MUSIC INOTEERERWA NEVENE VAYO 🇿🇼
As Zimbabwean artists strive for success, they're often urged to "go international," implying that their music should resonate beyond national borders and appeal to foreign audiences. While this aspiration has its merits, it's essential to examine the underlying assumptions and potential pitfalls.
On one hand, gaining international recognition can broaden an artist's reach, expose them to new markets, and enhance their credibility. It's undeniable that global appreciation can be a valuable asset for Zimbabwean musicians.
However, the emphasis on "going international" stems from a concerning belief that foreign markets are more valuable and sophisticated than the local market. This assumption is unfounded, as Zimbabwe has a rich musical heritage and a capable audience. The forced adoption of local content in the early 2000s, spearheaded by Jonathan Moyo, demonstrated that Zimbabweans can appreciate and support international talent.
Moreover, the fixation on international success seems hypocritical when local media personalities, who haven't achieved international fame themselves, advocate for it. Beyond the media personalities Doctors, Lawyers, Engineers can all achieve international acclaim but I never hear you telling your Lawyer cousins that they need to “Go international”.
The notion that watered-down, Americanized music is the key to international success is also misguided. History shows that unique, locally rooted sounds are more likely to resonate globally. Let's avoid making excuses for the perceived lack of success in Zimbabwean music. Good products will always find an audience (provided they’re marketed well. Ishan's English songs, for instance, have been well-received locally.
In conclusion, while international recognition is desirable, we must acknowledge the value of local success. Zimbabwean artists can thrive in their home market, and that's not a lesser achievement. With a small population, breaking into regional and global markets can be challenging, but it's not the only measure of success. Let's celebrate and support our local talent, rather than perpetuating the notion that international validation is the only true benchmark of success.
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