MUSIC AS A TOURISM EXPORT

Mention Jamaica and the first thought that usually comes to mind is Reggae and Dance hall.

Reggae music generates Millions of Dollars for the Caribbean island a feat that any nation would want to replicate.

Jamaica’s tourism has been linked to its music and reggae culture. The total market share of Reggae Sales worldwide is an estimated US$100 million, with the sector having an estimated potential value of US$2.25 billion. 

There are approximately 15,000 persons employed in the entertainment sector, imagine that.

With the country releasing more records daily per capita than any other in the world, it is clear that the wide creative base, and the presence of supporting industries has contributed to this has their Governments commitment to advancing music.

 By one estimate, Jamaica’s music industry has become one of the world’s most active industries, after the recording industries of the United States and the United Kingdom.

The Jamaican industry has established a strong position in the markets of the West like United States, Europe, Asia, and indeed Africa.

Many visitors to the island because of reggae and the fun filled image it portrays of Jamaica, so you could say that music propels its image.

The indisputable fact is that music can constitute a nations identity and propel its image forward.

Every nation has musicians peddling their talent and trying be the next global phenomenon.

Zambia is no exception, with its industry having experienced a transition from the days of ZAMROCK when we had the Ricky Illilongas and the Anna Mwale’s who shaped an entire generation.

  

These were the artistes we exported to the world it is time we exported our artistes again, the talent is there we need the action.

We have as a nation made a transition from Kalindula to Boostele and now we have Dunku; an upbeat type of music that sounds just as it is written.

As a nation our artistes our artistes are trying to break into the International market yet some have not realized that at times to break in you have to carry your national identity as well.

Many ask why Nigerian artistes are making it globally when other artistes are equally as good or better.

Nigerian music be it Dance hall or HIP HOP is distinct, it is recognizable, listen to P Square, Brymo or Tiwa Savage and you will hear the Nigerian vibe.

Zambia is rising; our artistes’ videos are on International stations we are competing in Continental Competitions. It is proof that we are doing something right, something but not everything. 

There is need for policies that deliberately raise artistes in Zambia by reducing taxes on musical equipment.

When people talk about how Zambian music is not advancing they forget that the reason why other foreign artistes are advancing is because there country’s take pride in them.

It is time that Zambians took up the mantle of supporting their own music, taking pride in local artistes. It is also time that local organisers and event organisers started giving local artistes the respect they deserve.

Chishimba Kambwili who is Minister of Youth and Sports in Zambia once spoke out about Zambian Companies bringing in foreign artistes to launch events when local artistes are also just as good.

The creation of the Ministry of Tourism and Arts is commendable BUT there is need to marry the two and not make them separate entities.

The recent United Nations World Tourism Organisation (UNWTO) General Assembly showed how music shapes a nation’s identity.

The musical performances were no doubt a highlight of the events as the crème de la crème of the Music Industry in Zambia and Zimbabwe showcased their nation’s talent. At the end of the day people might not have remembered an artiste’s name but they remembered what country the artiste came from.

Michael Zulu who is  President of the Zambia Association of Musicians  had this to say about raising tourism potential of music.

He said there is need for the Government to invest in the sector through infrastructure citing the example of Jamaica.

He says it is a small island but they have great music equipment and the difference with Zambia is that when a music tourist comes and they get a song idea they usually leave with their idea.

“We need to not only focus on sport but also create an economy around music, musicians need to advocate and create works of good standard, which can only be done with good infrastructure.” Zulu said.  

Regarding policy, there is need to domesticate the UNESCO 2005 on cultural diversity which Zambia had ratified. Currently according to Michael Zulu local artistes cannot access funding from UNESCO because as a country we have not domesticated it.

The music Industry employs a lot of people, Producers, sound engineers, technicians yet most of these are not formally recognised by the Ministry of Labour.

This is something that would help create a sense of professionalism in the Industry but would also increase wages leading to a direct increase in revenue. There is need for the Government to take control of the Industry and to show that Music is a viable industry.

“We are building huge stadiums for Sport but look at the West they have performances in places like Wembley stadium, big artistes like Justin Bieber travel to South Africa and perform there. We need to be in line with the rest of the world.” Zulu advises

As with every export there are risks and musicians traveling outside Zambia do face tremendous risks many have been duped and left stranded by organizers. What we need is to have an outcry from relevant bodies and authorities; let’s create a protection bubble for our artistes.

In the case of sport there are many policies that are in place which protect sports men, it is very hard for a footballer to travel without clearance thus they have protection.

There is need for the State and relevant councils to take keen interest in artistes traveling for performances.

Music is a medium that can bring in tourism but we need to harness it.  

By providing linkages with Tourism for example when advertising a particular area we can also show what type of music is prevalent there.’

 

 Like when talking about Vimbuza of Eastern Province show the particular instruments and music related to the area.

There is also need to capitalize on the International appeal and infatuation with African music right now.

There is need for Music to be recognized for what it is; a powerful medium that can raise a country’s profile globally and bring in money.