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Before I say anything, Yes I work in the Gospel industry and these are my observations and what I’ve learnt at school and practice they work for me but hear me out.
Lets talk about Brand possitioning and Learning your consumer behavior as an artist/Brand team! https://twitter.com/upeace_/status/1267140093363585024">https://twitter.com/upeace_/s...
Lets talk about Brand possitioning and Learning your consumer behavior as an artist/Brand team! https://twitter.com/upeace_/status/1267140093363585024">https://twitter.com/upeace_/s...
This thread is gonna be abit long but I hope it will be helpful to most people who are trying to manage gospel talents
For artist- Always work with people that are your consumers.I will never wake up and go work in a HipHop field that I never listen to.Don’t make that mistake of hiring someone who listen to gospel when they facing lifetime challenges only.They must speak and breathe gospel music
It is very important to master key elements such as purchase decision and brand loyalty. You might have a great tone and everything but understand how dangerous brand switching can be in the Gospel Space is more important than your voice.
It is always good to listen to what the fans want but at the end of the day you need to know what works for you. Only few gospel brands have mastered this. I will use the following as E.g. Joyous Celebrations,Zaza Mokhethi, Dr Tumi,Hlengiwe Mhlaba,Ntokozo Mbambo and the rest.
Zaza has always been a PD (public domain) queen she is known for that and she kills it. From Namhla Nkosi to Yawa LeMbewu.She knows what works for her, she positioned her brand to PD songs.Not because she cant write new material but it is not where she positioned her brand
She positioned herself there and her consumers love and enjoy that. The problem with most artist is that they always feel pressured to always have new writen material because the fans always say “Asifuni iMicrowave” thats what they say for PD songs.
There’s no problem with new writen material but the problem starts when you write material without studying your audience. 99% of new writen music always has alot of lyrics and gospel fans have no time to be learning all of that. I wanna get into the spirit now!! You need to sell
Gospel scene is always the easiest field to work in but VERY tricky. If you are stubborn and don’t wanna learn. You are not gonna sell.
Someone is probably saying this thread is nonsense because there are S.A artist who are selling out with new material.
Someone is probably saying this thread is nonsense because there are S.A artist who are selling out with new material.
Dr Tumi?? Yes always had sold out shows and selling many copies. You know why??
For your song to make it big in the gospel space trust me you only need 4/5 power full lines and repeat them for 4-6minutes then you will have your song.
For your song to make it big in the gospel space trust me you only need 4/5 power full lines and repeat them for 4-6minutes then you will have your song.
Eg.
How many times do you repeat the same lines on the powerful songs
Zaza“Yawa Le mbewu”
Joyous”Udeka itafula”
Hlengiwe “uJesu uyalalela aphendule”
Dr Tumi”We need you Lord”
Lebo “Lion of Judah”
How many times do you repeat the same lines on the powerful songs
Zaza“Yawa Le mbewu”
Joyous”Udeka itafula”
Hlengiwe “uJesu uyalalela aphendule”
Dr Tumi”We need you Lord”
Lebo “Lion of Judah”
Gospel Fans always want something they quickly relate to.
Another example. It is always easy to relate to your fans when you sing a song from Icilong, Sifila,Umbhedesho, Amagama okuhlabelela
You know why?? Those are the songs we grew up singing at church and relate to so much. Remind us of our parents, childhood. We not shutting the creative room completely but rather have your album with 70% PD songs creatively re-arranged and 30 new written. You know why??
There is more possibility of me giving your album a chance to listen to if theres more songs that I relate to and can also sing along when driving, working or in my comfortable zone. Theres high chances of me just letting the whole album play without skipping anything.
Letting the whole album play, thats when I get to track 4 and its new material that is simple, I start singing along to those simple lines and get into the song, next thing I am repeating the song to learn it, next thing its my favorite. Boom. Your whole album is amazing.
The day artists and brand management teams understand that writing new material is not for everyone and SA audience is not yet ready for that. Thats the day they will begin to work hard to crack better audiences in South Africa and outside.
Brand loyalty- Joyous Celebrates has mastered that.
This what Joyous has done. When ever they about to release an album (4weeks before) they always release the first 3/4 simple and PD songs. You know why, they want to you to relate to the songs so much and be convinced the.....
This what Joyous has done. When ever they about to release an album (4weeks before) they always release the first 3/4 simple and PD songs. You know why, they want to you to relate to the songs so much and be convinced the.....
......album is amazing. You trust them because they are big and enjoy the 4 singles until the whole album comes out and you are like. Hai maan. Kanti what happened?? You come here and cry “Joyous ayisafani” but before that you were jaming and enjoying the singles.
You bought the album and you keep listening to it hoping it will get better from your first listening attempt, guess what happens. The album actually gets better, why?? You gave it a chance and took your time. You start enjoying it. Not because of the influence. But because....
....... you trust them and they have always delivered. You now think nooo maan. These songs are amazing. You attend their shows. They deliver amazing live performances. Suddenly you can’t wait for the next album, next show. Sekumandi
https://abs.twimg.com/emoji/v2/... draggable="false" alt="😂" title="Face with tears of joy" aria-label="Emoji: Face with tears of joy">https://abs.twimg.com/emoji/v2/... draggable="false" alt="😂" title="Face with tears of joy" aria-label="Emoji: Face with tears of joy">
Ntokozo Mbambo- The danger of brand switching.
You guys remember Filled?? The most amazing album Ntokozo gave us. We enjoyed it because we could relate to it so much. We still do. There was new material there but it was so simple and most traditional, after that she recorded.
You guys remember Filled?? The most amazing album Ntokozo gave us. We enjoyed it because we could relate to it so much. We still do. There was new material there but it was so simple and most traditional, after that she recorded.
Spirit and Life, a beautiful production but with 90% of contemporary music, new writen material. That was very dangerous of her to do because personal I only related to 2 songs Yi Naye and Jehova is your name, why?? they were so easy to relate with.
Lets go back to filled. It won awards and SOLD!!!!! But did she get the same energy from Spirit and Life?? No she didn’t. Look at what happened when she came back with “Moments in time” An album filled with her most powerful traditional and simple compositions. She killed it https://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Fire" aria-label="Emoji: Fire">
" title="Lets go back to filled. It won awards and SOLD!!!!! But did she get the same energy from Spirit and Life?? No she didn’t. Look at what happened when she came back with “Moments in time” An album filled with her most powerful traditional and simple compositions. She killed it https://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Fire" aria-label="Emoji: Fire">" class="img-responsive" style="max-width:100%;"/>
This is when as a brand manager you sit down and reflect and learn what works for you and what doesn’t. Artists are stubborn yes but remind them all the time that they need to sell at the end of the day. We need to recoup the money invested and still make profits
Noooow!!! I want us to go back to this tweet. Probably yoy guys thought I was trying to be mess and start drama. But I was just mad at the fact that I know how much of a powerhouse is Hle. I am mad at her team and Her
The first time I head Hlengiwe it was at Nqubeko Shwo. When she sang that “Yebo Nkosi yam ngiyakuthanda
Later on she was oart of Joyous. Before she recorded with Joyous. One of the shows when Khaya Mthethwa went on Idols,Hle was introduced to us and she did Khaya’s vula vula vula and Somandla busa impilo yam
The same year in December she recorded her first Dvd with Joyous. She gave us Mthunzi wam and stood out with the most loved favorite old song from Icilongo “Zulu worship”
The song was so powerful and she always gave it all when she performed it. She did her other best contemporary songs on ther Jc albums after 17. But to confirm that Traditional was always her thing. She never performed any of her new songs but ran with zulu worship...........
...... for 3 consecutive years. Hlengiwe would sing Zulu worship and shows would stop for +10 min people praying and crying at every Arena. I remember in Durban she had to be carried out of the stage because she couldn’t even walk out the way the holy spirit was taking over....
....That is the Hle that was introduced to us. Remember in the gospel field we are all feeding from the same audience and Joyous has almost the highest percentage of the audience.. If Joyous fuels the machine in you. Never make the mistake of changing the engine.
I understand alot of people always say” I want to build my own brand and keep away from the sound I gave off when I was part of Joyous” thats the first big mistake one could ever do to themselves.
I love Hle the new Hle, but how much of the audience Joyous exposed to her is familiar to the new her?? Was the brand switching worth it?? Production wise??YES!!! But good choice?? Im not sure
She changed the engine.
A quick poll. Woukd you prefer the Hlengiwe that gave us traditional worship with her unique powerful alto or the Hle with contemporary sound we she offered to us??
A quick poll. Woukd you prefer the Hlengiwe that gave us traditional worship with her unique powerful alto or the Hle with contemporary sound we she offered to us??
I personally enjoy the Hle that would shake the aren with her traditional powerful hymms. I haven’t heard all the music from her new album but if she really wanted to change her sound and introduce herself. It would have been a smart move to over all the big PD songs ..........
......She is known for then promote ger album using those songs. Trust me. Theres no way her team could have missed the target market.
Remember the 30%/70% trick I mentioned?? I believe for Hle it would have been the best strategy
Remember the 30%/70% trick I mentioned?? I believe for Hle it would have been the best strategy
She is an amazing writer, singer, areanger. An amazing person as well but her team didn’t do well when it comes to studying her consumers and positioning her brand
With all that being said. I hope the thread was informative. I stand to be corrected and the room is always opened for more viewshttps://abs.twimg.com/emoji/v2/... draggable="false" alt="❤️" title="Red heart" aria-label="Emoji: Red heart">
