JR Speaks On How SA Music Fails To Cross Over To A Global Market
JR Speaks On How SA Music Fails To Cross Over To A Global Market. The mystery of why South African artists only become successful locally and never seem to blow up on an international standard is still under investigation, and music producer and rapper JR has given his take on it.
JR is never one to shy away from offering his opinion on the struggles involving musicians and once again he has given the masses some food for thought.
Taking to twitter, JR responded to a tweet of how other countries including the U.K are leading in the Amapiano genre. In the rappers opinion, in order for artists to reach a new audiences and to market South African music to other parts of the world will solely depend on artists themselves.
“I read a this post and thought “I JUST had a meeting about this”. The failure to own and export our authentic SA sound and ourselves will be to our detriment” he wrote.
He further questioned why the responsibility of production and distribution of music isn’t dependant on the artist because even though the music is in demand such as Amapiano, the people in charge including Labels aren’t making things happen for their artists.
“Why can’t we just create, own, package and sell our music globally? Is it a gate keeper issue or what? Because the demand is there but converting seems to be a problem” he wrote.
JR concluded his argument by agreeing with a tweep who responded to the above tweets in stating that local labels who have the power to become bigger, focus on marketing their artists through the people they know and networking instead of thinking outside the box.
“Makes total sense, I strongly believe that the labels with the power to do so rely not on strategic innovation but network” he wrote.
