20/11/2024
Chibesa Malembe writes
I have helped a number of Zambian Gospel Artists DISTRIBUTE their songs and I have gotten paid for it. But I’ve noticed one thing in common amongst many of them that makes me wonder whether they are really serious about seeing numbers converted in their favor for the music they put out.
I don’t know if we think DISTRIBUTION and MARKETING are the same or if we actually know the difference but are just lazy when it comes to marketing our music the right way. The truth I can tell you is that songs don’t just trend by luck or chance, you have to deliberately shove them in the faces and ears of your listeners.
A little while ago, the biggest problem we had (and it still lingers even now) was the issue of music distribution. But, we are slowly getting the hang of it. Currently, we think just because we’ve released a very powerful song and it’s on YouTube and Spotify, somehow miraculously people will listen to it. No, sir! You have to talk about it every day. Share the links every day, everywhere. Go to radio stations and TV shows to talk about it. Do TikTok challenges. When you go to concerts, sing those songs professionally. Let people look for your songs. Create the demand you want for your songs.
Honestly, it pains me that I will sit down with an Artiste, help them out with making sure their song or album is sent to the right platforms, but when I get to enquire about how their marketing plan looks like it seems like a very big conversation to have and they are unwilling to have it.
Days and weeks into the release of their music, they are hardly posting content that leads to their newly released music on their official social media platforms but they consistently share memes and pictures of their partners, which is actually not bad, but very detrimental to their music career if they don't accord it the attention it deserves to see the results they expect.
Success in the music industry is not accidental, you need to match the effort you put into creating the music with an equally intense effort in promoting it. If you’re not your music’s number one ambassador, who will be?
The problem is, artists think it’s someone else’s job to push their work. They assume the distributor, the producer, or the fans will magically do all the heavy lifting. But the truth is, as an artist, you have to own your craft fully; both the creative side and the marketing side. If you’re not talking about your music, sharing it, and promoting it like your life depends on it, why should anyone else care?
The digital age has democratized music distribution, but it has also made the competition fiercer. Everyone has access to platforms like YouTube, Spotify, and Apple Music. Your job is to make noise louder than the rest, to stand out in a sea of content. And the only way to do that is to go all in.
At the end of the day, the formula is simple; if you don’t care enough to promote your work, no one else will. And if you’re unwilling to create noise about your music, it’s no surprise that your songs won't be heard.
Talent alone is not enough. A good song without good marketing is like a seed planted in a desert, it won’t grow. But with the right effort and dedication, your music can reach the world.
Feel free to reach out to me for any professional need you may have as an Artiste. I am reachable on [email protected]
