As Malawi’s creative industry continues to expand, companies, NGOs, and organisations are increasingly looking to book local artists for performances at their events. Whether it’s corporate functions, cultural festivals, product launches, or awareness campaigns, engaging local talent brings a vibrant and authentic element that resonates with the Malawian audience.
However, budgeting for these performances is often an afterthought, leading to underpaid artists, logistical challenges, and missed opportunities for job creation. It’s even more interesting when you have experienced all these different scenarios first hand, in relation to how the value of what Malawian artists bring to the table is perceived and how it impacts the way emerging & established artists are compensated for their work.
Let’s dive into why it’s essential for companies, NGOs & various institutions in Malawi understand the importance of budgeting appropriately when booking local artists, the various factors involved in an artist’s preparation for an event, and how fair compensation fosters long-term job creation and sustainability within the creative industry.
Why Proper Budgeting for Artists Matters
Proper budgeting for artists is crucial, not just for the success of the event, but also for the overall growth of Malawi’s creative sector. When organizations allocate sufficient resources for booking local talent, they contribute to a healthy ecosystem that enables artists to thrive – regardless of the stage of the artists’ music career.
From personal experience & conversations with fellow artists, here are some reasons why proper budgeting is essential:
Professionalism and Quality of Performance: When artists are fairly compensated, they can invest in preparing for the performance, hiring quality support staff, and even upgrading their equipment. This elevates the level of professionalism and the quality of the performance, ensuring a better experience for the audience & a good reputation for the organisers & associated sponsors or brands.
Mutual Respect: Properly budgeting for artists also reflects a company’s or NGO’s respect for the value of the creative work being offered. Most organisations in Malawi champion corporate social responsibility and having principles that reflect how much they value their customers and the environment they work in – but we rarely talk about the application of those approaches towards ensuring the compensation for services provided by artists and any other creatives are reasonable and fair.
When artists are underpaid or asked to perform for “exposure,” it devalues the entire creative industry. Fair compensation fosters mutual respect and builds long-lasting relationships between artists and organisations.
Sustainable Job Creation: When artists are paid well, they can reinvest in their craft, hire teams, and create job opportunities for other creatives. This trickle-down effect not only boosts the artist’s capacity to perform at more events but also strengthens Malawi’s creative industry as a whole. A lot of us in Malawi admire the Nigerian & South African music markets for the strides they are making in revenue generation & job creation in their music industries but we too, have the same opportunities to build up our industry, to be even better in the way it treats & compensates everyone involved in the value chain of an artist or the creative industry.
The Costs and Factors of Artist Performance Preparation
To understand why fair payment is critical, let’s break down the various costs and preparations that go into a performance. Here’s a closer look at what artists & organisers in Malawi need to consider when it comes to quoting performance fees:
Rehearsals: Preparation for any live performance involves extensive rehearsals. Depending on the complexity of the event, rehearsals can take days or even weeks. Artists often have to pay for rehearsal spaces, hire session musicians or backing vocalists, and even rent equipment. Some band members live in different locations and sides of the city, so they have to consider transport costs of each rehearsal. These costs can add up significantly.
Travel and Accommodation: Many performances may require artists to travel long distances to perform at corporate or NGO events. Companies should consider covering travel and accommodation costs, especially when the event is far from the artist’s base. This not only ensures the artist arrives on time but also that they are well-rested and ready to perform at their best. These are some requirements that you can include in the artist performance contract before signing in agreement to perform at events.
Wardrobe and Styling: Artists often have to invest in their appearance to maintain a professional image. Whether it’s special attire for a high-profile event or paying for a stylist, these are costs that must be factored into the overall performance budget. I imagine no event wants an artist showing up looking unkempt or out of touch with the theme and calibre of event being performed at.
Technical Equipment: For live performances, sound quality is key. In some cases, the artist may need to bring their own sound engineer, microphones, or instruments if the venue does not provide high-quality equipment. I have vowed to take a sound engineer with me to all my future performances for the sake of my own sanity and love of a clear, balanced sound that amplifies the quality of my brand and talent. So, if an artist needs to rent equipment or technical staff, this should be reflected in the budget allocated by the event organizer.
Creative Team and Management: Many established artists have a team that supports them, including a manager, sound engineers, stylists, and road managers. Paying an artist well means they can afford to employ this team. Most independent artists have to find ways of wearing many hats to cut the costs of bringing extra team members on board. Without proper compensation, the artist might have to cut costs by reducing the quality of their team, which can ultimately affect their performance.
Marketing and Promotion: Some artists also take on the responsibility of marketing their appearance at events through their social media channels or other platforms. This is an additional service that benefits the event organisers, as the artist’s presence can help attract a larger audience. I’m not sure how well received this cost would be to organisers but this type of promotional work can also be considered when budgeting for the artist’s fees.
The Importance of Paying Artists Well: Long-term Job Creation
Proper payment for artists does not only benefit them on a one-time basis but creates a ripple effect of job creation in the Malawian economy. Let’s look at the how:
Building a Sustainable Team: When artists are paid fairly, they can afford to hire a reliable team, including sound engineers, makeup artists, photographers, videographers, managers, and road crew. This allows them to create stable, consistent job opportunities for other creatives in Malawi. Over time, these teams become well-oiled machines, offering better performances and improving the standards of the entire industry. These same teams can help Malawian artists go regionally big or international – it takes a village to build a successful music career beyond one’s geographical borders.
Investing in Production Quality: Artists who are paid well can reinvest in their craft. They can improve their production quality, whether it’s through better equipment, enhanced stage design, or higher-quality music videos. This not only benefits the artist but also elevates the overall standard of live events in Malawi, making the country more attractive for international collaborations and investments in the creative sector.
Growth of Ancillary Services: Beyond the immediate artist’s team, a well-compensated creative sector also stimulates growth in related industries. For example, event organizers, venues, make-up artists, photographers, equipment rental companies, and media houses all benefit from artists who have the resources to put on high-quality performances. By properly budgeting for artists, companies and NGOs contribute to a broader economic upliftment.
Encouraging New Talent: Fair compensation for artists also encourages young Malawian talent to enter the industry. When aspiring musicians, singers, and performers see that their work can lead to a viable career path, they are more likely to pursue creative professions.
We currently have Malawi’s Agenda 2063, a national vision, geared towards creating a wealthy and self-reliant Malawi while unlocking thousands of jobs across various sectors. The creative industry is a promising sector that can create news jobs which need new skills and education to empower Malawian youth to take up space, not just locally but globally.
This helps to create a continuous flow of new talent into the Malawian music scene and for there to be more Malawian talent taking up space across the globe, contributing to the long-term sustainability of the industry.
Boosting Local Economy: Successful performances by well-compensated artists can also drive tourism, local business, and cultural pride. I am excited to see how music tourism can impact the national economy and boost other sectors and industries in Malawi as we’ve seen in other African & Western music markets.
Events where artists are properly paid often attract larger audiences, including tourists, leading to increased spending on hotels, restaurants, transportation, and local vendors.
Investing in Local Talent Benefits Everyone
For companies and NGOs in Malawi, budgeting well for local artists is not just a matter of financial responsibility, it’s an investment in the future of the country’s creative industry. By ensuring that artists are paid fairly for their work, organizations contribute to job creation, improve the quality of live events, and foster a thriving creative ecosystem that benefits everyone involved.
When local talent is recognized and compensated for their skills, the ripple effects are vast, extending beyond just a single event. Malawian artists can build sustainable careers, employ teams of other creatives, and reinvest in their craft if companies support them properly. In turn, the organizations would benefit from memorable, high-quality events that leave a lasting impression on their audiences, clients & customers.
As our music industry is growing, still finding its footing, prioritizing fair compensation and proper budgeting for our artists can be the game-changer that transforms Malawi’s creative landscape for the better.
Ultimately, when local artists succeed, Malawi as a whole benefits—creatively, culturally, and economically.
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