 |
 |
 |
 |
 |
|
Concert
in the
Park
-
2005 |
|
|
 |
|
| |
|
|
|
|
| The
Concert in the
Park Series |
|
Introduction
The Concert
in the Park
series has been
running for
5 years and
has proven to
be socio-catalyst
in various communities.
Fondly referred
to as "vat
die veldjie
terug"
(Eng. Trans.
"reclaim
the fields"),
the concert
is endorsed
by the City
of Cape Town
and the PGWC
and contains
all the elements
of development,
growth and empowerment
and is aimed
at the sustainable
upliftment of
PDI/HDI communities.
Ultimately,
the concert
series should
proudly publicise
the previous
successes of
the concert
in the park
project and,
it is intended
to bring communities
to appreciate
their own contribution
to the well
being of society.
Objective
The objective
of this concert
series is to
empower and
promote up-and-coming
artists and
entertainers
from various
communities
in South Africa.
This opportunity
would allow
these performers
and the general
public to appreciate,
integrate and
celebrate the
wonderful cultural
heritage of
our nation.
This initiative
should not only
empower musicians
from the communities
but also interest
the youth who
want to get
involved in
the music business,
and informal
traders who
could use the
concerts as
opportunities
to market and
sell their goods.
Ultimately these
concerts must
be handed over
to the actual
participating
communities,
with JCQ and
the City of
Cape Town, as
the overseeing
organisation.
History
In
2001 JCQ Productions,
in partnership
with the City
of Cape Town,
the Department
of Arts, Culture,
Science and
Technology and
the Golden Arrow
Foundation,
staged the first
concert series,
consisting of
4 concerts in
Guguletu, Athlone,
Atlantis and
Kuilsriver.
Thereafter,
the same partnership
staged an average
of 8 concerts
per year in
areas that included
Gugulethu, Khayelitsha,
Athlone, Atlantis,
Scottsdene,
Mamre, Ocean
View, Lwandle
and Wynberg
Park.
A number of
the emerging
artists showcased
at these concerts
were given a
platform at
the annual Standard
Bank Jazzathon
and the concert
series ended
with a stage
at the Cape
Town Festival
on 30 March
2003 where artists,
both emerging
and established,
were showcased.
Many years ago,
JCQ set out,
as a goal, that
the company
would seriously
make a concerted
effort to contribute
to the development
and growth of
the SA music
industry. Today
those goals
have, without
doubt, been
realised.
Successes
The
Concert in the
Park series
has endured
5 years of public
and media interest
and each concert
has proven to
be socio-catalyst
in various communities.
A number of
the emerging
artists showcased
at these concerts
were given a
platform at
the annual Cape
Town Jazzathon
and the Cape
Town Festival
where artists,
both emerging
and established,
were showcased.
Currently, South
African Music
and Culture
has undoubtedly
contributed
to the development
and growth of
the SA music
industry.
Achievement
Status
These concerts
have proved
to be very successful
and have helped
to achieve the
following:
•
The communities
are now positively
responding to
calls for ownership
of these parks
and sports fields
• Young
artists in the
communities
are given the
opportunity
to showcase
their talents
on the same
stage as the
more professional
artists.
• There
is a greater
public awareness
of the different
projects, such
as music classes,
dance classes,
etc taking place
in communities
• More
public awareness
exists around
the important
role of community
forums such
as neighbourhood
watches, community
police, etc
used to facilitate
these concerts.
• The Youth
from these communities
are utilised
to assist with
these concerts
giving them
an opportunity
to learn.
• The public
are given a
safe environment
to come and
picnic with
the entire family
as a number
of activities
are arranged
for children.
• Economic
Empowerment
opportunities
through the
inclusion of
stalls that
are available
for trade by
communities
• Development
of musical talent
is ensured through
workshops and
showcases
• Many
performers at
the festival
who were discovered
as raw talent
at these concerts
have gone on
to reach greater
heights. Eg
In 2002, Inkokheli,
who for the
first time ever,
as a group of
under 19 year
old artists,
stepped onto
a stage and
3 years later
(2005) released
an album. Also,
since performing
at earlier concerts,
Freshlyground
have featured
on various radio
top ten charts
and have reached
gold status
in album sales.
The
Future of Concerts
in the Park
A series of
Concerts in
the Park will
run up to the
Jazzathon where
a few of the
artists who
perform at the
concerts will
be chosen to
play at the
Jazzathon. These
artists will
also have a
chance to meet
the President
of an International
Recording label
thus providing
them with an
opportunity
to learn more
about the industry.
The
Format
This will be
a series of
concerts held
in three different
regions viz.
Gauteng, Eastern
Cape and the
Western Cape.
Three concerts
in Gauteng,
three concerts
in The Eastern
Cape and Eight
concerts in
The Western
Cape. The whole
idea of the
concerts will
be to act as
an artery which
will be feeding
the The Jazzathon
with new Musical
talent and also
potential production
staff. The concert
series will
be the skill
development
program arm
of the Jazzathon
where a talent
search will
be conducted
for prospective
new talent and
youth who are
interested in
a career in
event management.
Each series
of concerts
will culminate
into one final
concert where
talent will
be chosen to
represent their
region at the
annual Jazzathon.
NB! Plan
is subject to
change where
applicable
The
Format Plan
Each
regional concert
series will
be divided into
two categories:
1. Area
concert workshop
2. Regional
concert
Each series
in the three
different regions
will follow
the following
format:
•
Each region
will be responsible
for identifying
the areas where
the concerts
will be held.
• A talent
search contest/Audition
will be arranged
for musical
talent.
• Prospective
candidates will
be identified,
both musical
talent and production
trainees.
• A partnership
has to be established
with prominent
music education
institutions
in the relevant
regions for
the training
of the musicians
and production
trainees.
• A standard
training program
will be followed.
• Prominent
professional
musicians from
the respective
regions will
be asked to
assist in the
workshops of
the young talent.
• The production
company producing
the concert
will train the
production trainees.
• The young
musicians will
perform at the
concert where
professional
musicians will
be billed to
attract the
crowds.
• From
each concert,
a minimum of
two young musicians/
bands will be
identified to
join the more
advanced training
program and
perform at the
final concert
in the region.
• From
each concert,
production trainees
will be chosen
to join a more
advanced training
program and
work at the
final concert
of the region.
• At the
regional final
concert a minimum
of two musicians
will be chosen
to represent
their regions
at The Jazzathon.
They will be
flown to Cape
Town where they
will be accommodated
and where they
join a training
program at c
for final grooming
for the Jazzathon.
• At the
regional final
concert, production
trainees will
be chosen to
join a more
advanced training
program in Cape
Town. They will
be flown to
Cape Town where
they will be
trained to be
part of the
Jazzathon production
staff.
• All the
regional winners
will be performing
at the different
venues during
the Jazzathon
awareness week.
• The finalists
will also perform
at the Jazzathon
4 day festival
in the developmental
slots.
The
Workshops
Workshops will
occur in the
weeks leading
up to the Jazzathon
Event at the
V&A and
will be held
in venues close
to the V&A
and around the
fringe of Cape
Town and areas
in the Eastern
Cape, Gauteng
and KZN. The
workshops will
be managed under
supervision
of music educators
and prominent
South African
and international
musicians.
The
Music training
workshops
The Area concert-training
program will
include an overview
of the music
industry, the
life of a musician,
The choice of
songs, The arrangements
of the songs
and stage performance
techniques.
There will also
be a regional
training program
that teaches
Personal grooming
for the stage
and the key
role-players
at a concert
i.e. Sound engineer,
stage manager
The Jazzathon
Training program:
The Production
training program:
The area concert-training
program:
The regional
training program:
The Jazzathon
Training program:
The
Community Stages
Free Concerts
will be staged
throughout South
Africa. These
concerts will
be used as measurements
of the progress
of the Trainees.
JCQ proposes
to include 8
individual concerts
leading up to
Jazzathon, and
continuing after
Jazzathon up
until March
2006 as a component
of Jazzathon.
A Jazzathon
Super Band will
be created out
of a selection
of artists featured
at the concerts
leading up to
the festival.
Background
After staging
the popular
Cape Town Jazzathon
in 2000 JCQ
Productions
realized that
although the
festival was
(and still is
free), not everyone
had access to
the event and
ultimately not
everyone had
access to this
kind of SA music.
This is due
to the fact
that many local
people could
not afford to
travel to the
festival venue.
To overcome
this challenge,
JCQ joined forces
with the City
of Cape Town
and embarked
on the idea
of taking the
music to the
people. The
Community Concerts
in the Park
is the result.
Target
Audience
The concerts
are aimed at
the target market
that falls within
LSM 1-7, predominantly
for the previously
and historically
disadvantaged,
and is family
orientated.
Previous concerts
have had an
average attendance
of approx. 2000
people per show
with the highest
attendance being
5000 people.
Community
Based Cultural
Initiatives
and Benefits
Benefits
To Sponsor
This would
further enhance
the Sponsor's
brand as one
that is associated
with the development
of cultural
initiatives
in previously
disadvantaged
communities.
Benefits
for emerging
talent
Through
the various
talent shows
across the Peninsula,
emerging artists
are given a
real opportunity
to showcase
their talents,
and appear with
more professional
artists on the
same stage.
Empowerment
& Skills
Development
Opportunities
to empower communities
are created
through the
provision of
services in
conjunction
with the organizing
of the concerts.
In addition,
there are opportunities
to facilitate
practical skills
training in
the various
disciplines
of staging an
event of this
nature.
Additional
marketing mileage
A national
media release
containing the
overall information
of the concept
will include
the successes
of both Jazzathon
and Concerts
and the proposed
structures,
etc. Then also,
regional press
releases outlining
the venues and
participation
of community
forums, etc
The marketing
of these concerts
is a widespread
campaign will
use all the
tools of the
marketing mix
including, Advertising,
Press releases,
electronic and
print media,
and at the actual
event. As we
use mainly community-based
media to channel
our message,
this provides
further impetus
that we are
serious in our
awareness campaigns
to our targeted
audience.
Press releases
will include
the ongoing
ventures between
JCQ and its
various local
and international
associates.
Complements
Jazzathon
The community
concert series
throughout the
year dovetails
perfectly into
the Jazzathon
in that it provides
a vehicle to
unearth local
talent and incorporating
these on the
development
stage at the
annual festival
on the V&A
Waterfront.
Point of
Sale Opportunities
The community
concert series
is the perfect
tool to increase
point of sale
purchase opportunities
to the maximum
in that the
targeted audience
is placed directly
within the business
and urban regions
of these concerts.
Conclusion
The Concert
in the Park
Series is generally
staged in the
summer season
from September
to March and
is open to the
public at no
charge. The
proven success
of these events
should encourage
continuous promotion
and input into
this wonderful
project. |
| |
|
| |
|
|
|
|
|
|
|
|
|
|
|
|
