How Zimbabwean producer Russo transformed his musical popularity into business success through strategic pivots in advertising and agriculture, proving passion can eventually pay when properly monetized.
Russell Chiradza, better known as Russo, is a Zimbabwean music producer and farmer whose journey reveals the stark reality that popularity doesn't automatically fill one's pockets. Despite producing urban grooves hits like "Ndinonyara," "Hauchambondifonera," "Ndakafa," and "Chidzoka" that made him a household name, Russo remained financially strapped until he discovered how to monetize his fame.
Russo's musical journey began at Godfrey Huggins Primary School, where his friend Tawanda Mutsikwa introduced him to keyboard playing. Recognizing his son's passion, Russo's father purchased a small keyboard, allowing him to develop his skills. Interestingly, Russo was also a talented cricket player who earned a scholarship to Churchill Boys High School, where he balanced playing for National Junior Cricket teams with nurturing his musical talents as a pioneer of the Churchill Jazz Band. After high school, Russo made the difficult decision to abandon cricket for music—disappointing his parents who saw more potential in sports than in the uncertain music industry.
His first compilation album, "Chatsva," was a humbling experience. "Liyanda Kandiero at the then Radio 3 now PowerFM was honest with me. He told me that most of the songs on the album were not up to standard, only one song could be played on radio," he recalled. Rather than giving up, Russo focused on that single promising track, "Get up party," creating a video that showcased his unique sound. This strategic pivot opened doors to produce for notable artists like Maskiri, Rocqui, and Nox. Later, his collaboration with Eddie Dhliwayo at Nitredy studios made waves in the industry, proving that even in a competitive field, distinctiveness can lead to breakthrough.
Despite his growing reputation, Russo's financial situation remained precarious. Artists couldn't afford substantial studio fees, and royalties from radio stations were negligible. The turning point came when he shifted focus to radio commercials, establishing Way2Nice Media. Breaking into the corporate world wasn't easy—executives harbored skepticism about musicians' business acumen. Russo's ingenious solution? Taking up golf to access business leaders in a relaxed setting where deals could be discussed naturally.
This strategy paid dividends. Today, Way2Nice Media stands among Zimbabwe's premier producers of radio commercials, expanding into print advertisements, media buying, and artist management. The company created the theme song for the 2013 United Nations World Trade Organisation General Assembly and has won prestigious awards including the Marketing Association of Zimbabwe's Best Jingle of 2019 for the Zimgold Margarine Radio Jingle.
Leveraging his popularity, Russo diversified into agriculture, recognizing its stability even during crises like COVID-19. "People will always want to eat. In this Covid-19 crisis, people still needed food and we were offering them convenience by delivering beef," he explained. Now known as "The Beef Guy," he delivers premium beef around Harare and Marondera, capitalizing on concerns about quality and safety practices at traditional butcheries.
Russo credits his father for instilling self-sufficiency and independence. His business acumen has been shaped by golf-course conversations with executives and Richard Branson's book "Screw it, let's do it," which encouraged him to pursue his passions despite naysayers. His parting wisdom encapsulates his journey: "When you follow your passion, success will follow you. It might be hard at first but if you keep going, it will work out
