JIVE Zimbabwe, a local company that promotes arts and culture in Zimbabwe, will on October 2 launch a new concept — Celebrate Local — that is meant to promote local content in a unique way.
By Moses Mugugunyeki
Founder and director of Jive Zimbabwe, Benjamin Nyandoro said the country’s arts sector was playing second fiddle to other countries because local content was not promoted.
“Celebrate Local is a Jive Zimbabwe initiative that believes in greater utilisation of local resources for sustainable growth and development. Through hosting quarterly concerts, Jive Zimbabwe seeks to promote consumption of local products and services,” said Nyandoro.
The inaugural concert set for the Harare International Conference Centre (HICC) will feature top and upcoming artistes. Hope Masike, Victor Kunonga, Clive Chinguru, Mukoomba, Willom and Gary Tight, Edith WeUtonga Katiji, Alexio Kawara and Tariro Negitare, among others.
“We are celebrating our local content in music and comedy. This concept is about promoting local arts and is derived from the Buy Zimbabwe concept. We have witnessed ocassions where local artistes are looked down upon when foreign artistes come to Zimbabwe. We are saying why should we forsake local talent at the expense of foreigners?” Nyandoro said.
Nyandoro, who is credited for Jah Prayzah’s successful album launches, said it was time Zimbabwean artistes came out of their cocoons and sold their products on the international market.
“There is no way we can compete with other artistes on the continent if we don’t have platforms like Celebrate Local. We can have our own Davidos and Toni Braxtons if we package our products well and market them,” Nyandoro said.
He said smart partnerships were another way of promoting local music or hosting foreign musicians.
“I believe musicians, producers, promoters, media, government and the corporate world should come together and incorporate this idea of smart partnership. We need each other when it comes to promotion of local artistes and hosting shows,” Nyandoro said.
Jive Zimbabwe has worked with several artistes who include Sulumani Chimbetu, Jah Prayzah, Tariro Negitare, Jean Masters and Hope Masike.
“We have worked with a number of artistes, both upcoming and those who have already made their names. We have tried to make the best products for the artistes, which is paying off for most of them,” he said.
“Take for instance Jah Prayzah. We have come up with a unique way of launching his albums and it’s working for him. Jive Zimbabwe coordinated the launch of his albums Tsviriyo and Jerusarema which have been doing well on the market.”