The digital revolution that has transformed the music industry has left many old-school artists out in the cold. One such artist is popular poet Lutendo Mathobo, better known as Damara or Masimɓe to his many fans.
The multiple award-winning poet from Lwamondo Tshifulanani Fhasi ha Bada outside Thohoyandou was active during the cassette era — a time when artists could earn a decent living from sales. He released seven albums before his most recent project, Tshigidi, in 2022.
But, unable to adapt to modern technology, he stepped away from the industry, citing the challenges of staying afloat in a market dominated by digital distribution. "The music industry has changed drastically from our era of cassettes, where we could at least make money," said Masimɓe. "When CDs came in, people just started copying and selling our work. We were all pushed out of the game, and soon we couldn't even afford to record."
The final blow, he said, came with the rise of digital music stores, where music is downloaded and shared without the artists receiving fair compensation. "That made me decide to call it quits."
But fate had other plans.
A chance meeting with well-known comedian, radio presenter and social media influencer Vhudzisani Mulaudzi — better known as Vhyszi Li MC or Alibaba — gave the veteran artist a second wind. Mulaudzi encouraged him not to give up, assuring him that his time was far from over.
The two have now teamed up and are working on a new album, generating a buzz online.
"I'm just happy that, out of the blue, Alibaba came into my life," said Masimɓe. "We're busy cooking up a storm. If you're on social media, you've probably noticed something big is coming. Fans must just wait — the best is cooking!"
Mulaudzi said he grew up listening to the poet and was saddened to hear that he had stepped away from the spotlight. "I couldn't imagine local poetry without him. After a pep talk, we agreed to work together, and we've since created something unique. I've already introduced him to the digital world," he said.
The response has been swift and encouraging. "I playfully posted something on social media, and within a week, Masimɓe got three bookings for performances at weddings. I'm very impressed with how things are going."