Head for artiste and repertoire (A&R) at Sony ATV Music Publishing South Africa Munyaradzi Chanetsa has urged local musicians to desist from spending lots of money collaborating with big foreign names in a bid to gain overnight success.
By Kennedy Nyavaya
Speaking at the official unveiling of the Gateway Stream Music Application in Harare recently, Chanetsa said he had witnessed a number of artistes lose money without significant gain to their careers.
“For me, [the idea of overnight success is one of the things that needs to stop. It is hard work being an artiste and if you are not in it for the long haul, then you need to find another career, that is the honest truth,” said Chanetsa.
According to Chanetsa, a musician needs to have concrete plans in place before they pay exorbitant fees to feature another artiste if they are to maximise on the investment.
“You can have money, [but] if you do not have a plan at the end of the day you are just wasting it and they will take it because how your song does after that is not their problem,” he said.
In an attempt to gain fame beyond local borders, musicians including Jah Prayzah, Winky D and King 98, among others, have roped in voices from across Africa and beyond.
African giants, including Davido, Diamond Platinumz as well as well Jamaicans Bennie Man and Jah Cure, are some of the names that have been featured by locals despite revelations that they charge hefty fees for their services.
That money would rather be used to expand influence at home, establishing immense digital presence and building one’s brand until it gets noticed in other countries, says Chanetsa.
“I have seen guys who come to me with a lot of money and think I will get an artiste like Davido to jump on their song and that will secure success as an artiste, but little did you know that doesn’t work at all,” he said.
“It does not matter if one makes a song with all the big names. trust me if you do not have a strategy in place, it means nothing.”
Chanetsa also advised musicians to learn proper ways of monetising their work on the internet in order to realise full financial benefits from it instead of circulating their work for free as a marketing strategy.