HARARE, Zimbabwe - Pacific Cigarette Company has joined forces with local arts hub Jive Zimbabwe to partner with legendary sungura musician Alick Macheso for the launch of his highly anticipated 13th album, marking a significant milestone in the company's 21-year journey of supporting Zimbabwean arts and culture.
The partnership, announced at a press conference in Harare, represents PCC's continued commitment to promoting local talent and preserving Zimbabwe's rich musical heritage. The collaboration will see Pacific Cigarette Company as the official sponsor of Macheso's album launch and subsequent promotional tour.
"Supporting local artists like Alick Macheso is not just about business; it's about celebrating our cultural identity and ensuring that our musical traditions continue to thrive," said James Makamba, Managing Director of Pacific Cigarette Company. "As we celebrate our 21st anniversary, we're proud to partner with one of Zimbabwe's most beloved musicians."
Alick Macheso, known as the "King of Sungura," expressed his gratitude for the partnership: "Pacific Cigarette Company has always been a champion of Zimbabwean culture. Their support means that we can reach more people and share our music with a wider audience, both locally and internationally."
The album, titled "Dzinosvika Kure" (It Reaches Far), features 10 tracks that blend traditional sungura rhythms with contemporary influences. The launch event, scheduled for March 15th at the Harare International Conference Centre, is expected to attract over 3,000 music enthusiasts.
This partnership is part of PCC's broader cultural investment strategy, which has seen the company support various artistic initiatives, including the annual Zimbabwe Music Awards and the Harare International Festival of the Arts (HIFA).
Jive Zimbabwe's Director, Admire Kasi, praised the collaboration: "This partnership demonstrates how corporate Zimbabwe can meaningfully contribute to the arts sector. Pacific's support will help us create a sustainable platform for our musicians to showcase their talent."
About Pacific Cigarette Company
Pacific Cigarette Company is Zimbabwe's leading tobacco manufacturer, established in 2002. The company is committed to quality, innovation, and responsible business practices while contributing to community development and economic growth across Africa.