Veteran musician Ernest Manandi better known by his moniker Nesto has spoken on how visuals are on the route of taking over the music industry.
In an interview with Zim Morning Post this week after a viewing of the trailer to his forthcoming video for the song Bidibiba featuring Taurai ‘Better Man’ Mandebvu, Nesto said he believes the future in music lyes in visuals and digital platforms.
“The world over the trend is visuals are complementing audio efforts by artistes making songs bigger and giving them more drive across all digital platforms and radio.
“Visuals are helping to commercialise and monetise the industry.
“Life can be breathed (sic) on song and hyped by visuals because the target audience is now exposed to streaming platforms like Spotify music lovers can listen to almost any song without having to spend a penny, and websites like YouTube give fans a front row seat to almost any concert from the comfort of their own home,.
For instance Sheikanah’s song titled Suited for Each Other was a big song on radio rotation but it became even bigger after the video.
“Record sales have gone down remember I was one of the first urban artistes to be signed at Grammar Records and proceeds and pay cheques would come but the game has changed now , we going digital no doubt” said Nesto.
He said this year he has mobilised more financial resources towards visuals to complement his audio productions.
In his latest visual production to Bidibiba, Nesto roped in the services of the ‘Midas touch’ of Dreamstate Pictures directed by Baba Manamike , director of photography (DOP) was Justin Samufonda .
The same crew produced the ZIMA award nominated Ngala ngala video.
Revered arts critic and Jibilika Dance and Earground Media founder Plot Mhako corroborated Nesto’s submissions and said ‘the future is in digital media’.
“Music is now more visual than audio. Back in the day an artiste had an option to make not to make a video for a song but now with the advent of social media which is driving music and content consumption visuals have more leverage in making an impact.
“A bad song can get a push from visuals because people are exposed to a wider choice and easily drawn to a video than audio alone.
“The quality of videos being made in Zimbabwe has greatly improved indicating how much value artists are putting on,” said Mhako.
Nesto has a decorated track history which dates back to the Gilbert Mavararirwa owned Shamiso Productions’ ‘The Future’ album which gave birth to the urban grooves genre which was largely pushed by self exiled politician Jonathan Moyo.
Moyo was the then Information minister during his first tenure at the Information ministry between 2000 and 2005 when he introduced the policy.
Nesto has produced hit songs like Chocolate,Chibvugubvugu, Ndega Ndega and his collaboration with Plaxedes Wenyika Ndoita Sei among others.