July 9, 2004
By Lucky Sindane
THE performances on stage, raw and simple, match the décor of the venue. This is the Songwriters' Club, found in one of the oldest buildings in the heart of the Newtown cultural hub.
The club, in a building once used by the old Premier Milling Company, is now a laid-back place where budding songwriters can air their talents in public.
The venue, which covers 350 square metres, has a restaurant, a bar, a VIP lounge and a well-equipped sound system.
The reception area, with its sheets of metal and wood, has been designed to feel like a shack. Inside, low lights reflect off sheets of corrugated tin attached to the walls, creating an atmosphere reminiscent of the backstreet venues where new music is born.
The brightest area is reserved for the stage: two spotlights focus on the centre.
A friendly young man called Thoko welcomes visitors with a wide smile and shows first-timers around.
There are comfortable couches in the lounge; a small glassed-off smoking area still has a clear view of the stage.
Jason Lee Banks established the Songwriters' Club in Linden, in the north of Johannesburg, in 2001.
The aim was to make something of the abundance of unguided, poorly managed musical talent, says Banks. Regular meetings were held; fellow enthusiasts contributed on rudimentary equipment.
"What we actually do is develop artists in all kinds of music," says Banks.
Performers generate their own income from the entrance fees paid by their audiences
"The project attracted interest from a wide range of artists, far exceeding expectations, and through time public interest began to grow," Banks says.
A new venue in Newtown was acquired and fitted to create the perfect showcase for new talent.
"We moved to Newtown in December 2003, but opened officially in May," says Banks.
The Songwriters' Club aims to develop and promote musical talent, and present it in an environment that uplifts and empowers musicians. It is a place where patrons can enjoy live entertainment, observe the freshest talent in South Africa and be part of a musical revolution in the city.
"This venue is not only a live-music venue, it is also used for art exhibitions, fashion shows and other events."
Banks adds: "We want to market this venue. We are planning to attract a bigger audience - records are kept of all visitors and are shown to the artists. We would also like to give out something to the visitors: they will get invites to music events."
In a short space of time the Songwriters' Club has become a favourite place for up-and-coming artists, fans and industry professionals. The venue attracts an audience of between 50 and 200 patrons a night, depending on the popularity of the artists.
"We recruit new singers and songwriters, make them audition on Wednesday nights and, if we see there is a lot of talent, we put them on stage on a regular basis," says Banks.
The most popular performers are recorded by professional companies and - through the organisation's many contacts - are introduced to the media, industry professionals and other venue operators.
The club has affiliations with a number of companies and organisations such as SAB Miller, the National Delphic Council of South Africa, the Johannesburg Tourism Company, the Johannesburg Development Agency, Authentic Ideas, the Woodstock Festivals and the MIDI Trust.
"We do the marketing for the artists," says Banks.
A lot of time is spent getting the artists into the public eye through inexpensive methods such as web and email promotions, and radio DJ endorsements. Direct marketing - through posters, flyers and newspaper articles - also plays a role.
"Performers generate their own income from the entrance fees paid by their audiences. The bigger the audience they have, the more money they get," says Banks.
In the pipeline
The Songwriters' Club plans to launch its own community radio station - an "all South African music station" - by the end of 2004. Research into the feasibility of the project is under way.
The National Delphic Council of South Africa has also approached the Songwriters' Club to administer projects in the run-up to the Junior Delphic Games, which are to be held in South Africa in 2007.
Authentic Ideas, one of the most prolific artist management and event organisers in the country, has established a relationship with the club, primarily to host a stage at the Woodstock Festivals and to put its best artists on show.
The establishment of a small recording facility has also been considered.
And, finally, an annual national songwriters' tour is proposed: four to six of the most sought-after new artists will be sponsored to perform around the country - to put their talent on show and to broaden their fan base.
The Songwriters' Club is on the corner Carr and Quinn Streets in Newtown.
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