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.”