Africa Rising Music Conference 2025: Empowering every voice in African music

A platform for learning and empowerment

The panel Resident Advisor Presents: Architects of the Night offered a behind-the-scenes look at the individuals shaping nightlife culture.

Across both days, the conference provided emerging artists and creatives with vital tools to navigate an ever-evolving music industry. Through thoughtfully curated panels and inspirational speakers, ARMC created a space for valuable insights and meaningful exchange.

The conference opened with a session titled From Passion to Profession: Unlocking Career Opportunities in the Music Industry. Moderated by ARMC co-founder Sarah Jane Nicholson, the panel featured Rehana Pillay (General Manager, Mint Digital Services – Mint African Operations) and Nomazulu Mda (chief customer officer, SAMPRA). In a fireside chat format, the discussion explored how to turn a passion for music into a sustainable career.

Rehana Pillay shared her own journey and emphasised the importance of continuous learning and networking. She highlighted how the music industry has shifted—from physical CDs to a predominantly digital landscape—and stressed the need for professionals to adapt.

Nomazulu Mda underlined the non-linear nature of careers in music and the value of combining formal education with practical experience. She also discussed the importance of understanding technical aspects like metadata and introduced SAMPRA’s training programmes designed to equip artists and professionals with industry-relevant skills.

During the Q&A session, both speakers encouraged attendees to sharpen their interpersonal skills—especially networking—and to have a compelling elevator pitch ready to stand out in professional environments.

Building the nightlife economy

The panel Resident Advisor Presents: Architects of the Night explored the role of creative entrepreneurs in shaping nightlife culture. Speakers included Gontse More (Co-founder, P_ssy Party), Thulani Dandala (Events Director, Until Until and Slow Poison & Friends), and Andiswa Dlamini (Founder, Other Village People). They shared practical strategies on curating events, marketing, and working with both local and international talent.

A key takeaway was the importance of data reporting and documentation when seeking sponsors or funding. The panellists also highlighted the availability of grants for cultural event promoters—provided their concepts align with the values of funders.

Perhaps the most empowering advice was simple but resonant: start where you are, with what you have, before seeking external support.

Getting the media to notice you

The panel Pitch Perfect: How to Get the Media to Write About You, moderated by Kim Jayde (founder & managing director, KJ Productions PTY LTD), featured Bulie Nazo (managing director, Stamp Communications), Nick DeCosemo (global editorial director, Mixmag / Wasted Talent Media), and Neville Ngobeni (head of TV, Trace Urban & Trace Africa).

The discussion offered practical tips on navigating today’s media landscape—from pitching music videos to Trace TV, to securing digital features. The speakers also reflected on how media exposure has evolved and what artists must do to attract the attention of journalists and editors.

The main message? Strong personal branding and a compelling narrative are essential. PR agencies like Stamp Communications were highlighted as key partners in helping artists craft stories that resonate with media decision-makers.

The two-day conference offered a wide-ranging series of panels that served as a roadmap to a career in music for aspiring artists and professionals.

Turning dialogue into action: Stories, launches, and legacy

Beyond the main sessions, ARMC 2025 delivered a vibrant programme hosted at the symbolic Women’s Prison at Constitution Hill. With free entry, the conference blended workshops, panel discussions, showcases, keynote speeches, and networking opportunities—always with the goal of creating long-term impact and visibility for African artists.

A standout moment occurred during the Mamas in Music roundtable on Day 2, featuring legendary singer Yvonne Chaka Chaka. Her heartfelt reflections on motherhood and her career deeply moved the audience and culminated in the official launch of the African chapter of the global Mamas in Music movement, spearheaded by ARMC’s Thuso Mojatau.

The conference closed on a high note with the launch of Busiswa’s new EP Honey & Grace at Artistry in Sandton. Featuring an eclectic lineup of international DJs, the EP was produced in Berlin through the Paradise Sound System label, under the SAMPRA Development Fund x Paradise Worldwide initiative—first introduced at ARMC 2024. This marked a powerful example of ARMC’s commitment to long-term artist development and international collaboration.

A platform driving real-world change

ARMC 2025 also served as a launchpad for several strategic initiatives, including the announcement of a new partnership with Jägermeister. As part of the Global Pass campaign, African artist KMAT has already performed at the International Music Summit in Ibiza, with five more artists set to appear at international showcases in the coming months.

Other highlights included a songwriting workshop hosted by Manana in collaboration with ACP; a powerful session on female collaboration in music led by rapper and artist Rouge; and a dedicated mental health workshop presented by The Sound Mind. During the mental health session, artist Naimah Fadlallah announced the launch of the New Future Foundation artist relief fund, with support from Lloyd Cornwall and the DStv Delicious Festival team.

A particularly memorable moment came when Cornwall made a live pitch to ABSA’s Head of Marketing, Candice Thurston, offering the audience a rare behind-the-scenes glimpse into how to approach corporate sponsorship effectively.

Social Impact at the grassroots

On a community level, ARMC once again demonstrated its commitment to social impact. Over 150 job opportunities were created in the six months leading up to the event. Through the Cradle Crew initiative, 15 underprivileged young people from rural communities near Johannesburg were given full access to the conference. In 2026, the initiative will expand to support up to 100 young people across South Africa, offering mentorship, global connections, and life-changing career opportunities.

Empowering voices, building futures

More than just a music conference, the Africa Rising Music Conference 2025 emerged as a powerful platform for cultural, professional, and social transformation. Led by a passionate, female-driven team, this year’s edition combined strategic insight, authentic storytelling, and real-world opportunities—reaffirming that every African voice deserves space and recognition on the global stage.

With visionary partnerships, community-led initiatives, and an unwavering commitment to inclusion, ARMC is actively shaping the future of African music—one voice at a time.