The Sunday Mail
SAMUEL Sam Dondo’s much-publicised album launch featuring the country’s “Big Five” musicians is a classic case of how not to unveil a new project by a novice.
The launch of “Dyara Minamato” had all the flair that one can ask for in an otherwise dull arts industry.
Talk of a world class stage; colourful line-up of star performers that included Oliver “Tuku” Mtukudzi, Alick Macheso, Jah Prayzah, Winky D, Suluman “Sulu” Chimbetu, Peter Moyo; and the exquisite 10-minute firework display.
This was an album launch that had everything — except an exceptional album.
For the first time in the history on an Independent Zimbabwe, a budding and unknown artiste with no previous studio album and/or single track to his name had a five-star launch that most established artistes in the country can only dream of.
The build-up, which included aggressive marketing on all media platforms, was nothing short of impressive.
No doubt much money was spent on preparing the album, the marketing and hosting the April 15 launch at Alex Sports Club in Harare.
However, the album attracted an unfavourable response.
Clearly, the idea was to jump start the Impala Subway Crooners front man’s nascent music career, but money can only do so much. Ask Energy Mutodi.
Barely a week or so after the launch, the noise and curiosity pertaining to Sam Dondo is fizzling out. “Dyara Minamato” is not having a good time with the harsh judge and jury, aka the general public.
Sam, though, is not fazed.
“Personally, I think I have made a breakthrough. I am an artiste with self-belief. I think I will express myself on stage since there are no short cuts to success and I will keep releasing new stuff, this is just the beginning of more to come,” he reckons.
The signs from the April 15 launch are not inspiring.
Sam went on stage after Lady Storm, Peter Moyo, Suluman Chimbetu and Oliver Mtukudzi. Still to come after him were Jah Prayzah, Winky D and Alick Macheso.
It’s great to have such huge talents around you. It also means you run the real danger of being the party popper at your own coming out party.
Revellers who braved the chilly weather at the launch seemed more interested in the Big Five acts than in Sam.
It was clever though for him to sandwich his act in between the stars, it meant the crowd had to listen to him whatever they felt about his music.
Said one promoter last week: “These guys should have used only one or two of these big artistes so that the young man gets a good platform to shine. Obviously the thousands gathered here did not come to support him but for the perceived value of the Big Five gig.”
But credit to the thousands of music lovers in attendance as they gave Sam a fair chance to strut his stuff, and he gamely belted a few songs before the crowd became restive.
Suluman and Jah Prayzah saved the day by joining him on stage for their duets “Kanganwa Nhamo” and “Zviuya Zviri Mberi” respectively.
Perhaps it was around this time that the audience decided Sam was maybe trying too hard to be another Jah Prayzah/Mtukudzi instead of simply being Sam Dondo.
His sound is not very far from Andy Muridzo and the now anonymous Commander Lee, who also borrowed heavily from Jah Prayzah.
Add to that, Sam also tries to scrounge from the self-exiled Chimurenga music maestro, Thomas Mapfumo.
“Mupfanha uyu ngaazive zvaanoda mhani kwete zvekuita kunge cabbage yekuti panhamo usavi asi pamuchato isalad (The young man should decide what he wants to be, not this business of being like a cabbage that is a relish at a funeral and a salad ingredient at a wedding),” said one chap in attendance.
Certainly, he is a mixed bag — but this might not turn to be all bad if he improves his act as he will be able to give listeners variety.
All said, Sam has a good voice and should not be quickly dismissed. His music is not bad on the ear. It just maybe suffered from over-promotion and he became the victim of his own marketing drive.
It is a path that has been trod by others before him, not least of all the aforementioned Mr Mutodi.
Energy Mutodi was/is a decent songwriter. He hired the very best instrumentalists in the country, and got a super troupe in the name of Malaika Dance Group to back his act.
He got himself into venues like Jazz 105, Ochi City and top hotels. He even secured prime slots at national musical galas where he played for huge live and television audiences.
But Mutodi could not win people’s hearts. As said before, money has its limits. Sam is brother to Thompson Dondo, who is the director of Impala Car Hire and other companies that bankrolled the album launch.
He was schooled in Kadoma before leaving for Botswana at the age of 22 in 2007 where he held several small jobs.
The musician’s Impala Subway Crooners ensemble was assembled in December 2015.
Members of the group include keyboardist/producer Munya Viya, who also plays for Tuku’s Black Spirits; drummer Freedom Manatsa of the legendary Manatsa family; acoustic guitar player Tatenda Viya younger brother to Munya; bass guitarist Lithiens Musoni, a nomadic guitarist who has played for Sulu and Sandra Ndebele; lead guitarist Trust Samende a founder member of internationally acclaimed group Mokoomba; backing vocalists Evidence “Generator” Mudzingo, formerly with Jah Prayzah’s 3rd Generation Band; and Beatrice Matewere and Dorcas Kambami the only fresh faces.
“Dyara Minamato” was recorded by Munya Viya, mixed and mastered by Keith Farquharson in South Africa, a duo that has previously combined well for Jah Prayzah.
As days turn to weeks and weeks to months, Sam Dondo will have to work hard not to be a flash in the pan.
The investment and zeal shown for the album launch indicates he is passionate about what he does. But in music, you simply have to work harder than your last project.
