CarlsbergMalawi Limited has pledged support to local artists through, among other things, paying the studio fees for the deserving artists through its Kuche-Kuche brand.

Making the announcement, Carlsberg Malawi Limited's Senior Brands Manager for Alcoholic Beverages Twikale Chirwa said Carlsberg green is for soccer, Special brew is for urban music and they have decided to link Kuche-Kuche, which is a local beer with local music in Malawi.

According to Chirwa, apart from promoting entertainment activities, Carlsberg Malawi through Kuche-Kuche will be paying studio fees for the commendable artists.

"Kuche-Kuche has noted with a great concern that most local artists fail to record their music due to financial constraints. Hence, its interest to pay for studio fees for some deserving artists. We believe this is a way the brand can best help to promote Malawi music," said Chirwa.

Chirwa also said that it is Carlsberg Malawi Limited's social corporate responsibility to support Malawi music coupled with its struggling artists.

Asked about the criteria of choosing the artists who will benefit from the Kuche-Kuche initiative, Chirwa said Carlsberg will be working hand-in-hand with entertainment outfits.

He said to begin the Kuche-Kuche initiative, Carlsberg Malawi through the brand has entered into partnership with Entertainers Promotions, an entertainment promotion outfit from Blantyre.

"We have entered into a partnership with Entertainers Promotions, a move which sees us holding our very first phungwe show tonight at Motel Paradise in Blantyre," said Chirwa.

The phungwe will see Lucius Banda facing the Black Missionaries. Also on show are Fikisa plus Saul Chembezi.

Chirwa called on media industry to render Carlsberg Malawi a hand in promoting local music in the country.

"My appeal is going to the media to help promoting local music which can help to uplift Malawi and create employment opportunities for some people," he said.

On his part, Jai Banda of Entertainers Promotions applauded Carlsberg Malawi Limited for coming to the rescue of local music industry and showbiz circles.

"This is an indication that companies have started building trust in arts, which is a very recommendable move," said Banda.

He called on Malawian artists to impress through their artistic work in order to win more companies to come in with support.