Keeping it real

Show business in Namibia has evolved. It is no longer just about music. Industries in the creative sector like fashion and film have also grown massively. My concern, however, is that there is less sponsorship in show business. It seems like most of the well-known and recognised companies are contributing money to sporting activities, small- and medium-sized enterprises and other fields. I’m not saying they should stop what they are doing, but not all Namibian citizens are gifted when it comes to sports or being entrepreneurs. Rather, they have diverse talents.Now, realise that the reason people pay tax is because, in return, the money should be used to develop the country as a whole. It hurts that after MTC stopped sponsoring the Namibian Annual Music Awards in 2020, no other big corporate entity has stepped in to continue rewarding musicians.Meanwhile, the film industry is also enduring the same pain, with the sixth Namibian Theatre and Film Awards indefinitely postponed due to the widespread impact of the Covid-19 pandemic. This means another year may potentially go by without film-makers being rewarded for art painstakingly created.When it comes to musicians, I do acknowledge that sponsorship deals for unsigned artists are considered a financial risk. Why, you ask? Because they are not a guaranteed return on investment, like established superstars are. What does a superstar have? Sell-out shows countrywide with hit songs in the top 10 radio countdowns and companies fighting over them to represent their brand. For massive organisations or companies that invest a lot of money into marketing, the superstars who best represent their brand are the people they focus on building financial business relationships with. I believe we have many of these superstars, both emerging and established, who have the potential to represent companies via endorsements, yet they aren’t sponsored.To aspiring musicians and creatives, please remember that in every age there is a time for growth while an older concept is dying. Nothing on earth stops moving and possibilities are always there for you to take hold of. The most important thing for a new artist is to keep focusing on growth and move away from decaying. There are avenues to tap into if you keep you own momentum growing. If you stop, investors will look elsewhere. Just keep writing your songs, playing live and building your fan base with a vengeance like you have a need to conquer the world, and you will be noticed and sponsored accordingly. Nothing is impossible, just reach for the possible.michael@namibiansun.com; @MichaelMKAY on Twitter

Keeping it real

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Namibian Sun 2025-07-01

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Keeping it real

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Namibian Sun 2025-07-01

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