MBABANE – In the modern music landscape, the starving artist trope is being replaced by the ‘global collaborator’.
For some local musicians, bridging the gap between domestic stages and international platforms is no longer just a luxury, but rather it is a strategic necessity for career longevity. These cross-border alliances serve as a catalyst for growth, offering exposure that traditional marketing simply cannot replicate. For many, the primary benefit is the immediate expansion of their creative horizons. Oriiginelle highlights that these partnerships act as an informal masterclass.
“It helps in multiple ways. Firstly, as a musician, it allows you to work with people who carry a different kind of skill set to you, so you get to learn that skill set from them,” she said, also adding on that these kinds of collaborations have the power to strengthen ones relationship with various musicians in the industry, which also strengthens their credibility.
Oriiginelle also added that this widens their reach as musicians. “That kind of exposure can lead to more streams, media attention, touring opportunities and even brand interest. Creatively, it pushes artists to evolve. Working with someone from a different background challenges your style, your workflow and your viewpoint. Most importantly, international collaborations help shift the narrative. They put local artists on global platforms and make the world pay attention to what’s happening in our scene. It’s not about leaving home it’s about exporting the culture and bringing value back to where it started.
If I work with Jay Jody, for instance, he would want to understand my market and listen to more Eswatini artists,” she ended. Ayanda ‘AyaCity’ Motsa said collaborations help them as locals to grow their fanbase.
*Full article available on Pressreader*
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