DJ Tira, Thando Nyameni, Karabo Sello and the facilitator Faith Mangope, at the Metro FM Music Conference at the Playhouse in Durban.
Image: Sipho Jack
Despite Thursday’s gloomy weather, the energy was palpable inside the Durban’s Playhouse as budding artists and music enthusiasts gathered for the much-anticipated Metro FM Music Conference.
The event served as a platform for industry experts, aspiring talent and established professionals to engage in discussions about the latest trends and innovations shaping the music landscape.
The conference is one of the legacy initiatives attached to the Metro FM Music Awards, set to take place at Durban’s International Convention Centre on Saturday.
This annual celebration not only showcases South African talent but also seeks to uplift the local music scene by providing vital insights to emerging artists navigating the complexities of the industry.
Kina Nhlengethwa, business manager for Metro FM, welcomed attendees and expressed gratitude to sponsors and partners for supporting the event’s mission.
With nearly two decades of industry experience, Nhlengethwa reflected on the challenges ahead, while affirming that resilience is key to success in the competitive entertainment sector.
“While it may appear glamorous from the outside, it is not without its trials. A clear vision and the right connections can make all the difference,” she said, encouraging aspiring participants to seize the opportunity to learn from those with diverse industry experience.
Echoing this sentiment, eThekwini councillor Tembo Ntuli reiterated the conference’s potential to enrich Durban’s economy and position the city as a national music hub.
“This event not only brings together creatives and industry leaders, but also showcases what the city has to offer and enhances Durban’s reputation as a destination for talent,” he said.
He urged attendees to embrace mentorship and knowledge-sharing so they are better equipped to navigate the challenges of their careers.
Brand SA communications manager Thoko Modisane spoke about the pivotal role South African artists play in shaping the country’s global image.
She said artists who achieve international success, such as Tyla and Uncle Waffles, open doors for others in the local music industry and broader economy.
Modisane also highlighted the role of the Metro FM Music Awards in enabling the public to celebrate artists representing South Africa on the global stage.
“Supporting local talent is an investment in our collective identity and future,” she said.
Industry experts, including Karabo Sello, a manager at the Southern African Music Rights Organisation (SAMRO), stressed the importance of creating music that resonates with audiences, likening it to a product in a competitive market.
“Earnings in the music business are linked to how often and where music is consumed. Artists must focus on creating value to drive income,” Sello said, reminding the audience that sustainable success requires a long-term view rather than immediate financial returns.
Similarly, Thando Nyameni emphasised the importance of understanding music contracts and monetisation strategies.
He noted that many artists struggle due to a lack of business acumen, which can result in financial losses despite creative success.
“Artists need to approach the industry as businesspeople, negotiate contracts, and take ownership of their interests,” he said.
The topic of modernisation within the industry was further explored by DJ Tira, who addressed the impact of artificial intelligence (AI) on music creation.
While acknowledging the rapid evolution of technology, he encouraged artists to embrace change to remain relevant.
“If AI can provide an edge and help craft hits, we should explore its potential,” he said, urging artists to align their strengths with the tools available to them.
DAILY NEWS