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Mthabisi Tshuma, [email protected]

Musician and actor Madlela Skhobokhobo has called for an attitude shift to ensure that artistes from Matabeleland, particularly musicians, receive the recognition they deserve.

Madlela expressed frustration over the disparities in opportunities between musicians from Matabeleland and their counterparts from other provinces and countries. He argued that artistes from the region are being short-changed, with their talent often overlooked.

In a candid interview, Madlela lamented the lack of financial benefits and dignity for local artistes, despite the entertainment industry generating significant revenue.

“The problem we have as a region is that we don’t get a share of the cake — we have no dignity. There’s so much money in the entertainment industry, but almost all of it goes to Harare or South Africa, leaving very little for local artistes.

“It’s painful to see the disrespect our artistes face at ‘big’ events. They are treated like beggars (bayancenga ukufakwa ezintweni). If you take a walk around the city on a Saturday, you’ll notice that most entertainment venues are dominated by DJs playing foreign music or artistes from Harare and South Africa.

“Where are our local young talents? They work so hard but get no recognition or support. Instead, they are constantly told they are not good enough,” he said.

To address this, Madlela believes a strong movement is needed to educate people and shift mindsets.

“This has gone on for too long — even those who came before us experienced it and gave up. But we cannot continue like this. We need a movement that will awaken and empower our people to change the status quo.

Madlela

“You cannot just go to South Africa and take over their entertainment space — it won’t happen. Yet here, we accommodate outsiders, often at the expense of our own artistes. We need to take charge and be in control of our industry,” he stressed.

Madlela added that one of the biggest challenges is that even local artistes have lost confidence, accepting the inferiority narrative.

“Many artistes from Matabeleland see themselves as second-best, comfortable playing supporting roles to Harare and South African acts. We must believe that we are just as talented and capable.

“I dream of a day when our people headline major events and fill up venues like White City Stadium — just like how Harare artistes fill up HICC and even aspire to sell out the National Sports Stadium. But here in Bulawayo, we struggle to fill the City Hall, even for highly talented local acts. This must change.”

Madlela said that a total revolution is needed, even if some may not immediately understand his call.

“Some will think I’m crazy, but in many years, they will see the truth — just like how people only started appreciating the greatness of Lovemore Majaivana long after he stopped performing.

Lovemore Majaivana

“We need to learn from other nations. Look at how the Zulu people in South Africa uplift each other. The Shona community stands together and supports their own. We need the same unity in Matabeleland.”

Madlela urged local artistes, fans, and industry stakeholders to stand together and reclaim their place in the entertainment industry.

“I’m in many WhatsApp groups, and sometimes I feel emotional seeing how we tear each other down instead of lifting each other up. The division within our community is a big problem. If we truly want change, we must come together and fix it,” he said. – @mthabisi_mthire