A star is born not made, so goes a well-worn adage. This saying gives the lie to the growth in institutions and courses tailored to groom, nurture and perfect the talents of performing artists.
There was a time when conventional performing arts were confined to theatre, acting, music and dance. The dynamics of culture and the advancement of the mass media have changed all that. Now the performing arts also include more unconventional forms like stand-up comedy, debate and talk shows.
The superstars in these fields go on to excel in their fields, win awards, live a lavish lifestyle, and rake in tons of money. Despite all this, it is not always glitz and glamour in the world of celebrities. There is frustration to this lifestyle. Under the spotlight, celebrities have been known to have public nervous breakdowns, some resorting to substance abuse. Others have even lost their lives mysterious circumstances. Remember the unfortunate demise of Princess Diana, whose every move was constantly scrutinised by the media?
Celebrities depend on the consumers in the society in which they exist to buy what they are selling. So they often end up putting themselves out there for exposure and promotion of their work. This however leaks into their private lives, resulting in strong public curiosity about their private affairs, making it difficult to draw the line between invasion of privacy and public interest.
Owing to their high visibility, their private lives, their successes and shortcomings are often made very public. Through the tools of the mass media, society has front row seats in the soap opera that is the ways and lives of celebrities. All is well when they do well, donate to charity, and adopt orphans. However these deeds are easily forgotten when celebrities err  because they are named, shamed and blamed for setting bad examples to naive, gullible and impressionable youngsters who often idolise them.
Local Music promoter, Zenzele Hirschfeldt, feels that the entertainment industry in Botswana as compared to other countries is still in its infancy.
It is still developing, thus there is still an undefined celebrity culture that exists in other countries. Hirschfeldt also believes that the reason why Batswana continued to make and sell music is because they were appreciated as local celebrities despite the “Pull down syndrome that exists in Botswana”.
International relations scholar, Mmoloki Gabathaolwe, however is of the notion that Batswana do not have the culture of popularising people who are exceptional in the performing arts, whether poetry, music or dance. “Those with certain virtues and talents that the society should deem exceptional don’t know how to do self-promotion. We as a nation should step up and attempt at becoming famous by various activities that will generate the necessary attention required before achieving celebrity status.”
Becoming a celebrity is not a straight and clear path one has to take. Some may become celebrities through a number of ways; either from their professions, following appearances in the media, or even by complete accident. The most popular “accidental” rise to stardom in the Western world is the use of social media by placing videos, blogging and just hoping to catch the eye of someone who will find you a spot in the entertainment industry.
Popular socialite and fashion ambassador in the local entertainment Industry, Mothusi Lesolle, identifies the socialisation aspect of Batswana, which results in the local celebrities themselves not celebrating their talents. “Society is not doing enough to allow children to blossom in to stars,” Lesolle asserts. “Batswana are afraid, the majority lack confidence; there is talent but they don’t understand how they can differentiate themselves from an ordinary Motswana. Our parents as well have taught us to be afraid and not take risks, but a change is going to come. The upcoming generation are bold and will embrace the ways and lifestyles of celebrities.”
In line with nurturing upcoming talent, Lesolle states that it is crucial to have talent scouts who will identify talented artist, groom them and ultimately package them internationally for a more global appeal in the international market.
The fact that Botswana has a small population density does not help the situation. International celebrities are able to thrive in the face of consumers of the mass media because they simply want to know about them. Here in Botswana every other person knows the other on a semi personal level thus making it hard for local artist to intrigue their consumers.
“We are a small community and we all know each other, so it makes it hard for society to want to place someone else above and say we look up to you,” says Lesolle.
In this regard Hirschfeldt adds that celebrities in other countries are also empowered by the societies they live in. Promotion and endorsement deals from renowned companies also play a crucial role in creating a buzz and awareness of the performer or artist, she says.
Though there are programs put in place by government of celebrating artistic talent like the annual Presidential Arts festival, they are not enough. The impending establishment of a National Arts Council, which will be an initiative of the Ministry of Youth Sports and Culture, could go some way in changing things. Lesolle however hopes it will be a private entity to lessen the red tape and bureaucracy often found in Government departments.
Becoming a hit in the entertainment industry nowadays does not require much talent or skill. The most powerful celebrities are measured on the basis of their earnings and appearances in the print and broadcast media. There even those mocked as being “famous for being famous,” a pejorative statement suggesting that the person at hand has little or no talent but nonetheless is considered a celebrity. ┬á┬á
In the event, some celebrities become more popular than what made them famous. Renowned footballer David Beckham’s lucrative modelling endorsements have overshadowed his soccer career. Elsewhere, people forget that Hilton Hotel heiress, Paris Hilton, was actually a runway model and not the troubled drama queen the media has made her out to be. That is famous for being famous.
