Where is Carlsberg in Music?

If anything, Carlsberg Breweries limitedshould have been the main player in the country’s music industry.

Look at how many crates of beer will sell ifmusicians are performing, look at the blaring sound that is a dominant fixturein all beer selling spots. Do we need to tell the marketing gurus at thebreweries company of the need to give back to musicians?
For two years running now, South AfricanBreweries has been funding Lucius Banda’s trips to perform in that country.This year too, Lucius Banda will perform alongside Lulu in Johannesburg andDurban.
Imagine if people had gone to sip theirCarlsberg beer and found that there is no music and that all they can listen tois the noise of silence.
The East African Breweries Limited realisedwhat their business would become if this were to be the case and they have, formany years now, been investing in music. The good thing with investing in musicby breweries is that they create a win-win situation.
The East African Breweries Limited has beencarrying out competition for musicians in the Eastern African Region calledTusker Project Fame – a reality Television competition, which was at a value of1 billion Kenyan shillings which is an equivalent of 12.8 million US dollarswhich is about 1.92 billion kwacha. All this money invested in music, imagine!
I am not saying, our Carlsberg Breweriesshould do likewise, but they, at least, should appreciate that without music,there will be no Carlsberg.
In the case of the East African BreweriesLimited, it posted more success than they imagined with the Project fame andthey never hesitated after unveiling the new Tusker brand to take the samemusical route to sell the product and at the same time promote music andmusicians.
If you ever attended musical shows you willsee how refrigerators run dry as people scamper about trying to outdo eachother in getting a bottle of beer, too many, than the other.
Lucius Banda says he has been sellingCarlsberg for the last twenty years almost each and every weekend and yet,Carlsberg Breweries has never, at any time, thanked him in any way.
Now, by this, Lucius was only looking at hislive shows, but he is also forgetting one way that he is helping in the salesof the alcoholic beverage where those that have bought his CDs will keep thedance floor hot with his music.
You have heard of Chez Ntemba in theCapital, Pa Stereo in Blantyre and Sport Cafe or Paris in Mzuzu. These placeshave been made famous because of not its beers, or prostitutes or revellersthat patronise it; it has become famous not because of how majestic theinfrastructure… It is music that has made their legend.
If you want to listen to latest songsaround, you just have to visit these places. What are common in these jointsare the larger-than-life speakers that threaten to force out your innards dueto heaviness of sound that pound out of them.
If you must know, there are some revellersthat will heavily patronise specific joints, specifically because of theirknack for local latest music; musicians that are in their twilight have made itbig somehow through these places.
And what this means is that there is justtoo big a market created by music for the beers to sell.
At least here in Malawi, Chibuku productsrealised this and they have been engaged in promotion of music although therehas always been complaints from musical entrants in music competitions, eversince such competitions that include the Kuchekuche music awards started, thatnot much is done for the musician to benefit.
Kuchekuche is one from Carlsberg Breweriesyes, but if you look at how much was involved and the intermittent commitment ondisplay, you really wonder how the marketing strategy for the company isdevised.
There is just no two ways about this,Carlsberg Breweries or better still any name that they call the company thathas Carlsberg beers on our market need to come out and appreciate the musicianfor keep them in business all this long.
Feedback: drummingpen@columinist.com

One thought on “Where is Carlsberg in Music?

  1. Lack of competition, amwene George. With their stake in the market Carlsberg knows no matter what quality of music is being played,regardless of how it sounds, chances are it is their brew the person listening is drinking. It is a damn shame, because they have the chance to really do positive things for the entertainment scene in Malawi.


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