09 Nov 2021

Public performance of music has the potential to contribute millions of pula to the economy and create many jobs across sectors. Not only does music has the power to influence society culturally, morally and emotionally, it is also a commodity one cannot live without.

Creative and performing arts are, therefore, an important bedrock of a strong economy.

Recent performances by South Africa’s music sensation, Makhadzi, real name Makhandivhudzannyi Ralivhona, in three SADC countries of Malawi, Zimbabwe and Botswana attest to the fact that music has the potential to enhance regional trade and improve livelihoods.

If hiring Makhadzi in South Africa one parts with R200 000, across borders the fee may double, thus presenting lucrative business opportunities for the artists within the regional block.

In Botswana, local artists also benefitted from Makhadzi’s concert as they shared the stage with the star, creating a windfall for the informal business sector as well. The Business industry was another sector that benefitted too, as one local makeup artists’ won a lot of hearts after she gave Makhadzi a facelift with her makeup.

The makeup artist, Oarabile Pheto from Molepolole who runs Beauty with Bobo, used the power of social media to win Makhadzi’s heart after she sent her a Facebook message upon learning she was to perform in Botswana.

Makhadzi’s new look went viral on social media and making Beauty with Bobo an instant hit with over 6 000 shares and more than 4 000 comments. Oarabile’s popularity in such a short space of time was a huge boost for her business.  

Oarabile said in an interview that Makhadzi’s sojourn to Botswana had instantly boosted her brand beyond the shores of the Southern Africa nation.

Following Makhadzi’s show, the cosmetic artiste has received over 20 congratulatory calls from Botswana, South Africa, Lesotho and Namibia for the ‘job well done.’

She said people went as far as making bookings for either makeup or tutorials and that her mail box is now swamped with people asking for her services.

Bobo as she is affectionately known, said ‘my business has grown in a short space of time and this is incredible.’
“Bobo I saw our picture on Facebook and we are trending,” noted Makhadzi in one of the messages of appreciation she sent the makeup artiste.

She explained that they were now friends with Makhadzi and that the singer had promised to market her across borders. In addition, Oarabile said she planned to expand her business to the rest of the region and create more jobs.

She appealed to other makeup artists explore ways to grow their businesses and penetrate regional markets.

Makhadzi said SADC tour was primarily to promote regional trade through music.
“Music has a huge bearing in promoting regional integration and has the potential to create many jobs and bring people closer together,” she added.

The singer called on governments in the SADC region to invest more in music and to use it to promote regional integration and unity. She noted that young people could use it to change the world.

Legendary Francistown based music artiste, Thapelo Maleka also known as MC Maswe, advised other artists in Botswana to take their music across borders, noting that ‘there was light at the end of the tunnel.’

Maleka further explained that during Makhadzi’s tour there were spin-offs especially for security companies, makeup artistes, sound companies, photography and videography businesses as well as the hospitality industry.  

“We are proud she is one of our own from the SADC region and we will sell her to other SADC member states,” he added.

He explained that Makhadzi’s tour of SADC states spoke to her resolve to promote unity within the regional block.

He said in all the three countries she visited, Makhadzi performed alongside local artists and that this resonated with the notion of cultural exchange.

“For example, in Botswana she took to the stage with Vee Mampeezy and Charma gal and this is cultural integration in its seamless form,’ he added.

He said music was a universal vehicle that played a critical role in cultural exchange within the global village.
Maleka said it was against this backdrop that some governments in the SADC region took part in promoting regional trade through music as part of cultural exchange.  

However, he regretted that South Africa was the only country in the SADC region that supported its musicians and gave them with a pedestal to go international as Makhadzi was due to perform in London very soon.
Maleka called on radio stations in SADC to play more local content and promote regional cultural exchange and trade.  

Founder and owner of Nyangabgwe Annual Cultural Music Festival, Mr Ngwisiwa Ntogwa, also concurred that Makhadzi’s tour in three SADC countries had a positive impact in promoting regional trade.  

He said her tour indicated that music was back on track again to unite and promote country to country relations to enhance economic development in the region. ENDS