Press Article

2007 January 28th   "Musos choose to go it alone"
Publication: Sunday World
Byline: Bongani Mahlangu

The long-standing theory that the fastest route to fame and fortune in the music industry is to get signed by a big recording company is being seriously challenged.
A growing number of musos now record, promote and distribute their own products instead of seeking that elusive deal – which might, after all, have a negative effect on their careers.
Several big recording companies are legendary for signing acts only to drag their feet and fold their arms when they should be investing in those acts.

“I’ve worked with several musicians who were unhappy with the way their recording companies were handling their products,” says bass guitarist Concord Nkabinde.
“When some of these artists decide to leave a company they find they are not even able to obtain their own work because it’s just too expensive. So they leave empty-handed only to start from scratch.”
Nkabinde has never been attached to a recording company and has just released his second recording, This is my world.
“It has been difficult,” he confesses, “but I have been able to soldier on because I can see where I want to go.”
“I am driven by my passion for my work. I am able to drive my career to a desired destination as I do everything for myself. Even if I sign with a company, by then I’d have wised up about many things in the recording and music industry.”

Several artists who were once tied to big companies have taken the leap to independently release their own work after concluding they were being short-changed or that their material was not properly marketed.
Guitarist and composer Selaelo Selota and Tlokwe Sehume, a composer, singer and multi-instrumentalist, are two such artists.
Selota released his first few albums with BMG Africa before the company merged with Sony Music, but now he owns his own label.
Sehume recorded and distributed his own music before signing with – and then leaving – Gallo Records.
“I’d hoped that signing with Gallo would get my name elevated. But I didn’t benefit from the relationship I had with the company.”

But the responsibility of recording and marketing one’s own music isn’t for the faint-hearted.
“The superstar mentality doesn’t work when you take the independent route. You need a very hands-on approach. I take my CDs with me wherever I perform and do promotions. I meet with and deliver to retailers myself. Some people look at me and think I’m struggling. But I’m doing well and I have started employing people to work for me.”
Sehume says it’s much harder to move your product when you aren’t signed with a big company and you are still unknown.
“It’s easier to do things through a big recording company due to their infrastructure. But you fight hard to get a percentage of about 9% of sales of your CDs.”
“My advice would be that musicians can do their own stuff if they are capable of taking care of business-related matters. But they will need a lot of capital.”

Musos who perform and sell their CDs at taxi ranks and other public places from the boot of their cars are icons of hope to those who’ve been turned down by big recording companies.
And taking control of their own work means they are able to express themselves in a manner they desire. Also, they give the big recording companies some much-needed competition.