Stars Behind the Scenes

Stars Behind the Scenes

By Clara Wadi 

The road to fame may seem glamorous, with bright lights and cheering fans, but it comes with significant challenges. Behind the scenes, artists make numerous sacrifices, meticulously plan their careers, and constantly feel the pressure to maintain their public image.

Success in the entertainment industry requires more than just talent; it’s a blend of fashion choices that resonate with fans, strategic collaborations that expand reach, and distribution networks that ensure their work reaches a broad audience.

Shaffie Phiri, also known by his stage name Driemo, believes that the essence of the music industry lies in tapping into international markets and collaborating with both local and international artists to boost visibility and credibility. He said: 

 “As for me right now, the target is to tap into neighboring countries like Zimbabwe, Mozambique, Zambia, and Tanzania. For instance, working with Yo Maps, expanded my audience. It became much easier for Zambians to recognize me.”

I was already known before Yo Maps engaged with my music, but our collaboration helped a lot. The song did well, so the next time I release something, Zambians will say, ‘This is the artist who collaborated with Yo Maps, let’s go listen.”

Driemo also highlighted challenges in monetizing music distribution platforms like YouTube in Malawi. 

“Malawi is not recognized by YouTube, so it's very hard to earn significant money from our views. We maybe earn 30% of what we could, simply because we are not recognized.”

He further disclosed issues with local websites like malawimusic.com, noting that while these platforms generate revenue, no artist has ever received payment from them. He also mentioned that the Copyright Society of Malawi (COSOMA) does not provide artists with a proper breakdown of their earnings.

Laurent Kwakwala, also known as Mkometsi Kwax, discussed Akometsi’s formula for helping emerging artists achieve fame through data research. He said:

 “We use data-driven insights, utilizing data and analytics to understand audience preferences, listening habits, and demographics. We hold meetings with our artists to brainstorm ideas based on the data we’ve collected.”

Mkometsi Kwax emphasized the importance of tailoring management approaches to each artist’s unique needs:

“We understand the vision, goals, and strengths of each particular artist, and our promotional strategies are built around these. We also have a flexible management style that adapts to the artist's personality and preferences. Context matters too, we consider the genre, career stage, and personal circumstances.”

He added that consistent branding, social media engagement, and fan interaction are vital to an artist’s popularity:

“Authenticity resonates with fans. That’s why we push our artists' brands so that their fans become familiar with them. Direct engagement with fans builds loyalty and keeps them invested in the artist’s journey. Live chats, question & answer sessions on Facebook or TikTok, and exclusive content create a sense of community.”

Trending Afrobeat artist Merchah shared some strategies people use to gain popularity among fans:

“I'm an example, I blew up on TikTok. Other artists get famous through blogs that post about them and their music, and things change like that. And yes, promotion. You have to promote via TikTok, Facebook, and pay bloggers. Promotion isn’t free in Malawi, so you need a proper budget to push a song and get it to the right places.”

Merchah also emphasized the importance of networking:

“I think networking is crucial. As an artist, your social capital is essential for your growth. The people you surround yourself with boost your visibility and credibility. Some people will respect you simply because of the company you keep. It’s like you share the aura with other artists, which keeps you credible and visible.”

Jetu’s manager, Blessings Kazembe, also known as Emu Dee, commented on the importance of an artist’s style and image in their success, as it helps fans connect with them and recognize their work:

“I remember a time when Jetu’s unique grass-themed posts were instantly identifiable by fans on social media. That became her signature style as an artist.”

Emu Dee added that effectively managing an artist requires a deep understanding of them:

“I advise upcoming artists to work with a manager because managing your own brand can be challenging. As an artist, you can’t do everything on your own. Even I manage my grandmother’s affairs, accessing opportunities and connecting with people that might be difficult for her to reach.” he said.

Standing out in the music industry demands creativity, adaptability and dedication. Wendy Harawa, a renowned vocalist, shares her strategies for success.

She said: “Authenticity is key. By embracing my heritage and engaging with my audience, I have built a loyal fan base. Success is not just about numbers, but about making a meaningful impact through my music.”

Harawa added that staying up to date on industry trends is crucial, and following industry leaders, attending workshops and festivals and explore new technologies helps a lot. She also mentioned that to measure success, she set goals, track engagement and sales.