The reality on the ground is that ‘My Star’ brand remains popular but the creative minds behind the show have been overtaken by time. This means that the team needs to make way for fresh minds that would ride on the wave of the brand that is ‘My Star’ takes it to the new trends and levels that are needed in today’s era.
The truth is today’s market has been captured by the Online phenomena, which challenges producers to be even more creative to compete. There is a lot of accessible material on the internet and in the case of ‘My Star’, there are a lot of shows on the internet that compete for the attention of a viewer.
However, according to the man behind the brand, Keabetswe ‘Master Dee’ Sesinyi, their fate is not determined by a lack of creativity of the team, but rather lack of funds. He calls it a financial reality check.
“Unlike international talent shows that thrive on substantial revenue streams, ‘My Star’ relies on sponsorships to fund its prizes and production costs.
The dedicated team of 16 young Batswana professionals, excluding the founder, handles crucial aspects such as production, venue arrangements, and contestant tutorials. Some episodes are shot over multiple days, making it a labour-intensive process that requires financial backing,” he says.
In a candid reflection during the last seasons, Sesinyi highlighted the financial challenges faced by ‘My Star’, as it has been difficult to attract sponsors since 2017. “2019 was the worst year as potential sponsors withdrew at the last minute. The situation worsened during the COVID-19 pandemic where sponsors cited the impact of the COVID-19 and ongoing financial recovery. Despite these hurdles, the show persists,” he said.
All these challenges potentially rendered ‘My Star’ unsustainable. The future of the reality show, which once captivated viewers across the breadth and length of the country, appeared gloomy. Now the founder is actively seeking individual or corporate sponsorship to support the winners and maintain the show’s high production standards as he looks to return the show to the screens.
Asked to comment on the prize money controversies, Master Dee says it is not all about money. “’My Star’ provides contestants with more than just an opportunity to win monetary prizes. The platform offers unparalleled visibility to thousands of Batswana viewers through episodes aired on Btv.
Contestants gain exposure and have the chance to showcase their talents, with the winner and standout performers earning the unique opportunity to have a single produced for them,” he said.
He further stated that producing a single, however, comes with its own set of challenges. Breaking through the noise of a crowded industry, where copyright laws and social media algorithms pose significant barriers, requires strategic planning and financial investment.
‘My Star’ bridges this gap, granting contestants a platform for airplay and interviews, connecting them with potential fans, and giving them a head start in their musical careers.
Turning to this year’s show, Master Dee says this season for ‘My Star’ will include valuable tips for contestants on successfully managing their social media presence.
The goal is to empower contestants to leverage the platform effectively and create lasting connections with their audience. “The show serves as a beacon of hope for those who might otherwise be stifled by financial constraints or social prejudices. By fostering an inclusive environment, ‘My Star’ aims to nurture talent and create a platform where every contestant can thrive,” he said.
Meanwhile, auditions start next week.
