In partnership with the City of Joburg, the brand hosted 60 children at the Eastbank hall.
The children interacted with a mix of artists and songwriters, producers, publishers, technicians, agents and festival producers, including top names such as Concorde Nkabinde, Zwai Bala, RJ Benjamin, Earnie Smith, Lwanga Gogwana, Mantwa Chinamadi, Mandisa Bardill, Jonathan Green and Wandile Mampane. They gave the children a feel of the music industry, its challenges and opportunities in store for those with a real desire to make careers in the industry.
Joy of Jazz producer, Mantwa Chinoamadi said many youths aspired for instant fame in the industry with little knowledge of the huge challenges they have to go through first.
“Most of them see the industry as made up of only famous musicians and cool sound engineers,” she said. “We are exposing them to the different aspects and careers in the industry, how and where to access them, and also the interrelationships to help them make informed choices when selecting the options suitable to them.”
Jazz musician Concorde Nkabinde said the team was grateful for the opportunity to interact with the children and hoped the engagement would de-myth perceptions of the industry as a provider of instant fame. “I hope we will be able to inculcate in the participants an understanding that the fame of musicians results from deep commitment, patience and a burning desire to learn the different business details of the industry,” he said.
“Behind the glamour and limelight associated with the industry is hard research work, constant improvement of knowledge of the industry, and foremost, a determination to sustain one’s interest in this cut-throat business,” he said.
Chinoamadi said they had chosen Alexandra for its social and economic conditions which limits its children from accessing many career-related opportunities and information unlike other better resourced areas. “We hope this event will be an on going platform for us to engage with them for a longer time,” she said.
