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Sky is the limit

Fredokiss
Fredokiss

There used to be a time when Africa was lagging behind in music—but the continent seems to have picked up the pace pretty well. Now African musicians are even shaking the international airwaves. African music is now recognised in international awards and music from the continent seems to be attracting international labels as well. Our Staff Reporter MAYAMIKO SEYANI traces where Malawi music is on this ladder.

Chief executive officer of Convict Music, Akon signed up the duo of Nigerian twins P Square while Kanye West’s Good Music in collaboration with Def Jam signed Dbanj. Some South African artists have gone as far as signing up with Sony Entertainment which is one of the prestigious record labels in the world.

Malawian music has been myopic in its approach for some time, but lately most artists have sought international platforms. Malawian music might have been new on the international platform, but it has made quite an impression with Aemo E’face, Amos Mazinyane, of the Midnight Train to Jozi fame, signing up on an international record deal with Deref Music and recently Fredokiss just signed up with Southwood Entertainment, record labels.

With the efforts and the impression Malawian musicians are making on the international scene, the question still lies: can Malawian music still attract multinational labels? In an interview with On the Arts, Mavis Ngoma manager of Southwood Entertainment argues that Malawi has a lot of talent as far as music is concerned.

“Malawian music is at par with international music, the only problem is the limitations that it places on itself. Most Malawian musicians only target the Malawian market,” said Ngoma.

She said Malawi has more artists with talent that is standard and even beyond international level, but lack exposure to bigger markets not only because they are not given a platform but also because some artists do not cater for the listener that is based outside Malawi.

Music expert Montfort Manyozo commended the move by most artists to sign international record labels, arguing that the combination of  economies of mass scale and financial muscle, experience and aggressive marketing mechanisms, access to state-of-the-art recording and touring services usually translate higher royalties, wider exposure and access to top-class facilities to further the artistry of the musician.

“The fact that not only one artist has signed, and others are rumoured to attract interest from international record labels is testament that quality has improved tremendously, therefore, we should expect more of such deals. Personally, I think Malawian musicians have been making high quality music in recent years,” said the music guru.

He concurred with Ngoma, arguing that artists have a positive challenge to work towards making music for an audience spanning many nations.

Manyozo, however, bemoaned poor marketing strategies and lack of exposure as some of the stumbling blocks for Malawian music. Big labels are businesses, and they would want to sign artists who they think will generate a lot of revenue. The average Malawian artist, though making great music, does not have the same exposure as those from countries which seem to be producing many big artists,” said Manyozo.

In a recent interview with On The Arts, Africa Film Association (AFA)CEO Peace Anyiam Osigwe said that she personally takes it upon herself to promote Nigerian music by uploading music on social platforms like You Tube, a strategy which could help Malawian artists get their music elsewhere.

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