Pinkston said.
“Irosha Entertainment is bigger than me. It is a Pan African movement uniting each other through music Black America, Nigeria, Zimbabwe and any other country within African lineage combining their sounds and creating harmony, it’s almost spiritual.”
“I have learned so much from everyone in the countries l have been working with and that’s the lesson that is beyond Irosha’s future wherever it goes, l will always have to have to cherish.”
“We are growing rapidly and l can’t wait for our Nigerian tour with DJ Anusa everyone will get to know us as we grow.”
