Once hailed as the backbone of Namibia’s music industry, Mobile Telecommunications Limited (MTC) may have stepped back from the spotlight, but its influence continues to reverberate across the nation’s creative landscape.
In recent years, the pace of activity in the entertainment sector appears to have slowed, particularly since MTC scaled down its flagship involvement with the Namibia Annual Music Awards (Namas). However, the telecoms giant insists that its commitment to the industry remains steadfast. The Namas ceremony was the biggest awards ceremony in Namibia. It was established in 2011 by MTC Namibia and the Namibian Broadcasting Corporation (NBC). They would award a Nama trophy to musicians in recognition of their outstanding achievements in the music industry of Namibia. Along with the trophy, musicians receive sponsorships, endorsement deals and cash prizes. “The creative and entertainment industry is crucial and will always have significant socio-economic benefits. Hence, investment in it must be intentional, just like MTC has been and still is,” said Erasmus Nekundi, MTC’s spokesperson.
Launched over a decade ago, the Namas were not just a celebration of artistic talent but a holistic boost to the local economy. Through the awards, MTC injected funding into numerous auxiliary sectors, catering, fashion design, accommodation, and transportation, creating a ripple effect of job creation and economic activity.
“The Namas were a great investment, and one we will forever be proud of. They not only supported artists, but stimulated and injected support into local suppliers across multiple sectors,” he added.
He added that, though MTC has now allowed other stakeholders the opportunity to take the reins of such platforms, the company remains actively involved in shaping the creative space.
Recent initiatives, such as the MTC Windhoek Fashion Week and the star-studded MTC 30th Birthday Celebration Show featuring 30 Namibian artists, are evidence of its ongoing commitment.
“These events continue to offer creatives the opportunity to put their talents to use and earn an income,” MTC affirmed.
As for the future of music awards in Namibia, there is cautious optimism. “We are pleased to have learnt that there are plans to bring back the music awards in the country. And as MTC, we will be happy to provide advice or guidance where possible because there’s nothing more that we want than to see the music awards coming back with a bang.”
The Namas were usually held in Windhoek. It was broadcast live on DStv on an NBC channel. The show had international music judges, hosts and artists. The first Namas took place in May 2011, and the overall winners were Jericho (Best Male Artist) and Gal Level (Best Female Artist). The awards came to a finale on 31 October 2020.
The Deputy Minister of Education, Innovation, Youth, Sport, Arts and Culture, Dino Ballotti, last month revealed in Parliament that the ministry will bring back the music awards this year after years of not recognising artists.
In 2021, the New Era newspaper interviewed former Chief Commercial Officer at NBC, Umbi Karuaihe-Upi, regarding the Namas. She said the music awards have fallen victim to the coronavirus outbreak, leaving the company uncertain on whether or not to host the event.
“At this moment, it is still uncertain due to the Covid-19 situation in the country and the sponsorship is also affected by the current economic situation as well,” said Karuaihe-Upi, adding that sponsors are also quite cautious about getting into partnership with NBC.
As if the pandemic has not already caused a massive toll on the music artists, Karuaihe-Upi confirmed that the cancellation of the awards will have an adverse financial impact on the artists and the music industry in general.
“Due to the Covid-19 situation, many artists don’t get gigs anymore, and you can imagine what struggle it is for them in Namibia,” she said.
Speaking to VIBEZ! The same year, award-winning hip-hop artist D-Jay said it is unfortunate that the year is almost over, and less progress has been made to ensure the continuity of the awards.
“Lockdown has caused the live music industry to shut down. Gigs are cancelled, tours and festivals are called off, and pubs, clubs and venues are forced to close, and our last hope was the awards. Many artists have been working tirelessly to take part in this year’s music awards, and, unfortunately, there might be no awards and the year is almost over,” said the ‘Champion’ hitmaker.
D-Jay, whose real name is Diogene Ochs, warned that if the awards are to be cancelled, it could lead to the collapse of the music industry.
“There won’t be any competition in the industry anymore. Sadly, artists will not be honoured for their hard work and the underground artists will not get the recognition they deserve,” he added.
The uncertainty not only affects artists but also the thousands of people working alongside them.
Music promoter Fidel Nambundunga said, “It’s a long uphill road, with no support from anyone but our own kind, in terms of corporate help, or even efforts to understand what’s going on in our industry.”