I now want to be taken seriously as a brand – Sandra

TAWANDA MARWIZI

When Sandra Ndebele joined the music industry at fourteen, she thought dancing would make her a big name in the industry. However, this was not to be as something bigger came her way.

Sandra seems to have realised her potential when she released a song “Izwile” with South African musician Professor, forcing her to rebrand in a bid to attract the regional market.

Sandra Ndebele (SM) told the Business Times Life and Arts reporter Tawanda Marwizi (TM) in an interview that she wants to create a brand that is taken seriously by people out there.

Below are the excerpts of the interview:

TM: Sandra, thank you for taking your time to sit with us. As a starting point please take us back into history and tell the readers your musical journey and how you have revolved as an artist.

SM: I was fairly young when I got into the music industry. I believed in dancing, in fact I told myself that dancing would take me far though I later realised that it was not sustainable. That is when I decided to rebrand into a new person specialising in singing.

TM: At one point you took a break from the music industry, is there any specific reason why this was so?

SM: It was not a break as such but I wanted to raise my kids. I am happy I managed that and as of now we are back on track.

TM: You announced your return with a single which featured SA DJ Professor. Can you tell us more about your relationship?

SM: I decided to have Professor on this song because I always loved his music and we decided to make the song “Izwile.” The song basically says that my husband and I are not divorcing. That is the meaning of the song.

TM: Okay, why did you come up with such a song, was there rumour that you were divorcing?

SM: (laughing) no! no! no! There is nothing like that it was just a song that I did.

TM: So where are you now with rebranding?

SM: I could not tell whether it was luck or brilliance when I released my first single “Mama Mama” then
Hosiah Chipanga
“Malaika” and “Indo Yami.” It has been 14 years since and I have learnt a lot,therefore I decided to rebrand. I now want to be taken seriously as a brand. From the time I have started this journey I have three songs to date. I have also lost some 9 kg on this rebranding.

TM: Since rebranding how has been the response? Any financial benefits yet?

SM: The response is awesome because you find even my dressing has changed; the way I present myself on stage is different because people are now looking to a brand that is respected. We have some singles that are coming soon because I have realised that we can penetrate the international market.

TM: Is music your only source of income?

SM: I am a businesswoman but I use my face and the name to make my business prosper. So you realise that I am trying to mix the two and it has been doing well for me.

TM: Any album coming anytime soon?

SM: Yes there is a new single coming very soon before December and then it will be followed by another new album to be released early next year.