Bulawayo music apathy: Who is to blame? - A Response

Bruce Ndlovu writing on Bulawayo24 wrote as follows on what other people regard as the problem facing artists from Bulawayo "Lack of funding, poor organisation, lack of national airplay and local apathy are the buzzwords for many a local artiste as year after year, the stars fail to align and give Bulawayo musos the success that they crave". - See more at: http://www.bulawayo24.com/index-id-opinion-sc-columnist-byo-60554.html

This does not need a rocket scientist to decipher; music is a psychological phenomenon which takes root in the hearts and minds of people if heard over and over again. In many instances when one listens to a song for the very first time one may not appreciate the beauty of the song, but if the same song is played over and over again on the radio or TV, people start to appreciate the song and they start talking about it. This is how the song and the artist gains popularity. Even worst songs from people like Mapfumo and others, are played repeatedly on the radio and TV at times one finds him/herself singing along the ugly songs.

I am aware that from my introduction the readers know where I am headed to and without fear, fail and favour, I will not disappoint on that front.

Since the year 2000, a plethora of talent from Bulawayo has mushroomed throughout the world, but these artists do not get the airplay they deserve in Zimbabwe. We have seen the ascendency of artists such Jays Marabini, Zinjaziyamluma, Nkosi ka Ndlovu, The Royal Destiny, Berita Khumalo, Silvester Sibanda, Mthulisi Dube and hundreds more in South Africa.

All these artist play music of highest possible quality you can ever think of, but they are treated like pariahs and never given the publicity they deserve. What I am saying is not an unfounded claim; everybody in the industry will agree with me that the artists from Bulawayo are getting a raw deal when it comes to airplay in Zimbabwean national broadcasters.

This then demands radical thinking in addressing this predicament. First, those with energy to fight the government of Zimbabwe should take the war to their doorsteps demanding fair treatment of the artists from Bulawayo. This is an approach that I am not in favour of as it will leave the artists' energies sapped; artists need all their energies to focus on their creative work and creation of new quality products.

Secondly, the people of Bulawayo should forget about the national broadcasters and fight for their regional broadcasters and community stations. Once they win the battle, they should not expect overnight success; people will have to be slowly weaned off the irrelevant and uncaring national broadcasters. The regional broadcasters should have a clear policy on local content, which should be deliberate and heavily biased towards local content.

Bulawayo artists in the country and outside the country should get equal airplay.

If Regional and Community based Radios and television stations become elusive, then people will be left with no choice but to establish regional stations in Botswana and South Africa with capability to broadcast in the country legally or illegally.

Those who blame listeners, musicians and fans for the predicament of local artists do not understand the psychology of music, once they begin to understand that then their guns will be turned round and be pointed at the responsible people and institutions.