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With over 20 years of experience in managing and manoeuvring around the biggest recording label companies in the world. Nic and Adrian were the perfect pair to remind aspiring artists and entrepreneurs of the importance of seeing their music careers as a business and provided guidance on how to move up the charts. Nic Burger managed some of the most prolific brands and labels, as he's considered one of South Africa's leading dance A&Rs and Label Managers. Adrian King has managed record-breaking artists such as Zahara and Locnville. Together the duo presented to the audience, in true show-and-tell format some key insights that involve running a music stable, understanding contracts and deals, and insights into the law and music distribution and data platforms available.
Research conducted on SA's music landscape by BMI (Broadcast Music Inc), the Executive Director and Writer/Publisher Relations for Europe & Asia has shown, that South Africa is generating a huge supply of talent that has gone untapped. The abundance of potential in the South African music industry is not just limited to performers, it also extends to songwriters, producers and sound engineers. The prevailing issue for local artists finds its source in the publishing and record label sectors of the industry. Artists that are not represented properly can often find that their careers become stagnant. This disregard for the representation of local talent leaves these artists in a state of limbo.
Apart from talent, work ethic, focus and other qualities that guarantee upcoming artists sustainable careers, Nic and Adrian urged artists that certain gaps within the music industry should be closed such as equal pay and working with brands. "Brands are attracted to you when you can sell something", said Nic. "An email is just not enough these days. You should have a hustler's approach and be willing to knock on doors", said Adrian. Recording labels are looking for more than just music. "We look at the quality of music, social media interaction and followers, data and live performances", said Adrian.
As the industry is growing and opportunities arise in SA music, Nic and Adrian also focused on some of the factors that could ensure longevity. "Record companies need to produce songs that will be used in adverts 10 years after the release and played on the radio 20 years after. The music landscape looks like it's going to be as big as it was in the '90s, but amplified with the help of Spotify, iTunes and Google Play Music", said Nic.
"What Old Mutual has done with the AMPD Studio is amazing, in a way that artists are going to get the knowledge they need, in order not to repeat industry mistakes and prevent mishaps. Artists and creators must always remember that they are the drivers of their careers and ensure they have mutual agreements with their recording companies, to sustain their development and growth, so that they stay relevant, even for years to come", concluded Nic.
Join in the social conversations about AMPD Studios using the hashtags #AMPDStudios and #TheTimeIsNow and follow Old Mutual on Facebook, Twitter and Instagram. To find out how you can amplify your music career with AMPD Studios, you can email firstname.lastname@example.org or WhatsApp the team on 081 707 6636.