Entertainment business 101 for the Zimbabwean
By Elspeth Chimedza
Check every blog, newspaper, radio, podcast, Whatsapp group, or just in conversation, one will find that there’s the consistent back and forth in debate about the progress of Zimbabwean music and entertainment overall. Everyone seems to be a connoisseur when it comes to what makes a successful entertainer in or from Zimbabwe or what a Zimbabwean entertainer should look, or sound like. There are examples of many successful home grown Zimbabweans as well as those in the diaspora and they share different stories of how they got to where they are as well as being rewarded for it.
So many of us aspire to have success, fame and bank accounts like Beyoncé, Puff Daddy, Oprah, Lupita Nyong’o, Tyler Perry, Anna Wintour or Sir Richard Branson, depending on which sector of entertainment that you are in but do we understand how to merge talent or passion with money. How do we get the buy in of the corporates and even more, the general public whom are called ‘fans’ or ‘consumers’ into what we deliver as entertainers or artists?
Well there’s a lot to be done to get such end results however in this article I would like to share from my personal experience as well as expertise on how to make the music (or entertainment) business work in Zimbabwe or as a Zimbabwean (but even on a broader scale if you can relate).
Before I get into the tips or advice, I would like to give you a brief background about who I am and what I do. I am currently the editor in chief of an online music and urban culture magazine (Groove Magazine International), with a professional background in marketing and advertising. But before all that I am an artist in a very broad scale because I paint, dance, write songs, write and perform poetry, script write, sing ( a little bit) but my main focus area is writing and proudly I am a published writer. I became part of ‘the industry’ when I began my spoken word performances from which I began to form networks and friendships. During this time I had radio and television appearances and interviews from which I also created networks. I then started the magazine which then threw me into the business aspect of entertainment. Since then, there have been many lessons learnt during this period but there has been steady progress in what I have been building for myself, my business and my brand.
Due to my constant interaction with different industry players, research and of course experience, there are a few general dos and don’ts that can help guide a new artist (or just an entertainer) through their career.
So how does one work towards building a successful and rewarding career in the Zimbabwean aspect?
Read the tips below with practical examples:
1. What’s your vision board?
We all remember when we were young and we would dream and daydream about life and the future which often looked so bright. What were your dreams? Where did you see yourself in the next 10 to 20 years? I have often been teased about writing and pasting my dreams on a piece of paper but having a vision board is essential in your journey to be a successful entertainer. Off my vision board I wrote that I want to be the editor of a prestigious magazine and this was in 2010. Where am I now? I am the editor in chief of a well-known magazine and better yet it’s mine. Writing what you want to achieve gives you a clear direction of whom and where you want to be. It often seems silly when you write your vision down but the year when you fill up a stadium, or win that Grammy or receive that bestseller, you will look back at it. Your vision gives you direction and helps establish who you want to be.
2. Write a life plan
So how long will it take for you to achieve your dreams and vision? Maybe it will take a year, or two, or a decade? Well, this is when a life plan also known as the to-do list comes in. With your life plan you are now subdividing your vision into time frames that will help you work smart and hard to get to your end goal. For example, within five years you want to have won at least five African awards i.e. MTV Africa Music Award, Channel O, All Africa Music Award etc. then you divide your plan into months from year one all up to year five. With each month you structure your strategic plan and this also gives you direction. However realistically, life doesn’t always go the way we plan so you might encounter several setbacks whilst trying to get to your goal but the point is with your life plan you won’t give up because it serves as a reminder to what you want to achieve. So while you are reading this it would be a good idea to get a notebook or create a document on your computer and begin structuring your five-year or ten-year life plan. Your career- life plan also should also include things like marriage and children because that is important e.g. certain record labels may not allow artists to be in relationships or have children for a certain period of time i.e. Nicki Minaj has mentioned that she would like to have children after her fifth or sixth album (something that’s likely to be part of her contract) because there are tours, recording sessions, rehearsals etc. and these are very taxing on one’s time so full consideration of such should be placed. GET WRITING!
3. Research
As an artist, there’s always an assumption that your talent will get you far, but if you don’t know what you are getting yourself into or how to get into it then talent is not enough. To be honest, there’s never one formula to being successful in entertainment however you can equip yourself with skills and ideas that can help you shape your vision and how you want your brand to be like. When I started the magazine, fortunately I had my templates and benchmarks of the publications that I would like to be like but I also researched about local online magazines. For months I read about how they started, liaised with the founders and editors and even studied their content. Who is in the same genre or field as you locally, regionally and internationally? Where did they come from and what’s their current status? What can you incorporate from those individuals or entities into your own brand? Also look at genres outside your own i.e. if you are an R&B singer listen to classical music or if you are a rapper listen to classic rock like The Beatles, The Doors, or the blues and soul music such as Otis Redding, Billy Holiday, or The Whispers. Did you know that rapper Snoop Dogg actually listens to the blues, funk and classic R&B when he’s at home and where do you think that Kanye West gets most his samples from? Classic rock, blues, gospel, funk and classic R&B, so don’t limit yourself get some musiducation and inspiration. Another way of researching is by sharing your work to see how people react-how many views did get for your song or video clip, who liked it and what did they say. It took my team and I, a while to find our feet and understand what works for us in terms of content as well as what then differentiates us from other online publications but it started from constantly posting content online and finding out the statistics on each post. Understanding the market will help you greatly in shaping your brand which helps if you want to make money from what you do as well as creating longevity in the industry. Plus research also helps you put value to what you do so that you can protect against unscrupulous and even perverted individuals or entities that want to only exploit you.
4. Go to school
The Weeknd sang, ‘Only losers go to school,’ but smart people know that there is power in learning. What does school have to do with singing or rapping or acting? Well, Lady Gaga is a trained singer, dancer and actress, Mariah Carey has a vocal coach, Paula Abdul choreographed Michael Jackson, to name but a few examples, but the point is that even the best need to continue learning and training. I have come across a number of singers who are absolutely clueless about their vocals and the terms that come with musicality. Do you know your vocal range? Can you sing with your head or mixed voice? What is ‘D’ major or ‘E’ sharp? Do you understand when your producer says that you sound “pitchy” or you are singing “off key”? What is an arrangement? As technical as all that sounds, it helps to know your craft. Learning happens in different ways and places; the important thing is that you acquire the knowledge and skills for your art. I recall during a discussion with AFRIMA award winner, Cindy Munyavi, she shared that she’s been a successful artist due to her marketing skills which she learnt from school as well as studying other individuals in the industry. So maybe you can’t afford to go to school at a certain particular time but utilise those data bundles and make Google your best friend so that you can study online by researching relevant pages. There are so many YouTube channels for vocal lessons, how to play instruments, voice impressions etc., make use of those platforms. Get a mentor, somebody who is well vested in your industry and the business-watch them as they work, ask questions and even challenge them. It is also important for everyone to study marketing, branding and public relations because those are vital in what then makes one a ‘sell-able’ entity, so get your nose into those pages and get reading.
5. Get a job
I remember being asked, ‘How are you going to fund your business?’, so I pose the same question to you, ‘How are you going to fund/finance your career?’ If there’s one thing that all creatives understand is that creativity is a 24/7, 365 experience because your mind is always working but there’s a lot that is needed to then become a well famous artist or at least one with a credible brand that people can put money into. I read in Entrepreneur magazine that as a start-up at times it is wise to be a part-time entrepreneur and work for other people whilst you save money for your business. This applies to even you as an entertainer because when you think of it there are a lot of overheads including your general upkeep and then there’s studio time, your band needs to be paid, transport to and from your gig, self-publishing i.e. iTunes, photo shoots, your outfits when performing and the list goes on. If you are not signed to a record label who will foot the bills, it would be wise to get yourself that 9 to 5 (even if you hate it) and earn your cents of which you set aside savings for your ‘business’. There are artists that have a nine to five job including rapper Sharky, two-time 2014 AFRIMA nominee, R&B singer Davina Green is a lawyer, but they still pursue their passion which is music. This way you cut the strains financially and you can continue to build your career until you are a bankable entity.
6. Write a business plan
Now I am laughing because it took me three years before I wrote a business plan for my business. Not the smartest thing to do, but I have since then rectified that by attending a business training program which gave me structure and better understanding on how to start and run a viable business. Now you be a famous artist but broke or you can be an artist who makes good money so that they don’t have to work for somebody else ever in their life. Yes, you can get your manager (if you have one) to draft a plan for you or D.I.Y, you need to structure yourself as a business. Selling CDs or getting downloads, or gigs are not the only ways to make money, so after you have done your research you need to put down how you are going to make money. A business plan also builds confidence with corporates, sponsors or potential investors who can see that you understand your brand and know what you are doing. Think of Jah Prayzah, or Junior Brown who have corporate endorsements, or Tehn Diamond who sells merchandise, or Ammara Brown who has gone into acting and this is just on a local basis. Nandi Madida has a fashion line, Cassper Nyovest has merchandise and corporate endorsement, Tiwa Savage is an actress and model, DJ Sbu has an energy drink, Dr Dre has headphones, Diddy has REVOLT TV, not to mention the number of fragrances that most spray from Jennifer Lopez’s ‘J Lo Glow’, to Nicki Minaj’s ‘Minajesty’ to Beyoncé’s ‘Heat’ and we can go on with the list but the point is such ideas should be placed into your business plan.
7. Be professional and find the right networks
Now one of the biggest challenges with a lot of individuals generally is professionalism. There’s this thing that artists do that often annoys journalists, bloggers, radio personalities, promoters and that thing is called ‘ENTITLEMENT’. Now this behaviour comes when one does not understand how to approach these entities the right way. So what is the right way? Well, you remember when I talked about research in point number 2? Each radio station or publication has a submission guideline, find out how to submit your content to those entities. Always be polite and humble at how you approach those in charge, nobody owes you anything and when you are just starting you are asking them to give you a platform to showcase your content, so have manners. When I started I was fortunate that I was already networked with individuals in the industry who then directed me to the right people to get things started but I have had to work my way through. Learn how to make business phone calls, call during business hours or the indicated time, learn how to write an email cover letter using the proper address, grammar, punctuation and interpersonal skills when having face to face conversations. Find out who does what and their sphere of influence from producers, lyricists or songwriters, PR agents, entertainment journalists (including bloggers), club DJs, radio personalities to event promoters and make sure their contacts are on speed-dial. Always remember to keep things strictly professional yet amicable to avoid unnecessary drama, offending others and to also protect yourself against ‘abuse’.
8. Create a team (or a network that works as a team)
When I published the first two magazine issues I did pretty much everything on my own, from the interviews, content curation, layout and design and the publishing. It was so much work but that effort then drew people in who also wanted to help out as well as be part of the ‘vision’. To date I have a team of writers, photographers and graphic designers who work on a contract basis as we get our work moving. So right now you can’t afford to have a full team that works for you but from your networks you can identify people that you can liaise with whilst building your brand. A team helps you make your job easier by you delegating duties so that you can focus on what you do best. You need a photographer, make-up artist, fashion designer, publicist (you can liaise with bloggers for this), maybe a band, find within your network people that you have a good relationship with and agree on a working contract that helps you get things moving. Be honest in your dealings and highlight your budget so that you get the right people who understand the level you are at and you get the best out of them. Make sure that you pay your TEAM!
9. Make strategic partnerships
You have your network and your team (full time or part time) and now you need partners. In business a partner shares the responsibility of the business and can also bring input. Partners are different from your team but are just as important and if you are strategic, they will help you go far. In your partnerships be sure to have a person or people who are involved in what you do and not just make decisions from the side lines. I have strategic partners who have handled however previously I had a bad experience with a business partner who didn’t contribute as much into the day to day issues of the business and they held me back a lot of times because I had to wait for their decision which often took a month or more. You need to have supportive business partners who don’t take long to come to a decision and are willing to help you progress-of course you know that they also benefit from your success.
10. Play Nice!
Now in an industry filled with big egos it’s very hard not to throw shade or downright detest certain people because there are those people who will rub you the wrong way but that’s the biggest test of your maturity and professionalism? I have had people who have stolen my ideas, content, closed doors of opportunity for me but I still have to smile and at times interview them. Well, not everybody is ‘nice’ although nice is for biscuits but you have to be a polite individual even under ‘unbearable’ conditions. There will be functions that you will bump into that director, who made those inappropriate gestures, or that promoter who crooked you out of your money or that fellow artist or blogger who have been dragging your name in the mud, what do you do? First instinct is to re-enact ‘Love & Hip Hop’ but what legacy do you want to leave. Do you want to always be tabloid fodder, or have your scandals outdoing (and maybe outliving) your talent? Think about it. Yes there is that sweet temptation to throw a drink a drink at that industry asshole, or call people out on Twitter or if you can afford it drag them to court (which is your constitutional right), but is it worth it. My late father taught me that you should pick your battles in life wisely and as the good book says, be shrewd as the serpents. If you are going to fight or pay back do that by going against all odds and succeeding in what you do. If you fall down, get back up, back to the drawing board and find a way to protect yourself, your work and be more discerning when making business deals. Learn diplomacy, don’t take offence, if the shoe doesn’t fit don’t wear it and treat everybody equally from the smallest to the most powerful and that takes me to point number 12.
11. No one is too small
Here, I have noticed that a lot of people lack respect for people and often take people for granted. Early on with the magazine I used to take a lot of offence at how lightly artists or in this case interviewees took my magazine or team for granted by calling us small and often didn’t give us the acknowledgement but then a friend of mine who is a producer shared this statement, “Artists especially musicians are self-centred individuals who only do what satisfies them at that time but they don’t realise that they have short life spans in the industry, but us, we are ‘gods’ because our careers last until our last dying breathe (and even beyond).” There is a lot of truth in that statement but this is not overall perception of ‘all’ artists, creatives or musicians and it’s with hope that you are not one of those who fall into the above mentioned category. Now in the industry producers are one of the most powerful entities because unless you are part of Take 6 or the Pentatonix, you need the beats, production, mixing and mastering from a producer or sound engineer because every great hit song is mostly influenced by the beat or melody of a song. Don’t believe me? Why do you think that award winning director Lee Daniels made Timbaland the producer of the music on Fox’s hit series ‘Empire’? Timbaland has a track record of producing hit song from as far back as the 90s, with platinum selling and award winning albums. Now how many artists had that one hit song and disappeared, or old artists who have failed to make comeback or stay relevant? Don’t hurt yourself. The power and influence also applies to songwriters, journalists and bloggers (in this case music writers or critics), they can amplify or destroy careers with just words. I don’t condone to abuse of the knowledge of such power but my point is that we all need to acknowledge each other’ role in building our brands or empires. Don’t ever say that so and so is too small for me so I won’t work with them or do an interview with them or have them do my publicity. When I got into the industry I worked with pretty much everyone, especially the unknowns or not established. When I once googled myself recently (vain, I know), I discovered that I had articles whether personal interviews or articles that I wrote in various publications which at the time were just starting off and now they have great website traffic. It’s because of those relationships that I in return receive support in my own endeavours. They were not Huffington post or Vibe magazine but they were stepping stones for me as someone who is trying to break through. There are even people who hooked me up with radio and television interviews because they had links but had I judged them and said because you are not ‘famous’ or ‘big’ then I would have missed out on those opportunities. As an artist especially upcoming, you need to appreciate and respect people in all spheres and allow their input into your career. If the photographer has a good eye allow them to do your photography, if the make-up artist can make you look like you’re just of the cover of a magazine, allow them to work with you and please for the life of me, do as many interviews with as many small journalists or bloggers or podcasts because to be honest, they are more likely to be interested in you than those at the ‘top’. So as highlighted in point #11, have respect and be good to everybody because you don’t know who will be your step to success or money or fame.
12. Support others
Just like in points 11 and 12, no man is an island and if you want people to be your cheerleaders you need to be one first. Okay, so you don’t like poetry or comic books, but your next fan or social media push might come from a spoken word artist or a manga anime fan. Do your best to attend fellow artist or creatives or even business events and get involved in what they do. Like in point 3, research about the event, genre that your friend or colleagues are hosting or attending and try not talking much about yourself but take interest in what’ going on and what they are doing. On social media, like, comment, share, retweets, regram and refer other people’s content even more when it has nothing to do with you. If you find an article that’s interesting on a certain blog or website share it, tag people you know would be interested in that article, someone just dropped a single or video, then listen or watch it and comment about it or congratulate your fellow colleagues on their milestones. What you will be doing I building a genuine relationships and support from those around you but warning not everybody will reciprocate what you do but for your image it works well because fans will view you as an individual who reads widely, friendly and is supportive of the local and continental development of the industry, so you win.
13. Don’t take it personal
I have a philosophy, “You cannot be offended by words or actions if you do not fit the bill of the insult, so if you take offence it’ because you want to be offended.” What that statement means is that for a human being whose mental capacity is chemically balanced, you have a choice for every emotion and reaction towards life. As taught in most religions, human beings have ‘free will’, so it’s your choice to be happy, or sad, or angry, to love, to laugh or cry. So someone says that your song is whack or your image needs work, then you take offence from that and call them haters. Yes, we do have people who have nothing better to do with themselves than troll other people but for most, they couldn’t care less about your life. The public reacts to what public figures dish out to them in public but if those ‘celebrities’ don’t showcase anything their existence doesn’t matter because the attention span is limited especially in this technological age. I being someone who has faced in life bullying, racism, tribalism, gender inequality and a lot of mean vibes know very well how words and actions can break a person but through the years I have learnt not to take everything personally. I have had people act all ‘diva’ when my team and I request for interviews, or being rejected when we pitch the magazine to companies or investors or being told that our magazine isn’t big enough for a certain brand; but what I have done is then go back to the drawing board and research more on why people reacted or commented that way. The intro and retrospect of things helps us become better or shut down the rejection because not everything or everyone can or should be associated with your vision. Instead of being offended, demotivated or aggravated, work harder, smarter and define yourself even more by finding new angles to package yourself so that you are a force to reckon with. And remember different strokes for different folks, you will eventually find the people that you rub the right way and they will be there to stay.
14. Strengthen your –Ents
This one is short and simple. Be patient. Be efficient. Be consistent. Be resilient. Whatever you do, finish what you start and don’t give up just because there are obstacles, because you have a vision that burns inside of you and needs to be fulfilled.
Groove Magazine International 