THE rise of dancehall in the country is testimony to many things; chiefly that local is indeed lekker.

The genre has captured the imagination of many, grown in popularity and made names for youths who make up the majority of artistes in this type of music.
Obviously this is part of the climax of the 75 percent local content.
It is evidence that indigenous elements can successfully be infused in the so-called global phenomena.
While dancehall has its origins in Jamaica, it has taken root in the country but what has made it popular is that it is sung in local languages that people readily appreciate.
Despite it coming from the Caribbeans local artistes have infused their daily experiences into the genre and the audience have easily identified with the music.
Last week the dancehall festival held at Gwanzura Stadium attracted a huge crowd proving that local offerings are in no way inferior.
The audience that packed the stadium shows that fans are ready to support local musicians and what they only require and demand is relevant products that they can identify with.
It seems the 75 percent content, which inspired more upcoming artistes to express themselves in local languages, is paying dividends.
Artistes like Oliver Mtukudzi have achieved international acclaim by expressing themselves in their mother- tongue as well as not compromising on values that make them African.
And it is fascinating that upcoming artistes are doing well abroad singing in vernacular.
Man-of the-moment Emmanuel Manyeruke better known as Guspy Warrior and Shinsoman, who the crowd hungered for at Gwanzura could not perform as they were on a regional tour.
While their popularity can be attributed to the genre of the music they produce, it can be argued it is the indigenous approach that has catapulted them to stardom in so short a time span.
So popular has local dancehall become that all radio stations in the country have a song or two on their music charts.
Local dancehall songs are successfully competing for top positions with renowned international artistes on the charts.
Evidence that the youngsters in the genre have found the right formula is the sponsorship that they are attracting.
For instance, big corporates such as Delta Beverages have not only promoted but engaged the services of artistes such as the high riding Winky D to promote their products.
Delta’s Lion Lager Campus Nite Activations though attracting a mix of musicians have been hugely popular as a result of the presence of Dancehall artistes in the line-up of performers.
The impact of Dancehall has resulted in promoters and corporates having alternatives to traditional superstars in the music industry such as Alick Macheso and Oliver Mtukudzi.
For example, the Guspy Warrior, who has less than five years in the industry will perform alongside international star D’Banj and Bebe Cool at the upcoming Delta’s Lion Summer Beer Fest.
Most dancehall artistes tackle social and economic issues that affect mostly the downtrodden and those in the ghettos.
Winky D is one artiste, who has been able to remain on top of his game holding his own against local and international artistes.
His successful international tours of the UK and Australia have not only given him fame but improved his fortunes.
His songs continue to be relevant and hard-hitting; his latest Mafirakureva is receiving rave reviews and doing well on the charts.
Laden with strong lyrics that chide even fellow artistes for not speaking-up against social ills such as drug abuse the Ninja President stock continues to rise in the Dancehall arena.
A number of the artistes are being invited to perform abroad.
Artistes such as Freeman and Lady Squanda have delivered their products to the international audience in their indigenous language.
One of the country’s biggest music promoters Partson Chimboza, better known as Chipaz said, the genre will be promoted and they will see to it that all local dancehall artistes are recognised internationally.
“As promoters we have realised that there are many dancehall artistes in the country therefore we will continue working for their recognition outside Zimbabwe and we will continue organising ghetto-to-ghetto events,” he said.
There are more than 85 dancehall artistes in Zimbabwe and a number of them grew up in ghetto areas such as Chitungwiza, Kambuzuma, Glen Norah and Mbare.
Zim dancehall artistes include Winky D, King Shady, Shinsoman, Lady Bee, Sniper Storm, Qounfuzed, Dadza Dee, and Jiggaz among others.