. I was blessed with seemingly
minor opportunities which later
proved to be my school of music
life. For instance choir gave me
sharper ears towards harmonising,
which is crucial for vocalists’
musicality. School musicals
trained me for my first paying job.
In fact it was an acting job for a TV
advertisement (age 9). Being in the
‘Storm’ gave me a head start on live
band and performance technique
and also studio experience. I
started that at age 14. I also began
my music degree at the age of 18.
GM.: What has been the
highlight of your career so far?
Ammara: I think having a ‘sold
out’ concert at HIFA in 2013. The
Ammartians, (my fan base), were
very supportive. Thousands were
roaring at me as I started singing. I
got to debut my new single
“Mafaro” and perform the newly
recorded “More Sugar Daddy”.
Great responses all round. Mi Casa
were all such cool guys to work
with. We actually realised that we
worked in the same studio in
Joburg and happened to miss each
other by chance in earlier years. It’s
a small world after all. On top of
that, J Something and I made a
great vocal duo. Awesome stage
moments galore!
GM.: What do you think about
the music industry in
Zimbabwe? What could be done
improve it?
Ammara: The Zimbabwean music
industry is complex. Going on tour
in other countries has certified
that we have more of an industry
in terms of general club venues
and corporate work. However, on
an international scale, if I start to
consider things like
nurturing/development facilities
(for talent), recording,
distribution, publishing,
marketing, production and
management companies, general
endorsements….I could also write a
book on the things I mean, to help
change in the Zimbabwean music
industry.
GM.: What are the challenges
faced by young, female
musicians?
Ammara: I think I have the same
challenges every other artist, but
in addition, I find, being female
and beautiful is almost a curse as
much as it is a blessing. General
industry practice can be so
warped. I on the other hand, have
assembled a team of people who
sift through or intimidate the false
clientele and I am only informed
about and consulted on genuine
business. *One of the joys of
having management*. I also have
an extensive knowledge of music
business, so I’m always either in
the know, learning more, or
creating more. My advice to female
artists is; be the iron fist, but
appear to be the velvet glove.
(Wink)
GM.: You have quite a large fan
base as evidenced by your
social media platforms. You
must have a great marketing
and promotional team.
Ammara: Social media is
“simple” marketing. All of them
have different purposes. I just
follow the general structure and
apply it to my life which
ultimately public in terms of my
profession. On any given day it’s
enough to make people talk or
think about me. That’s the first
step. Secondly, media. I’ve just
learned who is good for what,
hence some are more welcome
than others because they are in
line with what I’m trying to
achieve. I can’t tell you what else
I do to build my brand but I can
tell you this, you can make a lot
of noise about yourself, but when
you get on that stage, it’s you and
the microphone. That’s my
product. I strive to always
deliver.
GM.: You have been
performing a lot of your
father’s work and introducing
your own songs. When can
we expect an album?
Ammara: I gave a date earlier
this year, but artists go through
creativ e cycles, and I feel like
creating more, lately. So it was
supposed to be on my birthday,
but now I see it more towards
2014. After all, I only get one
chance to have a debut album.
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