Vhembe’s music scene is rich with talent, creativity and cultural depth. Artists consistently release music that connects with audiences, trends locally and reflects the realities of the people. In many cases, they are doing exactly what is required of them — and doing it well.
Too many artist managers in the region have reduced their role to that of passive gatekeepers. Instead of actively building careers, they wait for phone calls from local pubs, negotiate small appearance fees and collect their percentage. There is little evidence of long-term planning, market positioning or strategic thinking. Management, in these cases, has become transactional rather than visionary.
An artist manager is supposed to be on the ground, knocking on doors, pitching to brands, arranging radio interviews, securing clothing sponsorships and pushing for corporate bookings. They should be exploring new platforms, building industry relationships and creating pathways that extend beyond weekend performances. That is how careers are built — not by chance, but by intention.
The consequences of this complacency are clear. Many promising artists enjoy brief success, dominate local stages for a short period and then quietly disappear. It is not because the music suddenly loses quality, but because there is no structure to sustain momentum. Without exposure, partnerships and professional guidance, even the strongest talent eventually stalls.
The music industry today is about more than talent. It is about strategy, branding and partnerships that open doors to bigger audiences and better opportunities. Artists cannot be expected to carry this burden alone while also creating, performing and promoting their work.
The call to action is simple: managers must step up or step aside. Artists must demand more than phone-answering middlemen. Industry stakeholders, radio stations and brands must stop rewarding convenience and start supporting professionalism. Until that shift happens, Vhembe will continue producing stars who shine briefly and fade long before reaching their full potential.