Navigating independence and shaping the future of Namibian R&B
R&B/soul singer Y’CLIFF’s journey as an independent artist is both inspiring and challenging. Navigating the music industry without the backing of a major label, he faces numerous obstacles, from securing financial support to effective marketing.
The Namibian music industry, while vibrant, often needs help to give young artists significant exposure outside the country due to limited resources and international networks. This makes Y’CLIFF’s achievements even more commendable as he carries out his path.
Y’Cliff burst onto the music scene in 2018 with his compelling debut single, “Drowning in My Feelings.” which captured the hearts of many and quickly established Y’CLIFF as a rising star in the Namibian music industry. The song’s success was evident as it secured a nomination for Song of the Year at the Namibian Annual Music Awards (NAMA2019), dominated the BASE FM OFFICIAL TOP 10 chart for four weeks, and peaked on the ENERGY 100FM Hip-Hop and R&B TOP 10 chart.
In an interview with Confidente, Y’CLIFF expressed his concerns about the lack of financial support and exposure for independent musicians.
“The Namibian music industry often struggles to give young artists significant exposure outside the country due to limited resources and international networks and the biggest challenge right now is securing consistent financial support and effective marketing to compete on a global scale,” he stated.
As he continues to navigate the complexities of being an independent artist, he remains focused on his music. He is currently working on a new album that promises to explore fresh sounds and exciting collaborations.
“Despite these challenges I am determined to build on my craft as I am busy working in the studio on a new album that explores some fresh sounds and collaborations,” he added.
In addition to his solo projects, Y’CLIFF is deeply involved in promoting Namibian music through initiatives like the “Sunday at 5” acoustic concert series. Launched in December 2021, this series aims to highlight the range and depth of Namibian music through intimate, acoustic performances. Hosted every third month, the series has successfully hosted four editions with over 500 attendees, showcasing established and emerging local artists.
“The primary goal of “Sunday at 5” is to provide artists with a platform to display their talent in a raw and stripped-down format, without the reliance on special effects. This allows for a deeper and more authentic connection with the audience, offering a unique experience that emphasizes the artistry and skill of the performers. The event not only exposes artists to a diverse crowd but also provides an opportunity for them to earn an income,” he added.
Despite the challenges of being an independent artist in a competitive industry, he continues to make significant strides in his career and in promoting Namibian music. As he gears up for the release of his new album, fans and supporters eagerly anticipate what this talented artist will bring to the table next.