Ubunkimbinkimbi bokusakazwa kwedijithali

Kuningi okushintshile phakathi namashumi amathathu eminyaka adlule ngenxa yemidiya yedijithali, indlela esifinyelela ngayo olwazini, imikhuba yethu yokudla ngisho nendlela esizikhulisa ngayo izingane zethu, kodwa olunye ushintsho olungaqashelwa ngaso sonke isikhathi lusembonini yomculo. Sibonakala singakunaki ngokuqhubekayo indlela umculo othinteke ngayo ngokusakazwa kwamahhala nokukhokhelwayo. Umculo omusha uhlala uvela, futhi ngenxa ye-inthanethi, ufinyeleleka kakhulu kunangaphambili. 

Abanye abantu bakholelwa ukuthi amasayithi okusakaza mahhala ayikusasa, nokuthi azogqama kakhulu njengoba isikhathi siqhubeka. Abantu abaningi bayaphikisana nalokhu ngezibonelo zokudawuniloda okukhokhelwayo kanye namasevisi okusakaza-bukhoma njenge-iTunes, abonakala asadumile. Kodwa ingabe izinsizakalo zokusakaza ezikhokhelwayo empeleni zilinganisa imiphumela yokusakaza kwamahhala, noma zinikeza nje isaga ngemuva?

Ngokwesibonelo, ungase usebenzise amasenti angu-99 ukuthenga ingoma oyithandayo futhi uzizwe ujabule ngokwazi ukuthi wenze ingxenye yakho ukuze ulwe nokukhohlisa komculo. Inkinga yabaculi ababulawa yindlala ungacabanga ukuthi isixazululekile. Ngeshwa, emhlabeni wangempela, ukulanda nokusakaza kwamahhala kuveza izinkinga eziningi, ezinhle nezingezinhle, futhi—njengasempilweni—izixazululo azilula kangako. 

Kukhona izinkinga njengegebe lenani, isenzakalo lapho abaculi behlupheka khona ngenxa yegebe phakathi komculo ojatshulelwayo kanye nenzuzo eyenziwe. Okunye okukhathazayo ithrendi esafufusayo lapho amaciko manje kufanele abe ngompetha bokwenza izinto eziningi, ukuzibambela mathupha ekukhiqizeni,                                                         yingwedwe yini          line baphathe ama-brand + abaculi okufanele babe ochwepheshe be-inthanethi. Sekuke kwaba novalo lokuthi wonke amaculo omculo azoshabalala.  

Ukuqonda igebe lenani

Embikweni wokuhlela womculo ka-2016, uFrancis Moore, oyi-CEO ye-International Federation of Phonographic Industry, uchaza ukuthi igebe lenani “imayelana nokungafani okukhulu phakathi komculo ojatshulelwayo nemali engenayo ebuyiselwa emphakathini.”

Lokhu kungafani kuthathwa njengokuyingozi enkulu kubaculi. Akuwona umkhiqizo ovela ngqo wokusakaza-bukhoma mahhala, kodwa kunjalo is umkhiqizo wendlela imboni yomculo esabela ngayo enkathini yedijithali lapho inzuzo ingekho phezulu njengoba yayinjalo ngaphambili.

Ukuze sikuqonde ngokugcwele lokhu, kufanele siqale sibheke ukuthi inani lezomnotho libalwa kanjani.

Uma unquma inani lezomnotho lento, kuhle ukubheka ukuthi abantu bazimisele ukuyikhokhela ini. Ezimweni eziningi, ngenxa yokulanda nokusakaza mahhala, abantu abazimisele ukukhokha lutho ngomculo. Lokhu akusho ukuthi wonke umuntu usebenzisa ukusakaza kwamahhala kuphela, kodwa ukuthi uma ingoma iyinhle noma idumile sifuna ukwabelana ngayo nabanye—ngokuvamile mahhala. Uma amasayithi okusakaza amahhala afana ne-YouTube engena engxubeni, ingoma ingabiwa izikhathi eziyizigidi ngaphandle kokwenza umculi noma ilebula yomculo imali engaka.

Yilapho igebe lenani liqala khona ukudlala. Amalebula omculo abona ukwehla ekuthengisweni komculo, okulandelwa ukwanda kokusakazwa mahhala, futhi enze okusemandleni ukwenza inzuzo efanayo naleyo abeyenza ngaphambilini. Inkinga wukuthi lokhu kuvame ukuholela ekutheni abaculi bagcine behluliwe. 

U-Taylor Shannon, isigubhu esiphambili sebhendi ye-indie i-Amber Damned, usebenze embonini yomculo eshintshayo cishe iminyaka eyishumi. Uthando lwakhe lomculo lwaqala eneminyaka engu-17, lapho eqala ukudlala izigubhu. Phakathi neminyaka edlule, uye waqaphela izindlela zebhizinisi ezindala ezishintshayo, futhi ube nokuhlangenwe nakho kwakhe ngegebe lenani.

Uxoxa ngendlela imboni kanye nabaculi abaningi abangabodwana abasaqhubeka nokumaketha amabhendi abo ngendlela endala. Ekuqaleni, umculi osafufusa wayeqala kancane, adlale emicimbini yasendaweni ngethemba lokuzenzela igama elanele elizothakaselwa nelebula lokurekhoda. 

Uthi: “Ukuya kulebula kwakufana nokuyoboleka imali ebhange. Uveza ukuthi uma ilebula lomculo lithakasela iqembu elithile, lizokhokha izindleko zokurekhoda, izinsimbi ezintsha nokunye. Okubanjiwe ukuthi ilebula izothola iningi lanoma iyiphi imali ezuzwe ngokudayiswa kwerekhodi. “Ubakhokhele ngokudayiswa kwama-albhamu. Uma i-albhamu yakho ithengiswa ngokushesha, ilebula izobuyiselwa imali yakho futhi uzokwenza inzuzo.” 

“Leyo ndlela yokucabanga yayinhle, kodwa isineminyaka engaba ngu-30 manje,” kusho uShannon. Uma kubhekwa ukutholakala okuningi kwe-inthanethi osukwini lwanamuhla, uthi, abaculi akusadingeki baqale basekhaya. Uveza ukuthi kwezinye izimo amabhendi azizwa engadingi ukubheka ilebula, futhi lawo angayenzi njalo awabuyiseli imali ngokushesha njengakudala.

Lokhu kushiya amalebula akhona ebophene: kusafanele enze imali, phela. Amalebula amaningi—njengaleli elimele u-Amber Damned—asebenzelana ukuze athonye ezinye izici zomhlaba womculo.

“Amalebula aqophayo manje akhipha imali kwezokuvakasha. Kwakungeyona into eyenzeka njalo leyo.” UShannon uthi esikhathini esidlule, amalebula abeyingxenye yokuvakasha, kodwa awakaze akhiphe imali kuzo zonke izici njengoba enza manje. "Ukwenza izindleko zokuthengiswa komculo okuphansi, bathatha emananini amathikithi, ezintweni ezithengiswayo, kuzo zonke izinhlobo zemibukiso ebukhoma." 

Kulapho u-Shannon ezwa khona ukuthi igebe lenani likhona. Uchaza ukuthi phambilini abaculi bebeyenza imali ngokudayisa ama-albhamu kodwa imali eningi bebeyithola ngezinhlelo ezidlalwa bukhoma. Manje leso sakhiwo semali engenayo sesishintshile, futhi ukusakazwa kwamahhala kubambe iqhaza kulokhu kuthuthukiswa.

Yebo, lokhu akusho ukuthi abaphathi bamalebula aqoshiwe bahlala bezungeza ukuthola izindlela ezintsha zokuxhaphaza abaculi, noma ukuthi noma ubani olalele ingoma eshisa izikhotha ku-YouTube ungumuntu omubi. Lezi akuzona nje izinto abantu abazicabangelayo lapho belanda umculo. 

Izibopho ezengeziwe zabaculi abasafufusa 

Ukusakaza mahhala akukubi konke. Impela yenze umculo ufinyeleleke kakhulu. Labo okungenzeka bangakwazi ukufinyelela izethameli eziqondiwe edolobheni lakubo bangazwakala futhi babonwe izinkulungwane nge-inthanethi, futhi kwezinye izimo abasha abasafufusa bangathola impendulo ethembekile ngezingoma zabo zakamuva ezingabodwa.

UShane Black, owaziwa ngelikaShane Robb, uzibheka njengezinto eziningi: umculi, umbhali wamaculo, umgqugquzeli kanye nomkhiqizi wezithombe. Unomuzwa wokuthi ukukhuphuka kwemidiya yedijithali, ukusakazwa kwamahhala ngisho negebe lenani kungabangela futhi kuzodala ushintsho oluhle emhlabeni womculo. 

UBlack ubelokhu enothando lomculo. Ukukhula ukulalela ama-rapper adumile afana no-OB OBrien nokuba nomdidiyeli womculo kababa kwamfundisa ukuthi umculo umayelana nokudlulisela umlayezo wakho kubantu. Uchithe amahora amaningi esitudiyo sikayise, ebona kancane kancane ukuthi imboni yomculo ishintshile kangakanani njengoba isikhathi sihamba.

UBlack ukhumbula ebona uyise eqopha ngokohlelo lwedijithali okokuqala ngqa. Ukhumbula ebona umshini womsindo omdala wenziwa ikhompyutha. Nokho, akukhumbula kakhulu ukubona abaculi benza umsebenzi owandayo njengoba iminyaka ihamba.

UBlack ukholelwa ukuthi ukuthambekela enkathini yedijithali kuphoqe abaculi ukuthi bathole amakhono amaningi ukuze baqhudelane. Kunzima ukubona ukuthi lokhu kungaba yinto enhle kanjani, kodwa ukholelwa ukuthi empeleni kunika abaculi amandla.

KwaMnyama, ukukhishwa okuqhubekayo kwamathrekhi edijithali kunenzuzo ebalulekile: isivinini. Ukholelwa ukuthi ingoma ingase ilahlekelwe amandla uma ukudedelwa kwayo kubambezeleka. Uma ilahlekelwa umlayezo wayo oyinhloko, khona-ke kungakhathaliseki ukuthi kwenzekani, akekho oyoyilalela—mahhala noma ngenye indlela.

Uma kusho ukugcina leso sivinini, uMnyamana uyakujabulela ukuthatha izindima zomculo nezingezona ezomculo. Uthi ezimeni eziningi yena nabanye abarepha kufanele babe ngabameleli babo be-PR, abagqugquzeli babo futhi ngokuvamile abahlanganise imisindo yabo. Bakhathele, yebo, kodwa ngale ndlela, bangakwazi ukunciphisa izindleko futhi bancintisane namagama amakhulu ngaphandle kokudela leso sivinini esibalulekile.

Ukuwenza ube sebhizinisini lomculo, njengoba uBlack ekubona, awukwazi nje ukuba nomculo omnandi. Abaculi kufanele babe yonke indawo ngaso sonke isikhathi. Uhamba aze athi “ukusabalalisa amazwi omlomo kanye nokukhangisa ngegciwane kukhulu kunanoma yini.” NgokukaBlack, ukukhipha ingoma mahhala kuvame ukuba yiyona ndlela yodwa yokwenza wonke umuntu abe nentshisekelo emculweni wakho. Ugcizelela ukuthi lokhu kungalimaza inzuzo ekuqaleni, kodwa cishe njalo ubuyisela imali ngokuhamba kwesikhathi.

Umnyama ngokuqinisekile angabizwa ngokuthi umuntu onethemba. Ngaphandle kobunzima begebe lenani, ukholelwa ukuthi okuhle okulethwa ukusakaza kwamahhala kudlula okubi. Lezi zinzuzo zingabandakanya izinto ezilula njengempendulo ethembekile evela kwabangewona ochwepheshe.

“Kwesinye isikhathi awukwazi ukuthemba abangani bakho, umndeni noma abalandeli bakho ukuthi bakutshele ukuthi uyanya,” usho kanje. “Abantu abangazuzi lutho ngokugxeka okwakhayo noma ngisho nokukhuluma kabi bangigcina ngithobekile.” Uthi nganoma iyiphi impumelelo, kuzoba khona abasekeli abathuthukisa ukuzazisa kwakho, kodwa inani lempendulo elinikezwa umphakathi waku-inthanethi liyamphoqa ukuthi akhule njengeciko. 

Naphezu kwazo zonke lezi zinguquko, uBlack usamile ngokuthi “uma kuwumculo omnandi, uyazinakekela.” Kuye, ayikho indlela engalungile yokudala umculo, izindlela eziningi ezilungile zokukhipha umlayezo wakho. Uma ngempela inkathi yedijithali imayelana nokulandwa kwamahhala, ukholelwa ngokuqinile ukuthi kuzoba nendlela ethile yokukwenza kusebenze.