By Our Reporter
As the COVID-19 pandemic continues to rage on, the primary source of income for artistes has been cut off as the local music industry remains under lockdown. With artistes unable to hold concerts anymore, many have been left struggling to make ends meet.
It is from this background that Reach A Hand Uganda, an NGO focused on youth empowerment programs, recently organized a conference to shine a light on their plight in the wake of the pandemic and also highlight how they can adapt to the new normal.
Dubbed “Performing Artists Conference”, it was held at Victoria University and attended by different stakeholders in the music industry including music promoters, artiste managers, producers, songwriters and singers among others.
Speaking during a panel on entrepreneurship and financial management, Rajiv Ruparelia, the Managing Director of Ruparelia Group advised artists to diversify their sources of income if they are to survive through the COVID-19 pandemic.
“Coronavirus has led to the disruption in all industries, and not just the music industry. But unlike most industries, music is targeted for mass audiences and that’s what drives your revenue as individuals and businesses,” noted Rajiv Ruparelia. “Now your usual way of doing business is no longer the normal way of how you can earn money. But being in the creative industry, you need to think of new ways to earn in order to be able to survive through this pandemic. “
“My advice is that you find new streams of income like your online following. Through that you are able to influence and appeal to different audiences, then use that to attract brands that you are able to benefit.” He added.
On his part, Ali Alibhai, the CEO Talent Africa, an events management and entertainment company, told artists to be proactive and actively pursue brands they would love to work with.
“Artistes need to be more aggressive. Instead of waiting for companies to come to you, find a company that you like and make a proposal or demo and show that brand that you can actually push it with all your heart. Once you can prove that you are passionate about a brand, there is a high chance that the brand will want to latch onto what you are doing.” Said Ali Alibhai.
Innocent Nahabwe, the CEO Galaxy FM advised artistes to build themselves into household names.
“Artistes should build themselves as lovemarks; where people love you to an extent that they don’t know why they even love you. That kind of love is what artistes need to get. If you have that, then the money will come.” Said Innocent Nahabwe. “To become a lovemark, you need to build a bit of mystery around yourself, write a success story about yourself and also work on how you relate with people.”
During the conference, the artists also received insight on how intellectual property works and how they can protect their creative works. They were also tipped on how to publish, distribute and monetize their work online.