A playlist on the campaign trail
Goitsemodimo Kaelo | Monday October 14, 2024 10:02
For a long time, music has always been a part and parcel of the political space. For local artists, the period leading to an election has always been ‘prime time’ as they know that gigs are in abundance, even for the lesser known once who seldom get bookings.
For politicians, they know that the right music can set a candidate apart from the pack, and that’s why it’s been part of the local political landscape. Candidates understand that during the campaign trail, this is also an opportune time to show up and support even the worst of the lot in your area in an effort to win the people’s hearts. That’s the power of music.
Whilst in the past, local political parties would just book artists to provide entertainment at their rallies or launches, there is a growing trend to commission artists to write songs about them (parties) or individual candidates.
These songs are referred to as campaign songs. Campaign songs are described as musical pieces used by candidates or political parties squarely for campaigns. Most modern campaign songs are upbeat popular songs or original compositions that articulate a positive message about a campaign or candidate, usually appealing to patriotism, optimism, or a good-natured reference to a personal quality of the candidate such as their ethnic origin or the part of the country they are from. In some cases, the campaign song can be a veiled attack on an opposing candidate or party. Some songs originally devised as a campaign material for a specific election have become identified with the party itself in later election cycles. Campaign songs and songs of political parties can help to spread particular points of view and build solidarity around candidates and platforms. In 2019, the ruling Botswana Democratic Party (BDP) had commissioned the late gospel singer, Tebogo Sethomo popularly known as Tebbie to compose and release an album for its campaign.
The songs were played during the party’s candidate launches throughout the country. For this year’s election cycle, BDP has Mantshwabisi and Nature BW for campaign songs. Nature BW’s musical piece talks about the party leaders and the cabinet ministers. It is a beautiful praise song which has become a hit among the BDP members and the neutral. Every time the DJ hits the play button on the decks, the crowd immediately swamps the stage and hits the dance floor. The same can also be said for the Mantshwabisi song.
On the other hand, the Umbrella for Democratic Change (UDC) had engaged singer Scavenger for its campaign song. The song remains in use even during this year’s election cycle. The Botswana Congress Party has also engaged songbird, Charma Gal for its campaign song. The song speaks about the party’s long term mission and vision. For this song, the Mosakaso queen used the rhythm synonymous with Culture Spears. That slow rhythm combined with her sweet melodious voice gives you a song that can stick in your head for some time. There is another song Charma Gal did for BCP’s candidate for Gaborone Central, Mpho Pheko. Charma Gal has been a regular at the BCP events since 2019 proving that the 2024 election cycle has become a battle of the songs over and above the manifestos. If some of these songs were commercial, they would become instant hits.
This shows that politicians appreciates that music has a way to bring passion and vibe into politics. A captivating song can be a campaign’s free advert that plays indefinitely. Whilst music may not change voters’ minds, but it can definitely make them remember something about a candidate and the party as that chorus sticks in your heart.