The music industry has always depended on promoters and music executives. But because of the low returns in the industry, most business-oriented promoters have tended to shun it.
Yet, for Steve Kamanga and Ben Sam, this is more about passion for arts than it is about returns.
After looking at the music industry, which they confess to love dearly, the two realised that there is a lot of talent in the country that needs to be nurtured.
Knowing no one from elsewhere will come to do that, they decided to take initiative.
So, in March, the two childhood friends decided to make their dreams a reality. That meeting saw the birth of Ben Sam Entertainment.
After working together, the two decided to share responsibilities.
With Ben’s passion for music and experience in video, he took over responsibility of music directing.
He looks at concepts of music that their musicians are performing and make recommendations where necessary.
At times Ben gives the artists hints of concepts they can include in their music. He is also involved in the technical aspect of making music videos: like shooting and editing.
On the other hand, Steve handles administration, which includes bookings, promotion of the artists and their songs and managing the media.
Because of the nature of their other business engagements, the duo has hired Diamond Creative, headed by Emmanuel Mwanyongo to handle public relations while they handle the rest.
At the moment, the newly-formed music outfit has already signed three artists.
One of them is Dali, an Afro Rn’B artist whose new video Nyamulira, featuring Dan Lu, is enjoying airplay on local TV stations.
Ben Sam Entertainment has also added a dancehall musician Blaze to their inventory.
But the label is not only into music. It has also signed Terry, a choreographer and model.
Steve told Chill that they have given the three artists three-year contracts that include management, promotion and recording of not less than two albums each within the period.
“We have decided to take on this venture for the love of the arts. To us, it is not necessarily a business venture, but we believe with our help someone can go further with their art,” he confessed.
Steve added that they look forward to the growth of not only their music label, but even their artists.
“We will make sure we expose these artists so that Malawian talent should not die in the buds,” said Steve.