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Search for local identity

It is every artist’s burning desire to break through the international scene. Though there are more benefits to penetrate the international market, national stages still remain relevant because they serve as foundation for globe exposure.

This is the reason one of the country’s top urban musicians Theo Thomson has announced the rebranding of his career to gain local recognition and touch.

Thomson: I want to fill the gap
Thomson: I want to fill the gap

For a long time, Thomson has been concentrating on the international market, detaching himself from the local audience. He has lately been missing on the list of performers during many local shows.

Since he came in the limelight in 2010 with his debut hit So Amazing, Thomson’s focus has been on international extended plays (EPs) released on platforms such as iTunes. And he has been a pioneer in expanding the reach of Malawian music beyond the borders.

Thomson’s happens to be one of the few Malawian artists with a video on MTV Base and to receive premium airplay on Channel O. Again, he was the only Malawian artist in 2015 to be play listed on BBC radio and Radio Afro in Australia, Real Talk Radio in California and various other radio stations in America, Europe and Africa.

However, despite all these international achievements, Thomson has been lagging behind on the local scene. He has not only been missing on the list of top urban artists at a number of performances nationwide, but also on the list of nominees in awards such as Malawi Music (Muma) Awards. This is despite his amazing talent.

But why would this be the case? Where is the artist going wrong?

“Malawi is currently facing ever-growing challenges; the essence of our culture is bound in the arts. Various artistic forms like theatre, poetry, crafts and music, of course, are crucial to carrying local identity in order for artists to stay relevant on the local scene. So, Thomson needs to do more on connecting himself with his fans and Malawian cultural issues,” observed Malawi Broadcasting Coporation’s (MBC) Radio 2 FM DJ Ian Desmond Simbota.

He said musicians need to network, interact with their fans and stay relevant with issues that happen in their country.

It is against this background that the award-winning Thomson has embarked on rebranding process to make himself available to fans and to tackle local issues through music that affect ordinary youths both in urban and rural settings.

“I observed that there was a gap which I need to fill now. There was a gap between my fans and me. Even the music I was playing was not from our culture. But I am turning things around,” said Thomson who once released a hit called Kutentha.

According to Prince Chikweba of Mawu Productions, a firm which has been trusted to rebrand Thomson, over 50 percent of the country’s population comprises the youth, with the biggest cultural influence being urban music.

Therefore, Thomson is influential in spearheading Malawian urban music culture in a sustainable way.

“For young people like Theo Thomson to take the industry to the next level, they need to show the value of Malawian culture through art. To achieve this, Mawu Productions wants to rebrand him by taking him to the local people and changing the approach of his music to suite both local and international audiences.

We are also planning his show, that will refresh the music industry and enable Thomson to interact with his fans. We want to use Thomson to inspire change among young people against what our society dictates they can achieve,” said Chikweba.

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