Female Zimdancehall artiste Juwela says her latest single titled Terms and Conditions is an attempt to appeal to music fans beyond Zimbabwe’s borders.
As part of her rebranding efforts, the rising chanter, who was born Edeline Mapuranga, released a video for her latest single which she believes will attract music fans outside Zimdancehall.
“The song is Afro-pop as I am trying to rebrand and penetrate the African market. It does not mean that I have dumped Zimdancehall; it’s just that the genre has been there for years but it has failed to break into the wider African market.
“Every artiste’s goal is to produce a hit when they release a song, so I am hoping this and many more songs to come will be big,” said Juwela.
The Chitungwiza–based artiste added that her new song was “totally out of character.”
“The song is off my upcoming album which is yet to be named. It will carry 12 tracks which will include zimdancehall and Afro-pop songs because I am diversifying.
“It will be a fusion of our Zimbabwean sounds. I will also shoot videos for all the 12 tracks,” she told the Daily News.
The 24-year-old musician said her decision to rebrand has been necessitated by the fact that Zimdancehall has not been as rewarding as she had hoped.
“Yes I have done well in Zimdancehall, but I am convinced that I should have achieved much more,” said the holder of a Media and Society Studies degree from the Midlands State University (MSU).
The songstress, known for the songs Ukandida Unobvei?, Love Haimanikidzwe, Stop the Tears, Bad Girl, and Musandimutse, has collaborated with various artistes who include DJ Smiley, Lady Squanda and Lady B.
The Zimdancehall Awards 2015 Best Female Musician nominee said in a previous interview that women musicians are constrained by negative perceptions by society.
“There is a general conception in society that women are not serious hence their music is not taken seriously by fans.
“Female artistes are really working hard just like their male counterparts, but it is unfortunate that we are operating from different platforms. For example, Ninja Lipsy worked so hard last year, staging concerts in different parts of the world but because she is a female very few people took her works seriously,” she said.