Several years ago the complaints about the standards and quality of the South African music industry were running thick like mud clotting a stream.
Several years ago the complaints about the standards and quality of the South African music industry were running thick like mud clotting a stream.
In the past five to 10 years, however, resurgence in the industry has seen musical output and talent arising from independent labels. This is supported by the internet, which allows for inexpensive self-promotion and distribution through sites like mediafire.com.
One music distributor supports local music like no other.
Home Grown Music promotes and distributes South African artists on a non-exclusive basis, giving them the freedom to grow at their own pace.
The label developed organically from the recording studio, Peace of Eden.
Artists approached dad-and-daughter team, Howard and Jess Butcher, for help in marketing and distributing their work, after realising that despite having a good product, they weren't being heard.
Jess had identified a gap in the market: the distribution channels in the South African music industry were lacking and so three years ago Home Grown Music was born.
Nestled in the deep emerald green of the Knysna forest on the Garden Route, Peace of Eden is an “ideal space” in which to record, according to guitarist Guy Buttery, one of Butcher’s best-known artists.
“There is no other studio in South Africa with those facilities and the location… the Knysna forest is pretty perfect to record an album. It’s such a tranquil space.”
Butcher began Peace of Eden recording studios in 1994 on his smallholding in Knysna, building the reputation of what is now considered the country's premier recording venue for acoustic, blues-rock and folk albums.
Peace of Eden records the likes of Dan Patlansky and Guy Buttery. It is Howard's main project and he co-owns Home Grown Music with Jess.
“Our main aim is to promote and distribute South African music,” said Jess.
The company is non-exclusive, which means the artists are not tied to Home Grown Music.
“It’s important that the artists are not restricted in their efforts to get their music out there.”
Jess also works as a promoter and is developing networks in the US, hoping to promote South African artists there and develop a reciprocal touring relationship with US labels.
“There is an enthusiasm for our music in America,” Jess said.
Guy Buttery has done for four albums at the Eden studio and is effusive in its praise.
“Howard Butcher is one of the finest engineers in South Africa,” Buttery said.
The studio boasts analogue and vintage equipment, giving artists a greater choice of sounds and effects.
Howard engineers and produces the albums recorded at Peace of Eden and is the producer of Dan Patlansky’s latest album, the acoustic blues, Wooden Thought.
“He’s a master of microphone placement,” Jess said. The next step for Home Grown is to distribute music on flash discs with exclusive content. She also forecasts that vinyl will revive, because consumers still want the tangible product.
"Vinyl is precious."
Home Grown Music is looking into acquiring a vinyl plant themselves, though this will be a costly venture.
Home Grown Music distributes the work of Shortstraw, former Rhodes student Lucy Kruger and current Rhodes students Shackles and Bones, as well as big names in the South African music industry such as Buttery, Patlanksy, Nibs van der Spuy and Jeremy Crutchley.
