By HOWARD MLOZI

Copyright mwnation

The dawn in of social media has inspired innovations and new methods of sending information. Public figures, including artists and journalists are embracing social media live platforms to interact with their audiences directly.

From news coverage, artists’ speeches and performing arts, social media live has become a vital component of communication today.

There is overwhelming evidence which confirms that platforms such as Facebook Live are playing a significant role in today’s news dissemination. For example, during the September 16 General Election, various media houses including Nation Publications Limited, with the aid of video equipment with multi-camera setups, embraced Facebook Live streaming to ensure timely disseminations of the electoral results from across the country.

One of the social media influencers Stanley Onjezani Kenani said there was a need to rethink the narrative which downplays the impact of social media.

He made a reference to the massive role social media played during the just ended general election.

“The narrative which says social media has no impact on politics needs a rethink because what we have seen during this year’s general election is a great shift,” he said Kenani.

Reacting to the post, Jameson Mzungu, one of Kenani’s followers, commented: “Nowadays, social media has huge impact when it comes to information dissemination. Almost a million Malawians are on social media; hence, they share information, including rumours and speculations faster. In fact, social media is one of the best campaign tools nowadays when it comes to politics.”

A majority of media houses, including individual journalists and social media influencers embraced social media, particularly Facebook Live, to report events surrounding the election. For example, millions of Malawians followed campaign trails and updates from the National Tally Centre mounted at the Bingu International Convention Centre in Lilongwe.

It is not only journalists and politicians who are using social media live sreaming platforms. Artists are also using this direct means of interacting with the public. Today, many artists have embraced Facebook Live to address their fans without necessarily organising press conferences.

Musicians Rashley, Ritaa, Tuno and content creator Tamia Ja are some of notable creatives who have used Facebook Live to speak on issues that affect them.

Recently, Tuno took to Facebook Live to denounce acts of cyber bullying, especially body shaming directed at her.

On her part, Ritaa on Saturday held a Facebook Live to clarify matters surrounding her private and business life. She distanced herself from rumour mongering which attached her fortunes to political and romantic connections.

“I am just a business lady with no political connections. The problem is that when women start doing fine in life, they attract all sorts of negativity. But I want to encourage girls and young women not to mind the negativity, but march forward with courage,” said the musician.

Facebook Live is not only addressing concerns of creatives in the country, but also enabling them to entertain their fans through performing arts.

Renowned music producer-cum-drummer Amos Mlolowah alias Drumos has also embraced Facebook Live to perform for his fans.

During the 2025 General Election, Drumos played drum covers of popular political songs as a way of raising awareness on the election. He produced popular political songs for Malawi Congress Party (MCP), Democratic Progressive Party (DPP) and UTM.

The songs were done by Tambala Sisters (MCP song), Sendela Sisters (DPP song) and Limbani Chibwana (UTM Party song).

“We are in election season, so it is important to remind voters of their right to cast their vote. I have used social medium of Facebook because a lot of people are on social media today,” said Drumos.

He said live drum covers have become part of interacting with his audience.

“Things are shifting so fast in the modern technological era. Unlike in the past where drummers were only relying on live shows to entertain their audiences. Today, I can play drums live on Facebook to entertain my fans,” said Drumos.

A fan Miliward Post said social media live platforms have made everything easier.

“These days, I don’t need to go to a live show to watch an artist perform when I can watch him live on Facebook,” he said.

Drumos also produced drum covers for musicians such as Mte Wambali Mkandawire and Thomas Chibade.

Commenting on the trend, social commentator John Kabichi said live platforms on social media are the future.

“In this way, artists are able to connect with their audiences and get instant feedback. In a way, it is shaping the arts industry,” he said.

During the Covid-19 pandemic when live shows were stopped to avoid infections and further spread of the disease, artists resorted to staging virtual concerts via live platforms such as Facebook.