ZimHip-Hop Problem Is A Platform Problem
In Africa it is no secret that South Africa reigns when it comes to Hip-Hop. Its artists are well celebrated across the continent and with that definitely comes a hefty check.
We can not talk about a successful Hip-Hop movement in Africa without taking examples from South Africa.
How artists like AKA and Cassper Nyovest have managed to take home thousands in shows and millions in endorsement deals? When our own are struggling to make ends meet?
Is it really the artists’ fault? I have read a lot of comments on social media throwing the blame both sides as the artists try to defend themselves, while some (you may call them fans, but really its debatable!) argued that local ZimHip-Hop acts are not putting enough effort and only wants to sing about ‘mula they dont gat!’
Really? I mean we have heard that argument a long time now and to be frank it used to be really true, the pride really got our artists for some time, the pressure to represent hip-hop as the coolest culture was real!
But I think those days are fast becoming memories now. Most artists are moving from this and really trying to produce good quality music and by artists I mean the serious ones, the ones that have been in the game for sometimes and realized how this narrative is toxic to their success.
In life when you move from one problem, you will realize there is another, that’s what most people who are still arguing that Zimbabwean Hip-Hop is garbage.
Now that we have the music, it is becoming clear that what we don’t have is the platform. How do we test that our music has matured enough when we don’t have the means to distribute it.
Most local artists still do self promotions, but that is no doubt not enough. More still needs to be done.
Even to ZimDancehall artists trying to break into the international scene are realizing this problem. Good music is there, but how do you get it into the hands of the right listener?
Is radio still worth the fuss? I have heard too much politics going into this one. Radio still has the power, trust me. However, in this age no DJ wants to play what they call ‘a no name’ artist. Plus shows that target a certain base are not really worth it because of a limited audience.
The internet is your answer! South African artists have a lot of channels both satellite and internet that allow them to showcase their music to a broader audience. I mean Nigeria and South Africa control all our satellite viewing (DStv anyone?) They can put forward any artist they want and s/he z gonna shine.
Being played on Trace Africa two times a week is different from being played on Trace International eight times a day. If you want fame you are going to choose the latter option.
Even though the internet is your answer, it might not be enough. Does that mean we are not going to have a big Hip-Hop movement in Zimbabwe, like everrr?
I don’t believe so but its going to take muscles. Its time to start presenting the genre as an attractive investment, because come’on we live in a capitalist world and profit is everything. Its time to lick those with the finance to help in building a platform.
Changamire HipHop is another example (though still small) of a successful platform, they managed to establish Hip-Hop bases out of the common ones.
We need what is more like lobby power, a way to broadcast demands that can’t be ignored.
To make the platform issue sink, let me put up a few questions. How easy is it for people to get your music? Do you believe in giving music for free? I am sorry but even Jah Prayzah sometimes let it slide for a reason. Is it possible for people to hear your song more than three times a day? Answer should be yes! How do you reach your audience? Kombi is a must!
For ZimHip-Hop to be successful the music is going to be the center of it all. Promote the music before yourself and let the fans enjoy it first. Without a popular well vested operational platform that forces people to listen without liking your page first its not gonna be easy.
NB: I tried so hard to write my thoughts in as few as possible words, but if you failed to get anything hit me up in the box sbatanai@yahoo.com or Facebook. I also write for DancehallAfrika.com.
