Zim music videos quality improving but …

By Andrew Moyo

Most local artistes have been finding it difficult to penetrate the international market and this has been attributed to a number of factors, chief amongst them being the poor quality of their music videos.

However, local music video directors have been upping their game, producing videos that can compete on the international stage.

From the creativity to the picture quality, most videos that have been released these past few months are a true testament of the strides being made in the industry.

In this day and age, music video channels have become the main highways that can make or break artistes on the international scene.

Besides creating hype for artistes, music videos also promote their image by displaying their personality and style, thereby generating interest within the audience.

Considering that a channel like MTV Base has a reach of 48,5 million African viewers in 10,5 million households across 48 countries in sub-Saharan Africa, getting regular airplay on such a channel would massively boost an artiste’s recognition internationally.

Only a few local artistes have had the opportunity of having their music videos aired on international channels.

Some of the local artistes who have been aired on Channel O include DJ Stavo, Buffalo Soldier and Willom Tight.

The availability of advanced video filming equipment like Black Magic and 4K cameras, with most filmmakers realising the importance of such, has made it easier for producers and directors to come out with high definition quality videos.

Producers have also been taking their time to make sure that they come out with solid products with some videos taking months to complete and budgets in the thousands.

Some of the exceptional videos that have been released include Hope Masike’s “Huyai Tinamate”, Ray Dizz’s “Party Remix” and Roki’s collaboration with XQ “Alleluya” to mention just a few. The music videos display a high level of maturity in music video production.

However, with all the effort exerted in improving the quality of music videos, it is still proving difficult for local artistes to get airplay on many international channels.

Some artistes have taken their music videos to Channel O or Trace, but the videos never get to be aired on these channels.

Chad Philip, who is managing Ray Dizz’s affairs was recently in South Africa to push his artiste’s latest music video. He shared with this publication some of the things that most music channels look at before airing videos.

“The main reason why Zimbabwean music videos are not getting airplay on most foreign channels is that they are not of very good standard,” said Chard.

With many music stations competing for viewers, most channels are reluctant to play videos from unfamiliar artistes.

“The song and video might be good, but if artistes are not really popular they might not be aired. The only channel a new artiste can get airplay is Channel O because these other stations don’t break new acts unless they have big budget videos and collaborations.”

TV stations also look at how popular the artiste is in their home country.

“They look at whether the song is charting in the artiste’s home nation as well as other regional countries. ‘‘These are some of the reasons why Zimbabwean videos are not being aired on DStv channels.” Kenako Media’s executive music producer Desmond Gwaza who was part of the team responsible for producing Roki and QX’s “Alleluya” music video confirmed Chard’s explanations.

“We have submitted our video to Channel O and MTV Base and they gave us a set of requirements, which I think our video surpassed.

‘‘These guys do not just look at the quality of the video but they also want the audio to be on point,” said Gwaza.

With their song doing well on local charts and getting regular airplay, the chances that international music channels would also want to tap into the local audience are very high.

“MTV Base appreciated our video and we are expecting them to start airing it in a few weeks.”

When The Sunday Mail Leisure contacted Channel O, they issued a statement to shed more light on some of their requirements for videos to be aired on their channel. They also highlighted their views on Zimbabwean music.

According to Channel O, for a music video to be considered for broadcast, it must meet the technical and quality specifications of the channel and these can be requested via email at [email protected].

No payment is required.

It is also important to note that the video must be relevant to the urban youth music market that Channel O serves. In addition, music videos for songs that have achieved local and international acclaim stand a better chance of being screened.

In this light, it has emerged that some of the local videos might have great quality but the music genres may not be in line with the international channels’ markets.

“While Channel O does not receive many music videos from Zimbabwe that meet all play listing criteria, Zimbabwean artistes have featured on the channel and some have received Channel O Music Video Awards and nominations,” read part of the statement.

With Channel O showing interest in engaging local artistes, it is just a matter of time before gateways start opening up for local artistes if they keep improving on video production. The Sunday Mail