by Phil Chard

It's an interesting time over Cashtime Life. The label's front man KO just released the video for Papa Action that was mainly shot during his recent visit to Austin Texas for SXSW.

Along with that the label's recently recruited presenter cum rapper Nomuzi Mabena aka Moozlie aka Skhanda Queen (that title might be getting nixed) announced she was departing the label to go solo.

DSC_0341Then we have the situation with MaE. A week after the Ganda Ganda released his much anticipated debut album Township Counsellor, KO released the single Papa Action. The timing of this couldn't be worse in my opinion. Granted, Cashtime have released multiple singles and videos at the same time before. I'm not convinced that it's in the best interest of an independent label to stretch their resources across the promotion of multiple efforts simultaneously. But it seems to be working for them, why else would they keep doing it? However an album (a solo debut at that) and a single are not the same. The former requires a well formulated strategy, to capitalise on the massive investment and commitment that goes into producing a full offering. Single releases, radio drops, and interviews press, touring, distribution all need to be coordinated to ensure the album secures a decent return on investment and hopefully introduces the artist to new fans.

With all these moving parts in place for the release of MaE's album it was a shock to me that a week after the album dropped online, KO announced that he would be dropping a new single. It should also be noted that physical copies of MaE's Township Counsellor were not available for purchase on the release date due to unspecified delays.

As the label head and the marquee artist I would expect KO to use his influence on social network and in the media to promote the album of an artist on his label before distracting his fans with his own releases.

Musical fans of today may have short attention spans but the idea of expecting them to sample and purchase the music of your artist while you are premiering your new song on LiveAmp doesn't seem realistic.

On the other hand I can totally understand KO reasoning that he needs a single to perform if he goes on tour with MaE around the country to bolster attendance and potentially convert that into album sales. But the methods seem flawed. Instead of boosting MaE and his new album, KO is taking screen time, radio spins, interviews, and media attention away from his own act to promote his work.

Just before the release of the video for Papa Action. KO engaged in what I would describe as an ill-advised publicity stunt to help generate interest in the video on Twitter (The tweets have now been deleted). Tacky stunts aside, he did this less than an hour after Kid X's surprise mixtape 3/4 Pace had just been nominated for Best Rap Album at the South African Music Awards. Having a mixtape nominated for the an award at the country’s biggest awards ceremony is an incredible achievement within itself. However, instead of drawing attention to Kid X and Cashtime's win in lieu of the nomination, KO once again took the attention away from his act and ensured all eyes were on him and his efforts.

It's hard to understand what is motivating KO, he has grown into a seasoned solo artist, Papa Action is testament to that. However, his acumen as a label head who can promote his other artists is only really being tested now. Outside of the single releases from the Cashtime roster and Kid X's mixtape, the release of MaE's Township Counsellor will be his first true test in handling a full release outside of his own work since the formation of the label.

Considering that Skhanda Republic was released in November 2014 and had 7 singles which were being pushed for almost a year and a half, I must wonder how much of the proverbial creative pie is left for the rest of the roster that includes Mae, KidX and Maggz.