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Mbulelo Mpofu, [email protected]

IN an industry where creativity and hustle go hand-in-hand, hip-hop duo Killemol has taken a bold step by venturing into the world of merchandise.

With their captivating music, loyal fan base and entrepreneurial spirit, they are setting an example for aspiring musicians on the significance of establishing multiple income streams.

Killemol, consisting of rappers Obby Mwanakomana and Ngadlangadla have risen to prominence with their infectious beats, thought-provoking lyrics and electrifying stage presence.

Having established themselves as talented performers, they recognised the need to expand their revenue sources beyond album sales and concerts.

Understanding the evolving landscape of the music industry, Killemol have decided to capitalise on their brand and connect with their fans on a deeper level. They have launched an exclusive merchandise line, featuring stylish apparel, accessories and collectibles inspired by their music and persona.

From  limited edition vinyl records to eye-catching street-wear, their merchandise collection has become a sensation among their loyal fan base.

Obby Mwanakomana said the reception of their merchandise has been encouraging.

“We  opened a shop in Emganwini and it has been running since January. The reception has been good, with locals happy to support one of their own.

“The decision to venture into merchandise  was not just a financial move, but also a means to strengthen the connection between us and our fans. By wearing their favourite duo’s merchandise, our fans feel a sense of belonging and become walking billboards, spreading the word about our music to a wider audience,” he said.

The Sinjalo hit-makers believe that diversifying income streams is crucial for musicians in today’s industry.

“The music business is ever-changing and relying solely on album sales and live performances is  not enough to sustain a long-term career.

“By  expanding into merchandise, we can create a sustainable revenue stream while also deepening our relationship with fans beyond music.”

Killemol’s success in merchandising, highlights the importance of adopting a pro-active approach to financial stability. Such an approach has proved worthwhile for rappers like 50 Cent whose “G-Unit” clothing label has grown to epic proportions. So has been the case with KO’s “Skhanda World” and Sean “Diddy” Combs’ “Sean John”.

Mwanakomana said the merchandise business has been a collaborative effort.

“Well, besides our core business which is music, we like what we wear and so, we’ve always collaborated with designers from Bulawayo. These include Scarles Sozinio, Ndwangu, Sanz, S’sebenze, and Snowcat. These are the brands we’ve worked with and we thought of trying our own clothing brand as Killemol,” he said.

At their shop, one can find hoodies, track pants, caps and also Ngadlangadla’s Ndebele regalia umqhele, imbatata, amabhetshu and other hand-made accessories. They also sell electronic gadgets and accessories.

Musicians face numerous challenges, including declining record sales, streaming revenue fluctuations, and the unpredictable nature of touring.

In such a volatile landscape, having additional income streams provides stability and the ability to weather industry shifts. Moreover, merchandise not only generates revenue, but also serves as a powerful marketing tool for creatives. It acts as a tangible representation of a musician’s brand, extending their reach beyond the stage.

On the musical front, Killemol released a freestyle titled, “Rainflow” as a way of solidifying their status as a force to reckon with in the local hip-hop game. — @MbuleloMpofu