TowdeeMac [wa Morafe] is known for giving #BackstageLectures to assist artists better themselves and not only work on their Music but on their Brand as whole.
This article focuses on one question that he posed on his platform. Lesego Ginger Dithebe then broke down the answer in a very delicate manner that is beneficial to any artist who is serious about their growth in the industry
TowdeeMac: What criteria do you use to judge whether a song, project or artist brand is worth your money?
Lesego Ginger Dithebe:
I don’t use the same criteria…
1. Single – For me, it has to be commercially viable, but, and this “but” is important… It has to have a unique concept, and/or sound.
A lot of songs are commercially viable, especially in the current state of the music industry. So, for me to find it worth money, it has to stand out.
Like maybe hardcore lyrics with soft flows over a dance beat, or a powerful message created over laid back sounds.
Sometimes it’s just the hook and the instrumentals that sell it to me.
2. Project – Sonic progression, titling, repeat value, and a fair number of hits.
When I listen to an album, it shouldn’t feel like I’m listening to singles that were compiled together and released as a project. I need direction. I need to feel that the artist was working within a specific frame of mind. The tracks should compliment each other even if maybe the concepts are different.
And the transition from track one to track two, and so forth, should be smooth. I don’t want the arrangement to be all over the place.
I need a minimum of four commercial hits. For commercial hits, you can refer to my criteria on singles.
The names also matter a lot to me. I see it as branding. If someone doesn’t know you and your music, the titles of the songs on the sleeve should be intriguing enough to catch their attention.
Most importantly, the album should be worth a repeat…
3. Artist – This is a hard one because I need an artist who understands himself/herself as a person, first. It helps to maintain consistency and make meaningful music.
I also need versatility and ability to adapt. The music industry is forever changing, so I need someone who can move with it, but… This is the part where understanding yourself also comes in. Adapt to new sounds without changing the core of your artistry.
A bit like Thebe Lenyora. He killed Amapiano collaborations, but in almost the same style that he used on Kwaito back in the days, and some House projects over the years.
He didn’t necessarily change his style, but he was able to adapt to new sounds.
Discipline and an open mind also matter to me.