Local artists have for a long time relied on selling CDs and cassettes to realise revenue from their music. But with the coming in of technology, CDs and cassettes sales are no longer effective. While the majority opt for live shows to earn a living, some are also exploring online music sales. Our arts editor EDITH GONDWE caught up with hip hop artist Phyzix, one of the local artists selling their content online. Details.
Phyzix does not only make his money through live shows
Q
: How are we fairing in online music sales and distribution as a country?
A
: This is true. We are slowly shifting to online music sales and distribution as an industry. Not as fast as we should, but we are making noticeable progress though CDs and loading of music onto flash drives, phones, tablets, hard drives, laptops etc is still a thing in the communities. People still believe in downloading music to these devices because of the cost of data. Though data has relatively become more accessible with introduction of unlimited bundles, it’s still expensive for a lot of people and also changing culture or perception is not a fast process. It takes time. People would rather download a song once using data and play it offline. But the storage space is no longer enough for most portable devices to keep all the media files that’s why streaming is important. Websites such as www.malawimusic.com, Mikozi are promotional websites where people get all the latest Malawian music and it’s good that there is a top 100 chart for artists and fans to see how the music is fairing in the industry.
So, basically, the online distribution system that’s making more progress is downloading seconded by streaming.
Streaming is lagging because of data costs, culture that data is expensive and perceptions that it’s not for everyone yet it’s for everyone. Also, not all artists have created partnerships with global online music distributors. So it’s hard and expensive for artists to get all their music online. We need to have our full catalogs available online. But not all artists are submitting for global distribution.
Q
: Personally, have you started enjoying fruits of your art through online sales?
A
Yes. Especially on YouTube in terms of getting paid and global reach. For the other streaming platforms such as Spotify, Apple Music and Deezer, it has helped grow my fan base, make my music more accessible to a wider audience and shown me how I’m performing against other musicians from Malawi, Africa and the world stage. I hope to reach certain thresholds soon so that I can also start making money from these platforms. It’s amazing I was the most streamed Malawian artist in September 2022 on Spotify, the leading and most popular streaming platform. And according to the data analysis, people from 94 different countries in the world are listening to my music. That’s a blessing and a beautiful thing. This also helps with blank media levy distribution from Cosoma. The more downloads and streams you get, contributes to how much money you make. For a musician who wants to explore this online marketing.
Q
: What does it take to start enjoying the fruits?
A
: Social media platforms such as Facebook, Twitter, Instagram, TikTok, WhatsApp etc are a beautiful gift to the modern musician. This is the easiest and most affordable way to get your message across; links, news, updates, announcements about music. It’s a must for an artist to be on social media. If you can afford it, you can do sponsored posts and content. Working with bloggers and pages that are popular and have a wide reach in different markets. Creating a relationship with global distributors such as Distrokid, CD Baby, Tunecore, Landr, Reverbnation, Amuse, AWAL, Record Union etc. depending on your pocket, you can subscribe for a whole year and upload as many songs you want or you can pay per song that you are uploading. You just leave it to them once you pay. They submit to all the global streaming and download platforms. For YouTube, you will have to monetise your channel so that advertisers can advertise on it and pay you money. But currently, YouTube is not offering this service in Malawi. You will have to use details from a market that is offering and also attract traffic or views from countries offering this service to be able to make money. In a nutshell, it should not only be people in Malawi watching your music. People in other countries should also be watching for you to make money on YouTube from advertisers.
Q
: Do you have any final remarks on the topic?
A
: Online music distribution will not and cannot be denied. I know it is a new phenomenal and people need time to get used to it. Every musician should jump on the bandwagon. So much knowledge online, people should take time to research. Let’s move together and continue building the Malawi music industry. We have to do it together in large numbers. And also the fans should continue supporting artists by streaming the content. n
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