For Andrew Mitchley, COO of The David Gresham Company — South Africa’s biggest label, Africa’s biggest publisher, and a midem regular for the past 40 years — “DIY is one thing, but you don’t have the infrastructure of a label that’s been built up over 40 years, like us. You’ll get to a certain stage, but if you want to take it to the next level, and the next level after that, you’ll need a label.”
“One thing labels have always done is form the relationships around the world, be it at conferences, with radio, press and publicity,” adds Mitchley. “The experience that labels bring to the party is key, and it’s something artists often tend to take for granted.”
Specifically in terms of social media, Mitchley says “labels need to set it up, and artists need to run it“. Whilst staying perfectly coordinated at all times: “they’ve got to be aligned,” he insists, i.e. artists can’t be putting out different messages from that of their label, via social media.
Register for midem 2013 here.