‘Hop your hip-hop to the top’
Two local hip-hop artists are of the view that artists should use the lockdown period in their favour.
POLOKWANE – Hip-hop artists, Jackson ‘Mopedy’ Marena and Raymond ‘SoulaRay’ Shihawu has taken the lockdown period as an opportunity to motivate and encourage other artists.
Artists are fortunate, says Mopedy, especially when it comes to music production and moving the ‘hustle’ from start to finish. “Radio stations in the country accept digital music submission so you don’t have to physically go to a specific radio station.”
Raymond explains that the music industry has always faced challenges in terms of new technological innovations and the way people consume music. He says the disruption caused by the Covid-19 pandemic will not be something entirely new to the industry.
“My advice to artists and other stakeholders is to become innovative and find new ways of engaging with their fans. Artists should look into getting their publishing in order so they can get paid royalties from music streaming on online platforms, as most people will listen music that way as mobile networks drop their data prices,” he advised.
Raymond further explains that artists should make sure their hard work is noticed, by publishing rights organisations such as Samro, Sampra and Capasso. “There’s always a silver lining to every dark cloud and I think this disruption could actually end up as a good thing for the industry as a whole,” he said. Mopedy adds that to reach your audience is easier than ever as you don’t only have to go to a show or perform at taxi ranks. “Everybody is just a fingertip away. When doing a newspaper interview you are not forced to go and meet the journalist at a certain place, you can do it via email or messages.”
The lockdown doesn’t stop artists from producing, distributing, reaching music lovers or selling, he said. “It does affect live performances which make up the biggest portion of our income, but it might be an opportunity to boost sales, which is something the industry has been struggling with. People will be indoors more, beside indulging in shopping in bulk, and they’ll consume more online content such as music. There’s an increased opportunity to sell,” he said.
He concludes that hip-hop’s relevance does not depend on people going out clubbing or being in a party mood, and that people can enjoy the music in any situation. “This lockdown period can create space for South African hip-hop to make a huge comeback. Use the time to create something beautiful.”
