Pushing a Southern nation dream
Zimbabwean music producer, Elton Bryce, who owns Bryce Music Nation recording label, is in the country to establish partnerships with local artists and producers aimed at promoting Malawi music.
In an interview with The Nation, Bryce said Southern African countries such as Zimbabwe, Zambia and Malawi have rich cultures that need collaborative efforts to realise what he terms a ‘Southern Nation Dream’.
“My label has embarked on an African tour which is aimed at drumming support for culture through good quality music and videos from Southern African countries.
“I feel like people from Southern African countries are the same and together we can create an enabling environment where our cultures can be promoted. The harsh reality remains that if we do not promote our own cultures in the Southern African bloc, no one will. So, it is our core responsibility to push this agenda,” said Bryce.
He said it is worrisome that Southern African countries are fast becoming great consumers of other countries’ music at the expense of their own rich culture and creativity. He cited the influx and promotion of Nigerian and South African music in Southern African countries as a worrying trend.
“I should be honest with you that the day I came to Malawi I was disturbed to be greeted by Nigerian music all over. I did not expect this to happen in a country where different cultures that can equally enjoy massive airplay are in abundance.
“It’s a question of being selfish with our own music and culture because other countries like America and Nigeria have done it before. They have pushed their cultures through music and today they are known all over the world. Therefore, let us support our own music thereby putting our products first when it come to promotion,” he said.
He said patriotism and local policies are key to the meaningful promotion of different cultures through music by Southern African countries.
Bryce said: “Music has a great influence on cultural promotion. Take America for example, people have known much about it through music which depicted its cultures such as hip hop.
“But you and I in Southern Africa are still struggling to cherish and promote our own identity because we lack patriotism. But remember, the mindset that we have that everything foreign is good is derived from other people’s hard work and patriotism which compel them to push their cultures and music even harder.”
Apart from establishing joint strategies of promoting airplay of music in the Southern African countries, Bryce Nation also seeks to unlock opportunities of inter-country live performances.
Bryce Nation is currently working with Malawian artists such as Dan Lu, Rina, Onesimus, Patience Namadingo and music producer Manje and video producers such as Chippie Khonje.
In Zimbabwe, Bryce Nation has signed popular artists such as Africa Music Awards (Afrima) winner Cindy and Trey XL under its label.
Commenting on the initiative, Khonje said the Southern nation dream initiative is key to promoting and exporting talent from Southern African countries. n
