Global Advanced Research Journal of Arts and Humanities (GARJAH)
July 2013 Vol. 2(3), pp. 048-053
Copyright © 2013 Global Advanced Research Journals

Full Length Research Paper

Botswana music: Is personal branding the missing factor for growth?

Tendy M. Matenge

Department of Marketing, Faculty of Business, University of Botswana, 4775, Notwane Rd, Gaborone, Botswana 3554727; 74104159

Email: tendy.matenge@mopipi.ub.bw

Accepted July 6, 2013

Abstract

The music industry is a large and dynamic business environment, composed of many different creative individuals who assist in making music available to consumers in some shape or form. The reduction in the music sales has been a global concern and even nerve-wrecking is the uncertainty in the music demand. This study looked at branding as a way in which upcoming musicians may effectively sell their music and strategically position themselves and grow the industry. The results showed that music fans in Botswana are not satisfied with the relationship they have with their favorite local musicians as well as the image they portray. It is argued that personal branding could help musicians grow and likewise grow the industry.

Keywords: Branding, Music, Botswana.