By Madalitso Mtukula
In Malawi today, social media influencers are becoming more popular. They post short videos on TikTok, Facebook, or Instagram, and many people follow them.
Companies like to work with these influencers to promote their products because they have a big audience.
At the same time, some musicians, actors, and other entertainers feel left out. They work hard on their craft, but they don’t always get the same attention or deals.
But it’s not all bad news. Some artists are also working with companies now. Big brands are starting to support musicians, actors, and content creators who have talent and a strong following. This is a good sign. It shows that artists can still succeed if they stay creative and professional.
Still, many entertainers worry that people now care more about going viral than producing quality work. Influencers often follow trends to stay famous, but that sometimes means the same jokes, dances, and content over and over.
Entertainers like musicians and actors take more time to create songs, plays, or films but their work doesn’t always go viral. So the question remains: Are we now choosing fast fame over real talent?
The answer might be to work together. Influencers and entertainers can support each other. For example, an influencer can help promote a new song, and a musician can feature an influencer in a music video. This kind of teamwork can help both sides grow.
Also, fans and followers have a role to play. Don’t just like funny clips but buy the album, watch the movie, and support local artists.
Both influencers and entertainers are important. But if we want Malawi’s entertainment industry to grow, we must support creativity, not just clicks.
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