Talent management

It is an arguable point that Ethiopia’s music industry has come a long way especially in recent years. Modern
technology has clearly enabled improved arrangement and not a few talents have emerged with some profound work. Purists though have reason to complain about the over
dependency on computers and synthesized sounds which has resulted in bland formulaic sing songs. Ethiopian musicians having banished the drum set-live music is essentially dead.

So it was with some interest that we approached Abye Zeleke, former musician and founder of Pro events- an artist
management and events coordinating company. Abye spoke with reporter Mina Yirga and assures us among other things that the live band still has a chance. Enjoy the excerpts.

So who is Abye Zeleke?

Ihave been living in Sweden for over 12 years and now I am back home to assume the family business which is a metal workshop and education. I work partly as Board Director for Ethio National School . Afrisound is a private company of which I am the founder. It deals with artist management and is a sister company to Proevents which is a professional events coordinating firm with over 20 professionals in various fields. The company has been in business for about 4 years and has acquired a good reputation in the particular sector.

2. Have you managed events before? How many artists have you represented so far?

To answer the first part, no-not exactly. I used to coordinate entertainment events for the Ethiopian community when I was in Sweden. I also used to work in the Board of Immigration in Lund (the place where I used to reside in Sweden ). I was involved in coordinating activities that promote Ethiopian and other cultures in the spirit of unity through diversity.
I speak fluent French, Swedish, Italian and some Greek not to mention Amharic and English. So, knowing languages helped me to communicate with different people in society and also gave me the chance to work for the integration of immigrants in the Swedish society. Since I established Afrisound, Zeritu is the first artist that I have managed professionally.

3.What exactly does a talent manager do? Do you compete
directly with promotions
companies?

The manager works with the artist directly. He or she manages and guides the artists career helps them get record deals, assists in planning their finances and also helps establish the artists image among the public. In short we try to pave the road to success and make life easier. Promoters seek out the artist. They set up an event to promote that particular artist. Agents form the bridge between the promoter and the manager. The promoter does events work.
Music or art management is not well known in Ethiopia. Whoever the artist, he or she needs a manager’s support as compulsory. Because the manager simplifies much of the artists work. It requires knowledge and skills of communication with other parties.
Unfortunately, most artists are not so good in that respect. The artist will have time to think about his/her songs, in making out the lyrics and how to entertain the audience and so on.

4. How do you describe artist
management from a business aspect?

Well, in many countries where music has a valid meaning in terms of business, artist management is one of the key players in the process. Once the talent is there you need to extend it to the audience, to the people. You need someone who delivers the art to the recipient. You also make sure the right, if not the maximum, amount of money is paid and that the artist’s work has reached its target. If for instance we expect Ethiopian music to gain acceptance in the world scene, and in particular in Africa, we need professional promoters and agents along with artist management. It is a kind of team that opens the door to the outside.

5. How did you come to know Zeritu?

I myself was a musician for quite some time while I was in Sweden and I know about entertainment .I believe Zeritu is a great artist with yet more potential. I started asking some promoters about her. I got positive feedback or may I say confirmation from professionals. It will be a plus for her if she meets someone who can manage her. And this will enable the communication with promoters and agents to be very easy. In fact, any professional promoter will not expect to negotiate with the artist but the manager.
In actual terms, I came to know Zeritu through her cousin and my best friend, Teshome Kifle. I told her of my plan and we made a deal.

6. How was the tour? How did you find the alliance between Zeritu and the band?

I didn’t organize the tour. But after the tour, I made contacts abroad so that the DVD reaches the right place at the right price. We made a purchasing test through our website( afrisound.com), which is a 2 minute demo of the DVD that can be downloaded. The Mehari brothers have been doing the rehearsal very enthusiastically and they have taken it as a real profession not as their hobby. I have seen Zeritu’s live performance in Addis Ababa , Nazareth and Awasa. And I think the audience has witnessed what has not been before at a live concert. I used to go around and ask for opinions, the audiences were very pleased. Her fans really appreciated her tour in all corners of Ethiopia delivering her works to her much respected fans. It was a nice way of saying thanks to them.

7. How dependent are you on
computerized things while
preparing the DVD?

The sound has been recorded with digital audio tape or DAT instruments while they were performing live. After that it is mixed with the image.
We try to balance the level and have avoided sounds that are unnecessary. But the live performance is not retouched. We believe any one who is going to watch the tour DVD will feel as if he was at the actual gig.

8.Who does the sound editing?

Abegaz is the one doing the sound editing. And the movie editing is by Octopus Pictures. As much as possible we have tried to produce a standardized product. It took us almost 6 months. After the tour we have been working on the DVD. Overall we believe we will sell 100 thousand copies through out the world. Hopefully it will be released for Ethiopian Christmas. The distributor buys the rights and we are very close to deal with the record companies. The company is a respected local distributor with extensive experience in the field.

9. When will we ever see a real band in Ethiopia

The demand for music is high in Ethiopia , both modern and traditional. Most of the songs are made in a computerized way which is done only with one person. Live music is important because it helps the art to grow. It involves different talents. The technology grows so the demand and the profession have become lucrative. Today you see a lot of young musicians playing in bands, mostly clubs. This trend is increasing and very soon we’ll be able to witness live bands in the recording side too. One thing that needs to be considered is the availability of instruments. A live band, if we talk about recording, requires a number of instruments and places that sometimes are very expensive. In fact, it is one of the good investment sectors in the music industry that is to be encouraged if we are to bring Ethiopian music to a higher level, especially internationally.

‘Ye Gena chewata’: legendary Ethiopian hockey

Since the dawn of early civilization, mankind had to face up to many obstacles from nature. Simple tools he used in his day to day life either to chase a lion back into its cave or plough the land to feed himself finally made him fulfill his biggest desire of finding his comfort zone and thus attained victory against untamed nature.
The same activities and the tools he used to overcome his ordeals became his ultimate weapons to prove his heroism among his peers. Archery, spear throwing and wrestling somehow developed into ways of spending leisure time.
As being among the oldest civilizations, Ethiopia has given birth to many different games among which ‘Ye Gena Chewata’ (which more or less resembles hockey) is prominent.
The game has a long but unrecorded history. Oral tradition tells that at the time of the birth of Christ, the shepherds nearby played ‘Gena’ out of joy.
Fall is considered as a suitable time of the year to play “Ye Gena chewata’. At this time, the farmers feel at ease after the long harvest season and will be geared up for such competitive sports.
‘Ye Gena Chewata’ is usually played by youngsters. In former years, the game neither had specific player numbers or a set duration. The game which started at dawn might continue with the help of moon light. Goal areas are set with common understanding. The toughest group that has passed beyond the goal area will be counted as a winner. The matching teams are challenged by the puck (game ball, called ‘Rur’ in Amharic) which weights 80gm and is made of hard tree knobs. The meter long cane shaped stick is the main playing tool in the game.
Unlike the present “Ye Gena hewata’ which demands 3 referees, the former game only needed just one to judge the entire game. Sometimes members of the royal family joined in the match to play for or against the commoners. Any injury or damage caused during the game will not lead to punishment. That’s why players sing.
‘Be Gena Chewata Ayekotum Geta’