GALLERY and VIDEO: Content Connect Africa and MTN aim to boost African artists
STRUBEN'S VALLEY – Independent South African label signs new artists.
Content Connect Africa used to specialise in the digital distribution of music but now has diversified themselves by becoming a record label, and MTN has recently come on board. According to Santhan Pillay, head of Digital Channel Operations, MTN has since bought a stake in the company ostensibly “to sign our own artists and boost emerging artists in Africa.”
On 15 July Prosound Studios hosted an intimate listening session at the Hillfox Value Centre to showcase the newest artists signed to the label. Niki Villarini of Content Connect Africa emphasised that the purpose of the label is not to make their artists feel like a mere number in a large corporation, but rather to nurture them and their talent.
YFM DJ Khathu (Khathu Litshani) was the first artist featured with a screening of his comedy tunes – 30-second comedy video clips. The comedy clips only commenced two months ago but have grown in popularity. He is also the first South African comedian to be featured on MTN’s Callertunez.
The second artist featured was 20-year-old, KwaZulu-Natal-based Holly (Wasserfall) who gave two acoustic performances. The audience was also given a screening of her new music video Khula where she turns the cliché of what an African princess should look like, on its head.
South African hip-hop group TMI then picked up the tempo with two performances, one of which was their number one single, Kas’lam which got the crowd dancing.
Finally, the evening was brought to a mellow conclusion by the talent of Nigerian singer Praiz (Praise Ugbede Adejo), who first came to the fore in 2008 on MTN’s Project Fame. His style of music is a mix of R&B and soul and his voice can hit various high notes with seemingly no effort. He is currently the top-selling Callertunez artist with over one million downloads.
Villarini attributes the evening’s positive reception to the venue. “They (Prosound Studios) have been really accommodating with all our requests. They even gave us the contact information of the bar and catering services. It was a good way to get local people from the area involved.”
To keep abreast of the label and artists, follow the hashtag #africaconnected.
