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Digital over hard copies

29/01/2012 00:00:00 CHARITY SIMELANE

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A lot of local artists have decided to follow the global trend of establishing online record labels
or digital labels, most prevalently in the house music sector of the industry.

The digital route has also become a better route for upcoming DJs and producers who have also utilised the internet for availing their free DJ sets commonly known as mix tapes. The music is sold online on a number of websites and those that wish to purchase use Paypal or credit card facilities. This has proved to somewhat be a challenge for those willing to support locally, since most Swazis do not have credit cards. Popular sites include:

Traxsource, iTunes, Nokia Ovi, Afrodesia MP3, Juno, Beatport amd many more. Local house producers such as The Antidotes, Rhythm Lab, +268 and Ultra Soul Project have all taken this route. Below is what some of the local industry insiders, Senzo Simelane and Dideo Hlophe had to say.

STYLE: Why digital over hard copies?
Sizo ‘Dideo’ Hlophe of The Antidotes (Africa House Records)

Digital is the most co-effective way to release music. Works well for independent labels and the artists.

Senzo ‘Mseto’ Simelane of +268 (+268 Recordings)

Digital is relatively stress free when compared to physical and is very user friendly for upcoming artists.

STYLE: How has digital worked for you in as far as getting your music across is concerned?
Dideo: Digital sales are more of a marketing tool than the sales themselves. So it reaches a greater audience than a CD and within a year or two you’re known across the globe.
Mseto: Very well actually, on the marketing front it does wonders and really gets your name across. Making a name for yourself has become much easier.

STYLE: What major challenges do you come across in as far as selling your music online is concerned?
Dideo: The greatest challenge would be getting noticed. There are over thousands of labels out there, how will you stand out? That’s the label’s job to work out a plan.
Mseto: Recognition and piracy. It’s a big pond and we’re small (but growing) fish. As for piracy, a lot of people are into sharing and distributing music online and that really kills everything.

STYLE: Would you say that digital record labels have a better chance of succeeding versus the common type of labels we are familiar with?
Dideo: No, digital sales are there for those who can’t afford. But established labels go digital to market themselves. So yes, everyone dreams of going physical, that’s the industry itself.
Mseto: For the labels no but for artists yes. You have a better chance of getting recognised as an emerging artist online than with a CD in hand.

STYLE: Your biggest weapon or strength in as far as this section of the industry is concerned?
Dideo: Weapon would be the craft itself and then knowing the right people would be an added advantage. Let me just say networking is the best tool ‘when you have the best craft’.
Mseto: Great networking skills and a good creative team to always keep the label on float with new ideas.

STYLE: Advice to other artists who want to go digital.
Dideo: Digital is not about the money it’s about the marketing. Patience and perseverance will at the end pay off.
Mseto: The internet is your friend, use it properly and forget about ‘likes’ and comments for a while.

BY CHARITY SIMELANE