Make drama a business
There was a time artists were seen merely as entertainers. They would, literally, perform for a song. Things are slowly, but surely changing as more artists are taking their art as a business. KONDWANI KAMIYALA talked to part-time drama lecturer at the University of Malawi Roselyn Dzanja at the recent International Theatre Festival. Excerpts:
Q: Tell us about yourself?
A: I am Roselyn Dzanja and apart from being a part time drama lecturer at the University of Malawi, I am a research assistant at the Malawi University of Business and Applied Sciences.
Q: What should artists, especially those in drama, consider in taking theatre as a business?
A: To make theatre a business, one must know who their customer is. With the digital age, how do they shift potential customers off TikTok, Facebook, Instagram, Netflix and even offices and homes? The truth is most Malawian actors have the passion, but it is high time they regarded their art as a business.
Q: What should be c o n s i d e r e d a s a business?
A: Nothing is for free to come up with a production. To put together rehearsals, one needs to spend on the actors’ transportation and other costs. Talk of costumes, artists have to leave their wardrobes aside and get a proper set of clothes for the production. That needs money. What about the venue? Then there is the question of the actors and even the producer. You should never make the mistake of forgetting to pay your employees.
Q: A performance is done, artists make profits. What next?
A: A creative entrepreneur must be on a journey. They have to consider that their show is not just once. They must plough it back into the business. Never make the mistake of chewing it all. Learn how to manage your money. Why not pay Facebook for promos? Your work will then be recommended by Mark Zuckerberg’s people. That way, you go beyond your friends. Always remember that your friends are not necessarily your customers.
Q: What else has to be considered?
A: Never start a business without knowing their strength. You can’t be an actor and at the same time a director or playwright. You just have to sell yourself with your strength. You must also be visible and maintain visibility from the first show. Think about how to use that 30-second WhatsApp status, a clip for TikTok, X or Instagram. They have to use all platforms.
Q: Pricing is one crucial aspect in business. What do you say?
A: If you want to stay in business, let people know your price. You don’t charge one customer a lower price than the other. If you fluctuate the price, they will talk behind your back. Have a set price. If they can’t afford you, take off your shoes and run. Set your standards. Ukhale ndi chiwindi [Dont compromise]. Don’t settle for less. One can look at Driemo and Lawi as artists who have set their standards in terms of pricing.
Q: What about looking into the future?
A: They must make a plan. They are the product for that is what they are saying. What direction are they taking their art? Is there a target to grow and perform at the Broadway Theatre in New York? Or do you dream of Norway or neighbouring Zambia? Then they must use that SMART strategy. Goals must be specific, measurable, achievable, relevant and timely. An artist has made money, isn’t it time to chill? We relax when we have money in our bag, that is how we are not going to succeed. Find a way of making that money work for you to grow the business.
Q: Anything else?
A: Never forget networking. Sit down with others. All I can say is, networks build partners
Dzanja facilitating a workshop during the Easter Theatre Festival
Dzanja: You must be visible and maintain visibility
