Have you ever noticed that most people are more likely to buy a famous musician’s CD instead of their friend’s debut album? Not to mention that most famous musicians price their music at twice as much as local artists! So why is this the case? In actuality, there are several reasons why this happens.
First, people are attracted to celebrities. The lifestyle of the rich and famous has been romanticised. Everyone wants to know what’s happening in Beyonce and Chance the Rapper’s lives. Second, famous musicians no longer have to prove themselves. Their names are well-known throughout the entire world. You could go to any country and ask someone there about Jay-Z, for example, and most people would be able to either list off his most popular songs or produce copies of his albums. There’s nothing wrong with supporting big name artists. But what happens to those who are just as talented, but not as well known?
Most people believe the misconception that if someone has talent, they will be catapulted to fame. However, this isn’t the case. At all. The music industry is extremely saturated and to even get your foot in the door, you need both money and connections.
This is why most up-and-coming artists rely on the help and support of their friends. They need their friends to spread the word about their music, attend their shows, and buy copies of their CD’s and merch. However, because the majority of people are obsessed with mainstream music and well-known artists, this rarely happens. It’s time for that to change.
At Tholispani.Space, we believe that South Africans should be supporting their talented friends who are trying to break into the music industry. We want to be a part of this movement and help it become the norm, rather than the exception. If we truly care about our friends, then we should not only want them to succeed, but we should also help them to do so.