Hip-hop artist Fredokiss says he posted annual earnings of close to K80 million in 2018 through the gigs he was involved in and other marketing and corporate endorsements of his brand.
Besides several gigs he signed up for in the past year, the artist’ brand had other links with corporate institutions and organisations such as NBS bank, UNDP, Unicef, British High Commission, PSI Malawi and Castel Malawi Limited.
Ironically, the artist does not sell his music on CDs but his earnings are solely through live performances and endorsements which saw him act as brand ambassador for several organisations since late 2017.
Fredokiss in an interview said for one to achieve such a feat in the local music industry, it requires a lot of discipline, creativity and strategic marketing positioning.
“Over the years I have made sacrifices and grown the Fredokiss brand to resonate with my target audience. We ensured to remain relevant in that context. Businesswise, we have also maintained discipline,” he said.
The musician said there is need for local artists to change their mindset and explore the various opportunities that remain untapped within the musical context.
The fortune that has befallen the rapper has brought out the philanthropist in him which has seen him channel some of his earnings towards charity works including offering scholarships to needy students and donating text books to students at Chichiri Prison.
Music critic and commentator Gregory Gondwe said this development demonstrates a shift in Malawi music market since music marketers such as OG Issa left the stage.
Gondwe said artists such as Fredokiss are taking advantage of the niche market that is in the youth which appears as if it has low economic strength but whose numbers are crucial in dictating trends.
“Surviving in Malawi as a musician is not easy because the industry is so disorganised with little regulation leading to loss of potential revenue for the sector,” he said.
Recently, Fredokiss announced plans to contest as an independent member of Parliament for Blantyre City South constituency. His political ambitions have forced him to relinquish his roles as brand ambassador for several organisations.