Willis Wataffi Urges Band Managers to Prioritize Artist Development

Willis Wataffi, renowned co-founder of the popular band Afrika Revenge, has called on band managers in Zimbabwe to adopt a more professional approach to artist management, emphasizing the importance of artist development as the cornerstone of success in the music industry.

In an exclusive interview with The Herald Arts, Wataffi shared valuable insights gained from years of international touring, collaborating with legendary artists, and observing the workings of music business operations around the world. His message was clear: Zimbabwean band managers need to prioritize their artists’ growth over short-term gains such as commissions from show bookings.

“Having toured the world in the music business alongside legends, I’ve observed that many Zimbabwean band managers, both new and experienced, are primarily concerned about their musicians’ growth,” Wataffi stated. “It seems their focus is on commissions from show bookings rather than on grooming their artists for personal and professional development.”

Wataffi, who has seen firsthand the global success of artists, highlighted the lack of professionalism among most local managers. “In Zimbabwe, we have only a few professional managers; the rest are merely booking agents or receptionists for their artists,” he added. He emphasized the critical need for artist managers to invest in their clients beyond just booking performances, pointing out that professional management should extend to ensuring the personal and professional growth of the artist.

One of the key points that Wataffi made was about the dangers of fame and how it often leads to poor management choices. He observed that many artists, after achieving fame, tend to hire close friends or relatives as their managers. “Fame can be a surprise for many artists, leading them to hire people they trust, but unfortunately, these individuals often lack the necessary skills to properly manage a career,” Wataffi noted. “This can negatively impact the artist’s long-term success.”

Wataffi also lamented the lack of learning from successful musicians globally, noting how this absence of development results in missed opportunities for both artists and managers. “Many of our managers in Zimbabwe do not invest in their artists, which is disheartening. Fame should come with better fortunes, assets, and goodwill. This can be achieved by engaging the right people as managers, rather than relying on relatives or friends who lack the required expertise,” he said.

Drawing from his own experiences, Wataffi recalled challenges he faced when attempting to collaborate with other musicians in the industry. “I remember approaching a sungura giant for a possible collaboration, but despite days of deliberation, the deal fell through. He referred me to his management, and that was the last communication we had,” he shared, underscoring the importance of clear and professional communication in music business dealings.

To address these concerns, Wataffi urged local managers to enhance their knowledge of arts management by attending workshops and pursuing formal education in the music business. “Artists’ managers should take music business management classes seriously, perhaps even enrolling in online courses. While talent is a gift from God, it requires professional management to yield results,” he advised. He also pointed out that qualities like wisdom, tolerance, and humility are essential for the personal development of artists, helping them to sustain their success over the years.

Wataffi praised Zimbabwe’s long-standing music legends such as Alick Macheso, Nicholas Zakaria, and Leonard Zhakata, attributing their sustained success to professionalism and effective management. “Figures like Alick Macheso, Nicholas Zakaria, and Leonard Zhakata continue to thrive in the industry, even after years in music, because they have benefitted from sound management practices,” he noted.

Furthermore, Wataffi encouraged local musicians to take advantage of workshops organized by groups like ZIMURA to improve their professional skills and broaden their understanding of the music industry. “It’s unfortunate that some band managers think they know it all, despite the availability of free assistance. If they genuinely cared for their brands beyond their commissions, we would see a more progressive Zimbabwean music industry, complete with residual incomes from endorsements and intellectual property licensing,” he argued.

In closing, Wataffi stressed the need for professionalism within the music industry. He recently collaborated with South African jazz artist Edgar Muzah, who won the 2024 Best of the Rest of Africa award at the South African Music Awards. Wataffi praised Muzah’s dedication to professionalism, highlighting the importance of such an approach for sustained success in the music business.

Willis Wataffi’s call to action for Zimbabwean band managers is clear: to ensure the long-term success of their artists, they must invest in professional development, proper management, and continuous learning.