Up­com­ing artistes should em­u­late Jah Prayzah

Chronicle (Zimbabwe) - - National News -

EDI­TOR — Up­com­ing artistes should take a leaf from Jah Prayzah who has shown re­mark­able lev­els of con­sis­tency since his en­trance into the mu­sic in­dus­try.

The con­tem­po­rary mu­si­cian who re­leased his sev­enth stu­dio al­bum Md­hara Vachauya over the week­end is well es­tab­lished but re­mains with a drive to achieve usu­ally syn­ony­mous with emerg­ing artistes.

His sus­te­nance strat­egy is clear, as he tries to en­sure that the Jah Prayzah faith­fuls are not starved of new ma­te­rial the time his other work starts to wear out.

e tact­ful re­lease should serve as an ex­am­ple mainly to dance­hall artistes who re­lease mu­sic with no distri­bu­tion strat­egy or profit idea. This cre­ates an in­dus­try sat­u­rated with half baked mu­sic cir­cu­lat­ing through piracy and clan­des­tine chan­nels.

If the mu­sic in­dus­try fol­lows Jah Prayzah`s for­mula, cases of mu­si­cians who die as pau­pers will be present fea­tures only in his­tory books.

Jah Prayzah’s rise to promi­nence was a jour­ney which had a fair share of ob­sta­cles and to see him spear­head a cor­po­rate ap­proach to mu­sic de­serves spe­cial men­tion.

It is re­fresh­ing to see that peo­ple are fi­nally de­mys­ti­fiy­ing the “Mag­itare haab­had­hare” cliché` which was used to dis­cour­age hope­ful mu­si­cians in the yes­ter­year.

The crowd at the launch was tes­ta­ment to the fact that lo­cals have had a par­a­digm shift in the way they treat Zim­bab­wean artists.

All they need is a con­vinc­ing prod­uct and con­sis­tency, some­thing Jah Prayzah has de­liv­ered dili­gently. Shumba M

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