The South African music industry as a whole has progressed at a much more accelerated pace than anyone could have predicted. What this means is that come up artists are going to have to work even harder to receive even a fraction of the publicity or shine that they would have received a decade ago.
The main problem with this is that artists, and to some extent their managers, don’t want to put in the work. These days it’s no longer the best lyricists or the best producers that rise to the top. It’s those that work harder than anyone else that get to the top of the hill.
I’ve always been told that life is not a dictionary; as only in the dictionary does success come before work. That’s a concept that many artists fail to grasp.
I’ve had countless people text me or call me asking for the numbers of more established artists. What’s in the mind of an up an coming artist is that it’s a shortcut to superstardom. Hold your breath, because here comes to cold water. That’s a lie. That couldn’t be more far from the truth. The current climate doesn’t allow co-signs to be as powerful and impactful as they used to be. “So you know so and so from such and such place? Great. What else?’
I work with a plethora of artists, from all walks of life, spanning many different genres. This has taught me two things:
- No two artists have the same come up. Yes, there might be similarities, but it’s never the exact same.
Before any artist had a manager they were in the trenches doing the grunt work themselves. They built the foundation through years of work.
Now here’s my question to all you artists who hit me up asking to help with a co-sign: what makes you think that an artist who puts in THEIR time, money, blood, sweat and tears into THEIR careers is going to wanna work with someone who just wants a free pass?
I have been sharing my knowledge with many people through WhatsApp and in person as well; what it has taught me is that most people like being spoon fed.
I recently posted a step-by-step on how to register for RiSA (a method I used to register myself) and I still had people hitting me up asking for help with points that I covered in detail. There were even those who asked me to do it for them.
Welcome to a new world where the cream doesn’t rise to the top. Welcome to a world where even the best fall through cracks due to resting on their laurels because they feel they’re owed or that blowing up will happen because they are talented. Welcome to the South African music industry.