Tuning into Creativity: The Interplay of Radio and the Arts, panel discussion
Venue: The Black Power Station
Review
By Gcina Ntsaluba
A lively discussion was held at the Black Power Station in Makhanda on Wednesday, regarding the complex relationship between radio and the arts, focusing particularly on the often misunderstood concept of “partnerships” and the need for artists to embrace the business side of their craft.
The conversation highlighted the challenges faced by both artists and radio stations in forging mutually beneficial relationships.
A key point of contention was the prevalent idea that artists can survive on “exposure” alone. “You go to a store, you buy a loaf of bread. You’re not going to say, ‘Oh, yeah, I’m paying you in exposure. Can I have a loaf of bread?'” said Unathi Koboka, Rhodes Music Radio (RMR) Station Manager.
This sentiment underscores the need for artists to be compensated fairly for their work, much like with any other business.
The discussion introduced the concept of “trade exchange” in radio, where a station might play an artist’s music extensively in exchange for something of equivalent value from the artist. This barter system, speakers noted, requires both parties to bring tangible value to the table.
The Value of an Artist – Audience and Numbers
For artists, their primary value in such exchanges often lies in their audience. It was stressed that an artist needs to build a following and have their music known before expecting prime airtime or interviews. “We work with numbers… if I say I’ve got one million followers, it makes my life easier,” said Philakwezwe Dlamini, an ardent arts enthusiast whose journey into the entertainment industry began with the release of his debut recorded album at the age of 16 years.
Dlamini currently leads his team in film projects, contributing music for productions like “Deep City,” “Isitha,” “Uzalo,” “Shaka iLembe,” “The Wife,” and others. He is responsible for all music and sound elements for most of “Uzalo” and various other productions from Stained Glass, Black Brain Productions, and Netflix.
Navigating the Pitfalls: Contracts and Business Acumen
The conversation delved into the vulnerability of upcoming artists who, driven by hunger and excitement, often sign unfavourable contracts. This led to a crucial point about the lack of business understanding among many artists.
“Most artists, they don’t know the business side of music. All they know is fame and money, not the business side,” said one of the speakers. While managers and mentors often explain contracts, the allure of immediate success and financial gain can lead artists to overlook critical details.
Mentorship and the Long Game
The consensus was that artists need mentors who can provide sound advice and instil financial discipline. “An artist should have this one person that they fear, that always could matter, because they keep you grounded,” said Tyson Mqoma, a marketing and public relations (PR) specialist working in the music industry.
The journey to success in the arts – whether music, film, or theatre – is rarely an overnight phenomenon. Speakers stressed the importance of patience and perseverance, citing examples of songs that took over a year to gain traction.
The discussion concluded with the powerful message that talent alone is insufficient. In the South African music scene, talent might account for only 10% of an artist’s success but the rest is hard work, strategic partnerships, and astute business management.
