Sungura icon Alick Macheso has unveiled his new album *Kupa Kuturika* using an unconventional release strategy, a method popularized by Zimdancehall artist Winky D. Departing from his usual practice of releasing albums in full on platforms like YouTube or distributing them as CDs, Macheso and his management have chosen to release the album in incremental parts on YouTube.
Macheso shared the rationale behind this approach with H-Metro, explaining that it serves dual purposes: enhancing marketing efforts and combating piracy. According to Macheso, the decision was a calculated move by his team to protect their intellectual property from pirates.
“My management came up with this strategy. We sat down and agreed to release the album that way. It’s our marketing strategy, and we decided to release the songs on intervals,” Macheso said. He expressed frustration with those who have criticized this approach, particularly those who attempt to profit from pirated copies of his work. “Our true fans are not even mad with this decision; it’s those that want to reap where they did no sow,” he added, referring to individuals who were prepared to pirate the album by having blank CDs and flash drives ready for distribution on the day of the launch.
The approach has indeed sparked some controversy, with critics claiming that Macheso has not released the full album. However, Macheso dismissed these criticisms, asserting that the album was complete before its launch and that his focus is now on future projects rather than on negative feedback. “The album was ready way before the album launch. Now we are focusing on the future and we will not pay attention to that,” he noted.
Macheso also acknowledged that releasing the album in this piecemeal fashion has proven effective in generating revenue. The strategy has helped him monetize the album through YouTube views, a crucial income source given the high costs of recording and launching an album. He expressed satisfaction with the results, particularly in light of the challenges posed by unauthorized recordings of his live performances.
“Very happy, it’s paying off because we are getting something from those YouTube views,” Macheso said. He lamented the impact of pirated content, noting that unauthorized uploads of his live performances on YouTube have deprived him of potential revenue. “We are now even strict with those that take videos at our live performances. They come to our shows and upload our content on their YouTube accounts while we are still on stage,” he explained. This policy has not been without its critics, but Macheso remains firm in his decision to control how his content is shared and monetized.
Macheso’s innovative release strategy reflects a broader trend among artists seeking to protect their work from piracy and maximize their revenue in the digital age. Despite the criticism, Macheso remains committed to his approach and encourages fellow artists to stay focused and continue entertaining their fans.
In other news – David Joseph Jr. pays tribute to late wife Connie Chiume amidst funeral controversy
David Joseph Jr., the American husband of the late South African actress Connie Chiume, has released a poignant video tribute honoring his wife. The heartfelt message comes after Joseph, who married Chiume in Louisiana on August 26, 2021, was notably absent from both her memorial service and funeral, held at Oasis of Life Family Church in Daveyton, Ekurhuleni.
Chiume, a beloved figure in the South African entertainment industry, passed away at Garden City Hospital following a brief illness. In his video, Joseph, who resides in Donaldsonville, Louisiana, reflects on their deep connection and the pain of her loss. Read More
