Kwaito is a music genre that emerged from Johannesburg, South Africa in the early 1990s. South Africa kwaito is an evolution of house music combined with various traditional African sounds. It is typically at a slower tempo, contains catchy melodic and percussive loop samples, deep basslines and vocals.
Namibian kwaito has been strengthened and directly influenced by the South African style of kwaito. However, over the years Namibia introduced a different type of kwaito, which makes it slightly different from the South African type. The difference lies in production, with Namibian producers focusing their production on party oriented music.
Kwaito was pioneered in Namibia by the Matongo Family from Katutura, the first trio (Arthur ,Strauss & Temba) to embark on the Namibian stage with kwaito, they have been famous since 1998, and were the only established kwaito musicians until 2002.
Kwaito is the most popular and most successful music genre in Namibia. It is the biggest sector in Namibia's music industry and is widely supported by the majority of Namibia’s population.
The genre has grown big and has more artists than any other genre. It has opened up an economic avenue for a lot of artists as well as a creative avenue in terms of income and performance. However, the kwaito industry remains underdeveloped with regard to creative branding of the artists by promotional companies to expose them to the Namibian community and the larger African market.
As stated by Joachimsthaler and Aacker (1999, p.9) “whenever a clear and strong brand identity is lacking a brand is like a ship without a rudder.”
Branding maximized according to its competence will enable promotional companies to capture a segment of the Namibian kwaito market by differentiating a kwaito artist from competitors.
Proper sound brand exposure strategy will increase demand for the artists, which in turn allows them to pick and choose their opportunities, and further...