How to be successful in business, according to SA rapper Slikour

Metane says he’s always had a nose for business. And that’s clear, judging by his bio, which shows that the 35-year-old has been steadily building his empire. His digital platform SlikourOnLife, which tracks the goings-on in the hip-hop world, has gained tens of thousands of followers on social media and further sealed his reputation as an entrepreneur.

One of his latest ventures is OnLife Networks. According to a media statement, he describes OnLife as, “a place for brands to have the power, where stories are told, and which creates inventory for clients to buy”.

Slikour also recently released a documentary on the relationship between brands and the urban music culture. The son of a taxi owner, it’s obvious that doing deals runs in his blood. But Metane believes that just about anyone can be an entrepreneur. Music In Africa asked the man with “a heart for music and a head for business” how it all got started.

Did you always want to be an entrepreneur or was there a moment you realised that being a musician isn't enough?

I was never just a musician. I’ve always been focused on the business side of the music also. All I do is organic and I’m privileged to be around seasoned entrepreneurs to learn more about what already comes naturally to me. I’ve been selling TV games since Standard 1 (Grade 3) so I’ve always been about the business.

What are some tips for artists when dealing with a brand?

My tip for brands and artists is: study where both parties come from and then find a fit. Nowadays brands and even artists think that followers or likes equates to relevance and that’s not always correct. 

Given the endless hustle that artists endure, it would seem that they should be natural entrepreneurs. Do you agree and what are some of the attributes that make musicians great entrepreneurs?

I think this is correct but making money and entrepreneurship aren’t the same things. A lot of artists, or people in general, are good at making money but can’t really build businesses. I think some reading and a hunger to learn beyond what you have helps to make musicians entrepreneurs. The money artists make, if they are successful, opens a lot of doors and you need to choose the one that’s going to take you to the next level and sometimes that means coming out of your comfort zone. As much as the doors open, most of them aren’t for your personal growth, so having the mind to choose what’s right is also a challenge.

What are some of the attributes/shortcomings that disable artists the most when it comes to thinking like an entrepreneur and being able to sustain themselves financially?

Most of us as artists have never been exposed to a lot of money at one time. There are millions of people that are trying to be artists and when you break, most of the time you never see it coming. There aren’t enough people taking their time to give artists financial guidance and it’s also fair to say that a lot of artists also don’t listen. I also don’t think people think like entrepreneurs or not… Even if you’re not an entrepreneur, with the right guidance, you can be helped to become one. 

What are the most important business lessons you've learnt and how did you come to learn those lessons?

Asking yourself every day why you’re doing what you’re doing will get you through the challenges and humble you whenever you do well. It’s easy to be caught up in bad days or compliments but, if you know your goal, it will keep you going.