Rules of the game on how to make it in the music industry

Don’t think you are not a product

Grandpa producer Refigah receives about 300 phone calls everyday, from upcoming artistes who want him to sign them to his label. Many of them are forgettable.

“The artiste should have an identity. For that to be possible, they need to have the right team who will work with them to project the image they want. Getting a manager need not to be expensive; unlike in the US, here managers invest in artistes, not the other way round,” says Refigah.

Don’t rush to fame

“Most upcoming artistes are blinded when they get into this industry. They think about appearing in Pulse magazine before they can establish themselves through music,” says Refigah.

Don’t record without deciding who owns the copyright

“Ownership of songs should be clear from the start. Upcoming artistes can be short-changed when they have to fight for ownership of their songs after the songs are already out. Then the big money comes and wrangles follow,” says Nameless.

The same way all the time

Nowhere is it written that an artiste cannot change a song for live performances. Jay Z and Beyoncé have both changed lyrics in their On The Run tour and have kept fans coming to see them perform.

We are in the era of bands and professional, live performances. That kapuka song can be adjusted for a lingala feel and that hip-hop song can become a slow, R&B song during live performances.

“You see an upcoming artiste only performing at one specific event throughout. Other perform at many different events but they play their songs the same way each time,” notes Kevin Provoke, a music producer.

Make music your business

There should be life after the music. Jaguar has done it with cabs, a garage and real estate. Rufftone has a clothing line called RuffWear International.

“They should invest but they should not copy what another artiste is doing. Everyone has their own abilities and interests and they should find out what those are,” says Jaguar.

Don’t rush it

“Artistes these days lack patience. They think that they can be big in an instant, that one song is enough to attract a big fan base. When they release their debut single, they want to perform in every show there is. When they hear of a show, they don’t question what is in it for them and would rather perform for peanuts,” says Benjah Beats.

Don’t lose track

“Basically pray and be focused. Artistes can get distracted by everyone else’s opinions on what they should do. They should listen to what they are told but also take it with a pinch of salt so that they don’t lose track of their own goals,” advises Amani.

Don’t breach the contract

Even as an artiste secures a record deal for a set period of time and instantly becomes a star, nothing in the deal has to change until the contract expires.

“We can have a one-year contract with a singer and then after they release a few songs, they want to breach the contract and make demands about other things that are not in the contract, even before it comes up for renewal,” says Robatoz, producer at Batoz Family.

Don’t do crappy songs

“Most upcoming artistes do not care about the quality of their songs. They go to any producer or self-produce, comprising the quality of their songs. The only thing they care about is having their songs out, no matter how bad they turn to be,” says Hiram, music producer at Head Bangerz.

Don’t post crappy photos

Written or not, it is a rule that every artiste must have professional pictures taken. Only post professional images to Facebook, Twitter and any other social media site. There are those occasions where an artiste can post selfies but those are few and far between. Also, any photo you submit for publication must have been taken by a professional.

Keep things above board

With many upcoming female artistes complaining that producers and promoters ask for sexual favours, they should prepare themselves early to decline and keep it professional. “They have to maintain professionalism and interact well with their teams. An artiste cannot make it alone. Even if music is entertainment, it is also a business and an artiste should always keep that in mind and imagine that he will be in it for the long term,” says Nameless.