The lockdown situation will last longer than you think. This means that a lot of musicians may not be able to hold live shows and tour for a long time. That means your income streams will be hard hit! So your market & reach has to be Bigger! The digital space is that window.

The last week of August each year is the most festive and longest period of social gathering, interaction, entertainment and celebration in Zimbabwe’s capital Harare [and also in other towns] outside of the annual Christmas holiday. Sadly this year marks the first time since independence that this period has experienced a no-show due to the Covid_19 global pandemic.

The Covid_19 induced lockdown has seen a sharp growth in consumption of creative content online. Artists, musicians to be specific are not going to be able to do live audience performances in many countries, not any time soon. This could drag for longer than we think. Therefore the internet becomes the centre stage. Artists have to market and distribute their products online and importantly make money off it.

Our failure to re-imagine coupled with our undying love for anything foreign poses a great threat on the great wealth of authentically Zimbabwean music legacy created by the late Dr. Oliver Mtukudzi, the Bundu Boys, Ilanga, Master Chivero, Chiwoniso Maraire, Lovemore Majaivana, Fortune Muparutsa, the Runn Family, Dorothy Masuka, Thomas Mapfumo, Paul Matavire, Edwin Hama, Andy Brown and many more amazing sons and daughters of Zimbabwe. These artists created signature music that will live for generations to come, songs whose messages still resonate with today and tomorrow.