Local artist Kino Isaac called on the music industry to address the “systemic problem of overlooking incredibly talented artists from the lower social class”.
By recognising and uplifting these artists and ensuring they have the support and resources to focus on their careers, the Rynfield resident believes the industry could become equitable and inclusive.
He said it’s time these voices are heard and celebrated, which would allow for a “more diverse and rich musical landscape”.
“There needs to be more collaboration and networking to grow and prosper in the music industry. This is especially important for independent artists,” said Isaac.
The “inequality in the music industry” prompted Isaac to start a mandate in 2021 to bridge the gap between mainstream and independent artists, or the bottom 10% as he calls them because the industry “is big enough for all to benefit”.
“The bottom 10% are often overlooked. These are guys that don’t have access to the internet, Wi-Fi or a stable phone. They can’t access online education platforms they can use to grow their credit.”
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These independent artists, said Isaac, are under the impression that they still need major record labels to succeed, but they don’t.
“They can do it themselves. They can be their managers, and PROs and can own their own record labels and publishing companies. This can only happen if they have the correct network and have educated themselves from the free education available online.”
To bridge this gap, he and his USA friends collaborate with mainstream artists to get them to compose a song and then get a licensing deal from them.
“The song comes back to me. I then scout independent artists who are in the bottom 10% and lack opportunities. I give them an opportunity to be on the same track with a mainstream artist, where they are the main artist. They can use the track to build their brands.”
He said they have thus far worked with international artists including Sean Kingston, Snoop Dogg and Lil’ Wayne.
Isaac’s passion for uplifting independent artists stems from his journey in the industry. He started as a DJ in 2014 but always wanted to change the status quo because the lack of opportunities for artists like himself incensed him.
One of his influences includes former Taylor Swift’s manager Rick Barker, who he said helps upcoming musicians to succeed.
“Rick is giving to other people what he did for Taylor Swift. I joined his workshops and this opened doors for me, which resulted in my US network growing.”
Isaac’s end goal is to see local independent artists succeed but called for more commitment and investment from the community.
“I’ve always wanted to do things differently. I’ve always felt I was driven by a bigger purpose.”
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