We choose our own problems.

Words by Alex Gwaze (Curator)
Questions by Alex Gwaze and Elizabeth Taderera (Writer / Poet)

Once upon a time right and wrong were black and white – beef or chicken. Decision making was binary and right or wrong were the only choices available to us. Fortunately, today our gaze has widen and we can see beyond these prescribed tunnels. Time and ‘new blood’ have added so many new colours, niche spaces, grey areas, detours, hashtags, options and taste clusters. However, in this world spoilt for choice, algorithms have made it harder to recognize the decisions we have made, and the consequences that lie ahead. But it’s not all gloom and doom. Thanks to the advent of social media and digital technology, it’s now easier to notice creatives who are creating new spaces for the next generation of women – like Rudo Amor.

Rudo “Amor” Nyoni is a classically trained Singer, Model, and Actress who entered the entertainment industry at the tender age of 12. Since then she has won a Zimbabwean Music award (ZIMA) for Best House Song, and she has been nominated twice at the National Arts Merit awards (NAMA). On top of that, Rudo has a degree in in Accounting Science from UNISA and she studied Music Business, and Brand Design at the Music Business Academy of Africa (Nigeria). Furthermore, she also learnt Social Entrepreneurship at United People Global Biashara (Switzerland). However, it’s her work with “SisNxtGen” (a local initiative which has taught 40 female artists the practical aspects of music production and business) – where Rudo has carved out new paths for this generation of women.

As an Educator, I’ve always believed that instructing someone is really about preparing your students to make meaningful choices, naturally. Basically, the best choices you’ve made and the ones you wish you made sooner. That’s why I was so interested in talking to Rudo. I wanted to know what choices inform the advice she shares.

ET: When I looked you up, what surprised me the most is that you are or were a Property Sales Consultant. So firstly, I would like to know, what would you have in your ideal home?

RA: Gosh that’s a hard one because there are so many things I would need to be comfortable (laughs). But I would definitely have a state of art music studio, with sound proofing, a skylight or big windows – overlooking a garden or pool, of course. I love creating music and feeling closer to nature, so they have to be close to each other in my ‘ideal’ home.

AG: Interesting, I thought you would say a fancy kitchen. I read that you’ve “written most of your songs in the kitchen while making supper”. So I’ll assume you are not a lazy cook. What’s your take on the home cooking versus take-away debate?

RA: I love to cook, especially baking. I’ve been baking from age 12 and I think home cooked food is so much better than take-aways. When you cook at home you get to control the ingredients you use. I prefer using fresh natural ingredients. In a world of GMO, there are a lot of harmful ingredients mixed into takeaways (which lead to high cholesterol, diseases and not to mention ageing faster). It’s best to put in the work and control your own diet. Keep it organic if you can afford to.

ET: Talking about writing songs, you wrote a song called “Choose”. It declared your love for God (instead of a guy). With so much emphasis on relationship statuses, sex and blessers in the Arts today, what made you write that song?

RA: I’m a practicing Christian and I think I’ve always been a ‘rebel’. I love to speak on issues that some normally tend to shy away from because it’s not part of the pop cultural landscape. The reason being is that I want to make a positive difference and help someone out there to value themselves, and thus attract the right people into their lives. The song is about choices, and most people get bad advice and struggle to make the right choices. But God is always the right choice in any situation.

ET: You have given a lot of women advice and guidance through the “SisNxtGen” initiative. Outside of technical skills, what do you believe is the most important skill a woman needs to learn about the Arts?

RA: I don’t know if it’s the important skill, but a woman in the Arts sector needs to know how to negotiate well. Negotiations and agreements are very important. You need to know what you want and what they want, so you do your part, don’t get duped or have misunderstandings. However, one can only learn how to negotiate well by empowering themselves through knowledge – the more you know about the Arts; procedures, contracts and how things are done, the more leverage you have. And, the more work you can acquire, because you can negotiate new spaces.

AG: Talking about negotiations, you once shared a story about a producer “sabotaging your recording sessions” because you “rejected his advances”. Sexual exploitation and harassment is a grievous reality for women, especially in the Arts. What’s the best advice you can give men who use ‘work’ to target women?

RA: Hmmm, men. Men need to know that they have a choice in life; either to be protectors, professional or to be predators. Men have been in the music business longer than women. They can use this knowledge to help protect the industry and help equip women to do the same. Further, men need to be aware of their legacy. You need to leave a good legacy so that your reputation and your works (and those who you’ve helped) stay intact. No point in working so hard for so many years only to have your predatory actions cancel all of it, for yourself and your fans. So men, choose who you want to be known as a 1000 years from now.

AG: You turned down a 3 album record deal that included tours and music videos, in favour of more control of your content, image and financial future. To some people, that was a terrible decision.

RA: I never started my career to be famous or to make loads of money. For me it’s about helping to change the world, one listener at a time. I won’t lie, that was a ‘hard’ decision to make. But I had to stick to my values and my vision for myself as a real person and an Artist. But it’s not over, I believe that I will find the right record company that believes in me and what I stand for, or I will find the right format to do what I want to do independently. Having a record deal is not the start and end of everything. These days there are so many independent acts doing well for themselves. As well as artists who are trying to get out of their deals. Fortunately for me, I have had the blessing of finding NGOs like “Accountability Lab” that have invested in my career and worked with me on various projects. So I’m still getting the work done and putting out my music.

AG: I could be reaching, but you not afraid to stand alone. I got that feeling from your song “Satisfy”. It basically left your voice exposed. In this age of over producing, autotune, quantizing, samples and backing vocals, how did it feel to be that naked?

RA: It was a major risk! I even asked my producer B-kID if we needed to add more instrumentation because I wasn’t so confident that the song would resonate if it didn’t have more instruments. But he was right to leave it the way it was. It really brought out the raw emotion in the song and really told my story of heartbreak and my faith in Jesus Christ.

ET: I think by now everyone knows you can sing, for real. However, very few people know that you act. Singers often have problems acting. What was the experience like for you?

RA: Thank you for the compliment! As for my acting, actually, my desire to act started with “Lost Letter”. I was so fortunate to have some of my songs used in that movie. But with “Veza: The Unfolding” – to have an actual role was huge for me. I had always done musicals but my secret desire was to act in a movie, so I reached out to Calvin Madula to put my name forward for any roles. So when the director, Dumie Manyathela, called me about the role I was over the moon – but also terrified. The role I played (Azania) was deeply emotional and stretching. But I’m really happy that I executed the role and I hope for more roles in the near future.

ET: You are also a fashion model. Modelling is trending in Zimbabwe thanks to social media. Some say this has made us more shallow and too concerned with our appearance. What are your thoughts on this?

RA: I got into modelling by mistake (laughs). When I finished high school I auditioned for a solo music part in a festival and the director asked me to be part of the fashion show. And that’s how my career began. It took me to many catwalks and places all over Zim and magazine covers etc. For me modelling is more about bringing out the beauty and values of the brand or company I’ll be working with. Unfortunately nowadays it’s all about likes and followers. A lot of local companies aren’t looking for models that portray their company culture or values anymore. Instead they focus on scandals that trend so that their brand can also trend. This, I don’t believe is a good thing for our nation and culture as Zimbabweans.

AG: In my opinion, what’s not trending in Zim is education’s usefulness. We have so many unemployed graduates. So for my last question, I would like to know, what’s the most meaningful situation where you felt you put your education to good use?

RA: (laughs) I have a degree in Accounting and I work as a property sales consultant, so I do bookkeeping for the real estate company I work for. But by far my education has helped me obtain scholarships. I recently obtained a scholarship through Linkfire to study at the Music Business Academy of Africa founded by Godwin Tom (Sony MD in Africa). That’s where I got to put my degree to good use as a finance manager for the talent project aspect of the course. Eight companies were formed under the school to oversee the music production and management of the selected artists. And we produced an album called “Fuel and Flames”. But just so you know, looks and popularity can fade but education doesn’t expire – it gives you an edge. So our graduates shouldn’t lose hope, they have knowledge they can use.

Follow Rudo Amor at: Rudo Amor Music
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