Zimbabwean music superstar Jah Prayzah has just released the much-anticipated video for his hit Mdhara Vachauya following a huge build-up (it was marketed like a major event) that was supported by a strong campaign on social media.
The video, which is the second official video release from his latest album with the same name, attracted a lot of attention because of plans of an earlier, expensive shoot being dropped in the last minute plus the success of his previous video Watora Mari.
Jah Prayzah – Mdhara Vachauya (Official Video)
With over 2 million views on YouTube, Watora Mari has been one of the most viewed Zimbabwean music videos ever on the online video platform.
Just like the Mdhara Vachauya video it can also be viewed in 4K, one of the details that Jah Prayzah has decided to focus on to distinguish his productions.
The success of the Mdhara Vachauya video will depend not only on how great the video is but also on how well the artist’s team manages the social media promotion for it.
Jah Prayzah is proving once again that artists who want to be stars can and should tap into social media to stay relevant in an increasingly digital world.
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10 comments
I’m not a huge fan of jah Prayzah’s kind of music but to be honest, i truly like his videos, the quality is just epic. World not regional class. To see such coming from local Artists is a plus, a double plus i tell you.
Mudhara achauya
Nothing new, just a music video launch – he’s done this before. What IS new that I noticed on YouTube; Winky D has actually posted the full new album. That’s a strategy I’ve seen a few international artists do – but never Zimbabwean artists who are always whining about piracy. I think that’s a first: that is of course if this is indeed the official Winky D YouTube channel: https://www.youtube.com/user/winkyonline
I wouldn’t call Winky D’s strategy new either. Other than Jah Prayzah who also did the same thing with this same album, it’s the same trope used by Zim Dancehall artists who don’t rely on sales to generate revenue. They give their music away for free and sweat the live performance circuit. I believe its submission to piracy even when there is something that can still be made from a smart record distribution strategy. Artists “whining about piracy” is actually a global phenomenon and I guess they are justified to be upset that people want to enjoy great work for free. What is wrong, though, is to not even put up a fight and just make all your content mahala.
Then again, it’s the creator’s decision.
A+ video jp u are the master i salute u bossss this is a star baba
Akagona apo Jah
sounds good and looks great…keep up papi.
Jah prayzah number 1
I am a huge fan of jah prayzah keep it up
Kwakumberi ndokugona uku urambe wakadaro
basa uri kugona Jar ramba wakadaro asi chenjera miedzo yeuka nyaya ya Samson mubhaibheri ukaita zvekutamba unodonhedzwa dzikave ngano , akubayira zano ndewako.