Zambian artists have been urged to prioritise branding and seek mentorship to sustain long-term success in the music industry, amid concerns over the short-lived nature of rising careers.
Industry players say the rapid rise and fall of many upcoming artists has become a growing concern, largely driven by a focus on viral success rather than career development.
Speaking in an interview, Lusaka-based musician James Makawane said many emerging artists prioritise trends over building a strong and authentic brand, which ultimately affects their longevity.
“Social media trends often pressure artists to imitate what is popular instead of staying true to their identity,” he said.
Makawane added that upcoming artists should remain open to guidance and avoid assuming they have already achieved success, stressing the importance of humility and continuous learning in sustaining a music career.
Meanwhile, music producer Mpemba Mwansa said many artists are unprepared for fame and often lack proper management, leading to poor decision-making.
He noted that skipping key stages of growth and ignoring mentorship limits artists’ understanding of the industry.
“Some artists skip important stages of growth and ignore mentorship, yet the real work begins in the studio and in consistent production,” he said.
Mwansa further warned that delays in releasing new music can result in a loss of interest from both fans and industry stakeholders, making it difficult for artists to remain relevant.
He called for structured training within the industry, suggesting the introduction of mentorship and development programmes focused on branding and career management.
“With proper guidance, discipline, and focus on branding, upcoming artists can build sustainable careers instead of experiencing temporary fame,” he said.
The calls come as stakeholders continue to push for greater professionalisation within Zambia’s music industry to support emerging talent.