• By Adolf Kaure

South African talent scouts, Selby Williams, Ike Adonis also known as Ixa, Gracia Louw and Morné van Staden concluded a mentorship training of Namibian artists at Walvis Bay, recently.  The scouts are part of the South African talent agency, the Afrikaanse Taal and Kultuurvereniging, ATKV-Crescendo. They maintain that mentorship is crucial for the development of an artist and would maximize their potential in the music industry. 

He added that with the necessary guidance, it is possible for artists to journey with a mentor. “So many times artists are so talented but they lack character and the know-how in this industry.   It is important to have someone that can guide you with the right heart and mind to your success along with the work that you the artist need to put in,” said Williams. 

This is the first time, that ATKV-Crescendo’s prestigious musical mentoring programme has gone beyond South Africa’s borders into the heart of Namibia.  The training started in Rehoboth, exposing participants to the fundamentals of songwriting and project management courses. 

“We saw a gap and knew this program would add value to the artists here. We focus strongly on mentorship because there are already enough singing competitions.  For us, it is about the person and their development mentally, emotionally and spiritually,” he added. 

 “That is how we can equip the artist to stand on his or her own feet in this industry.” 

According to project coordinator, Van Staden, it is important for artists to sing in their own dialects. “It was simply a logical step to expand ATKV-Crescendo to Namibia as well, because without the beautiful varieties of the Afrikaans spoken in Namibia, there is a major gap in the Afrikaans music industry,” said van Staden.

Although this is the first time songwriting workshops are being held in Namibia, Crescendo had already expanded into Namibia in 2024 when Ixa of Masekinnez fame, hosted in-person auditions to identify potential participants for the comprehensive ATKV-Crescendo mentorship programme that was held in April 2025.

Two Namibian artists were chosen to attend the programme, which was presented by a diverse group of musicians and industry experts. Among the participants was two-time Namibia Annual Music Awards (NAMAs) nominee from Walvis Bay’s Salvador Mouers. He was selected as Namibia’s first Crescendo recording artist. 

Since the inception of ATKV- Crescendo, many well-known names in the South African music industry were been introduced through this project.  They include Anneli van Rooyen, Randall Wicomb, Karen Hougaard, Anna Davel, Jak de Priester, Jay, Joe Niemand, Jodi Jantjies and others.