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Annual Department of Trade and Industry Roadshow

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TOP 7 TIPS TO HELP YOU IMPROVE YOUR MUSIC BUSINESS

If you couldn't attend the Breathe Sunshine Engage and Moshito Music Conferences this year, here's some information below that may assist you in your road to building a long career in the music industry. 

1. "Remember your audience. It's not about you and it's all about them," said Gareth Cliff.

Gareth then shared his thoughts on copyright infringement that he has long given up on being bitter about people stealing his ideas. What makes him continue to have a strong following is his authenticity. Innovation is key and musicians should think of themselves as content creators. If you create enough content that resonates with many people's hearts, you will be a recognized and respected leader.

2. "You have to have the hunger to learn and grow as a person and an artist," Amaru Da Costa from Black Coffee's Soulistic music management advised.

Amaru spoke as part of a panel of music managers and he is one of the most successful music managers in the industry working with Black Coffee who currently has 957 410 likes on facebook. One would expect arrogance from Amaru but he is so humble. An inflated ego and lack of professionalism are some of the things that deter many musicians from attracting more success in their lives. 

3. In order to improve your chances of getting airplay on radio stations, Nonala Tose from Umhlobo Wenene said that managers and musicians should develop relationships with station managers. She added that retail radio is not genre specific and that musicians should make sure that their music is registered with the Recording Industry of South Africa. 

4. "Make sure you go the music librarian and get your music documented," said Themba Shabalala from Jozi FM. 

Themba encouraged upcoming musicians to build relationships with community radio stations, as this is the easiest way to increase your popularity. The major radio stations are already overwhelmed with many musicians, managers and international record labels wanting their music to be played in high rotation. Never underestimate the power of community radio stations. 

5. Bob Mabena added that, "If there's talk around your brand, radio stations will find you and play your music."

This relates to tip 1 above in that one should use the internet to develop relationships with audiences directly. Instead of complaining about the negative impact of copyright infringement, use the benefits of technology and the internet to your advantage.

6. Thabiso Khati from 360% Street is convinced that the music industry is currently driven by small independent music labels. He calls and visits radio stations on a regular basis. 

He has built a reputation with them and his artists also have a massive following. As a result, when the radio station personnel see K.O's new release, they will play his music first. He says he "harasses" radio stations until they play his artists' music. Some may know Thabiso's artist K.O feat. Kid X whose song "caracara" topped the South African music charts for some time. Thabiso also advised that you should identify your key radio stations and focus your attention and effort on them.

7. "Understand the policies, mandates and programme you are targeting for your music to be played," Zandile Tembe advised. Zandile is well accomplished as the programmes  manager of Ukhozi FM. 

She was awarded Best Content Producer for Non Commercial Radio at the 2011 MTN Radio Awards for her work on Ukhozi FM's Vuka Mzansi breakfast show presented by Linda Sibiya.