On September 17th, the 2025 Jazz Wise Youth Music Business Workshop lit up the Joburg Theatre, uniting aspiring artists with some of the industry’s most powerful voices. As part of the Standard Bank Joy of Jazz festival, the annual workshop is designed to give Mzansi’s next generation of creatives the tools, strategies, and confidence to build careers that last.
Standard Bank Joy of Jazz Festival Invests in the Future
Facilitated by artist management consultant Mandla Selby Maseko, the programme featured a keynote from award-winning jazz vocalist and composer Nomfundo Xaluva. The day’s line-up blended panel discussions, practical workshops, and networking opportunities, all focused on empowering high school learners, university students, and young professionals between 20 and 25 years old.
Branding Is Key for Young Artists, Says Nadine Elie
One of the highlights of the day came from brand specialist Nadine Elie, who spoke to Scene Feed about why branding should never be overlooked. “Creatives are all about the vibes: I want to be on TV, I want to be on radio. But when the performance is over, where’s the EFT going? If I’m not booked for three months, how do I get money in? Artists need to align their business with their brand, from micro-ecosystem to storytelling,” she said.
Her message cut straight to the heart of the industry’s challenges: artists can’t rely on talent alone. Without business structures, brand clarity, and audience targeting, sustainability remains out of reach.
How Consistency Shapes an Artist’s Brand
Nadine also emphasised the importance of staying true to your brand across every platform. “You don’t want to be a different version of yourself in the micro space and another in the market space. If you thrive in the micro space, we can sell you in the bigger market. But if you confuse your brand, you’re making it harder to grow,” she explained to Scene Feed.
Her insights resonated with the audience, particularly around social media: a tool that can amplify an artist’s work but also expose them to vulnerability.
Jazz Wise Workshop Creates Space for Skills and Networks
The day also featured insights from Judith Mugeni on marketing technologies, Neo Ntsoma on visual storytelling, and Benjamin Jephta on global career opportunities. These sessions gave young creatives a rare chance to connect with mentors and map out real, actionable career strategies.
Festival producer Mantwa Chinoamadi wrapped it up best: “creating a skills exchange platform like Jazz Wise signals our commitment to empowering young people and our confidence in the future of the industry.”
Scene Feed thought: The Jazz Wise workshop made one thing clear: raw talent is the spark, but it’s branding and strategy that keep the fire burning.