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Bruce Ndlovu Showbiz Correspondent
It is a given that the tastes of music fans shift from generation to generation. Music does not stick to a single blueprint and with the passage of time they are always artistes that come to revise the script and give their audience something new and innovative. It is in that vein that the music industry has seen some drastic changes over the last decade and a half. The new millennium has given birth to new genres and sub-genres, while at the same time presenting artistes with new and exciting ways to make music. With the rapid strides made in technological development since the dawn of the new millennium, the face of music has changed and this has not only benefited artistes but fans as well.

The days of waiting for one’s favourite radio station to play their most loved tunes are long gone. A music lover’s favourite song is now the click of a button away, and if one’s tastes do not agree with that of a particular DJ or music station they can always create their own playlist designed to solely please their own ear.
It has become easy for music lovers to access music and it has also become equally easy for artistes to produce music.

While in the past signing to a major record label was the bread and butter for any upstart young musician, this is no longer the case in today’s congested music environment. Yesteryear it was the desire of every young musician to find themselves at a big label like Gramma Records and find their music sharing the same shelf at Spinalong with artistes of national or worldwide renown.

The process that led to an artiste getting to that level was difficult and somewhat cumbersome. A young artiste had to slave away at small clubs and bars, playing for a pittance with the hope of one day hitting the big time keeping them sustained through this period of hardship. A record deal did not come easy, and an artiste had to truly stand out for them to be plucked by a record label out of the millions of wannabe superstars. This was an age before anyone with a mic and a computer could become an internet sensation overnight. Leonard Dembo, Oliver Mtukudzi, Alick Macheso, Tongai Moyo and Nicholas Zachariah are just some of the illustrious names that came from Gramma whose prestige can only be measured by the number of hits churned out.

Young artistes are now pursuing a vastly different model. While getting recognition from a big label is still in the equation, it is no longer a priority for most. In the past, getting a record deal meant that one would have access to the finest recording equipment and the finest studios through which they would perfect their craft, the digital revolution that has taken place since the turn of the millennium has meant that young musicians can create their own music without the big record labels having to play the middlemen.

“Bedroom studios”, as many of the informal recording places have become known, have mushroomed around the country’s urban centres,  giving young artiste an opportunity to record their music without necessarily going through the rigours of getting the attention of a major record label.

The advantage of the big record labels was that they did not only provide good recording facilities but also provided valuable promotion of an artiste’s material as they had the required financial muscle. Recording is one matter and marketing is another, hence the record labels played an important role in getting a relatively unknown artiste’s airplay thereby exposing him to a wider public. However, with the internet and social networks, even that aspect is no longer an issue as young artistes are now able to reach audiences through other media other than the radio.

It is the presence of such conditions that have seen the birth of such genres like urban grooves and the Zimbabwean dancehall which have taken the country by storm. The success of independent young artistes has been remarkable not only in Zimbabwe but also internationally with artistes such as the highly successful Macklemore and more recently 5O Cent choosing to go it alone.

Local promoter and founder of the hip hop website www.da-grape-vine.com, Naboth “Rizzla” Rimayi believes that although there are perks to producing and marketing one’s own music, the record labels still offer a lot to young artistes as they provide them with an opportunity to keep their eye fixed on their music and nothing else.  Being independent means a young artiste has to occupy the twin role of being a businessman and artiste.

“It all depends on what you know really. The independent route is for people who are willing to put in work and take up several jobs to make sure their product, in this case their music, gets out there. With the advent of technology and lots of resources, being an independent artiste is no longer a big challenge.

“The advantage of being signed however is that one is able to concentrate on his career as a musician. Depending on whether you know how much your brand is worth as an artiste, you can sign a contract that will see you become more profitable and build your brand according to your own terms,” said Rimayi.

The advent of technology is however a double edged sword. While it has made recording easier for younger artistes it has also seen the growth of music piracy thus diminishing the value of their work. In this scenario both independent and signed artistes have suffered and now rely on money from live performance.

The music industry is a jungle and with the advent of new technologies big record labels are no longer assured of their spot at the top of the food chain. While getting signed is still a big deal, most young artistes shun being signed.