ARTISTS URGED TO DIVERSIFY INCOME STREAMS
African artists are talented and love what they do, but most of them lack information and education when it comes to understanding where the real money is in the industry, says Sakhele Mzalazala, Director of African Affairs CD Baby.
Mlangeni was one of the key panellists at the just ended Botswana International Music Conference held at the GICC. This was the eighth edition of the event, which brings together leading industry experts from different fields who converge in Gaborone to share insights about the creative industry.
Traditionally, what is or has been happening in the Botswana landscape is how a good majority of artists only rely on performance revenue, selling CD’s and in some cases selling branded clothing items, and royalties, as well as ringtone revenue. In an age where technology has fast taken over the world and the way music is consumed, revenue from CD sales is non- existent, meaning that, artists now have one less stream of income.
Globally, artists get money from streaming royalties, music publishing, merchandise, touring and live shows, physical sales, micro sync royalties ( which is royalties from the synchronization of music with moving images in online platforms such as YouTube, or Tik Tok, including user generated videos’) to mention a few. Mzalazala says that another platform where there is serious money in music happens to be Music publishing.
He also said that sadly, there are still artists who make it in the industry but still struggle, as they fail to identify where the real money is.
One of the most neglected and often overlooked streams of making money in the industry happens to be composing songs for different artists or song writing, says Mza
lazala.
“If you know who you are and what you are doing, you can make money,” he says.
Another speaker, Oskido, born Oscar Mdlongwa of Kalawa Records emphasized that this is where real money is. He gave an example of how they were contracted to write songs for Idols South Africa. He explains that what has been happening is that Idol’s contestants sing other people’s song, and oftentimes, they don’t have original songs which is where Kalawa Records come in. Giving an example, he said that in South Africa, they have Msaki who is making big moves as a songwriter. Msaki born Asanda Lusaseni Mvana has been featured by the likes of Prince Kaybee, Sun El Musician, Caiiro and so many others.
“She is even going overseas to write songs for people there. There is big money there,” he explains adding that he was recently in the Ivory Coast, where they recorded over twenty songs.
Oskido further explains that artists can specify the type of songwriter they want, such as someone who is very good with a chorus.
“Songwriting is a niche market,” he pointed out.
One of the most well- known songwriters happens to be Grammy Award winner, Singer/ Songwriter NEYO. NEYO is behind some of the biggest hits of this decade, writing songs for big names such as Beyonce, Jennifer Hudson, Keri Hilson, Mario and Rihanna. The artist, born Shaffer Chimere Smith has also composed and co- produced songs for other artists who include Celine Deon, T Pain, Pitbull, Janet Jackson and many more.
Meanwhile, Lebo Mlangeni of Jozi Entertainment also highlighted that there is music in the music industry, noting that it was vital for artists to know where they can get money from. “If there was no money, we will not have Jozi Entertainment,” he said.