Language catalyst for culture preservation
Musician and rapper Nthondwa, who raps in chiTumbuka language, has signed a year-long management agreement with social media influencer Pemphero Mphande.
Speaking during the signing ceremony held on Saturday in Blantyre, Nthondwa said he is looking forward to promoting his music, which he said is more than just music.
“When I started rapping in Tumbuka, I had noticed that in Malawi, we marginalised some ethnic languages. So, I took it upon myself to normalise [the situation] using all our languages,” he said.
Nthondwa said by doing so, culture and traditions will continue to flourish.
“This is more than a music management agreement. It is a movement. We want to promote the use of all these ethnic languages,” he said.
On his part, Mphande said he decided to take Nthondwa under his wings to promote the unique approach that the rapper has towards music.
“His music promotes the Tumbuka language and other languages in the Northern Region. This is culture promotion and we are here for it,” he said.
Mphande said though he does not have a background in music, he is good when it comes to promotion and marketing and will do just that with Nthondwa.
“Nthondwa is already good at what he does. All I will do is promote and support him,” he said.
Mphande said through his 265 company, they have set aside K5 million for Nthondwa for music production and videos.
“I am very confident that Nthondwa will go big. For one to make it, they need more thn just talent. They also need emotional intelligence and the right attitude, things which he already has,” he added.
Mphande said he is also hopeful that during the year-long managerial contract, Nthondwa will also grow his brand and use his talent to become a strong brand which can benefit the society.
Nthondwa is a rapper that came onto the music scene in 2016. He has among others worked with Tuno on a hit song Nkhunganile (I love you), and Rashley on the new song Topa.
Mphande is not new to music management as he first managed songstress Keturah.
