If you’re an emerging artist trying to find your place in the industry… This conversation is for you.

So, we reached out to Mr Thando Nyameni, Managing Director of KUMISA — a non-profit organisation focused on developing and supporting the music industry in KwaZulu-Natal.

And honestly, this conversation deepened our appreciation for organisations like KUMISA that are intentionally creating pathways for KZN talent — actively working to support and advance emerging artists.

Because the truth is: There is so much talent, but talent alone is not always enough.

Sometimes what an artist needs is not more visibility — but the right kind of push.

The kind that helps them grow from being an upcoming artist into an artist who understands not only their talent… but the structures that build success.

When we asked Mr Thando Nyameni about his role, he explained that his work sits at the intersection of leadership, industry development and education — bridging the gap between the creative and the business side of music. Through KUMISA, he helps create pathways that connect artists to knowledge, networks and real economic participation in the industry.

And that word — participation — became the heart of our conversation.

Because as he put it:Talent does not automatically translate into income or sustainability.

KF – Who is Mr Thando Nyameni and what is your role within KUMISA?

My name is Thando Nyameni, and I serve as the Managing Director of KUMISA (KwaZulu-Natal United Music Industry Association). My role involves providing strategic leadership, stakeholder engagement, and industry development oversight. This includes policy advocacy, capacity-building programmes, structured market access initiatives, and ensuring that KUMISA remains a credible and effective voice for music professionals within KwaZulu-Natal, nationally and internationally.

I also lecture in Music Business at UKZN and serve on various industry boards, which enables me to bridge academia, governance, and practical industry development in support of artists.

KF – What is KUMISA?

KUMISA (KwaZulu-Natal United Music Industry Association) is a non-profit organisation dedicated to developing and supporting the music sector by bridging the gap between talent, opportunity, and economic participation. We provide training, rights guidance, capacity-building, and access to industry networks and platforms, ensuring that all stakeholders in the music ecosystem — including performers, composers, producers, managers, and related professionals — can navigate the industry effectively and participate sustainably.

Through workshops, mentorship, partnerships, and advocacy, KUMISA equips the music community with the knowledge, tools, and opportunities needed to grow professionally, contribute to the sector, and strengthen the overall music economy.

KF – What can attendees expect from KUMISA’s presence and involvement at Kwande Fest this year?

KUMISA’s presence at Kwande Fest 2026 will be anchored around three key pillars:

1. Industry Development & Education — Curated knowledge sessions focused on music business fundamentals, rights management, and income diversification.

2. Artist Market Access — Structured platforms enabling emerging artists to engage with industry stakeholders and access professional networks.

3. Activation & Visibility — Exploration of a mobile studio activation and/or artist spotlight segment, and a mobile Collective Management Organisation (CMO) hub, demonstrating practical pathways from creativity to monetisation.

Our involvement is designed to be impact-driven, not merely visibility-driven.

KF – How is KUMISA actively creating opportunities and market access for artists within the current creative landscape?

KUMISA operates at the intersection of training, policy engagement, and ecosystem building. We create opportunities by:

1. Facilitating music business workshops and development programmes

2. Supporting compliance and funding readiness to improve access to public and private sector opportunities

3. Partnering with festivals, broadcasters, and institutions to create profiling and performance platforms

4. Engaging with Collective Management Organisations (CMOs) and industry stakeholders to strengthen rights awareness and royalty participation

In a fragmented industry environment, structured access is often the missing link. KUMISA focuses on building that structure.

KF – Many artists focus heavily on performance and visibility. What kind of training do artists often overlook that is critical for long-term sustainability?

Artists often overlook:

1. Copyright literacy and royalty systems

2. Metadata management and digital distribution compliance

3. Contract literacy and negotiation

4. Financial management and tax compliance

5. Brand positioning and audience data utilisation

Sustainability requires administrative competence, legal awareness, and diversified income streams. KUMISA addresses these gaps through targeted education, dialogue platforms, and structured industry engagement.

KF – Are there any current projects within KUMISA that the public and creative community should be paying attention to?

Yes, KUMISA has several ongoing programmes designed to develop the music sector and provide practical support:

1. KUMISA District Seminars

2. KUMISA Artist Management Masterclass

3. KUMISA Music Publishing Masterclass

4. KUMISA Music Business Incubator

5. KUMISA Live Music Circuit

6. KUMISA 1st Thursday

7. KUMISA Tuesday One-On-One

8. KUMISA Music Brunch

9. KUMISA CMO Hub

10. KUMISA Johnny Dimba Creative Centre

These programmes collectively support training, mentorship, networking, production, and performance development.

KF – If an upcoming artist reaches out to KUMISA, what kind of support can they realistically expect?

Artists can expect:

1. Access to structured information and professional guidance

2. Invitations to development workshops and knowledge sessions

3. Strategic advice on compliance, positioning, and career planning

4. Market access through referrals and introductions within our network where appropriate

KUMISA is an economic, sector and enterprise developmental and facilitative organisation, not a management company or record label. Our mandate is to equip and empower.

KF – Why are organisations like KUMISA important in bridging the gap between talent and economic participation?

Talent does not automatically translate into economic participation. The music industry operates through systems — legal, financial, contractual, and institutional.

Organisations like KUMISA translate these systems into accessible knowledge, build capacity, and advocate for structured inclusion.

By doing so, we help shift artists from informal participation to meaningful economic engagement within the creative economy.

Interview curated by HOC