Music Management Forum of Zimbabwe Pushes for 60% Airplay for Up-and-Coming Artists

The Music Management Forum of Zimbabwe (MMFZ), the association representing music managers in the country, is advocating for a policy that would require local radio stations to allocate 60% of their airplay to up-and-coming artists. This move is part of the organization’s larger push to ensure more local content is featured on both radio and television.

Russell Mavudzi, the secretary-general of MMFZ, explained that the aim is to level the playing field and provide emerging artists with a fair chance to have their music heard.

“We want to talk to our parent ministry to co-ordinate with the Ministry of Information and Publicity so that there is at least 90% local content on radio stations, with 60% of that coming from up-and-coming artistes,” Mavudzi said.

The proposal comes in response to the challenges faced by emerging musicians, who often struggle to secure airplay compared to more established acts. According to Mavudzi, some artists have music that is even “stacked in radio station libraries,” yet they are not given the opportunity to have their work played on air.

“Such a policy will help minimize the gap and create an equal platform for both established and up-and-coming artists,” he added.

Up-and-coming artists are often constrained by financial limitations, which hinder their ability to promote their music effectively. Additionally, promoters tend to favor well-known artists, leaving the new talent with fewer opportunities to showcase their work. The MMFZ also plans to advocate for a 60% slot for emerging artists at national events.

“We are also going to advocate for a 60% slot for up-and-coming artistes on national events line-ups to empower them and provide platforms to market their careers,” Mavudzi said. “However, no artiste should perform for free at those events.”

In the early 2000s, the Zimbabwean government introduced a 100% local content policy, which played a role in the rise of urban grooves music. Mavudzi emphasized that partnerships and collaborations are crucial in addressing the challenges that the music sector faces, particularly given the effects of the economic downturn on various industries.

Looking ahead, Mavudzi expressed optimism that the newly appointed Minister of Sport, Recreation, Arts and Culture, Anselem Sanyatwe, will prioritize the music industry. He believes that the sector has the potential to significantly contribute to Zimbabwe’s economy, much like the music industries in countries such as Nigeria, South Africa, Jamaica, and the US.

“The music industry is like a precious mineral. Artistes can contribute significantly to Zimbabwe’s GDP,” Mavudzi said. “The incoming minister can develop policies that ensure the industry is protected and increase budget allocations for the arts sector.”

In addition to advocating for more support for local artists, MMFZ is working on developing modules for music management that could be recognized by the Ministry of Education. These modules will include international perspectives, as the organization is a member of the International Music Managers Forum.

“We are creating modules for music management, which can be approved by the Ministry of Education following Music Crossroads that established a music management course, which I don’t think was well-subscribed, hence it was suspended,” Mavudzi explained.

Through these initiatives, the Music Management Forum of Zimbabwe is striving to create a more supportive environment for emerging artists, ensuring that they have the resources and opportunities to thrive in the music industry.