6 businesses that are changing SA’s music game

South African music businesses are often the key to developing a strong and thriving industry. They have had to adapt and change with rapid progress technology has afforded the music world. Additionally, the decline of CD sales and increase in digital downloads has contributed to a change in outlook over what the needs of local artists and their fans are.

In 2015, the Recording Industry of South Africa decreased the number of copies artists need to sell to reach gold or platinum status. Gold and platinum status in SA used to be 25 000 and 50 000 respectively. These days, they have been downgraded to 15 000 and 30 000 copies.

One could easily take a look at this decline as an indication that the South African music industry is in trouble but this mimics a decline in CD sales worldwide. With that said there has been more of an open arms embrace for what live venues, streaming services and digital sales platforms can offer artists and their fans.

Here are seven music businesses across South Africa contributing unique skills and services that are much needed in the industry.

1. Howard Music

Having operated as a smaller studio for a long time, Howard Music (now Howard Audio) was recently renovated as part of a multi-million rand project. The studio, located in Bryanston, Johannesburg, is not only a stroke of genius but an inspiringly beautiful space for any creative. Founded by UK-born composer, Adam Howard, the studio has flourished as one of the industry’s most trusted post production hubs. Their business plan is simple - providing the best in final mix, voice overs, album production and musical direction for corporate events and other services. Howard Music was selected as the official audio post-production facility for the 2011 Loerie awards. They have an arsenal of high profile clients, including TBWA Hunt/Lascaris, Draft FCB, Y&R, Ogilvy, JWT, Metropolitan Republic, Leo Burnett, Lowe Bull, Creatrix, Saatchi & Saatchi and Human.

2. Bozza

A lot of musicians struggle to get their music onto online distribution platforms because of a number of different hurdles. Bozza sought to bridge this gap. The start-up has been around since 2013 and essentially serves as Africa's digital marketplace for content media and entertainment. On this platform, creatives, musicians, artists and the like can gain exposure to large volumes of fans across Africa who have signed up to the service. It provides a platform that enables artists to connect to their fans through their own curated content that is available on mobile and desktop. The plug and play application is home to musicians, poets, photographers and film makers looking to promote and sell their digital products online. The platform retains 30% of sales made while the artist gets 70 %. Over 7000 artists have signed up for the service all over Africa and they have since had 10 000 content items on the site.

3. Alexander Bar and Theatre

Alexander Bar and Theatre in Cape Town has catered to a niche market that is often ignored in the music and theatre world. The 1920’s style bar boasts an Upstairs Theatre that has housed lives shows from musicians like Kahn Morbee, Laurie Levine, Gary Thomas and Josie Field amongst many others. The venue won the Business Arts South Africa Award in 2013 and has since gone from strength to strength being the space where musicians and artists can experiment with shows for a smaller audience. The venue also offers an integrated online ticket system that not only tracks sales but also records audience feedback, reviews and rolls out a marketing plan to promote shows on a number of eventing platforms online. As more and more live venues shut down around SA, this versatile space has become an asset in the live music world.

4. Popsicle Studios

Independent full-scale sound recording and production facilities Popsicle Studios is based in Woodstock, Cape Town. Its web counterpart Popsicle Studios TV provides a live recording platform for musicians to share live sessions with their fans. Artists such as Toya Delazy, Chris Chameleon, BCUC, Medicine Boy and Alice Phoebe have recorded and performed live sessions at the studios at relatively reasonable industry rates. In a space of two years, these independent artists who run the facility have created a space that allows artists to record, collaborate, showcase live and also gain an online presence. They launched their online magazine with an electrifying live show and were also voted as one of the Top 100 influencers by The Superbalist in 2015. It is no wonder their highest views on Youtube are in their 20 000s. These studios are definitely one to watch in 2017.

5. Black Mango

Black major not only runs the African counterpart of Bridges for Music, they also specialise in experiential platforms and digital strategies that manage township artists and help put them to get on international platforms. They have delivered work as far afield as New York, Amsterdam, Malawi, Ibiza, Berlin and Barcelona handling events, workshops, marketing and digital platforms. They are in charge of Bridges for Music, a non-profit organization based in Cape Town, South Africa that connects key players in the electronic music scene with young, up and coming electronic musicians in impoverished areas around South Africa. The organisation raises awareness of issues faced by disadvantaged spaces through music intervention. It has been endorsed by electronic music stars like Black Coffee and Skrillex. Through creating a model that not only focusses on up and coming youth but merges it with ethical business practises as well as mentorship wing, the company has proven to be a force to be reckoned with within the music industry. They also manage band Trenton and Free Radical, Dilo Xclusiv, Mizz and various other local artists.

6. Gorilla Films

What do Yemi Alade, AKA, Davido, R2Bees all have in common? They’re the biggest stars in Africa and have all had music videos produced by renowned film production company Gorilla Films. The company has become the premier high quality music production house since Justin and Nick Campos started it in 1998. The company boasts multiple awards including South African Music Awards (SAMAs, Channel O Music Video Awards, as well as the Metro FM Music Awards. They produce music videos for almost every big name in the game, including Black Coffee, HHP, DJ Cleo, Kabelo, Ntando, Thandiswa Mazwai, Oskido and Theo Kgosinkwe.