Promoting talent the social way

Not long ago, identifying and promoting local music talents was hard. In other words, it was survival of the fittest because there were few channels promoting music.

Musicians with talent and potential, particularly from remote areas, faced challenges being recognised. It was very hard and several of these artists’ promising careers were disappointingly nipped in the bud. 

The inspiring story about the genesis of ‘Professor’ Gwaladi Joe is loud and clear in the country’s music and entertainment circles. It is the story of how the then 10-year-old local music ace braved a long walk from his Phalombe base to the streets of Blantyre and finally to MBC-TV, formerly Television Malawi, to expose his hidden talent.

Looking scruffy and unmerited, the village boy, captured carrying his home-made guitar and loitering in Blantyre Market, was tipped by a well-wisher about MBC-TV. Then he believed in his talent to dare the then fearsome television channel, which had attracted a huge claim of viewers and musicians who wanted their videos beamed.

At MBC-TV, the underrated Gwaladi met veteran TV presenter and producer Wellington Kuntaja who interviewed and featured him on his popular music programme Face To Face.

This, therefore, marked the genesis of ‘Professor’ Gwaladi Joe’s music journey which became synonymous with some sparkling home-grown vibes such as Ndinafa Bulu. Indeed, ‘Professor’ Gwaladi Joe strolled. In biblical terms it could be dubbed as Joe Gwaladi’s walk to salvation.

Likewise, it was not easy for one Thomas Chibade  the A.e.i.o.u fame to become a local music star. He struggled until he met the likes of producer Ralph Ching’amba who gave him a hand to produce his music.

Old generation musicians such as Lucky Stars’ Chinafuna Mbale hitmaker Boniface Ndamera, Allan Namoko and Chimvu River Jazz Band, Joseph Nangalembe and Michael Yekha Phiri used to record their music on reels. This helped them to get free promotion and exposure right away. To date, Malawi Broadcasting Corporation (MBC) Radio 1 is keeping a bulk of pure local music flavours done by Malawi’s old-timers.

Apart from MBC, music promoters such as Jai Banda of Entertainers Promotions have been at the helm of talent and music promotion in the country since 1990s.

Fast forward, today, social media platforms such as Facebook, YouTube and TikTok are exposing numerous hidden talents. Some, especially musicians are even creating and uploading their works on social media for self-marketing.

With the advent of social media, there is overwhelming evidence that mainstream media such as radio and newspapers, promoters and managers are spotting emerging talents from social media. Just this week, the power of social media justified itself when well-known radio and television personality Fatsani ‘Blak Jak’ Kalonda, who is also the chief executive officer  of InHouse Media, announced his stable’s signing of Ray B Salima, an upcoming Afro R ‘n’ B.

The up-and-coming artist who has released songs as Katala, Mtendere and Tsoka, was unveiled by Makosana, an online entertainment publication after a series of promotional campaigns.

Ray B Salima signed a two-year contract with InHouse Media. Blak Jak described him as a gifted musician.

“InHouse Media believes in the potential of young artists and promoting talent from the ghetto. Ray B Salima is one of the gifted artists from the ghetto whom we have signed. He is a special talent,” he said.

Blak Jak said social media these days is playing a big role in exposing hidden talent and urged upcoming artists to utilise it.

“We spotted Ray B Salima on social media and got impressed after sampling his music. These days both aspiring and budding musicians have a rare opportunity to use social media to market and strategically position themselves in the music industry,” he said.

Ray B Salima hailed the role social media has played to exposed him to his potential manager.

“I am excited to land the deal with InHouse Media. And I am encouraged to do even better and continue to use social media productively,” said Ray B.

Music commentator Samuel Chiwaka tipped artists to monetise their art by employing different strategies available online.

“First and foremost, artists should be in a position to create and market creative content which can attract fan base and money,” he said.

Other musicians whose hidden talents have been exposed and popularised by social media in the country includes Driemo who became talk of town on popular networks like Mikozi.