Denga

How an upcoming artist got deals at MIDEM 2009 - Published: 18 Feb 09

--------------------------------------------------------------------------------


Upcoming reggae artist, Renneth Mulaudzi received a subsidy from the Department of Arts and Culture to attend MIDEM held in Cannes in France from the 18th to the 21st of January this year. Her endeavours at the conference, which attracted over 8 000 delegates from all over the world have potentially landed her deals with a Jamaican record label and two mobile phone companies; Nokia and Sony Ericsson.

Renneth began her music career four years back as a gospel artist. Since then, she has had four releases, switching to reggae on her last album titled ‘Denga’.

“The first day I arrived at MIDEM I was a bit confused because it was totally different to what I thought it would be. The other thing is that I did not have a manager so it was tough to get talking with other businesses. But I eventually got to talk with some Jamaican music promoters as well as Nokia and Sony Ericsson”, says Renneth.

“I also performed at Palm Square and did two radio interviews with France FM and Agora FM “She explained, “The performance moved the Jamaicans who I had a chat with soon after. They were impressed with my music and invited me to tour Jamaica sometime this year and also to do collaborations with some other Jamaican musicians.”

“I am so excited with the Jamaican deal and although I am not yet sure of the artists I am to work with, the idea already feels like a big achievement”

“Nokia also offered me a deal that will see me take charge of their new on-line music store called Nokia.mobi South Africa”

Nokia.mobi is a popular mobile internet site funded by Nokia that provides music streaming, music downloads, and celebrity news among other entertainment offerings.

Asked about the implications of the deal, Renneth said “At the moment, my task is to structure a website and come up with proposals on certain issues. The good thing here is that not only will my music be given exposure on the new platform but several other local artists as well. Sony Ericsson also had a similar proposal but we are still negotiating”

Deputy Chairman of the Association of Independent Record Companies (AIRCO) Mr Dodo Monadi, who also attended MIDEM 2009, said he was deeply moved not only by Renneth’s exploits, but by the whole South African team that attended the conference.

Monadi, who is also in charge of the Skills, Development and Transformation portfolio at AIRCO noted that “a significant number of music industry players had developed a remarkable interest for networking”.

MIDEM has remained on the forefront of music industry trade fairs across the world since its inception in 1967. It has been held annually in Cannes France, bringing together influential music business experts from most parts of the world to discuss the ins-and-outs of the music business and at the same time provide a networking platform.

The Department of Arts & Culture sponsors the South African Pavilion at the conference, and AIRCO handles the applications for those who wish to get subsidies.

Monadi revealed that AIRCO receives applications from across the local music landscape every year. He was however quick to note that not all who apply get the green light.

“Basically, the successful candidates should have something that is ready for export and marketable. We also try to give preference to disadvantaged individuals and usually upcoming artists get our first preference.” He added.

MIDEM is certainly a must-be place for everyone who is active in today’s South African music industry. The fact that Renneth was able to clinch prestigious deals at MIDEM 2009 further heightens the importance of music conferences (regardless of the size and location).




- Mio