The question that is sometimes posed is whether or not
music and
television relate in any way. Television is the place
where one can watch ready-made music videos or watch live performances of
musicians.
One other major characteristic of music videos is that
it gives an opportunity to showcase dancers.
In Malawi, musicians have only started getting
acceptance now, unlike in the past when parents would not encourage their sons
and daughters to venture into music as it was regarded wayward. There was a bad
tag linked to anyone doing music although, ironically, people would cherish the
art of listening to music and enjoying it as it were.
Now, while musicians were looked at with disdain,
dancers were regarded as the worst kind of people. Everyone else dancing in
different places, except, of course Kamuzu’s mbumba and all
other performers at political events, were regarded as out-casts.
But the coming in of television has helped the society
to appreciate that dancing to music - or performing as a dancer - is another
form of art that deserves appreciation and respect and not disparagement.
Now if you look at music videos Malawi has
been churning out over the years, you are left with nothing but helplessness
because the system to allow such music sees the light of the day is so
restrictive.
The sole so-called public broadcaster has left powers
in a few individuals who would always want to get a little something every
other time musicians want to provide their music to them.
Malawians always complain that her music is not
breaking onto the international market and, therefore, it is not bringing money
on the table.
There are, of course, many marketing and distribution
aspects that Malawian musicians do not know how to handle. Most international
musicians would send press kits to local media, radio stations, television
stations, venue managers, record labels and studio executives in order to
either create or increase their visibility.
Now, coupled with lack of knowledge to market and
distribute our music, Malawi music does not have enough media
channels that it can use to sell its musicians.
Programmes that are musical in nature are not enough
to contain the production that is on-going at the moment.
The point at which we have reached as a country is
that we at least need a television station that will solely be dealing with
music or, better still, we need more television stations that equally and ably
deal with entertainment.
Then we were saying that lack of provision by the
Malawi Communication Regulatory Authority (MACRA) to give out television
licences to those interested to run them is not only hurting the intended
targets, it is also making our music industry suffer.
Now we have numerous television channels like Chanco
TV, Mibawa TV, Times TV, Zodiak Television and many more, giving hope that may
be they would provide a change in the approach. What is doubtful though is
whether they will get any economic sense from travelling down that road.
In other countries, playing latest music videos on
television boosts sales of music and patronage at live shows.
In Malawi we have a number of private firms
where we are getting both quality and mediocre production of music videos.
Without any set of standards or criteria we get music that is beamed on
television that leaves you with a bad after-taste.
You are always ashamed of the person performing
because you realise that for such run-of-the-mill production to chance airtime
it has passed through a number of hands. It does so much damage to the aptitude
of those working for the television station.
Then we were saying government through MACRA was
tremendously contributing to the poor quality of music video production in the
country.
Because there was a single television station the
problem was in two folds; the television would beam anything provided such
mediocre player has greased the palms of the one in control or that those
behind such productions would disregard quality because they knew whatever they
produce will come out regardless.
This left no room for competition. But a healthy
competition breeds innovation and creativity.
Therefore since we now have a sprouting of new
television stations we hope things will change. It is high time the few
production houses we have upped their game to inspire creativity among our
artists.
Only then can our music industry grow and break into
the international market.
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