Are the Kwacha Music Awards Living Up to Their Potential?
As Zambia’s biggest music award show, the Kwacha Music Awards have faced growing criticism over their quality and relevance. Is it time for a much-needed revamp?
The Kwacha Music Awards have become the nation’s most esteemed venue for honouring regional talent since the 2016 termination of the Zambian Music Awards. The awards, which were started in 2019 by SUN FM Zambia, have attracted national notice because of partnerships with radio stations in all ten provinces to guarantee equitable and comprehensive nomination processes.
Many fans and industry insiders now wonder if the Kwacha Music Awards have really lived up to their potential, despite their original promise. The Kwacha Music Awards have replaced the Ngoma Awards and the Diamond TV Personality of the Year as Zambia’s premier music recognition event. With big artists like Yo Maps, Chile One, Sampa the Great, and Towela Kaira regularly earning millions of views and international exposure, a win from this program is expected to be a career defining success. However, the question remains, are the Kwacha Music Awards providing the degree of respect that these performers deserve?
Unfortunately, multiple signs indicate otherwise. Many fans and musicians have expressed disappointment with the stage setup, sound equipment, and promotion. Prominent performers, including Chef 187 and Jae Cash withdrew their nominations from the event in previous editions, indicating a lack of trust in the show’s legitimacy. More recently, King Illest withdrew his nominations for the 6th edition of the Kwacha Music Awards, which is scheduled to take place on November 2nd, 2024, creating more questions about the show’s relevance.
One of the most obvious concerns with the Kwacha Music Awards is a lack of efficient promotion. Since the nominations were released, the organisers have made little effort to generate momentum for what promises to be Zambia’s biggest night of music.
Despite the awards honouring talent from across the country, the lack of a robust campaign has left the public disinterested, and the lack of extensive media coverage or excitement surrounding the event calls into doubt the organisers’ dedication.
The show’s poor promotion stands in stark contrast to the enormous efforts made by artists to perfect their skill. Jemax the “Mpawi” which features Kay Adamz and Jae Cash received a record-breaking seven nominations this year, deserve to have their efforts recognised on a stage that matches their accomplishments. Instead, the awards appear to be failing to generate the same level of excitement and anticipation as other major music award ceremonies around the world.
Every year, the Kwacha Music Awards are tarnished by a series of scandals that are frequently left unresolved. Artists frequently complain about unfair nominations. For example, Ndine Emma openly expressed his dissatisfaction with the omission of his smash single “RUN,” which received 1.4 million views on YouTube in just four months. Similarly, Roberto Zambia speaking to News Diggers, expressed regret when his chart-topping single “Poverty” was missed for Song of the Year.
Fans, too, have voiced their concerns. KB, one of the country’s top producers, was notably absent from this year’s nominations despite producing major hits like “Ma Regrets.” Meanwhile, the duo 4 Na 5, who enjoyed success with the song NALITUMPA featuring Slapdee which surpassed 5 million YouTube views, and did not manage to secure a nomination, prompting many to question the selection process.
To make matters worse, the award organizers have been criticized for several avoidable errors, such as spelling mistakes on nominees’ names and song titles. Rumors of poorly compensated winners further tarnish the event’s reputation, with reports suggesting that recipients are awarded a mere 5,000 Zambian Kwacha – a figure many feel is insufficient given the prestige the awards are supposed to carry.
The Need for Professionalism and Integrity
If the Kwacha Music Awards are to restore the trust of both musicians and the general public, there is an urgent need to improve the bar in terms of professionalism and production quality. Artists deserve a place to showcase their effort and hard work. From competent stage management to clear nomination processes, the awards must improve in all aspects. It is also critical for the organisers to solve the fundamental challenges holding the event back. Is there a lack of sponsorship? Low ticket sales? Whatever the situation, the answer must involve raising the event’s prestige.
Increased spending in marketing, production quality, and even prize money might help the Kwacha Music Awards become the type of ceremony that propels Zambian performers to new heights. The Kwacha Music Awards have the potential to be a game-changing event in Zambian music, but they are currently falling short of expectations. With each passing year, disputes, poor quality, and a lack of effective promotion call into doubt the awards’ credibility and value. Artists such as Jemax, Yo Maps, and Sampa the Great deserve a night to commemorate their achievements in the best way imaginable.
The Zambian music industry needs an award show with integrity, professionalism, and standards that match the talent it seeks to celebrate. It’s time for the Kwacha Music Awards to raise the bar, or risk losing the very artists they claim to honor.
