By REDSON KANDOZI
Social media has emerged as a powerful platform, enabling creators to produce an abundance of content that entertains and engages, providing a welcome distraction and a way to pass the time.
But in this digital age, entertainment alone isn’t enough. For creators, particularly comedians, there is a growing need to harness the full potential of their content.
Comedy, often seen as a source of simple amusement, holds a far deeper value. Beyond the laughs and light-hearted moments, comedians have the unique ability to address complex and even controversial issues through humor.
Yet, in the rush to consume content, are we, as a society, sleeping on the true power of humor in shaping our collective consciousness and its economic impact on creators?
In an interview with Andreya Thonyiwa, popularly known as Mr. Jokes, he believes that beyond the humor, comedy can have a positive impact as far as social change is concerned.
“I firmly believe that comedy can drive real positive social change in Malawi. While it can provide temporary relief, it can also spark important conversations, challenge societal norms, and inspire critical thinking,” he says.
He emphasizes that through humor, comedians can address pressing issues in a way that resonates with people, raising awareness and promoting empathy.
However, the journey to realizing this potential is not without its challenges. According to Thonyiwa, the next big step for Malawian comedy is the development of more platforms and opportunities for growth. He says:
“To reach its full potential, Malawian comedy needs more platforms and opportunities for growth. This includes investing in better infrastructure, such as dedicated comedy clubs and venues, as well as creating online spaces for comedians to share their content.”
He also suggests that collaborations and exchange programs with international comedians could provide valuable learning experiences and help showcase Malawian talent on a global stage, considering that the Malawian industry faces competition from established comedy industries.
Comedian Chippie, whose real name is Chipiliro Alick Chauwa, echoes Thonyiwa's sentiments, pointing out the need for more stand-up comedy shows where comedians can showcase their talents. He emphasizes that this can be possible if comedy is considered a business.
On his part, Chippie explained the practice by some companies that do not honor their agreements when it comes to advertising their businesses as a professional challenge of being a comedian in the country. He says:
“Some companies are not willing to pay us in full when we do advertising videos for their products. It is very challenging because we don’t have anywhere we can run to and complain about it.”
Chippie also highlighted that it is very difficult to earn from social media platforms in our country and that it's hard to make money from this craft, especially for a person who is solely depending on social media, as these platforms are not yet monetized in the country.
Comedian Kunte, real name Kennedy Kuntenga, believes there's a lack of support for comedy from the government despite its potential to bring positive impacts like mindset change. He says:
“There is support for art, however, comedy is sidelined. We don't have proper systems working for comedians to benefit from their content and what they do, as it is in music and other arts.”
For example, the government supports art through the Copyright Society of Malawi (COSOMA), but the process to register your work as a comedian is not as ideal compared to other arts.”
Kunte suggests that for the comedy industry to grow, the government can intervene by actively being involved in promoting this art as there is a lot the country can benefit from.
“I think it isn't yet known to the government how powerful comedy is. However, there are a lot of benefits comedy can bring to the country as far as educating people on serious issues is concerned.”
The government can help by establishing a body or committee that can specifically look into how comedy is progressing and put in place systems to support us so that we are able to benefit.”
Kunte also called on the corporate world in the country to support the comedy industry by offering deals that are equal to the efforts comedians put into advertising their businesses.
“Comedians should have the best position when signing deals with the corporate sector. Companies should understand the costs it takes for comedians to come up with commercials for their products and services.”
The value of deals offered by companies should match the efforts and standards set by the comedian so that everyone has an equal benefit from the agreements,” he says.
إرسال تعليق