'We want airplay in Zimbabwe'

Musicians in the diaspora are calling for a mutual relationship between record labels and local radio stations to ensure fair airplay of Zimbabwean music.

Several artistes have expressed interest in establishing how local radio stations, promoters and record labels can work together to ensure that their music enjoys fair airplay on Zimbabwe radio stations.

There are a lot of Zimbabwean musicians in United Kingdom, United States, Germany, Switzerland and Russia who are releasing musical projects. They however claim that local radio stations are shunning them.

In an interview with The Herald Arts section, pint sized afro-pop UK based musician Lamont Chitepo, said there were a lot of unheralded musicians abroad.

"We want airplay in Zimbabwe if possible so that our brothers and sisters can hear and know more about us.

"If you understand the business relationship between record labels and radio stations, you understand the very essence of the music business. To put it simply, we need each other.

"A record label needs radio airplay to deliver the music of its artists to an audience of radio listeners. A radio station needs music programming to broadcast to that audience," he said.

Chitepo affectionately known as Tu Shot said radio airplay is traditionally the best way for a record label to get their fans listen to their music.

"The more a song is played on the radio and heard by listeners, the higher the chances the song become part of the public's consciousness. "If people hear a song often enough to get familiar with it, they may like it and want to buy it — that's the only reason a record label invests so much time and money to get airplay.

"It is a proven marketing tactic that, when successful, results in recording companies realizing millions of dollars in record sales annually," he said.

The "Maiwe" hitmaker said any kind of radio airplay creates excitement on a new song, whether it is commercial, non-commercial or social media.

Chitepo said he was probably the most underrated musician from Zimbabwe.

"I had a hit single "Maiwe" and the video went viral in the UK, but I still cry that I remain unknown in my home country.

"I can speak for myself that we are not being recognised in our homeland," he said.

The pint sized musician said appreciation and support was hindering the growth local musicians based in the diaspora.

"Surprisingly I have even had a call from Innocent Utsiwegota who said that my song 'Maiwe' is a bigger song than 'In My Dream' and he was surprised that the song was not an anthem in Zimbabwe," he said.

Chitepo writes and produces his own music.

He has shared stage with Richard Blackwood a renowned UK comedian. "My role model is the late liberation war hero Hebert Chitepo, my uncle. To think that a person who had absolutely nothing to start with achieved so much for the whole nation is humbling.

"Musically I am inspired by Oliver Mutukudzi," he said.

The video for the song "Maiwe" has indeed set a standard for music videos in Zimbabwe

In the video Chitepo features the GOP dancers who have also featured on Davido's music videos among others.

The song is about beautiful African women are why they should be respected.

"Maiwe" is currently on position number 2 on Zambezi Magic Zim Top10. The musician is not a novice but he recorded a song called "Chete" with Delani Makalima before relocating to the UK.

He is currently working on a new single titled "Gimme Your Luv" which features Nigerian based artiste Nate Genius.