On Valentine’s Day this year Mibawa Entertainment
Limited TV announced what they called a ‘grassroots music competition for the
youth’. The Prize for winners: A DVD and audio recording deal.
From the onset I have to disabuse any hostile
critics of any preconceived ill intentions – that I hold against this initiative
– as I know I am allowed to have misgivings of its effectiveness.
I have high respect for John
Nthakomwa one investor that the Malawi music industry has immensely benefited
from ever since he came up with Mibawa.
My biggest problem is that
these competitions are mere marketing gimmicks that are staged to hoodwink
unsuspecting youthful prospective musical artists.They 'gullibly' think time is
nigh for them to command the stage once such competitions are announced, which
proves to the contrary.
Competitions that I remember to have ever took place in the
country include Kuche Kuche/Malawi Gin Music Award, Chibuku Road to Fame
competition, Sunbird ‘Search for a Star’ and Airtel Music Competition,
to mention but a few.
Going
by what actually happened to those that won such competitions one is left with
a bad aftertaste as the face of exploitation is more prominent where the end
justifies the means. None can point me to one that has graduated from these
competitions and are now riding high, musically.
In September 2014 Airtel mobile company started its
Music Competition where the winner carted home a whopping K14 million by our
musical standards.
From the
onset, what I discovered was that the devil was in the methodology used, as for
subscribers to join all they did was to call the Airtel Trace Stars number and
sing through the phone while the machine at the other end will be recording.
Once
done, voila! The winner emerges and takes home the opportunities as stated
above.
Around
the same period that Airtel was launching their competition I
was privileged to be one of the judges at Chibuku Road to Fame competition where
twelve bands from the Northern, Central, Eastern and Southern regions competed
for the grand prize of K1 million, plus a K400, 000 recording deal, as well as
a trip to the regional Chibuku Road to Fame in Botswana.
There used to be E-Wallet as
well, aimed at searching for music stars, around 2013-2014 was called Sunbird ‘Search for a Star’ and aped the South African and US
Pop Idols, although without being a complete replica when it came to what accrues
for the competitors.
Look,
the American Idols, for example, since it began airing on Fox on June
11, 2002, has not only become one of the most successful shows in the history
of American television, but has also spawned 345 Billboard chart-toppers
besides producing what have become top international stars like Kelly Clarkson,
Carrie Underwood, Daughtry, Fantasia, Ruben Studdard, Jennifer Hudson,
Clay Aiken, Adam Lambert and Jordin Sparks.
Of course, the South African idols has
its fair share of controversies through the television show on
the South African television network, M-Net, as until its eighth
season the contest only determined the white competitors as best young singers
in South Africa until KhayaMthethwa became its first black winner, ending the
dominance of racial minorities.
The good news is that Mthethwa took
home a prize package worth almost R1m, including a recording contract with
Universal Music, South Africa.
The Sunbird ‘Search for a Star’, other
than the marketing ploy that it is, was but a mockery of the ‘stars’.
Adrian Kwelepeta fast comes to mind. He
won the 2013 season and it took forever to release an album because he was looking
for resources.
Apart from promoting the Sunbird brand,
the country’s search for a star really also needed to ensure that the stars are
not just fading.
The initiative for competitions is
commendable because it is the best when it comes to isolating the talented from
the crowd. My opinion however is that there is need to take a mile further by
finding the winners institutions that should train them to become professional
musicians as a form of perpetuating their careers.
At the current trend, it is all clear
that these youths, who are hungry for fame and swayed by the belief that what
their vocal cords can project is sweet sound that can stand the musical test,
will remain being used as pawns in this marketing promotion game.
The flowing of benefits in the end
create a disharmony of sorts as it is one-sided, flowing at the promotion of
the corporate firms without trickling down to those players that make the whole
event matter.
Adrian pocketed a K500, 000 prize money
but where did it take him to if for a year he had to hunt for resources to
record an album?
But where is the talent that E-wallet
unveiled? Where are the Sunbird ‘stars’ that were ‘searched’ and ‘found’
through the events and what will happen to the Mibawa winners if it is not only
meant to popularize it?
My fear
is that such competitions only make business sense but nothing for the music industry
and its players.
