Two decades of exellence

Sibongile Khumalo still has it all after more than 20years in the music industry

Sibongile Khumalo performing for her audiences

Today I took the pleasure in writing this blog, as I’m honoring one of my favorites’ jazz and classical singers of all time, a legend that’s still very active and still knows how to get her audience going crazy over two decades now.

She was born and grew up in Orlando West, in Soweto with both her parents. She developed her love of music at a very young age and was greatly influenced mainly by her father, as he was a music professor. That is why everything she does is a tribute to him.

When I think of Sibongile Khumalo, I think of a well built brand. I mean how can one survive for so many years and still have so much support from her country? So I decided to take a step back and analyse her career history and try to she how she managed to keep people wanting more and more for so many years.

Then it clicked to me that she is a great example of what we call in Public Relations a well built Brand Image or Brand Reputation. It literally begins with having a broader knowledge of the main term “BRAND”, which includes you as the brand developing a promise, making that promise and sustaining or maintaining that promise, by positioning it and then delivering it to the public.

Sibongile Khumalo realized the importance of having a brand image and knew the success it would bring her career. She had an idea of how she wanted to be perceived by the public, especially her target audience (even some of us who are not her target audience). She had a clear idea of who she was marketing her brand to and what she wanted to achieve in all of this, thanks to her parents but mostly her father.

Her father was the one who helped in creating the brand and showed her how to keep her audiences, old and young, committed to her music. Her strong brand image differentiated her from other musicians in the same industry, as she brought a different package that people did not expect to see and also confidence in her music, which made it difficult not to appreciate the songstress’ angelic voice.

In conclusion the exceptional singer will be celebrating 20years in the music industry, with a two night special concert at the Lyric Theatre on April 27^th and 28^th, at 8:30pm. The two decades concert at Klippie’s( Lyric Theatre), which was then the hottest jazz club in the history of Newtown; will be hosting The Three Faces of Sibongile Khumalo ,a concert not to be missed.

 Sources: www.profitduck.com, www.managementstudyguide.com, www.mg.co.za and www.brooklynvegan.com