Mindyou
JF-Expert Member
- Sep 2, 2024
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In early 2015, when it was announced that the Kilimanjaro Tanzania Music Awards would no longer be held, the Tanzanian music industry was drenched into sadness.
Fans were left in the lurch without their own local awards, forcing them to resort to TV subscriptions to watch foreign award shows like the BET Awards, MTV EMA, and The Headies which acted as a bittersweet reminder of what they had lost.
Read Also: Washindi wa tuzo za Tanzania Music Awards 2024
When the Samia Suluhu Hassan government revived the awards show in 2022, it brought smiles back to music fans, but the subsequent criticism surrounding the 2022 and 2023 shows served as a wake-up call for those in charge to get their act together.
To turn things around, BASATA decided to step up by bringing in two of the most influential women in music—Natasha Stambuli, Managing Director of Boomplay, and Seven Mosha, CEO of Rockstar—into the TMA Academy.
These two women played a pivotal role in organizing and planning the TMA 2024, held last weekend, where Diamond Platnumz shone bright as the night’s biggest winner, taking home four awards.
Many people on social media have voiced their concerns about the production of the award show not meeting expectations, and Ali Kiba’s win in the Best Bongo Fleva Song category has been a hot topic of debate.
Read also: Hivi ni Nani anaziamini Tuzo za TMA?
However, those with a keen eye for business recognize that the 2024 Tanzania Music Awards was undeniably the most ambitious venture in the history of the show since its inception in 1999.
This shift is evident in the broadcasting process of the award show. In the 2022 and 2023 editions, every online TV channel in Tanzania scrambled to broadcast the show live on YouTube, resulting in chaos and a lack of exclusive media rights.
However, the 2024 edition was a game changer, as Azam Media broadcast the show live on its decoder, while Millard Ayo emerged as the sole live broadcaster on YouTube, marking a significant step forward in professionalism and organization.
People with common sense would likely assume that Azam paid a pretty penny to the award show organizers for the broadcasting rights, alongside partners like BET and MTV Base.
The social media strategy for the 2024 Tanzania Music Awards also screamed monetization. During the nomination announcement, the TMA partnered with Pepsi, with some categories first revealed on Pepsi’s Instagram page before being shared with other media outlets.
This was a groundbreaking move that showcased how the TMA has truly evolved in terms of business strategy.
While Pepsi is recognized as a private enterprise, the TMA didn’t stop there. It went on to partner with some of the most decorated and financially robust government institutions, including the Tanzania Ports Authority (TPA) and the National Insurance Corporation, both of which poured significant resources into the award show.
While the TPA and NIC may seem dull and bureaucratic to Gen Z audiences, their involvement in the award show has demonstrated that they are an integral part of the Tanzanian entertainment landscape.
But what’s an award show without a trophy?
The 2022 and 2023 editions faced criticism for their mediocre appearance compared to the glamor of the Grammys or other prestigious award shows.
However, for the 2024 awards, the TMA Academy revamped and redesigned the trophy to resemble Mount Kilimanjaro, a symbolic feature of Tanzania, further showing how dedicated they are in boosting local and international tourism.
Read also: Tuzo za Tanzania Music Awards kutolewa Okt. 19, 2024, kina nani kuibuka Washindi?
While it’s true that the award show didn’t dazzle as much as fans had hoped, the monetization strategies and business decisions were smart and financially sound, laying a solid foundation for future success.
Fans were left in the lurch without their own local awards, forcing them to resort to TV subscriptions to watch foreign award shows like the BET Awards, MTV EMA, and The Headies which acted as a bittersweet reminder of what they had lost.
Read Also: Washindi wa tuzo za Tanzania Music Awards 2024
When the Samia Suluhu Hassan government revived the awards show in 2022, it brought smiles back to music fans, but the subsequent criticism surrounding the 2022 and 2023 shows served as a wake-up call for those in charge to get their act together.
To turn things around, BASATA decided to step up by bringing in two of the most influential women in music—Natasha Stambuli, Managing Director of Boomplay, and Seven Mosha, CEO of Rockstar—into the TMA Academy.
These two women played a pivotal role in organizing and planning the TMA 2024, held last weekend, where Diamond Platnumz shone bright as the night’s biggest winner, taking home four awards.
Many people on social media have voiced their concerns about the production of the award show not meeting expectations, and Ali Kiba’s win in the Best Bongo Fleva Song category has been a hot topic of debate.
Read also: Hivi ni Nani anaziamini Tuzo za TMA?
However, those with a keen eye for business recognize that the 2024 Tanzania Music Awards was undeniably the most ambitious venture in the history of the show since its inception in 1999.
This shift is evident in the broadcasting process of the award show. In the 2022 and 2023 editions, every online TV channel in Tanzania scrambled to broadcast the show live on YouTube, resulting in chaos and a lack of exclusive media rights.
However, the 2024 edition was a game changer, as Azam Media broadcast the show live on its decoder, while Millard Ayo emerged as the sole live broadcaster on YouTube, marking a significant step forward in professionalism and organization.
People with common sense would likely assume that Azam paid a pretty penny to the award show organizers for the broadcasting rights, alongside partners like BET and MTV Base.
The social media strategy for the 2024 Tanzania Music Awards also screamed monetization. During the nomination announcement, the TMA partnered with Pepsi, with some categories first revealed on Pepsi’s Instagram page before being shared with other media outlets.
This was a groundbreaking move that showcased how the TMA has truly evolved in terms of business strategy.
While Pepsi is recognized as a private enterprise, the TMA didn’t stop there. It went on to partner with some of the most decorated and financially robust government institutions, including the Tanzania Ports Authority (TPA) and the National Insurance Corporation, both of which poured significant resources into the award show.
While the TPA and NIC may seem dull and bureaucratic to Gen Z audiences, their involvement in the award show has demonstrated that they are an integral part of the Tanzanian entertainment landscape.
But what’s an award show without a trophy?
The 2022 and 2023 editions faced criticism for their mediocre appearance compared to the glamor of the Grammys or other prestigious award shows.
However, for the 2024 awards, the TMA Academy revamped and redesigned the trophy to resemble Mount Kilimanjaro, a symbolic feature of Tanzania, further showing how dedicated they are in boosting local and international tourism.
Read also: Tuzo za Tanzania Music Awards kutolewa Okt. 19, 2024, kina nani kuibuka Washindi?
While it’s true that the award show didn’t dazzle as much as fans had hoped, the monetization strategies and business decisions were smart and financially sound, laying a solid foundation for future success.
