When politics eclipse art
Jah people, comedians Manganya and Winiko kept fans entertained throughout Malawi National Football Team’s encounter with Kenya last week.
However, their cheerleading in support of our false Flames at Kamuzu Stadium was not just a reunion after Winiko (real name Bon Kalindo) left Tikuferanji TV soap nearly 10 years ago.
Neither was their possessed performance in the open stands about the thin line between sports and entertainment, arts and culture.
Pint-sized Manganya (real name Michael Usi) and bulky Winiko belong to a league of popular comedians such as Izeki and Jakobo.
Despite Flames’ dreary draw with Kenya’s Harambee Stars, they showed the power of artists in persuading the masses to take the road less travelled on matters of public good. With vocal supporters silenced by a goalless half, the theatrical duo kept drumming up support for the overrated and underpaid football flops.
Their off-the-ball performance was a mark of fidelity and I wondered why Malawians sideline this influential workforce in marketing goods and services.
Why are celebrities treated as secondary to marketers’ unknown siblings, grannies, cousins and political favourites when it comes to promoting behavioural change?
From colonialism to democracy, the country’s streets have been heavily infested with billboards bearing faces of presidents that leave passersby feeling: “Big Brother is watching!” So, are increasing billboards with incumbent Joyce Banda’s endorsements. Big Mama is watching!
At Ginnery Corner in Blantyre, JB, whose ratings are divisive as they get, nests near an advertisement bearing youthful pop star Maskal which seemingly says: ‘You are home and dry with Access Boosta!’
Don’t ask me which is more effective between investing in propagandistic campaigns hinging on political personalities with partisan popularity and marketing strategies endorsed by free-for-all celebrities. One impoverishes artists and the other is sowing seeds on the rocks.
As politicians hijack spaces and opportunities for artists to earn extra income and inspire change, I am not surprised the Manganyas, Winikos and the Reverend Chimwemwe Mhangos are being associated with politics. Who said politics does not pay! n
