We’ve a number times in the past written about music, piracy and how local artists can help themselves survive their-music-everywhere-for-free age. One such article was penned by Brian Gondo about a week ago. But speak as we may about the industry, we’re not musicians. So it was great today reading a comment to Brian’s story by one of the best hip-hop artist there is out there (yes, not just best in Zim) Tendai “Tehn Diamond” Nguni:
The music itself is no longer the primary income engine. That’s the global trend. Making mp3’s available and trying to do that in an effort to make money is not the way, the goal should be to beat obscurtiy with wider distribution. I am an artist living and working in Zimbabwe, and I believe that piracy is not the enemy, obscurity is. The music should service as the foundation to bring potential fans into an artist’s conversion funnel, where u look mainly to recoup money off the intangible products an artist can provide. The best example being live shows, u can’t pirate a live experience, the emotion, the direct contact with the artist. What a major player in the industry like Gramma should be doing is looking to be come a company that helps artists develop and strength their brand, with the music as the foundation of that. To develop a wider and more reliable network of live venues and go on a mission to re-educate bothe artists and the fans. Piracy isn’t killing the industry, its a lack of forward thinking innovation.
And just in case you don’t know who he is, here’s his Facebook Page. You can also watch this video here to get an idea of just how much talent and quality work Tehn’s about.