African all day!

Words by Alex Gwaze (Curator)
Questions by Alex Gwaze and Joanne Peters (Image Consultant)

There are creatives and there are Artists – there is a difference. One might create for the sake of creating (because it amuses them or simply because they can do it). But another will add a purpose and a subject to that creation, and it becomes a work of Art. It’s no longer just content, it has substance and therefore it is valuable (worthwhile). For some creatives making that transition from content creators to Artists takes at least five ‘African minutes’. It doesn’t mean what they made before wasn’t Art or isn’t valuable, it’s just that they hadn’t quite found their purpose or their ‘voice’. I was thinking about this difference between content and Art when Fish F Ndaramu sent me a copy of his unreleased début album, “Iviyo”.

Utloanang Valela, aka Fish F Ndaramu – is a ZimHiphop award winner and a Bulawayo Arts Awards nominee (BAA). His known for his work as a music Producer / Rapper, especially on tracks like “Mambo” with ASAPH and “Majarakara” with T1nda and Tha Dawg. However, I’ve always told him, “you are probably the most cinematic musician in Zimbabwe”. That’s why I was so happy to hear how he scored the Gilmore Khumalo, Prosper Kunyetu and British Council collaborative fashion documentary, #IWearMyCulture. But above and beyond his production, Fish the Rapper can go from heavy bars to straight silence, spoken word, speech, pleading, teachings – and all kinds words in our local languages that I’ve never heard before in my life (his definitely rapping in #vernc). During one if his live performance i’ve heard people say, “his too f***ing creative!”. It’s true, you can hear it. That’s what’s made him special. But can Fish turn that whirlpool of creativity into a work of Art with his first offering?

They say making Art involves creating a product that has the weight of intention and is full of purpose. When I heard “Iviyo”, what I heard was beautifully crafted (elaborate) sound engineering, dope drumming, clean instrumentation and lyrics that instantly cave painted new (and old) African scenes on a club wall, while some people danced like maniacs, and others stood there listening (shook). Afterwards I called Fish and said, “I’ve heard you correctly. It’s time to talk some about you and your Art, before they all hear this shh**”.

AG: Fish F Ndaramu. Interesting name. Explain to us what does it all mean. And don’t forget to tell us what the F stands for?

FN: The F (laughs). Fish (F) Ndaramu is derived from Fisherboy, which was my high school nickname. I was an athlete and I used to run short distances. I would pull up a fishing sign especially when it was time for relays. Then one of my mates started calling me Fisherboy. So I got to be Fisherboy till I realized my interest in rap music (and I needed a name). Then I took the Fish from Fisherboy then added an F (which represents the Flow) Mcswagg. When I started I was Fish F McSwagg, the full version of my name was Fish with the flow and swag. Then in 2020 I rebranded to Fish F Ndaramu.

AG: Most people first caught on to you when you were still McSwagg, around the the time you made “Mambo”, which also put ASAPH on the map. As a Producer / Rapper, how do you know which track is for you and which track is for sale?

FN: For me ey I’d lie man. I am not really a commercial type artist. I just do it all to get money and pay bills (laughs). I put out music according to what I feel and what I want people to know or understand. I make music and it’s all for sale either through me directly as Fish or through my collaborators. But what I know is a good song stays longer, a good song communicates to the soul, heart and the mind (which is what I do). At the end of day I make music to support my loved ones, even if it’s just through the words in the music for some releases. Fun fact about me is what I charge for features. My rate card for a feature is ‘bring a live goat’ or equivalent in cash (laughs). I’m serious. Why? Because I believe I am a reincarnation of my great grandfather who was into Art, and I take it from him, so idlozi liyakhungwa!

JP: (laughs) The GOAT. Staying closer to home. You’ve described your mom as being “supportive” and “your pillar of strength” when you wanted to give up. Mama’s boy vibes aside (laughs) what’s the value of a parent understanding your creative output, in your personal opinion?

FN: Mama’s boy! (laughs). Honestly, for me its about knowing what you want in life and fighting for it. It wasn’t easy for my parents to appreciate and understand the person I was. Of course I did well at school, passed my O’s and A’s. Though, I was unfortunate that I could not go further because of financial constraints. But my interests in Art didn’t really start by being a musician. I used to coach wedding steps where I lived. It got to a point where kasi parents would enjoy seeing us dance. And my mom got to be told that your son is a good performer (laughs). So when I started music it was more of a continuation, so she was left with no choice but to try and understand. But really, it means a lot to get your parents to support you in anything besides the music, and African parents will support you as long as they see a bit of cash from it in their pockets (laughs).

AG: You said your great grandfather was into Art. Maybe that’s why your music has this cinematic feel to it. It’s literary audio visual. More visual than most to me. Do you see images in your head and make the music to fit that or is it something else? What’s your process?

FN: I zone, I dream then it builds up in mind and heart. As soon as it hits the heart I let it out the way it’s supposed to. For example a song like, “Ezingabonwa” I never wrote it. I just told a story on what I was going through. Some songs I write visually with images in my mind, that’s why it’s hard to get my videos directed by someone else (laughs).

JP: But your music also has this contemporary traditional type feel. Some of the instruments and words you use make me feel nostalgic at times.

FN: When it comes back to my roots and the music that I do, I really take my time in creating it. Usually I like to emphasise where I’m from. The person that I am, and the people that I represent. And talent wise, I’m not the first one to do this in my family. It was passed on. And with that being said, I would like to maintain and grow the sound. And at the same time carry the sound with me. Carry with me my roots, my traditions, my culture. Tell these new kids and the world about where I am from. So for me it’s about authenticity. It’s what I preach and wish for in everything and for other people too. It’s something that other artists should also strive for. In whatever I do, I make sure I put something that defines me as an African person. I’m proudly Nguni all day everyday.

JP: I’ve noticed you put that Nguni energy into how you dress. You are very much into fashion that reflects your culture. If I’m not mistaken you have a fashion label?

FN: It goes back to being authentic, then it escalates to the business side of it. A good brand is characterized by good and attractive packaging. So I took my sound as it is and I converted it to fashion. The brand is called Demi’d short for DemiDlozi “Umqhele usengubeni”.

AG: Another thing your brand is known for is your “energetic and theatrical” performances. According to you, what makes a good live performance?

FN: Performance, that’s broad. It’s funny how I get to connect to artists differently. I don’t get to be fan or buy into someone’s Art just by listening to their song. I relate to a live performance. There is a pull effect when you are in a space with a good performer. You are actually relating to whatever song they are performing then and you can feel the vibe. I don’t know how to put it but there is something that connects you to that person. It has to connect! It has to communicate. I’m an energetic person, so when I perform I don’t expect people to jump. That’s why I like to perform new songs. I don’t perform songs that went viral or are being played a lot. I like to get people to sit or stand or chill and watch and feel the experience first time. I’m really looking into creating my own events to really share what I’m trying to explain about my self and ideas now.

AG: Talking about creating your own things. We haven’t talked about your new project “Iviyo” yet. I know it’s not yet out but I heard it all and you know I absolutely loved it! I know it’s a silly question, but how do you feel about it?

FN: Thank you, thank you! “Iviyo!” It’s bigger than life because it’s my début album. My first album! It took me time to know what I really want and come up with – the album concept. It’s my child. Most of those stories, especially the first half, are personal. My experiences! It’s a part of me that’s why it’s really hard to just let it go out there into the world. But I just want to make the point that, before everyone hears it – “Iviyo” means warrior. My music inspiration comes from uShaka. There is a track on the album called “Nandi”, featuring Vuyo Brown. That one is already out. It’s for all the mothers. And the title track “Iviyo” I performed on “Kwesami Music Sessions” on “Magriza Made Me Cook” channel. I know it’s always funny when I tell people I get my musical inspiration from uShaka (this was before “Shaka iLembe” came out). But all of his warriors were called “amaviyo”. So for me it’s that warrior process (and spirit) that I believe will get me to the top (and communicate with people on that level).

AG: We all need that warrior spirit in Zimbabwe. That “Nandi” track with Vuyo’s vocals, #sweet. It reminded me of the song “Intombi” (featuring Tebza) that you dedicated to your girlfriend (the concept of dedication). Some musicians keep their private life private others don’t, but you are the public affection type.

FN: Honestly, when you find the person that you love, hiding them is not easy. Plus am just one person who appreciates loved ones and would show off that love (laughs). But really, I see beyond her beauty, love is a good thing. As creatives we are sensitive and getting to find someone who really understands you is a blessing from God. That’s why I had to dedicate that song to my girlfriend and say, “mommy sengiyitholile enstwempu”. On the other hand some hide their personal lives or women for different reasons. Some say they protecting them (laughs), some it’s just a cover to play around. Mina a loyal Nkabi 1 woman all the way. No secrets.

JP: That’s beautiful! So you are a lover, an artist, mamas boy, designer, warrior etc (laughs). But I feel you hiding another creative talent. So lastly, before we go, what other creative endeavours would you like to pursue?

FN: Yeah there’s a lot more am exploring. I recently expanded my business and opened a creative Marketing agency called NguniWay – where I do creative adverts for companies and artists as well. And now I work as a Director, a Scriptwriter and I score films (laughs). I am hoping it all pens out well.

Follow Fish F Ndaramu at: @fishfndaramu
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