PAYOLA ROOTING IN NAMIBIAN ENTERTAINMENT INDUSTRY: A THREAT TO FAIR PROMOTION OF LOCAL TALENT

The Growing Problem of Payola in Namibia

In recent years, Namibian entertainment has been thriving, with local artists producing music that resonates with both national and international audiences. However, behind the curtain of this apparent success lies a disturbing practice that undermines the integrity of the industry: payola. Payola, the illegal practice of paying radio and TV presenters to play an artist’s music on air, has become an increasing problem in Namibia, distorting the natural flow of promotion for local talent.


The Rise of Payola in Namibia 

Payola is not a new phenomenon in the global music industry, but it has found fertile ground in Namibia, where radio and TV stations play a significant role in shaping public opinion and promoting musical careers. The practice involves artists or record labels offering bribes or incentives to media personalities to ensure that their songs are played more frequently than others. This creates an unfair environment where some artists, often with financial backing, get preferential treatment, while emerging or lesser-known talents struggle to gain recognition.


The Harmful Implications of Payola 

The implications of payola extend far beyond the simple manipulation of airplay. It promotes a culture of favoritism, where the quality of music or the artistic value of a song is no longer the deciding factor for radio or TV airplay. Instead, financial power becomes the ultimate determinant. This has a detrimental effect on Namibian music, as it skews the representation of talent, often sidelining deserving artists who lack the resources to pay for airtime. 


Stifling Creativity and Diversity in the Namibian Music Scene

In a country where the creative industry is still evolving, this kind of imbalance in music promotion stifles diversity and creativity. The Namibian entertainment scene is home to a wide range of genres and artists, from up-and-coming musicians in the urban and traditional genres to young talent experimenting with contemporary sounds. However, when payola influences radio playlists, only a small portion of the music scene is given exposure. This ultimately limits the variety of local content that listeners are exposed to, making it harder for new artists to break into the mainstream.


Media Platforms Becoming Breeding Grounds for Favoritism

Radio stations and TV channels, which should be platforms for promoting diverse local talent, are becoming breeding grounds for corporate favoritism. The situation is worsened by the lack of strict regulatory frameworks to tackle payola practices in Namibia. While payola is illegal in many countries, it remains largely unregulated here, with few consequences for those involved in the practice. As a result, many radio hosts and presenters continue to accept bribes under the radar, perpetuating an environment where only those with financial resources are guaranteed airplay.


The Impact on Audiences and the Integrity of Success

This issue is not just detrimental to the artists, but also to the audiences. Fans are denied the opportunity to hear a full spectrum of Namibian music and discover fresh, undiscovered talent. Moreover, payola also gives a false impression of an artist’s success. Instead of relying on public reception and organic popularity, some artists may only be successful because they’ve invested money into their media promotion. This creates a cycle where truly popular and deserving musicians remain overlooked.


The Need for Reforms and Fairness in the Industry

The Namibian music industry needs immediate reforms to ensure that radio and TV stations are serving as equitable platforms for all local artists, not just the ones who can afford to pay for airtime. Regulations should be implemented to discourage payola and ensure that airplay is based on merit, not financial muscle. More importantly, industry stakeholders—including radio stations, artists, and media houses—need to prioritize fairness and transparency, ensuring that all Namibian musicians, regardless of their financial status, have the chance to showcase their talents.


A Call for Action Against Payola 

In conclusion, while Namibian entertainment continues to flourish, the roots of payola are threatening to corrupt its growth. As the industry evolves, it is essential that both media outlets and artists take a stand against payola, so that the future of Namibian music can be built on fairness, inclusivity, and the celebration of diverse local talent.


Gideon Kapuka is a researcher, writer and business consultant; gideonkapuka5@gmail.com

Location: Windhoek, Namibia

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