15 Jul 2021

Local artists have been advised to intensify the marketing of their music to remain afloat, especially in these trying times of COVID-19.

Maun-based Disaitsaneng Cultural Group lead singer, Temogo Makgetho said in an interview that as the pandemic had paralysed the music industry, artists need to revise their way of doing things and improve their marketing.

Makgetho, known as Mmabanyana in the music circles, said that time had come for artists to take their work seriously, for them to also be taken seriously.

“Its high time we treat entertainment as business that could sustain us,” she said, adding that they should do things in a professional manner in order to be taken seriously. 

She said it was worrying that some artists have come and gone, while some remained stuck in one place because of issues of poor marketing, despite taking time to produce quality music.

Makgetho underscored the need for musicians to undertake research on what was happening within the industry and where the market was moving, before taking albums to the shelves.

The 39-year-old, who made her mark in the industry while with Disaitsaneng and Motswadiatleng Traditional Group, is now independent and she released her first seven track traditional/gospel album Jorotane end of May.

She said the album had not yet hit the shelves because she wanted to market it right, revealing that she had sent it to local radio stations like Radio Botswana and RB2 for her fans to have a taste first.

Makgetho also revealed that she had registered with COSBOTS.

Asked why she decided to go solo, she was quick to point out that she had realised her potential and that the only way to grow was to go solo.

She said as part of the Disaitsaneng Group, she had travelled to countries like Tanzania, South Africa, Zambia and Malawi, spreading the message on how to tackle the effects of climate change through music.

The trip, she said made her popular as she was now recognised regionally and internationally. She also described her album, Jorotane as a hit, noting that she had spiced traditional songs with a bit of gospel to make them more appealing to the listeners.  

Makgetho explained the album depicted ordinary life amongst the community and it catered for all categories as most songs carried a strong message aimed to encourage the community to conduct themselves in an acceptable and responsible manner. 

She is of the view that music is a profitable business if it is done in a professional manner, noting that artists in other countries were making a living exclusively from music, because of the support they got from their compatriots.

She appealed to fellow artists to work harmoniously, emphasising that taking one’s brand seriously was crucial in the industry.  Ends