Emerging African artist Nonofang Disetlhe, known as Blulyt, has identified production costs, audience discovery and the pressure to remain visible as some of the challenges confronting her as she builds a career in the music industry.
According to the singer, the financial demands of producing music at a high level could be significant, while artists also have to work continuously to ensure their music reaches the right audience.
“Producing music at a high level requires serious investment, and then there’s the challenge of getting the music heard by the right people. There’s also the pressure to constantly create content and stay visible across platforms, which can sometimes take you away from the actual creative process.”
Despite the challenges, Blulyt said she remained grateful for the support of her team and Pond Entertainment.
“But I’m grateful for my team and everyone at Pond Entertainment for continuing to support and push me”, she added.
She said the growing global interest in African music presented significant opportunities for emerging artists, although the increasing competition meant that artists had to remain deliberate and authentic.
She continued, “There are so many opportunities because African music is reaching more people globally, and there are more platforms for artists to express themselves. At the same time, the competition is intense, so you have to be intentional, consistent, and authentic.”
For Blulyt, the immediate opportunity lies in introducing her music and identity to a wider audience without compromising the qualities that distinguish her.
“For me, the opportunity is to introduce Blulyt to more people while staying true to what makes me different”, she said.
Looking ahead, she said her ambition extended beyond becoming a successful recording artist, with plans to establish a global African entertainment brand.
“I see Blulyt performing on major stages, working with incredible artists and creatives, and reaching audiences across Africa and beyond. I want to build a global African brand that people recognise for great music, strong performances and creativity.”
She also plans to continue developing her abilities across different areas of entertainment.
“I also want to continue growing across music, dance, acting and other forms of entertainment because that multidimensionality is a big part of who I am.”
Beyond commercial success, Blulyt said she would consider her journey meaningful if her story and music inspired others to believe in themselves.
“If I’m able to inspire people to believe in themselves, chase their dreams, and understand that they can become more than what their circumstances suggest, I’ll consider that success.”
She added that she wanted her story to become a source of inspiration for future generations.