“In every industry we have a responsibility to create hope.” Says rapper turned businessman Siya Metane aka Slikour or Slik speaking about his new album SlikourOnLife Incubator.
The album is a compilation giving twelve undiscovered artists the springboard to launch their musical careers.
“More than anything, I’ve never really had a plan of making music but there are kids who want to make music and I have resources for some of these platforms for these kids to be in. So it’s almost like a wasted resource and the idea is how do I bring that resource to them without tying them down? It was a matter of being generous and giving them the resources that’s why we’ve called it an incubator. What they do with it will be op to them,” said Slikour.
Talking about some of challenges he faced when started out that made him hope for an opportunity such as this to be available is that there was lack of information.
“We didn’t have internet to go viral. We went viral over three months and more than anything it’s guidance. Everyone who was around when we were kids would tie you to some type of contract. It was an exchange. No one was doing it out of the goodness of their hearts. So for me with a project like this, there’s nothing for me to gain from a monetary perspective,” he shared.
The rapper reiterates that there’s nothing planned for him to gain from a monetary perspective and according to him, it all came from an idea of helping each other.
“The youth is frustrated right now, they’ve always been frustrated but they’re frustrated now in the hands of our musical and entrepreneurial leadership. The youth is despondent. In every industry we have a responsibility to create hope, to give kids tools which could be our resources so they can figure themselves out. That’s why they’re not signed to an agreement. It’s not an exchange, it’s a hand-over,” he said.
Slikour admits that he is constantly aware of the fact there is always a need for upcoming artists to be recognised.
“We all know problems but we sometimes don’t have answers and solutions to those problems. This for me, was not a plan to a problem to be solved. It was a matter of collecting songs over six months because we run a site and kids give me songs, and I think to myself, ‘I wish everyone else could hear this.’
After six months I thought maybe I should do a compilation. There wasn’t any formula to it. I just wished everyone could hear their material. Only when I started finding out where the guys are from I was shocked.”
Slikour’s popular SlikourOnLife digital platform, shares information on urban culture and music, and features videos and interviews to give substance to the music and musicians who may not have access to traditional platforms, and provides an accessible place for their videos.
Talking about the process taken for the twelve artists to be called in, Slikour said he is always sharing what the artists have to offer with peers in the industry.
“What happens by default is that, artists send me music on my inbox for the site. I always escalate music which I think it’s great to other industry peers in the market and once again it’s there to be shared. That’s what music is about. It’s coming from an honest place.
What’s important is that this doesn’t just speak to up and coming artists but also established artists as well. Circulation is a big thing and I think rest is going to happen next year. We’re building now to reach more people, to speak to more people and to create more opportunities. The more we build things we own, the more we start creating partnerships. I always say ownership is the brother of partnership. Ownership is the wife of partnership,” he added.
The rapper who was part of the Hip-hop group Skwatta Kamp shared how he is not doing this to compete with artists but rather to provide an opportunity for them.
Drawn from the four corners of South Africa, the artists range in age from ages 19 to 27 and represent the future of musical culture. Says Slikour.
“Whenever I hear great talent I always ask myself ‘what if these kids need that one chance that got me to where I am today?’. I live by the theory that we all have a CSI responsibility, and I have the relationships and resources to bring media, industry and artists together. It’s my responsibility to utilise them.”
He continues, “These twelve kids have a talent, and I’m plugging them into an environment that will allow them to walk the path that I’ve walked.”
According to Slikour, on the streaming front, the songs will be available exclusively on the music streaming app JOOX for a month, and thereafter on all streaming platforms. JOOX has partnered on the SOL Incubator project to provide a platform to showcase talented new local hip hop talent.
“JOOX is the only streaming company with a local office and their USP is that they target local music and musicians, which makes the partnership a perfect fit,” said Slikour.
He admits he cannot take over from what every artist does. While he acknowledges there are artists who take people under their wings and help them in whatever way. He reiterates the reality is that the artists he’s giving resources to are not competing with him.
“The way I’m doing it will be different because I’m not competing in the space. Doing it for competition may become difficult in the long run. I was always warned not to sign an upcoming artist because they are competing to be better than you. But that’s not that the space I’m in.
I’m passing my insights, learnings, knowledge, resources and relationships to the next generation – that’s the heart of SlikourOnLife Incubator,” he said.
@LesegoMakgatho