In this era of the music economy many artists are looking for sponsorship and endorsement deals, to compensate or supplement for the lack of revenue meant to be generated from album sales and royalties. We’ve already discussed many of the quantitative aspects pertaining to an artist’s branding concepts in previous article published in 2016. So, in this article we’ll be giving a qualitative perspective on how an artist can monetise from fame. This is to add further understanding for artists to be able to integrate the information from the music economy series and convert it into a business model which works best for them.
We’ve seen instances where some artists seek attention through all sorts of strange manners, just to “stay relevant” and become the talk of the town. As a basis of income levels, terms such as ‘mass markets’ and ‘niche markets’ are thrown around. These are two broad types of economic markets, which enterprises try to target in order to generate revenue and grow their businesses. According to the Chron, “the term mass market refers to a large, undifferentiated market of consumers with widely varied backgrounds. Products and services needed by almost every member of society are suited for the mass market.” This mainly means that, this would be inclusive of a market of people of all income levels, which does not exclude anyone. For artists, this offers them a chance to sell to as many individuals as possible – for as long as the merchandise price point does not exclude consumers from lower income groups. In musical terms, this could be assumed as catering to the mainstream audience who make up the majority.
Meet Mr. LoveDale Makalanga –a gifted performer and an eclectic soul. The Zimbabwean-born muso comes from a musical family and has an artistically cultural background. Both factors which have helped contributed to the depth of his musicality and helped shape his musical career.
During this time where his duet single with AMABEYOND called Folklore was recently launched, Lavatory Records were fortunate to have a convo with LoveDale. LoveDale described how he discovered his sound within the diverse realm of Afro fusion sounds. He also discussed his journey in the Zimbabwean music industry – from his early days in a music group to establishing himself as a solo artist, and so much more.
Lose Your Shoes (Remix) (available for streaming and free download) is a single from Denzyl’s self-titled EP. The singer wanted to do something special with this track and so he recorded the remix to ‘reinvent’ the song.
The bouncy version of this potential hit single came out just as Denzyl envisioned. An artist from Durban would only want something as hot as his hometown’s climate. The remix just had to be done – you can “blame it on the boogie” (to paraphrase the late legendary singer Michael Jackson). Denzyl is known in his private circles as someone who likes getting “down” to the groove, so it was inevitable that he would produce an upbeat tune. If this festive season you get itchy feet as result of wearing your “dancing shoes”, you may have to thank Denzyl for that one!
The crazy SOWETO rap group PurvGang are making sure to not leave 2017 without having a say! This time around they have released their latest mixtape entitled #NoFatel which is available for streaming on YouTube , free download and streaming on Audiomack and Datpiff.
Also we will have an interview with the crew on the way! Do lookout for that and also for #PurvyFridays releases! Look out for all of that coming soon.
Alberton producer Crispy T has made his first hip hop mix which is an exclusive called Crispy cuts mix tape: Retro Tre. This mix is of Crispy T’s friend; South African rapper Tre and all his old tracks from back in the day.