How Jah Prayzah, 2 Kings defied Friday 13th in album launch of the year
Written by Takudzwa Chihambakwe
How did Jah Prayzah and 2 Kings Entertainment manage to pull off one of the most festive album launches we have ever seen, despite the cancellation of the artist who everyone thought was the big draw to the ‘Kutonga Kwaro’ album launch on Friday evening?
After all, we have seen Jah in concert before many times? Was this going to be the one show where he would fail to draw a capacity crowd at the HICC?
This sort of thing has been the demise of many concerts; a big name act cancels a few hours before the show and the promoters are left scrambling to keep things together and sometimes end up with a tarnished name.
The cancellation did not go down well with many in Harare, including fans who travelled from all over the country for the concert, who were expecting the Nigerian hotshot to grace the launch of Jah’s eighth album at the storied Harare International Conference Centre (HICC).
So how did JP and 2 Kings pull it off?
1. Strong branding
Many thought that the winds associated with Friday the 13th had been blown by the gods in Jah’s direction – but this was not to be as the lanky musician decided to ‘Kumbumura Mhute’ and showed that with or without Davido, ‘Mudhara Vachauya.’
It seems the Jah Prayzah brand is so strong with local fans, even Davido’s failure to travel to Zimbabwe didn’t dent their enthusiasm. They still came – over 4,000 of them.
It’s not just the Jah Prayzah name though, that we think was responsible for the success of Friday’s show. The promoters and the Jah PR team made some very fast decisions which not only kept the fans happy but also strengthened their brand names…
2. Good comms
One of the key facets of crisis management is communication. This is where many promoters go wrong. So many times fans attend a show, only to discover that a headline act is not coming halfway through it. Not with Jah Prayzah and 2 Kings. They quickly informed the public that Davido wasn’t going to make it.
3. They slashed ticket prices
Then they slashed the ticket prices – not by 10% or 20%. By 50%. Tickets went down from US$20 to $10. Imagine the excitement from hardcore Jah Prayzah fans who had been sitting at home counting their bond notes only to hear that now they could actually afford the show!
4. They brought in more muscle
With the tickets prices slashed, and Winky D alongside Tuku added to the performers on the night, some skeptics still felt that it was not good enough to restore the vibe of the show, but they were wrong. By announcing that they were adding Winky D and Tuku to the bill, they showed fans that they were trying to make amends and still pushing to make the show a success.
At midnight the HICC was packed to capacity and the 4000 strong crowd was having a blast, being serenaded by quality acts from one great performer to another; ExQ, Tuku, Ba Shupi, Andy Muridzo and surprise act, Mampi from Zambia.
From the first act to the last, the ‘Ninja President’, the momentum of the show kept rising and not for a single moment was Davido’s absence felt.
5. They were organised
One of the hallmarks of the Jah Prayzah brand is hard work.
Jah, back to back with his partner, 2 Kings Entertainment, put on their A-game on and they in order to pull off another epic album launch, seeing him disappear over the horizon in what seems to be his quest to be an all-African superstar.
To top it off, Jah also bagged a cool $12000 cash, courtesy of his guest of honour, flamboyant businessman, ‘Sir’ Wicknell Chivayo, who gave him the money after buying the first CD.
The night will not only be remembered because of the amazing musical acts and the money being splashed by the rich cats in the building but also the two beautiful videos that were released.
In similar style to last year’s album launch which saw Jah release the video for the hit track, ‘Watora Mari’, the ‘My Lilly’ singer dropped two musical videos for the tracks ‘Chengetedza’ and ‘Nyaya Yerudo’, both off his new album – the latter features Nigerian vocalist, Yemi Alade. As if everything else prepared for the launch was not enough.
6. They had strong backing
As usual, corporates were heavily present, from ZiFM Stereo to AfricaBet, Pure Drop and Buttercup Margerine, with their banners fighting for space on the stage as it seems everyone wants to be associated with this shining Jah Prayzah brand.
Worth noting at the event was the number of fellow musicians, music promoters, socialites, politicians and top business people who were in attendance.
Article originally posted by Zimbo Jam
