28 Mar 2021

Renowned entertainment entrepreneurs have implored local creative industry minds to look beyond their own craft and diversify their income sources.

Speaking at the 6th annual Botswana International Music Conference (BIMC) in Gaborone recently, Botswana’s export to South Africa and household radio personality, Thato ‘Dj

Fresh’ Sikwane said the COVID-19 pandemic had exposed the entertainment industry and showed that most artists’ lives were not what they seemed.

He said the industry was not ready for this pandemic, like it was never ready for any emergencies, whatsoever.

He challenged artists to learn to save for contingencies, and never take the principle of saving for granted.

Dj Fresh, who is also a record producer, urged artists to use their fan base to come up with other means of income, especially in times like now.

He said most in the industry did not service their brands, encouraging artists to leverage on their popularity to generate income.

Dj Tira of Durban, South Africa also encouraged artists to look at the bigger picture when they composed songs, rather than getting excited on the trending beat

Dj Tira, who is the brains behind the successful Fact Durban Rocks brand and Afrotainment Records among others, implored artists to engage in collaborations, not only among themselves as locals, but also look beyond borders.

He said the South African entertainment industry wished to see more working relations between South Africa and Botswana.

He said this was the time to use the digital space to generate income, as there were no live events.

He also noted that developing the creatives was very important, stressing that this was the time to work on the development plan, as artists had more time on their hands.

Dj Tira said when artists were developed, the value chain also grew and income was generated.

The BIMC organizer, Seabelo Modibe also reiterated the importance of diversifying as artists.

Modibe, who has since ventured into agriculture, implored local artists to think outside the box and come up with ideas even outside entertainment space.

He shared that during lockdowns, he used the time to set up and restructure his music business strategy, and he came up with Total Music Group company, as a way of increasing his revenue base.

Modibe urged artists to utilise social media and the digital space for good.

He said the success of the Botswana entertainment industry depended on Batswana not government, adding that government needed artists to come up with solutions rather than problems. ENDS