STEADY PROGRESS

Finweek English Edition - - The Business Of Sa Music -

has been made in re­al­is­ing the vi­sion of the As­so­ci­a­tion of In­de­pen­dent Record Com­pa­nies (Airco), namely to grow the mar­ket share of in­de­pen­dent mu­sic pro­duc­ers to im­prove the vis­i­bil­ity of in­de­pen­dent mu­sic and lo­cal artists, and to pro­mote key is­sues such as mar­ket ac­cess and cul­tural di­ver­sity.

So says Airco chair­per­son Dodo Mon­amodi.

A non-profit na­tional mu­sic in­dus­try as­so­ci­a­tion, Airco proac­tively serves and rep­re­sents the in­ter­ests and devel­op­ment of South African in­de­pen­dent com­pa­nies across South Africa and the world. Airco mem­bers are record com­pa­nies and la­bels across the full spec­trum of mu­sic gen­res, from all over South Africa, and range from small sole

The Soweto Choir – world class artists Choir go­ing all over the world mak­ing the same mis­takes as some of our old hands. On that is­sue we have a mem­o­ran­dum of un­der­stand­ing with the union of mu­si­cians to col­lec­tively de­velop skills of the em­ployer as the rep­re­sen­ta­tive of its em­ploy­ees.”

An­other chal­lenge is to – in col­lab­o­ra­tion with the unions – equip mu­si­cians at en­try level with the nec­es­sary skills and knowl­edge to be­come part of the main­stream. “They’re of­ten not en­gaged enough, so the down­town stu­dios (in Jo­han­nes­burg) pro­vided by Govern­ment are utilised for hands-on work­shops and prac­ti­cals to that end.”

The is­sue of lo­cal con­tent is equally rel­e­vant, Mon­amodi says. “Pre­vi­ously, the mar­kets in SA have been in­un­dated with in­ter­na­tional con­tent, im­pact­ing neg­a­tively on the lo­cal in­dus­try. This we’re try­ing to ad­dress, along with the SABC.”

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