With the spending power of local music fans dwindling gradually, local artistes need a new stream of income that will cover the void created by low turnout at gigs.

Some have resorted to making music that appeals to foreign markets and thus spend most of the year touring in other countries and only return home to rest.

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But what is the way forward for those good artistes and haven’t managed to breakthrough onto the international circuit?

Well the answer is right in front of them, they just need to embrace the digital evolution in music, were instead of flying all over the globe, the music will do so on its own by just the click of a button.

Many revered artistes on the globe are making millions off online distribution deals and this trend has become such a big deal to the extent that even at award ceremonies a category for the most downloaded track/album has been created.

Good news to local artistes is that Zimbabwe is already involved in this billion dollar jungle as more and more people are now able to access the internet via various means.

Besides internet accessibility, there are now some companies within Zimbabwe that are pushing for artistes to get their music on the digital platforms more aggressively than in the days gone by.

There a lot of companies in this business but we shall focus on two today, OyosMusic and KOSHA Management, an affiliate to one of Africa’s biggest distribution company, Jungle Entertainment.

On what the advantages an artiste has in pushing their music online, KOSHA Management representative, Tannia Ngwenya said, “The first benefit an artiste who embraces digital evolution has is increased discoverability to international audiences.

“Their brands and products will be placed on services and platforms that the rest of the world is also plugged on to – not just limiting our reach to the few millions in Zimbabwe.

“Secondly, digital distribution offers another revenue stream for their business portfolio. Live bookings cannot be the only source of income anymore especially for Zimbabwean acts in this current economic climate.”

To date, KOSHA Management has worked with a number of local artistes amongst them Takura, EXQ and Killer T – all these artistes have ripped the fruits of harnessing the digital evolution, though the figures are still small when compared to other countries in Africa.

“Our highest paid brands are from West Africa, Nigeria in particular. One of our better performing brands, with over 26 million units (both download and streaming) has grossed over $124 860 in revenue over a two and a half year period.

“Our Zimbabwean brands pale in comparison, but it is a start with $3 388 generated revenue since February 2016. And this is why KOSHA exists for our southern distributed brands.”

Moving on, another service provider that has come onto the market more aggressively is OyosMusic.

Birthed in 2016, OyOsMusic functions just like iTunes. It aims to reduce music piracy in Zimbabwe.

To date they have signed up over 300 artistes and just last week did their first payout to artistes, something that traditional platforms like Zimbabwe Music Rights Association struggles to do.

“Whilst the average 21st century pirate sits around on a corner yelling out numerous ‘deals’ to passerby’s with their hoard of stolen DVD’s and CD’s strewn across the pavement, online stores have a coverage that even they cannot beat – the world wide web.

“Artists’ music has finally acquired the ability to reach people in their homes, on their way from work and at leisure events day or night. One who is interested in be it local, current or even music back to the 60’s can find it there.

“In Zimbabwe, OyOsMusic provides this outlet for people who possess a great desire for local music. The method of providing a legal, more accessible outlet has proved beneficial in curbing piracy in other countries,” explained OyosMusic project manager, Pearson Pfavayi.

Pfavayi says his company has partnered with various stakeholders in the music sector to ensure that this digital evolution happens across the board.

“Registration for artists to have their music uploaded is free and they get paid royalties of upto 70% at the end of the month.

“We are partnered with Starfm and ZBC.

“We have also signed recording studios like Diamond studios, Zimbabwe Association of Record Industries, Metro studios, Gramma Records, Ngaavongwe amongst many others,” he revealed.

However, similar to the stats from KOSHA Management, Pfavayi admitted that though they successfully made their first payments to artistes last week, the monies paid out weren’t a lot.

“We can’t disclose figures as the artistes are known and it will be mapped against their names but being the first payout the amounts were quite low as people are still getting accustomed but we believe going forward the amounts will increase.

“What I can disclose is that of the artistes who received payouts, the highest payment done was to UFIC choir followed by Cindy,” he disclosed.

He added that online stores are built with the artist in mind.

Continued Pfavayi, “It is this quality that allows the music industry to grow in different ways if things happen to continue shaping up this way we will eventually be rid ourselves of the menace of piracy in our society. Downloading music from our local reputable online stores goes a long way in promoting our music industry as a whole.”