Phinel Caswell Sefatsa a.k.a. DJ Finzo of Lesedi FM, a well-known South African DJ, jetted out of the country from the 17th – 22nd to go to the “Big Apple” where he was representing the Free State province at the DJs/Artists Performance Showcase Talent and Networking.
This was a follow up trip to the 2013 Miami Winter Music Conference he had attended. All these trips were for the benefit of both himself and the development of the music industry in the Free State. These are very high profile platforms were artists get the opportunity to experience skills and exchange ideas and information with some of their most talented counterparts from around the world.
This project is part of the department’s budget injunctions announced by MEC Mosebenzi Zwane during the 2014/15 budget speech with the aim of assisting Free State artists to see their art as business and learn the most modern ways of production.
The department in partnership with Lesedi FM’s plans to support 100 artists from approximately 36 towns for the Free State to have a pool of not only talented but also business inclined artists to take creative industry to a higher level.
Talking to him on his return, Finzo mentioned that he met some of the well-known artists in the United States, the likes of Monique Bingham and Kafele, and have also established why they are successful while the South African artists may be popular and not necessarily successful as business people. Finzo explained that he had learned that the artists in the United States either have other business aside of music or have invested their money in businesses in case the music career fails.
“The conference provided me with the opportunity to experience skills of some of the most talented DJs from around the world as they mix and manipulate their way to victory. It also enriched me with knowledge of remixing and editing workshop, demo listening workshops, VJ challenge, official and sanctioned events and parties. I also got the opportunity to play at different night clubs and the crowd welcomed my music and have enjoyed it,” lamented Finzo.
“I played for both the New York citizens and a couple of South Africans who are based in New York,” said Finzo. When asked about the difference between the United States and the South African night clubs, DJ Finzo said the New York clubs do not have chairs, the crowd is either standing or dancing and they are open until very late.
The message that he would like to give to all the DJ’s in South African is to invest their money or get into businesses as a backup and also respect the crowd that they are playing for.
Out of this exercise the department, together with Lesedi FM, will develop a solid training programme to share ideas and experiences with other artists where, according to Finzo, the international artists and producers will be invited to form part of. The next step with this programme is the Memorandum of Understanding with clear deliverables as to how the programme will be implemented.
Puleng Thulo, the Station Manager at Lesedi FM, mentioned that they want to shift the mindset that artists can only prosper when they are in Gauteng. She said that with the training programme that is going to rotate in 36 towns in the Free State, artists will be taught among others, how to sell their CDs, how to market themselves and build a brand that the people will love and follow.
MEC Zwane emphasised that the department wants to train all other artists in the Free State, together with Lesedi FM, to ensure that what DJ Finzo has learned in New York is realised. “The department is also looking into the issue of helping artists to minimise piracy so that they can get what is due to them,” said MEC Zwane. He further lamented that Lesedi FM provides a platform to artists to execute their trade whilst the department provides support to artists so that they can be able to make their career take off and stand for themselves.
The creation industry appeals to many young people in this country. It is better if we can make it a good solid footing so that in a long run this can contribute to employment in the country.
