KZN artists urged to sing same tune

Loyiso Bala, Noel Kok and Ernie Smith, local music stars at KwaZulu-Natals first music industry conference, organised by the KwaZulu-Natal United Music Industry Association.

The success of the local music industry depends on the collective efforts of all players. This was the key message brought home at KwaZulu-Natal’s first music industry conference held in Durban on Saturday.

The conference was organised by the newly formed KZN United Music Industry Association (Kumisa) and is aimed at addressing development and growth challenges facing the industry.

It brought together music professionals, industry experts, city and government representatives, music organisations and media with an interest in building the industry and creating a KZN music cluster.

“We need your support in harvesting the potential of this industry, which is important for our survival. It should not be an individualistic approach but a combination of skills, interests and priorities,” said Kumisa chairman Nkosinathi Mshengu.

“We each have roles to play and the key lies in working together as one body and supporting each other. Therein we see the bigger picture that is the sustainability of a fruitful industry,” he said.

Key experts discussed issues relevant to the local industry through panel discussions on live music and audience development, music rights, royalties, digital platforms and radio airplay.

Other issues on the table included aspects such as eventing, promoting, marketing, infrastructure, health and safety, funding and business management.

Mshengu, a music journalist, highlighted that music professionals should begin to “think like a business”, a topic later highlighted by SA artist Loyiso Bala in the conferences keynote address, titled “The Business of being an Artist”.

“You need to be serious about being in the music industry and this includes educating yourself on all aspects relevant to the industry. Forget about being a superstar and focus on building a career,” the award-winning artist told the aspiring musicians.

“It’s been 13 years and I am still standing – this is evident to the brand that I have taken time and effort to develop,” said Bala.

Kumisa was established as a non-profit regional music industry organisation. It was created through a partnership between the eThekwini Municipality’s Durban Film Office and the KZN Department of Economic Development and Tourism.

It aims to support and accelerate the advancement of a financially viable and sustainable music industry in the province.

Last month Kumisa announced plans to utilise R3 million in funding support from the department towards active involvement in developmental projects that will promote the association’s aims and objectives. It also wants to increase its membership among music professionals.

A large-scale Kumisa membership drive offering free membership to artists and all professionals involved in the local music industry is expected to heighten the organisation’s profile.

A series of developmental and outreach programmes are also in the pipeline.

* For more information, visit www.kumisa.com