Mutsai Musa has been running the creative incubator, Quiet Riot Media for 15 years. Quiet Riot Media has consulted for both international artists and large entertainment companies on intellectual property and copyright management, paying attention to protecting income streams and generating long-term revenue for creative projects. Recent clients include Apple Music Africa, Universal Music Publishing Group Africa, Sony Music Africa, Interscope Records (USA), Platoon Africa, LVRN Records (USA).

In our chat with Mutsai, we discussed the various ways Zimbabwean artists can earn revenue as artists and what they can do to increase their earning potential. 

Summary

Summary of Earning Channels

1. Mechanical Royalties (Sales) 

2. Publishing Royalties

3. Merchandise

4. Live Show Income

Workshop Summary

4:35 How artists can be considered for Digital Service Provider Playlists

• Playlisting is the new radio and is a key part of getting your music discovered

• Your distributor plays a key part in getting playlisting

• Use UGC social media content platforms to promote your work

• Make sure your song is on radio

10:04 How to pitch yourself and your music 

• Have an EPK and marketing plan ready before you release a song

• That EPK should clearly state your DNA as an artist in 1 page

• WHO you are. WHERE you are going. WHAT information and data about you is available.

13:25 How to pitch yourself to festivals 

14:11 The types of revenue available to artists

• Maximise show revenue when it is available

• Look into publishing as early as possible

23:11 How revenue is generated

26:06 The importance of working with others and building a team

“Working alone is not beneficial. Would you rather have 100% of $10 or 50% of $100”

• Learn the fundamentals of the business

34:10 How to approach brand endorsements

• To get a brand endorsement you have to add value to the brand in question

• Brand endorsements are not a viable source of long-term revenue because brands are in business to sell products and not support artists

37:32 How to prepare your brand to become one that earns revenue

• Make yourself and your music easy to find. (Search Engine Optimisation)

• Website, Biography and press pics

• Market and promote yourself

41:30 The questions you need to ask a potential partner before you work with them

• Who have you worked with before?

• What do you know about the following;

  • Distribution

  • Publishing

  • Sync Licensing

  • Marketing

  • Artist Management

43:40 How to prepare marketing and promotion budgets 

49:50 TikTok presents the biggest opportunity for artists

For reference here is the video from VOX that tracks the importance of TikTok

Editorial Note

At the 70-minute mark, an audience member and Mutsai made mention of Zimbabwean collection societies. Though they advised that no revenue is being generated locally and signing up for ZIMURA is not advisable, we would suggest that as an artist you DO sign up to ZIMURA for local collections and regional CMOs like SAMRO and CAPASSO for international collections. It is important that artists are active members of ZIMURA to ensure they have a voice in improving their operations. 

This workshop was supported by the United States Mission to The African Union.