The Johannesburg-based company has been the secret behind the success of musical groups like Chauke and Amathonga Brothers, fellow rhumba artist, Allen Ndoda and rising gospel ensemble Imvuselelo Yamakholwa.
Founded and fronted by Meli Mpofu, popularly known as DJ Mathanda, the company has grown in leaps and bounds since it opened its doors for business in 2008.
“We owe our biggest success to the fact that this company was born more out of the desire to grow Zimbabwean music than to make money, so our prices have been very reasonable, while the productions have been top-class,” said the Plumtree-born producer, who came to South Africa in search of employment in 1995.
“We understand that most of our groups are not company-sponsored, yet they owe it to their fans to produce excellent productions in terms of videos. So we have made sure that our pricing takes these factors into consideration. We have resolved to keep our prices very low so that every serious musician can afford our services, while at the same time making sure that we do not compromise on quality.”
The effect has been huge, with the company now ranking second to none in terms of popularity. With musical videos now proving more popular with fans than compact discs, Mathanda’s decision to start his own company could not have come at a better time.
“The response from musicians who have contracted us has been phenomenal, while fans have written to us saying they really love our top-class productions,” said Mathanda (36). “This shows that we are on the right track in our endeavour to bring both new and old artists into the limelight. Our biggest wish is to see them scale greater heights. We are aiming for more than five regionally-respected acts within the next five years.”
Already, Ndoda, whose DVD was Mathanda’s first serious project when he was still attached to popular Congolese hit-maker, Delphin Kabamba, is now a very popular rhumba artist in Zimbabwe, South Africa and Botswana.
Imvuselelo Yamakholwa, who work closely with Sikhula Sonke, are also very popular in the three countries, following successful projects with the same company.
“It is so encouraging that most of our artists have realised the need for quality videos that will sell their projects and have kept coming to us,” said Mathanda. “We do not turn away anyone and our prices and payment terms are always subject to negotiation – because music must be the winner at the end of it all.”
His biggest challenge has been that of handling some impatient musicians, who sprint away at the earliest dawn of fame. “There are some musicians who cannot handle fame and lack the patience to wait for proper growth,” said the Plumtree man.
“Some of them with have left when people started to recognise them on the streets, thinking that they are now popular and do not need anything more. Yet they would have been even bigger had they allowed us to build them bit by bit. Most of our musicians have not achieved the fame and fortune their talents deserve because they have not been patient enough to allow for managed growth.
“Some musicians believe that promoters are greedy people who are out to pinch their money, but that is not always the case. Very few artists have grown without proper management and marketing by promoters.
“Most of the music that has been restricted to street shows and hand-to-hand sales could have sold more had it been left in the hands of promoters to spread across the region, where the musician has never been before. Music is meant to travel faster than the musician producing it, not vice-versa and the sooner all our artists get to realise that, the better.”
Mathanda attended Khame Primary and Phakama Secondary schools before he migrated to South Africa 18 years ago. Arriving with only his love for music, he worked in the hotel, catering and security industries for 13 years, before his friendship with rhumba musician, Martin Ngwenya, saw him get a six month attachment with Kabamba, who taught him everything he knows in the field of production. The two still work together on some projects, despite each having his own production house.
“That is also something I am praying for among our musicians – working together to achieve more and better.”
Post published in: News