An inside look at the MusicEx launch party, and what to expect at the first event in July
Reviewed by Matthew Nijland
On 14 March, I was fortunate to attend the MusicEx launch event, held at the Gallagher Convention Centre. After being greeted by Project Director, Phil Woods, I was escorted into the Ballroom where many sharply dressed music industry guests mingled beneath mood lighting while enjoying welcome drinks, light appetisers and the fantastic jazz band, Good To Go.
The launch gave us the lowdown of what to expect at the debut MusicEx event happening later this year on 26 – 28 July at Gallagher Convention Centre (buy tickets here). We were first addressed by the CEO of Gallagher and each member of the MusicEx team about what to expect at this exciting event – the first of its kind in South Africa.
MusicEx is being spearheaded as an experiential event designed to engage, excite, grow and captivate music lovers by giving them the opportunity to congregate as a community “in their natural habitat”. They’ll have the freedom to browse musical products, attend “edu-tainment” sessions, enjoy live performances by major South African artists, and share their passion for music with fellow attendees.
Here’s a sneak peek of what to expect at the event:
Exhibition and Marketplace:
MusicEx puts an emphasis on the journey into music creation and enjoyment, while taming any musician’s uncontrollable GAS (Gear Acquisition Syndrome). They’ll be featuring various exhibitors who speak to the different facets of music, including musical instrument suppliers, music schools, recording studios, recording equipment and software, audio equipment for home and professional use, and pre-loved music equipment, records, CDs etc.
The Marketplace provides space for vendors selling pre-loved musical gear.
Sign up to showcase your stand here.
Battle of The Best:
This multi-genre performance competition is a huge opportunity for local bands and artists to compete, boost their profile and stand a chance to win R100k in cash and a three-song development deal with David Gresham Music (including studio time, marketing across all TV, radio and media formats across SA, and a publishing deal to launch the winner’s music career). Be inspired, entertained, learn, get creative and network. Enter the competition here.
Indoor Live Music Experience:
The Main Stage in Hall 2 will feature music from some of SA’s best-loved artists with a wide appeal, from rock to soul, jazz to choirs and more. Plus, Battle of The Best.
The unplugged Music Lounge offers an opportunity to listen to some great live acoustic music in a more relaxed atmosphere. Some artists you will have heard of, some not. Unwind with great food, drink and music.
Workshops:
Learn from the experts at MusicEx with a series of talks and workshops held throughout each day in the exhibition area in Hall 3. Topics will revolve around themes such as songwriting, record deals, publishing, recording, royalties, getting your music noticed, choosing your instrument, learning skills and management.
Visitors can also partake in ‘Have-a-Go’ 30-minute sessions whereby they learn their favourite guitar riff or drum solo, even if they’ve never touched an instrument in their life – breaking down the walls and creating a learning curve for clients and patrons. Turning ‘air guitar’ into reality!
Festival Lane:
A designated area to enjoy drinks and delicious food, while listening to talented buskers.
The MusicEx team is anticipating a staggering 15 000 – 20 000 attendees at the debut event happening over three days between 26 – 28 July 2024. Their motivation for hosting this huge convention is to create a “much-needed” opportunity for the greater South African music industry to come together, network and share in their love and passion for music – one that hopefully continues to grow into the future.
Marketing for MusicEx has already taken an exciting start through a variety of mediums, including radio, social media, billboards, and even partnering with Gautrain – having their Johannesburg buses wrapped in MusicEx branding, and advertising the event and live Battle of The Best entries on the information screens at the stations.
We were also addressed by David Gresham Record Company’s Managing Director, Andrew Mitchley, who expressed enthusiasm and excitement for his company to be sponsoring the grand prize for Battle of The Best. He pointed out that the participants will be judged on great songs and strong performances, and in casting the net wide in terms of genres that can enter, they hope to find and give a massive career opportunity to SA’s next best up-and-coming artists.
Greeted with much ululation, the night’s keynote speaker, Yvonne Chaka Chaka, shared her thoughts and expectations for MusicEx. She hopes that among the biggest takeaways for attendees will be that musicians can learn the inner-workings of music copyright, royalty collection, musician-related taxes and accountancy, artist management, and hopes that the event will cater to be as inclusive as possible to musicians of all socio-economic backgrounds. She also spoke out against the Fair Use Clause being debated for inclusion in South Africa’s Copyright Act, saying that MusicEx does not stand for what the government is promoting with this clause as it is being unfair to creatives at large.
Finally, Jesse Clegg closed out the evening with a brilliant, high-energy full-band set of his popular songs including “Waiting on the Outcome”, “Today”, “Breathing” and “Called to Hear Your Voice”, which attendees thoroughly enjoyed singing and dancing along to. Some amazing hotel and spa getaway vouchers were also randomly drawn and won by several lucky guests.
Overall, I’m rather excited for what MusicEx has on offer for its first iteration, and I eagerly look forward to the convention’s grand kick off!
#MusicMoves
Be sure to buy your tickets here for the first ever MusicEx convention, held from 26 – 28 July 2024 at Gallagher Convention Centre. Kids under 2 are FREE.
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