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92-year-old Malawian music legend finds fame on TikTok

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92-year-old Malawian music legend finds fame on TikTok


Fame at 92: Malawian music legend Giddes Chalamanda has notched up millions of views on TikTok – Copyright AFP Bertha WANG

Jack McBrams

At 92, Giddes Chalamanda has no idea what TikTok is. He doesn’t even own a smartphone.

And yet the Malawian music legend has become a social media star, with his song “Linny Hoo” garnering over 80 million views on the video-sharing platform and spawning mashups and remixes from South Africa to the Philippines.

“They come and show me the videos on their phones, but I have no idea how it works,” Chalamanda told AFP at his home on the edge of a macadamia plantation, about 20 kilometres (12 miles) from Malawi’s main city Blantyre.

“But I love the fact that people are enjoying themselves and that my talent is getting the right attention,” he said, speaking in Chewa.

Despite his grey hair and slight stoop, the nonagenarian singer and guitarist, who has been a constant presence on the Malawian music scene for seven decades, displays a youthful exuberance as he sits chatting with a group of young fans.

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He first recorded “Linny”, an ode to one of his daughters, in 2000.

But global acclaim only came two decades later when Patience Namadingo, a young gospel artist, teamed up with Chalamanda to record a reggae remix of “Linny” titled “Linny Hoo”.

The black-and-white video of the recording shows a smiling, gap-toothed Chalamanda, nattily dressed in a white shirt and V-neck sweater, jamming with Namadingo under a tree outside his home, with a group of neighbours looking on.

The video went viral after it was posted on YouTube, where it racked up more than 6.9 million views. Then late last year, it landed on TikTok and toured the globe.

Chalamanda only learned of the song’s sensational social media popularity from his children and their friends.

Since then he and Namadingo have recorded remixes of several others of his best-known tracks.

His daughter Linny’s 16-year-old son Stepson Austin told AFP that he was proud of his grandfather’s longevity.

“It is good that he has lived long enough to see this day,” said the youngster, who himself aspires to become a hip-hop artist.

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Born in Chiradzulu, a small town in southern Malawi, Chalamanda won fame in his homeland with lilting songs such as “Buffalo Soldier” in which he dreams of visiting America and “Napolo”.

Over the past decade, he has collaborated with several younger musicians and still performs across the country.

– ‘Dance around the world’ –

On TikTok, DJs and ordinary fans have created their own remixes as part of a #LinnyHooChallenge.

“When his music starts playing in a club or at a festival, everyone gets the urge to dance. That is how appealing it is,” musician and long-time collaborator Davis Njobvu told AFP.

“The fact that he has been there long enough to work with the young ones is special.”

South Africa-based music producer Joe Machingura attributed the global appeal of a song recorded in Chewa, one of Malawi’s most widely-spoken languages, to the sentiments underlying it.

“The old man sang with so much passion, it connects with whoever listens to it,” he said, adding: “It speaks to your soul.”

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Chalamanda, a twice-married father of 14 children, only seven of whom, including Linny, are still alive, said he has no idea how to secure royalties for the TikTok plays.

Chalamanda and his wife hope to benefit financially from his new-found stardom.

“I am just surprised that despite the popularity of the song, there is nothing for me,” he said. “While I am excited that I have made people dance all around the world, there should be some gain for me. I need the money.”

His manager Pemphero Mphande told AFP that he was looking into the issue and the Copyright Society of Malawi said it was ready to assist.

Arts curator Tammy Mbendera of the Festival Institute in Malawi credited platforms like TikTok with creating new opportunities for African talent.

“With songs from our past especially, they were written with such profoundness that they still can resonate today,” she said.

“All one has to do really, is get the chance to experience it, to acknowledge its significance. I think that’s what happened here.”

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Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

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Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

As we head into the holiday shopping push, Instagram has announced that it’s testing out some new ad options, in the hopes of maximizing its revenue intake, while also providing new opportunities for brands.

Though I can’t imagine that these will be entirely popular additions with users.

First off, Instagram’s adding new ads into Explore, with the first page of Explore now set to feature a new ad unit in the content feed.

As you can see in this example, that’s a pretty big ad. Instagram hasn’t clarified if all of these new Explore ads will be featured as prominently as this, but the option will provide another means to reach IG users ‘in the earliest stages of discovering new content they care about’.

It could be a good consideration, with a chance to get your products featured in the main discovery feed in the app.

Instagram’s also testing ads in profile feed – ‘which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post’.

So now, if you check out someone’s profile, and tap on a post, you’ll also be eligible to be served ads in that dedicated stream of their content, essentially inserting ads into another surface in the app.

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Instagram’s also looking into whether this option could also be used as a monetization opportunity for creators, as that activity will be tied back to an individual profile and content.

Instagram’s also testing what it’s calling ‘Multi-Advertiser Ads’, which will display more promotions from similar businesses to users after they’ve engaged with an ad.

Instagram ad updates

As per Instagram:

“When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning.”

So Instagram’s looking to push even more related businesses at you, stacking ads upon ads. I don’t know how effective that will be, but in theory, it could get your brand in front of interested users based on previous ad engagement.

Finally, Instagram’s also launched an open beta of its AR Ads, which will be available in both feed and Stories in the app.

Instagram ads update

As you can see here, Instagram’s AR ads, built in its Spark AR platform, will invite users to interact with their ad content, which could also include positioning virtual furniture in their home, or test driving a car in the app.

Which Meta also says will help brands align with future engagement shifts:

“By giving businesses tools to create more personalized and immersive experiences today we’ll help them drive performance and prepare for the metaverse.”

I mean, AR and the metaverse, which is largely VR-based (going on the examples we’ve seen thus far) are not the same thing, but the creation of 3D objects will play a part in that next stage, and could help to advance your thinking on ad approaches.

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These are some interesting ad considerations, but they’ll also see a lot more promotions being squeezed into your Instagram feeds, which, as noted, likely won’t be welcomed by users.

But with parent company Meta under rising pressure, Instagram has to do its part. And while leaning into further Reels, and forcing in more ads, may not be a great play, long-term, the usage and engagement data will ultimately tell the tale.



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