He rebranded the way albums are launched two years back with his hit offering ‘Kumbumura Mhute’ and since then, the young lad has continued to spiral to greater heights by delivering new offerings each year that become a benchmark for the entire industry.

On Friday evening, Jah did it again as he launched his seventh album ‘Mdhara Vachauya’ in exquisite style at the Harare International Conference Centre (HICC) that was filled to capacity with plus 4000 fans in attendance.

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As was the case with his previous two offerings, he had robust financial backing from the corporate sector with more than six companies spearheaded by Surface Wilmer aka Pure Drop, coming on board to facilitate in the launch of his 11-track offering.

This time around there weren’t any auctions as has now become the norm when it comes to album launches in the country – instead, Jah decided to flip the script and do it how the top players on the international stage are doing it, by launching tracks at the same time with their videos.

The much awaited ‘Watora Mari’ video which features Tanzanian superstar, who is also dominating in the continent, Diamond Platnumz was played for the first at the HICC and the crowd went crazy!

Not only was the idea new but, the video concept, quality and scripting showed that local producers are still miles behind. We have respect for the local ladies and gentleman but this video is just a masterpiece. Hopefully it will be the first video from a locally-based artist to hit the million dollar mark on YouTube and open doors for more local videos to be played on platforms such as MTV Base.

When Jah started performing, the euphoria in the packed auditorium was almost tangible. There is no denying that it is indeed his season and other artists have got to pull something from another planet to take away the limelight that ‘Tsviriyo’ hit maker is enjoying.

Mixing his new offerings such as Hossana, Watora Mari, Seke Mutema and Mdhara Vachauya with his old hits such as Eriza and Tiise Maoko amongst many others ensured that the crowd continued partying ‘till the wee hours of the night.

The artist also gave away products to the fans. Lucky folks walked away with television sets, refrigerators and a car, plus other goodies.

The event was spiced up by performances from artists including Sam Dondo, Gary Tight, and the legend, Dr. Oliver Mtukudzi who officially launched the album.

All roads now lead to Bulawayo, and for the first time ever an artist will stage a roadshow between the two cities and hold another mega launch, this time along side dancehall kingpin Winky D on Saturday at the Large City Hall.

A brief note to the sponsors–when it’s time to party it’s time to party. The fact that the branding is on the stage and tickets is enough to let the fans know who has contributed to the show. Leaving it at that , as opposed to making long speeches, is to avoid embarrassing situations where top executives end up being booed off stage as fans demand what they paid for, top class entertainment, not talks, especially when they are tipsy.

Overall it was a top notch launch.