Possible solutions on how artists can capitalize on their music.
An organized industry could result in profit maximization of artists says Antonio. The local music trader, producer, and manager says a united front can take the industry to greater heights where artists can reap from where they sow. He believes so as there are over 40 000 legal jukeboxes and there are about 60 000 people who are buying albums on average.
“That is a market for 100 000 CD buyers, including those who are owning them illegally so my question is why are top artists only printing 2000 albums to sell? We are not organized, you have artists selling from their car boots. We don’t have a proper distribution stream and this hinders it. Even if people don’t want to purchase hard copies of albums, the jukebox market still needs them to be able to sell and a lot of stock can prevent piracy,” he says.
Antonio urges artists to unite and work towards a pull the same direction. He says over the years the Namibian distribution system has been terrible however there are stakeholders working to change this including the selling of albums at service stations in various towns across the country.
” We need more shops that simply sell music such as Young Ones in Swakopmund. People are pirating and we are playing a part in this because we are not bringing the music to the customers. We need to be creative as well and perhaps sell both USBs (soft copies) and albums (hard copies) strategically so we cater for all markets,” he says.