The Gauteng Department of Sport, Arts, Culture and Recreation in South Africa this week announced that it had partnered with independent music distribution platform TuneCore to offer emerging musicians free music digitization.
The announcement follows a call by the department for free music digitisation. The project seeks to identify 50 independent musicians who have pre-recorded, mixed and mastered their music, and aims to “develop and nurture young artistic talent in the province to ensure a smooth migration into the Fourth Industrial Revolution through digitising music and workshops.”
TuneCore head of southern and East Africa Jade Leaf said: “TuneCore has been committed to making sure artists maintain 100% of their profits for 15 years now and we’re proud to be able to partner with the Gauteng Department of Sport, Arts, Culture and Recreation on an initiative that strives to empower new artists and give them the tools they need to be successful for the future.”
“As the earning potential for South African artists becomes greater because of the rise of digital, it’s important to educate emerging artists on the importance of online distribution through programmes like this.”
Additionally, the department and Infinite View Management have put together a series of workshops for the selected artists. The first topic that will be discussed is Know Your Industry. It will be facilitated by producer Jonathan Shaw, and the guest speakers will include Southern African Music Rights Organisation general manager Karabo Senna, Composers, Authors and Publishers Association stakeholder relations coordinator Thuli Melase, Recording Industry of South Africa CEO Nhlanhla Sibisi and South African Music Performance Rights Association chief marketing and stakeholder officer Tiyani Maluleke.
The second session, titled Packaging Your Brand, will be hosted by rapper, singer and songwriter Gigi Lamayne, with speakers including Leaf, Channel O music specialist David Molotlhanyi, Old Mutual sponsorship manager Bandile Mngoma and Daily Sun entertainment editor Lerato Matsoso.
TuneCore officially announced it operations in Africa last month. Apart from commercial aspects of growth on the continent, Leaf told Music In Africa in January that the company would focus on “education for artists to better equip themselves with the tools to release music independently”. In line with this, the distribution platform launched two new educational and rewards programmes for indie artists earlier this month.