Sand Music Festival’s low turnout

I have said it here, and on countless times for that matter, that for an entertainment market of Malawi’s size, the countless festivals taking place within one year is an overload. And this year alone, off my head, I think we have had closer to more than ten such gatherings christened with all sorts of names.

Organisers have refused to hearkened the gospel according to the Lyrical Pen, to change the basics and start approaching these events differently.

I really cannot say I am happy, nay, I will only point out at the low patronage experienced by the Sand Music Festival this year.

I will not to score any points but only to buttress upon what I have always said that we need a paradigm shift in terms of the planning of such events.

A few weeks ago, I mentioned of the need to have a 5-year-long strategic planning, for example.

The organisers pointed out that the economic situation in the country was to blame for the situation. For me, this is but one contributing factor.

When King Sounds was unveiled as one of the headliners for this year’s event, a colleague of mine, Brian Itai, from within the stable, wanted to know my take.

I remember to have answered him that much as King Sounds is a living iconic reggae legend, in the league of old reggae timers like Burning Spear, he was not going to help the profit side of the accounting books of the organisers.

It all goes down to ascertaining what would be good for the organisers against what would be good for the fans on side, and the music on the other.

I know, sometimes we invite performers for the love of music, when we pretty much know that on the attraction side you really cannot get the sizeable pull. It’s like inviting Fredokiss and Wambali to perform at the same youthful university in different halls within the campus and at the same time; you can be surprised with the turnout at such both events.

There is need for a balancing act. Bring the musically respected, along side the highly charged act that will attract more patronage, for example. I think this happened with the bringing in of Botswana’s Vee Mampeezy. But perhaps it did not offer the desired equation. 

And then, there was also the issue of scanty participation in the event this year from the corporate partners.

I was going to suggest that perhaps politics, which seem to be affecting all our activities in the country, was to blame. Festival founder Lucius Banda’s place in the political divide is not an attainable one in the eyes of the would be partners somehow. Sometimes corporate firms restrain themselves from supporting a noble cause for fear of unknown political backlash.

However, Minister of Youth, Sports and Culture, Francis Phiso, was the guest of honour so this one could be ruled out.

Much as the event is a profit-making venture for the organisers, it is a good tool for the promotion of Malawi’s cultural and tourism market as well as the music industry.

The on-going political turmoil and unhealthy economic situation were a very bad combination for the event this year despite the minister’s presence. Of course, this is my verdict.

On the other hand, the other contributing factor to the low patronage was that the country’s two big festivals Sand Fest and Tumaini had clashed as they were held on the same dates.

I don’t know about this year’s patronage at Tumaini, but I know of a few colleagues who made last minute changes to go the Dowa direction, when all along they had been to planning to go to Salima for the Sand Festival.

It is only fair for the organisers to be communicating with each other on these issues. It’s not a competition and therefore there is no need for a pissing contest over something that can be discussed over a cup of tea to strike a complementary arrangement.

Next year, Sand Festival clocks 10^th year since it started. Would the organisers please start now putting pen to paper for a proper plan. I call upon them to do a post-mortem for the last nine years and see how best they can make a special commemorative festival.

Much as the organisers need the festival, the nation needs it more for its tourism, cultural and musical interests.