The art of a good deal

Malawi’s entertainment industry is booming, but making it big requires more than just talent. It takes a keen sense of business and the ability to negotiate a good deal.

From recording contracts to brand partnership, negotiation can make or break a career. But what does it take to close a deal?

Gwamba is one of the hip hop musicians to have ever graced Malawi. He emphasised the need to prepare for negotiations when it comes to music events and deals.

He said: “When it comes to music events and deals negotiations, usually, we have a contract in which we have a booking fee. We also have conditions like not announcing my name before 50 percent of the fee is paid. I only go on stage after the remaining 50 percent is paid”.

“This is because I don’t want to be looking for organisers after we perform because I had scenarios where artists can perform but organisers fail to pay them,” he added.

Gwamba said he thinks the biggest deal he has right now is Betway.

Said the musician: “Given the size and value of your brand, you’re aware of what it brings to the table. You know their expectations and you also communicate your own expectations regarding treatment, compensation and other aspects.”

He added that when you’re working with big brands you also have to ensure that your brand is disciplined because if any scandal happens, it can affect your deal.

Essim Shaibu Mbwana is a well- regarded Malawian video maker and filmmaker. He has been active for over a decade specialising in cinematography, film editing, colour grading and computer graphics.

Mbwana said: “We discuss deals with clients on text for documentation sake, sometimes in person or via phone call. But I ensure that something is written down.”

The video and film maker disclosed that when it comes to terms in a production contract, there is need for agreement with clients on concept, budget, project duration and mode of payment.

He added that he always learns new things all the time, keeping an eye on new technologies.

Stressed Mbwana: “I have already started applying artificial intelligence in my workflow, hence; my understanding of its limitations and using it to my advantage.”

Record producer, songwriter and rapper Desert Igwe, also known as Desert Eagle,  shared his perspective on how he negotiates deals with artists and labels.

He said: “When negotiating deals, I prioritise clear communication, mutual respect and a win-win approach. I consider the artist’s vision, goals and target audience as well as the labels expectations and constraints.

“I’m flexible and open to creative solutions that benefit all parties involved. My experience in the industry has taught me to be transparent about my production style, costs and timelines, ensuring that everyone is on the same page.”

Eagle also said when it comes to essential terms in a production contract, he considers clear definition of the scope of work and responsibilities, ownership and copyright agreements, budget and expenses agreements.

He added that he attends to industrial events, collaborates with other producers and analyses current charts and emerging genres to stay up to date with industry trends.

Prince Chikwewa is a notable Malawian music manager recognised for his work with dancehall artist Eli Njuchi.

He shared his perspective on strategies used to negotiate a record deal that benefits both the label and the artist.

Said Chikwewa: “Every business needs to have guidelines which dictate the balanced expectations of the parties involved. Our role is to build a product that creates value for everyone to benefit in the conversation.

“Our dealings are not new. We use models that have been there while tailor-making a few aspects.”

When it comes to what determines the value of an artist’s work when offering a record deal, he said: “It’s all about the ability to expand potential in talent. Our business centres on identifying potential that can be built into the value that transcends all valuable business ventures.”

Chikwewa added that balancing the creative control of artists with the commercial goals of the label is an ongoing process.

“Like any business, there is always a need for all departments to work together to drive that balance and ensure that each role in the business complements others,” he said.