NEWS | MUSIC
By Yankho Mkandawire
With the growth of technology, many people have been diverting from the traditional practices to embrace change; the creative industry is no exception. Many M-dubz artists have now embraced this change in various ways, one of it being music promotion via digital marketing.
Amongst the many of such artists is up and coming urban musician, Thirsty Kalonga. Kalonga has joined the bandwagon of musicians who are diverting from traditional media outlets to social media platforms in reaching out to their audiences.
Thirsty says he adopted digital marketing having being impressed with successes from fellow artist, Waxy K.
Born Ernest Jere, Thirsty observes that social media platforms is vital for targeting youths, as they are the largest users of the said platforms.
“I’ve been impressed with Waxy K’ s strategies. I think if properly coined, I can also make it!” hopes him.
Thirsty has got a positive response from such strategies as his song, Akumva Pain trended on the local social media platforms.
“Akumva Pain was my first song to be promoted online. In this song, I featured rapper Centa. Since the promotion of my first song online, most of the songs I produce are marketed digitally except for two songs Samatha and Diss yamuyaya which were promoted using traditional means,” he highlights.
Jere has since advised all the up-and –coming artists to embrace the concept of digital marketing as it is not only cost effective but also directly hits the needed audiences.
Says he, “Online marketing is simple; it does not require a lot of resources and energy. The good thing about it is that one is known within a short period of time.”
Thirsty Kalonga came into the limelight with his hit song, Diss Yamuyaya. In the song he touts himself to be the best by undermining the talent of his competitors in the music industry.
Meanwhile, Thirsty has confided to Entertainment Malawi that plans are at an advanced stage to release an Extended Playlist (EP) titled Mesa Ndukuuza which will be released any time soon.