How independent South African music company The T Effect plans … – Music Business Worldwide

“I am now talking across the board across the continent,” he says. “[Not all] Africans have bank accounts or access to credit cards, which can make it difficult for them to subscribe to streaming services or purchase music online”.

The T Effect co-founder  ‘Nivo’, adds: “We face a lot of challenges in the marketing. Another major barrier for growth is audiences’ hesitancy to adopt new technology/ways of doing things.

“The narrative is, ‘why should I subscribe to a paid-for service when I can download, keep and share music on apps such as Whasapp, which I can get quickly and easily from a piracy site?”

Tshiamo Letshwene and Nhlanhla ‘Nivo’ Ndimande tell us over email that the company is working on addressing these challenges and “engaging different entities to see what resources can be made available”.

“Ultimately the growth of streaming services will create a wider audience for our artists,” they say.

The T Effect was launched in 2018 and operates across recorded music, artist management, distribution, publishing and live.

One of our key strengths is our ability to offer a comprehensive range of services to our artists, and by providing our artists with access to all the resources they need to succeed. In that way, we’re able to help them build successful careers and make a name for themselves in the industry.

We also partner with labels across the continent who reach out to The T Effect to outsource certain services, such as BET award winner Sjava whom we have built an event property for, to produce and promote. Nigerian artist Falz has used our company to shoot his music video and we have different publishers and labels that continually reach out for A&R assistance on the continent.

Additionally, we’re proud to be part of a thriving music scene in Africa that is increasingly gaining recognition on the global stage. As more and more talented artists from the continent emerge and achieve success, we’re confident that our position in the industry will only continue to strengthen.

Ultimately, our success is driven by the incredible talent of our artists and the hard work and dedication of our team.

What do you look for in the artists you work with?

We’re always on the lookout for talented artists who are more than just musicians. We look for performers who have a unique charisma and stage presence, and who are able to connect with audiences in a meaningful way.

Before signing an artist, we always make sure to do our research, including attending their live shows and checking out their other work. We’re not just looking for great music, we’re looking for artists who have a clear vision for their careers and who are willing to put in the hard work to achieve their goals.

Many of our artists have gone on to do amazing things outside of music, including creating their own TV shows and becoming judges on popular TV competitions. For us, it’s not just about the music, it’s about building a brand and creating opportunities for our artists to succeed in all aspects of their careers. Another characteristic we look for is hunger, we cannot want success more than they do. It’s hunger that’s going to fuel the hard work.

Ultimately, we believe that the key to success in the music business is talent, hard work, and a clear vision. When we find an artist who embodies these qualities, we know that we can provide them with the support they need to achieve their dreams.

How hard is it to break artists from South Africa and Sub-Saharan Africa, globally?

Breaking out as a successful artist globally is a challenging feat for artists from any part of the world, including the US, Germany, France and yes, even South Africa.

When it comes to South Africa in particular, one of the primary challenges that artists here face is the deal structure [from] labels. Often, labels prioritize breaking out acts from their own country, and resources are allocated accordingly, leaving little to no room for local acts to compete with international artists. This can make it difficult for artists from these regions to gain the necessary exposure and support needed to succeed globally.

“South African artists need to create music that can live in the US and Europe, for instance, while still being authentic to their cultural identity and experiences.”

However, it’s important to note that music needs to translate in different territories to thrive there. In other words, artists need to create music that resonates with audiences beyond their home country. South African artists need to create music that can live in the US and Europe, for instance, while still being authentic to their cultural identity and experiences.

What are your ambitions for The T Effect’s positioning globally in years to come?

The T Effect’s slogan, “Making African Global Superstars,” reflects the company’s mission to help talented African artists achieve success on a global scale. The company’s vision is to take an artist profile from a single emerging market and grow them into a global Western market, leveraging our established global networks with the majors and key relationships with international festival executives.

To achieve this, The T Effect will focus on developing and promoting African artists who have the potential to become global superstars. Whilst we have been advised to try and gain market share, our goal is to really work with the best talent and focus on impact. That is why we are always there to provide all our artists with the necessary resources and support to create high-quality music and build their brands.

Overall, we aim to be the leading talent management agency that can help African artists achieve global success, and also represent artists from other continents on the African continent. So by leveraging our networks and relationships, we just hope to create a new wave of African superstars who will make a significant impact on the global music scene.

What creative and business trends are you seeing in the market in South Africa and Sub-Saharan Africa currently that we should know about?

Currently, we are seeing a trend of viral dance content created by South Africans. South Africans are some of the best dancers around the globe and have inspired some of the biggest global acts seen through various music videos. Dance challenges and content are bringing more visibility to potentially break songs.

On the business side, artists are going more independent as majors are doing the wrong kind of deals in South Africa, and it is proving to be more beneficial to go the independent route which also has some “street cred” to it.

What advice would you give to an entrepreneur starting a business in the music industry in 2023?

Well, first of all, congratulations on having the guts to enter the music industry! It’s a wild ride, but with the right mindset and preparation, you can definitely make it work.

My advice? Learn as much as you can about the industry – read books, attend conferences, and scour the internet for resources. But don’t just rely on what the “old heads” tell you.

Sure, they may have more experience, but that doesn’t mean they know everything. Use your creativity and fresh perspective to outthink them and come up with new ways to succeed. And most importantly, don’t forget to have fun! After all, music is all about passion and expression, so let your entrepreneurial spirit run wild and enjoy the ride.

If there was one thing you could change about the music business, what would it be and why?

It would be the mindset that success can only come through traditional channels. South African music businesses still want to sell physical CDs. Some are still against the steaming model. The industry needs to adapt or die. With the advent of streaming, music is now available globally at a very low cost, with no manufacturing costs.

Digital marketing allows us to target any market around the world in a matter of seconds. We live in the greatest time for music, and it’s the perfect opportunity for African artists to break globally. It’s essential to embrace these changes and adapt to new technologies and trends to reach a wider audience and succeed in the music business.