WITH THE RISE OF AMAPIANO, GLOBAL POP CULTURE IS FINALLY BEGINNING TO OPEN ITS EYES TO THE ENORMOUS CREATIVE POTENTIAL OF SOUTH AFRICA. HOWEVER, AS THE WORLD IS CELEBRATING SOUTH AFRICA AS ITS NEW BEACON OF POPULAR MUSIC, WE TOO OFTEN OBSERVE THAT INTERNATIONAL ARTISTS, DJS, PRODUCERS, LABELS AND EVENT-ORGANIZERS ARE ENGAGING IN THE REPLICATION, PERFORMANCE AND DISTRIBUTION OF SOUTH AFRICAN CULTURE WITHOUT THE NECESSARY REFLECTION ON WHO IS BEING PROVIDED A PLATFORM AND WHY. THE resulting UNDERREPRESENTATION OF SOUTH AFRICANS NOT ONLY LEADS TO AN INADEQUATE PRESENTATION OF WHAT SOUTH AFRICAN MUSIC IS ALL ABOUT BUT, MORE IMPORTANTLY, DEPRIVES SOUTH AFRICANS OF THE VERY REAL ECONOMIC OPPORTUNITIES THAT ARE THE RESULT OF SOUTH AFRICA‘S CULTURAL heritage. as much as we believe that music has the power to unite people and counter social division – we are convinced that the primary beneficiaries of a culture that HAS DEVELOPED OVER GENERATIONS, EMANATING FROM THE TOWNSHIPS OF SOUTH AFRICA, ought to BE the very PEOPLE who ARE ROOTED IN this culture and have been immersed in it prior to its widespread commercial success. AT A TIME WHERE SOUTH AFRICA ACCOUNTS FOR THE HIGHEST UNEMpLOYMENT rate IN THE WORLD WHILE IT‘S CREATIVE INDUSTRY IS GENERATING UNPARALLELED GROWTH FOR THE GLOBAL MUSIC INDUSTRY, the integration of more SOUTH AFRICAns as economic beneficiaries is not just a matter of appropriate cultural conduct but provides a unique opportunity. AS A COMMUNITY OF SOUTH AFRICAN CREATIVES AND AFFILIATES, WE facilitate more ECONOMIC OPPORTUNITIES FOR promising SOUTH AFRICAN ARTISTS WHILE AT THE SAME TIME serving as A reliable SOURCE OF exceptional TALENT and music towards our INTERNATIONAL partners. THIS WAY WE CHAMPION MUTUALLY BENEFICIAL and conscious INTERCULTURAL EXCHANGE AND ARE ABLE TO PROVIDE AN IN-DEPTH AND HIGH-QUALITY EXPERIENCE OF SOUTH AFRICAN MUSIC CULTURE to a wide range of music-lovers across the globe and beyond the limits of what‘s otherwise COMMERCIALLY AVAILABLE.