Thami AkaMbongo Manzana: Understanding the realities of the global entertainment industry.
In recent years, the entertainment industry, particularly within global music, has come under increased scrutiny.
Disturbing revelations have surfaced about the level of control and exploitation artists face. Many of these stories have emerged from international icons – people who, on the surface, appear successful and in control of their destinies, but who are often manipulated by unseen forces within the industry.
As South African artists, there is a critical need to recognize these issues, learn from them, and protect ourselves from falling into similar traps.
The Dark Side of the Industry
The entertainment industry, particularly in music and film, is often viewed as a glamorous world filled with fame, fortune, and limitless opportunity.
However, behind the allure of the spotlight, there exists a system that can take advantage of its artists, turning them into mere puppets for powerful executives, labels, and corporations.
Internationally, many artists have spoken about being controlled, pressured, or manipulated into roles or behaviours that serve the interests of others – often at the cost of their mental health, personal freedom, and even safety.
One of the most telling examples comes from hip-hop and pop culture, where artists have shared how they were encouraged – or outright forced – into situations that would later be used against them. These actions, often driven by their “handlers,” serve to monetize and control the artists.
Once an artist tries to break free or speak out, their past is used as leverage to destroy them.
In South Africa, our industry is rapidly growing, and while we may not yet face the same level of industry control as in the United States or Europe, we must be aware of the patterns that exist globally. Our artists, too, are vulnerable to exploitation, particularly as we strive for global recognition.
Control and Exploitation: A Lesson for Us All
South African artists must be cautious of falling into similar traps, as the influence of international trends and the pursuit of fame can make us vulnerable to the same manipulative practices. It is essential to be vigilant about the deals we sign, the people we trust, and the images we project.
The global industry has shown that once an artist is deeply entrenched in a system of control, breaking free can be nearly impossible without severe consequences.
It is important to remember that not every deal or opportunity is in the best interest of the artist.
In many cases, what may seem like a golden ticket to fame can turn into a nightmare of exploitation, where artists are forced to perform, behave, or even act in ways that compromise their integrity.
For example, there are countless stories of artists pushed into promoting harmful messages, engaging in public conflicts, or participating in actions that later come back to haunt them – often orchestrated by those pulling the strings behind the scenes.
Recognizing the Red Flags
As South African artists, it is crucial to recognize the red flags that often accompany these exploitative relationships:
– Unfair Contracts: Many artists have been locked into deals that offer them little creative control or financial benefit. These contracts often benefit the label or manager far more than the artist.
– Image Manipulation: An artist’s public image can be moulded and controlled, forcing them to adopt personas that aren’t true to who they are. This may bring short-term success, but it can also lead to long-term damage to their reputation and mental health.
– Isolation: Artists are often isolated from their support systems, making them more dependent on their management or label. This isolation can be used to manipulate them into actions or decisions they wouldn’t normally make.
– Toxic Competition: In many industries, artists are pitted against one another, creating an atmosphere of rivalry and distrust. This not only damages personal relationships but also distracts from the true focus – creating meaningful art.
Building a Future of Autonomy and Integrity
To avoid falling into these traps, South African artists must prioritize their independence and integrity above all else.
Here are a few steps to consider:
1. Know Your Worth: Understand the value you bring to the table as an artist. Don’t be quick to sign deals without fully understanding the long-term implications. Work with reputable managers and legal advisors who have your best interests at heart.
2. Control Your Image: Be mindful of the image you project to the public. It’s easy to be tempted into adopting a persona that may gain quick popularity but is ultimately unsustainable or harmful to your mental health. Stay true to your identity and your values.
3. Diversify Your Income Streams: One of the reasons artists become trapped is that they rely too heavily on one source of income, such as a record label or sponsorship deal. By diversifying your income streams – whether through merchandise, live performances, or other business ventures – you reduce your dependence on any one entity.
4. Build Strong Support Systems: Surround yourself with people who genuinely care about your well-being. Whether it’s friends, family, or fellow artists, having a support system outside of the industry is crucial in maintaining your autonomy and mental health.
5. Understand the Business Side: Take time to learn the business side of the industry. Many artists fall prey to exploitation because they are uninformed about how the business works. The more you understand contracts, royalties, and rights, the better equipped you’ll be to protect yourself.
The Power of South African Artists
As South African artists, we have the potential to shape our industry into something that values authenticity, creativity, and integrity.
We don’t have to follow the destructive patterns set by other global industries. Instead, we can build a culture of support, empowerment, and collaboration.
By learning from the mistakes and experiences of artists who have suffered at the hands of a manipulative industry, we can chart a new path forward.
In conclusion, the entertainment industry is not always what it seems, and as South African artists, we must be alert to its darker side.
The exploitation, control, and manipulation of artists is not just a distant problem affecting others; it is a reality we must guard against as we grow in our craft and careers.
Let’s take these lessons to heart, remain vigilant, and ensure that our future as artists is one where we are in control of our destiny – not someone else.
Thami AkaMbongo Manzana
thami@akambongo.co.za
AkaMbongo Foundation Pty Ltd
http://www.akambongo.co.za
Disclaimer: Artslink.co.za encourages freedom of speech and the expression of diverse views. The views published do not necessarily represent the views of Artslink.co.za.
Thami AkaMbongo Manzana writes on his personal capacity.
