High-riding musician Jah Prayzah no longer needs introduction on the local scene as he has constantly proven his mettle through packed shows and many corporate endorsements. Despite his flourishing career, recent trends prove that soon he could take the whole continent by storm.
By Kennedy Nyavaya/Cedric Ndoro
Collaborating with Tanzanian ace Diamond Platnumz for a potential smash hit titled Watora Mari could have cost the lanky singer a great deal in investments but with the recent online mileage, he cannot complain.
After just a week the video already has more than 600 000 views on YouTube a rare feat in the country even for music giants like Oliver Mtukudzi’s songs.
The song is slowly filtering into all parts of the continent and it has already played in Kenya’s OneFm 97.1 radio stations and Hot 96 FM — both stations confirmed that on Twitter.
MTV Base Africa television station also tweeted about the collaboration, which may hit their screening routine soon.
YouTube has emerged as the new measure of success in the continent’s music industry with top artists raking in hundreds of thousands of views on the video site.
Until recently, the Eriza hit maker had been a gem within the country’s borders but is slowly becoming a globetrotter having toured virtually all continents.
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It remains a mystery what fruits the new achievement will bear, but for some similar tides have automatically translated to more bookings and sold out shows locally and out of the country.
Not so long ago, little known Tytan of the Mukoko fame featured Ammara Brown in a video that amassed well over 800 000 views on YouTube since it was uploaded in March 2016 and since then it has booked him spots in high profile shows.
The sassy “Ammartian Octopus” as Brown is known among her following also scored big-time off the single’s success
Songbird Queen Vee whose single recorded over 100 000 views on YouTube within the first week and garnered a Channel O debut for popular Zimdancehall chanter Soul Jah Love to Africa is another notable success.
The general formula to YouTube success, however, seems dependant on collaborations as is seen by South African and Nigerian crooners.
Aka and Burna Boy as well as Mafikizolo and Davido are some of the collabos that bear witness to the fact as they became instant chat toppers in the west to south connection. Jah Prayzah having opened the doors for local music in eastern Africa, expectations are that a Zim-Naija combo will invade the lucrative west Africa soon.
The Nigerian market with a population of over 170 million could turn the fortunes of local artists and bring the much needed attention to local music. The formula has worked well for South African musicians who have not only gained access to Nigeria, but Africa as a whole, hence attracting foreign interest as well.
