Musicians Union of Malawi (MUM) has welcomed TNM plc’s newly launched national music talent search, stressing the need for sustainability in such initiatives to achieve long-term benefits in the industry.
The telecommunications company on Wednesday launched the TNM Music Star Search, a national music talent contest that seeks to discover young talent and providing artists opportunities to grow their careers.
TNM plc chief executive officer Michel Herbert said the competition marks the beginning of TNM’s investment in developing musical talent.
“We were doing football for 19 years. It’s very successful today and growing, and we’re very proud of that. Now we’re shifting focus towards music, artists, musicians,” he said.
Hebert said the singing competition aims to identify and nurture young talent as well as connect artists to opportunities that can help them grow beyond local audiences.
He said: “Modern music is driven by digital technology. Artists rely on digital platforms to record, produce and distribute music, while streaming services and social media help them reach audience.”
The winner of the competition is expected to walk away with a grand prize of K120 million, which will include a brand new Nissan Magnite as well as support for music recording, distribution and cash to help advance the winner’s career.
The union’s president Vita Chirwa noted that while similar programmes have been introduced in the past, many have struggled to maintain continuity, limiting their lasting impact on artists.
He said MUM has consistently advocated for talent development initiatives that go beyond identifying artists to ensuring continuous nurturing, mentorship and promotion within the industry.
“We hope TNM’s initiative will become a lasting platform for discovering and developing Malawi’s hidden talent,” said Chirwa.
He said talent competitions play a positive role in the industry by helping musicians earn income and gain national recognition.
In a separate interview, former E-Wallet music competition judge Rudo Chakwera likened music talent searches to a nursery where raw talent is identified and nurtured before artists can establish themselves in the industry.
She mentioned artists such MacLuther Mambala, Theresa Phondo and Shammah Vocals as products of similar channels.
“The fact that it’s a competition helps contestants sharpen their talent and prove they have what it takes to make it in the music industry,” said Chakwera.
However, she raised concerns about sustainability, saying consistent financial investment is essential if such initiatives are to achieve lasting impact.
The competition targets young people aged between 18 and 27 nationwide and registration is now open through the TNM Smart App, TNM shops and TNM website.
Some of the music competitions that have been conducted previously include E-Wallet, Chibuku Music Competition, Music Crossroads Competition and MultiChoice Search For a Star.
The outcomes of the competitons have been varied.
