ESTABLISHED in 2009, the NPO, KUMISA, has the aim of building business opportunities and passing on knowledge to those involved in the KZN music industry.
Speaking at the event, KUMISA general manager Thando Nyameni said that the music industry had transformed and that both emerging and experienced music practitioners could benefit from the NGO’s expertise.
Nyameni said, “Artists can’t bet their careers on streaming downloads. A million streams will give you less than R100 000, which is a pie divided into different parts. When the music owner gets their portion, it might be less than R10 000. There is a saying in the music industry – if it gets played, it gets paid. KUMISA will ensure the rightful owner gets paid.”
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The KUMISA chairperson, Dr Lindiwe Kunene, said their mission is to build the province’s music industry, with the goal of retaining KZN’s talented musicians.
Kunene said, “We were established to make sure the creative arts, specifically the music industry, is not left behind in the economic development of this province. Our mission is to build an ecosystem that will allow the music industry to flourish in the province, as opposed to people leaving to flourish.”
Kunene, with a background in small business and entrepreneurship development, stated that business skills were important no matter the industry an artist is involved in.
“We say to people in the industry that it’s not a once-off, and you can build a sustainable business model from your art. You need to work with reputable people who know how to handle the business of music,” she said.
The chairperson said the NPO was the only one of its kind in the country, and she and her colleagues were proud of their success thus far.
“At KUMISA, we pride ourselves on ensuring upskilling of people in the music industry. When we talk about people, we don’t just mean the people on the stage but all parts of the ecosystem.”
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eThekwini Department of Tourism and Environmental Affairs (EDTEA) representative, M Ndlela, spoke about the challenges in understanding the difference between art and business.
“It is estimated that in 2020, the cultural and creative industry sector contributed R161b to South Africa’s gross value-added (GVA), which is almost three percent and almost equivalent to the agricultural sector,” he said.
He went on to say that the creative sector should be seen as a driver of the economy and acknowledged as a source of successful exports. Ndlela cited the internationally successful song, Jerusalema, by Master KG and the artist, Black Coffee, as examples.
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The facility was renamed the KUMISA Johnny Dimba Creative Centre in honour of one of the founding members of the NPO. Dimba was a Maskandi music artist and entertainment lawyer.
KUMISA offers an Artist Management Masterclass, Music Publishing Masterclass, Music Business Workshop on the first Thursday of the month, one-on-one Tuesday sessions, the Music Business Brunch, Industry Night, District Seminars, and Music Business Incubator. The creative centre has a recording studio and training rooms.
For enquiries, call 031 201 1731 or email info@kumisa.com.
