New record label to transform Nam music scene

• By Rosalia David

Anewly established music record label called Timeless New Art (TNA) has set its sights on fighting social injustice in the entertainment industry while generating ‘proper’ compensation for artists signed under the label.

Speaking to Confidente this week, Yessonia, whose real name is Sonia Shaalukeni, said although the label was launched in November last year, it has already managed to attract a huge number of both local and international artists.

The label has so far signed the likes of veteran DJ and producer KBoz, DJ Style, Solani, Mr Glo, Azmo, Siza, Hassan, Sabelo, Kuria and the twin DJs.

Yessonia who is also partner and a musician signed with the label as DJ Yessonia said the brand further targets the business side of the music and aims to make music that can reach every corner of the world.

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“Our objectives are to groom female and young artists; provide access to international production; provide artists the platform to collaborate with international artists that complement the music they make; to help artists get their music on radio and TV in other countries, through the right PR companies and to help the industry locally transform as a whole,” she said.

On how the idea came about, Yessonia said it all started with a brain storming session between childhood friends with the same vision to transform the Namibian music industry.

“We want to make music that stands the test of time.

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To use music as a platform to fight social injustice and groom talent. To create consistent content. To show that music in Namibia, can be just as good as music made anywhere else.

To give our in-house artists the opportunity to pool from the talent of the label,” she detailed.

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Touching base on the inspiration behind TNA, she said the founders of the label were inspired by Universal Sounds of America, Sony and Warner Brothers.

”They have all managed to penetrate the global market.

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Music is something that we can all easily relate to. Beyond that, very little music in the industry in Namibia has the correct licensing, publishing and distribution and it is difficult for artists, producers and investors to receive proper compensation for their efforts,” she added.