Potential of the Zambian Music Industry

Music is known as a 'main hobby' by main people. As everyone of us has a link to music regardless of what we do in life or what we consider our hobby.

Zambian music has been on an upward trend for now. We had a great music industry years back. It not only was enjoyed in neighbouring countries, but sold as far as Kenya and Uganda. This not only contributed sizable income to musicians like Paul Ngozi or Air Power Band, but was a contribution to our economy. Musicians did not only attract attention as role models for the younger generation, but they could live reasonably well compared to other careers.

However, a period of silence in music did not help the industry. Not only was the following cut completely down, but the musicians themselves lost identity. We forgot what Zambian music was. The great Witch sang in English and local languages, but now, if you sing in English, its 'Zambianism' is questioned. So the question is then brought into light, what is 'Zambian music'?

The issue of identity is a crucial one when you are trying to promote music back to the level where it had once been. The identity and the economics of the industry will need to be looked at in a serious way. If a Zambian writes in English, like Dambisa Moyo, will that make it lesser Zambian than her writing 'Dead Aid' in Nyanja? If not, then why would that count differently to Zambian music?

JK has gained international recognition from being part of one8. Has he become less Zambian? Cri$i$ has been on the scene since the days I rapped! He has received little attention as a great musician because he has very few Nyanja or Bemba rhymes! But hes music is as Zambian as the Luangwa river! We need o address this fact alot more to have any influence and impact in the world industry. We can't compare ourselves to South African music as they not only have a great market and industry for their music regardless of the language. We have to aim at less than 13million Zambians. Of that 13million, not all can afford to buy the CD. Moreover, even the percentage that can buy will not be a Nyanja or Bemba speaking person. So language not only will kill your worthiness, but will reduce your potential market even further by making it impossible to sell in neighbouring countries - well, unless it is in Nyanja as Malawi becomes a potential market. Now contrast that with a great song done in English? I'm sure you don't have to be an economist to see the returns on that as being greater than the others.

I know Kalindula cannot produce an English version, but seriously, all these young artists struggling to do an RnB version in Bemba or Ragga in Nyanja should give us a world of opportunities the other way round. After all, I believe there is a generation of musicians who would produce better Kalindula than the Kali-rap (Kalindula and Rap)!

Improving the Music Industry
There are two aspects that we need to improve our music in order to make any meaning contribution to the world.

1. The Music Economics: We need to work out the economics in the industry and not only make music that sells, but music that sells to the largest possible audience. That way, we will maximize returns in the music industry investments, push the market value of our music products and claim a percentage of the world music industry.
2. Find and define what Zambian music is. No one person or small group of people can. This is an identity that must be established by our music as compared to the whole world.

The economics of music have to be understood and systems put in place to have any such impact as outlined. There is potential in the industry, but like all potential, it is worthless unless that potential can be turned into a finished product. A product worth of not only Zambian market, but SADC and COMESA. Then it can be counted not only on the African continent, but the world market. Right now, we have no returns from the industry worth talking about. We also need to look at other elements that will make our returns be meaningful. We produce CDs which are pirated with 5minutes of being pressed! The world over, has slowly been moving from CDs and Vinyl to online and digital format. There is more returns from live performances that CD sells. Is there a single online store for Zambian music? No! We have plenty streaming websites, and anyone on earth can hear Zambian music. I have even come across torrents that have alot of Zambia mp3s included. Who benefits from this? Not one Zambian musician. But that shows you that people out there world appreciate Zambian music if we know how to market it, and produce high quality products which will even bring in revenue for the country, so that more investment can be called for in the industry.

We need to unite and help Zambian music develop penetrate markets and bring us returns. Thats the only way, we will appreciate the potential returns that can be enjoyed from Zambian music.