Unpacking the rebranded UMP Festival

In today’s competitive world, the word rebranding has become a common phrase. The showbiz industry has never been spared of the phenomenon. Countless stories of artists undergoing a rebranding process are reported daily.

In simple terms, rebranding refers to changing the corporate image of particular thing, be it a company, organisation, product of individual brand.

Lately, the country’s media circles have been awash with the news of rebranding for the country’s sole and exclusive annual celebration of urban music, culture and lifestyle called Urban Music Party (UMP) Festival to Urban Music People (UMP). The UMP, which also gives awards in recognition of Malawi’s exceptional talents, is produced and managed by Nde’feyo Entertainment.

But as skepticism on the possible misuse of the word ‘rebranding’ grips observers, Nde’feyo was tasked to justify the rebranding of this year’s UMP Festival, which happens to be the sixth edition.

“Well, the rebranding from the Urban Music Party to Urban Music People signifies a number of developments and achievements that have happened for the past years. First and foremost it’s to do with the unbundling of the awards and the UMP Festival following the tremendous growth and support the two events have jointly achieved in the past two years,” said Ken ‘Zizwa’ Limwame, UMP Awards and Festival chief executive officer (CEO).

Unbundling of the Awards

Unlike last year, which saw the festival releasing and awarding artists in 11 categories, this year, there will be six more categories to make them 17. These are: Best Live Act; Best Duo/Group; Best Collaboration and Best Southern Africa Development Community (SADC) Act, Best Rap/Hip-Hop Act, Best Reggae/Dance-hall Act, Best R&B/Afro-Pop Act, Best Gospel Act, Best Female Act, Best New Artist, Song of the Year, Album of the Year, Music Video of the Year, Video Director of the Year, Producer of the Year, Artist of the Year and Lifetime Achievement.

New partnership

Limwame said for the first time in the history of UMP, this year the event has seen potential partners coming in to support the festival; hence, undergoing the re-branding process.

“This year, we will be producing the UMP Festival in conjunction with our local partner Nzika Arts. This partnership is a result of the strides made for the past two years, so yeah, we are really growing,” said Limwame.

He underscored the importance of partnership as key to achieving great things as far as development is concerned.

He said: “A union of cobwebs can tie a lion. Nde’feyo needs partners and sound sponsorship to produce excellent festivals.”

Expansion of activities in 2017

In the past events, UMP Festival (awards inclusive) has been happening in Blantyre, a development which made people from other regions feel sidelined.

But this year, the UMP Awards will be held as a standalone event on Saturday evening of November 18 2017 at Bingu International Convention Centre (Bicc) in Lilongwe, whereas, the UMP Festival will be held the following day (November 19 2017) in Blantyre at a venue to be announced in the near future.

“This is will be the first time to split the key activities of the festival by taking the Gala Awards Night to Lilongwe. We are also thinking on how best to incorporate northern region,” said Limwame.

New performers

In an effort to recognise the development of the country’s urban music industry, which is characterized by the tremendous growth of artists, Limwame said this year’s event will take on board new blood as key performers.

The youthful line up comprises Tuno, Charisma, Rita, Hilco, Street Fame, Saint, Pinky Ice, JJC, Suffix and Episods who will be performing for the first time on contractual basis.

“If you have noticed, we have included new faces because they signify the growth of the urban music industry,” said Limwame.

The youthful squad will be joined by Sonye, Gwamba and Martse, who have been around for some time.

On the other hand, the awards ceremony in Lilongwe will be headlined by Lulu, Piksy, Theo Thomson, Hazel Mak, Malinga Mafia and Bucci.

Hilco described her inclusion at this year’s UMP Festival as a boost to her music career.

“This is a huge boost because the platform will help to expose me to a large audience,” she said. n