Empowering South Africa’s music industry through education and collaboration

SAMPRA, the largest collective neighbouring rights management organisation (CMO) in Africa, administers neighbouring rights for the public performance of sound recordings. These royalties reflect a right for performers and recording artists to earn from their work, even if they don’t own the copyrights.

The SAMPRA Development Fund, established as SAMPRA’s corporate social investment (CSI) arm, provides a much-needed catalyst for transformation in the music industry. Its primary mandate is to support the growth, development, and welfare of SAMPRA members. This includes providing educational opportunities for aspiring musicians who might not otherwise be able to afford studies at institutions like ASE. The Fund’s commitment to empowering the industry with knowledge is very laudable.

In late 2021, ASE entered into a long-term agreement with the SAMPRA Fund. This partnership is geared towards providing students with comprehensive music business education. The reality is that without the knowledge as to how the music business works, aspiring musicians will probably never make it no matter how talented they are. Simply put, they need to understand how the business operates in order to succeed.

The agreement reflects SAMPRA’s recognition of the academy’s leadership in music business education. Unlike many institutions that focus solely on the technical or performance aspects of the industry, ASE provides a holistic curriculum that provides students with critical skills needed to master the business side of music.

The first cohort of SAMPRA-sponsored students enrolled at the ASE in 2022, with enrolments increasing every year. In 2025, the SAMPRA Fund investment will see SAMPRA sponsor 30 full-time students for full fees (or even more if the funds are partially allocated). This is a game-changer and ensures that these talented individuals who otherwise wouldn’t have access to this level of education can now pursue their dreams.

Why education matters

Getting young musicians to understand the business side of music is critical. The days of relying solely on talent to succeed are over. Artists need to be equipped with the tools to navigate contracts, royalties, and the ever-changing dynamics of the industry.

 This focus on education aligns perfectly with ASE’s mission. The institution prides itself on offering the most comprehensive music business education in South Africa, a distinction that has been instrumental in attracting SAMPRA’s support. SAMPRA knows that students who graduate from ASE are well-prepared to make meaningful contributions to the industry.

An example of the partnership’s impact can be seen in well-known South African singer, performer, and entrepreneur Brenda Mtambo. She is both a former ASE student and a SAMPRA Fund bursary beneficiary. Her success underscores the value of investing in the next generation of talent and providing them with the business acumen essential to succeed in the music industry.

This partnership is a win-win for both organisations. For ASE, it means being able to educate more students. For SAMPRA, it enhances its role as the CMO that goes far beyond collecting royalties and shows its commitment towards investing in the future of the industry.

Moreover, the partnership creates a pipeline of new SAMPRA members. Students at ASE often become earning members of SAMPRA even before they graduate, further integrating them into the industry ecosystem.

The success of this collaboration is a testament to what can be achieved when companies are able to align their visions and work together.

Nick Matzukis is the co-founder and head of music law at the Academy of Sound Engineering in South Africa. Matzukis writes in his personal capacity. The opinions and views expressed herein are solely his own and do not reflect the position or stance of the publication.