This research is centred on the impact of musical arts promotion in sustaining and developing music performing artists’ careers in Bulawayo. This chapter constitutes of the background, statement of the problem, research questions, limitations, delimitations, research objectives, ethical considerations, synopsis of the methodology and a summary.
Music is an art which dates back to thousands of years in history. It was used for entertainment and for rituals in early times. It has however evolved in time developing into various genres thereby it is now performed mostly for economic benefit. This has seen the creation and growth of the music industry.Music has now become a source of income to most performing artists the world over. Successful performing artists like Sandra Ndebele and Jays Marabini have proven to have proper marketing strategies and produced a quality product that would have been showcased, recorded and released into the public domain. This has resulted in the promotion of musical performing artists by various music promoters as some artists would not have enough resources to gather a crowd they could perform for yet rather to record and produce their music.
This is common amongst most artists in the city of Bulawayo as they seem to lack sponsorship for their work. The writer interacted with quite a number of promising and aspiring artists some of whom later abandoned their music careers because they could not get a chance to showcase and market their talent. This resulted in them pursuing other careers and thus a great loss to the music industry as a lot of talented artists focus their efforts elsewhere. This study will therefore examine the impact of musical arts promotion in sustaining and developing music performing artists’ careers in Bulawayo.It can be noted that some performing artist fail to -make a mark in the music industry or even fail to establish themselves and end up just singing for pleasure without realising any income from their music as they fail to record yet they are talented. This could be as a result of lack of adequate resources to see them through. This study will also seek to establish how musical arts promotion helps artists in sustaining and developing their careers. Furthermore it seeks to help improve on strategies currently employed in promoting musical arts promotion.
1.2Statement of the problem
The city of Bulawayo is home to a number of promising artists some of who seldom get an opportunity to showcase their talent because of a number of challenges which include lack of exposure, funding and marketing. This prompted the researcher to embark on this study with the purpose of examining the impact of musical arts promotion in sustaining and developing music performing artists’ careers in Bulawayo.
1 What role does music artist promotion play in the music industry?
2 How are music performing artists promoted?
3. How do music performing artists benefit from the promotion they get from promoters?
4. What strategies can be used to improve music performance promotion?
1.4 Significance of the study
For one to become a successful musician there are resources that are required. The required resources range from financial to material resources. Some artists have easy access as they are able to fund themselves from the early beginning of their careers to stardom. They are however very few artists who are this privileged, as most artists struggle to get money to feed themselves let alone fund their music career. This is the part when they look for funding from the corporate world or from individuals to help finance their careers. This funding then comes in the form of musicalarts promotion. Music arts promotion comes in various ways ranging from recording fee costs, studio time, musical instruments, arrangement of live shows/performances, attire, transport costs, accommodation and welfare in the event that the artists travels for their performances. All this requires money which may not be available to the artist unless they get sponsorship from a promoter in the form of music arts promotion.
Some talented artists fail to pursue their music careers and end up pursuing other careers not because they do not want to but because they have no resources to help sustain and develop their musical careers. They may not have enough money or may have no money at all to fund themselves. All these challenges can be solved once there is a proper structure for music arts promotion. Only a few notable artists get proper promotion and mostly they get it after they become popular through singles they would have released. This would be a great challenge for those who cannot fund the recording of a single track. A structure for music artists scouting can be put in place to mitigate these challenges, this can be done to the grassroots were promoters hold talent shows were they give various artists an opportunity to showcase their talent then they pick the ones that are talented and help them develop their careers through promoting them.
The research location geographically was the city of Bulawayo. Amakhosi theatre arts production centre was chosen for the research. A number of artists from the centre were selected for the research together with some producers and the director of the centre.
The researcher faced some challenges in conducting the research chief amongst them being time. The other challenge was getting hold of the founder and owner of Amakhosi theatre productions Cont Mhlanga as he is now based at his rural village in Lupane. These that of time as the time to conduct the research was limited owing to work pressure. The other hindrance was that of finances as the researcher required transport money to get to the location of the research.
1.7 Objectives of the research
The research has set aims and targets that the researcher should attain at the end of the study. These include ascertaining what music promotion is, the impact of music promotion to music performing artists’ careers.
1.8 Ethical considerations
In this research, the researcher will keep all the information as private and confidential. Hence I pledge to keep confidentiality of sensitive issues and maintain anonymity. In this research, I am guided and abide by the regulations concerning research ethics at Midlands State University. The same rule relates to Chapter 26:05 of the Copyright and Neighbouring Rights Act, which states that there shall not be any publication of any musician without his/her permission.
Also, moral rights shall not be transmissible during the lifetime of the person in whom they vest in terms of section 61, 63 or 65, Chapter 26 of the Copyright and Neighbouring Rights
Act 32 of 2004 as the case may be, but they might be transmitted by testamentary disposition.
Hence this research observes and preserves the privacy and confidentiality of the respondent’s data.
1.9 A synopsis of methodology
Makore-Rukuni et al (2001) say “Research methodology is a plan or structure for an investigation. It is a set of plans and procedures that reduce error and simultaneously help the researcher obtain empirical evidence (data) about isolated variables of interest. This can be said to be a plan of action taken by the researcher towards the research.
The research methodology that will be used in this research is the Survey. Leedy (1985) in Kuodza (2003) asserts that the descriptive survey reveals the actual picture of the situation though the emerging trends from a study. The method will be used in its qualitative approachto gather peoples’ views and opinions on the desired topic. The population that will be sampled is that of a few selected musicians and artists in the performance industry from Amakhosi Theatre Productions in Bulawayo.
The research instruments that will be used in the research include Questionnaires, interview guide and document analysis guide thus the researcher will not rely on one instrument as they will triangulate. The questioners will be distributed to the sampled population so as to establish their views and opinions on the topic. The interview guide will be used to interview selected artists and veterans in the music industry so as to obtain information on the topic. Documents related to the study will be analysed to obtain all the required information on the topic.
In this chapter the researcher gave a brief background of how music served in society and also elaborated on what that prompted him to embark on this research. Also discussed is the statement of the problem which led to the formulation of research questions. The significance of the study as to why the research was carried out is outlined aswell in this chapter together with the delimitations which specify the location of the research, limitations which outline the challenges faced by the researcher and the objectives which are aims that are targeted to be achieved by the researcher. Ethical considerations which outline what the researcher considered not infringing and synopsis of the methodology is also highlighted outlining the survey research methodology.