1. Music Exchange Conference 2008

2. Over the past twenty years the South African music industry has finally begun to offer exciting opportunity to new musicians whether launching solo careers or with a band and across a variety of music genres; Radio stations in South Africa have been mandated to carry at least 25% of their airplay (needle time) to South African music which has led to more exposure for local artists; There is a wealth of existing musical talent with a lot more yet to be discovered; There is a significant following of good artists in South Africa from the SA public are positioned to demand more…… A number of South African artists and bands are beginning to make names for themselves abroad.

3. In a nutshell, Music Exchange+27 is an inaugural conference and networking exchange aimed at providing information and practical knowledge to existing and new artists looking to forge a successful career in the music industry in South Africa. It is aimed at growing and supporting the music industry itself in South Africa and providing a sound business platform for aspiring artists to get to grips with the ins and outs of the music industry as a whole. Equipping them with the tools necessary to compete and survive in one of the most competitive and cut throat industries in the world. The aim is also to increase the popularity of South African music amongst its homegrown audiences. With a sound footing and understanding of the integral nuances and intricacies of how to survive and make a living from the music industry, we can look to seeing more of our young artists becoming successful – either locally and/or abroad.

4. The inaugural conference took place in March 2008 in Cape Town with a line-up of industry heavy weight speakers from across the pond as well as local music luminaries, legal eagles and comms specialists. Over 120 delegates registered to attend the two day conference with a host of media interest following the workshops and contributing to some of the seminars. Total Media used a combination of long lead and short lead PR tactics which included one on one interviews with organisers; opinion pieces that generated debate and diary announcements and successfully incorporated social media mediums into its comprehensive strategy.

5. The Goldstuck Brothers Martin Myers; Stuart Rubin; MEC Cameron Dugmore Outcomes In terms of media relations, coverage was achieved across the majority of news publications in SA at a value of R 1,770,596.46 to date. Several bands and artists have gone on to sign record deals (better equipped to negotiate based on their attending the conference), some internationally and others in South Africa. The conference has empowered musicians, young and old, and given them an insight into how the music industry works and how they can best succeed in this creative but cut-throat industry.