George Hattingh, the Academy of Sound Engineering’s Director: Marketing and Communications, spoke to us about how music creators can extend their scope and earning potential by exploring new avenues in the industry – such as music production across television, film and other screen media.
Question: Tell us about the Academy of Television and Screen Arts? How is this different from sound and production studies?
Answer: The Academy of Television and Screen Arts is a department or faculty of the Academy of Sound Engineering and has been in existence since 2013. We focus on the technical aspects of the television industry.
Q: Many artists and musicians aren't aware of all the lucrative “behind-the-scenes” production work that’s available. How do you think the industry can best promote these other avenues?
A: By focusing on the value of being useful in more than one space. An aspiring young musician that has “blinkers” on and only allows themselves the chance to be successful in one particular sector or discipline within the industry will find themselves going up against many others who are also not looking at the bigger picture.
Make yourself valuable. That value gets you in the door, and from there you can explore all of the opportunities that come with being in the right place all the time – not just the right place at the right time.
Q: It can't be easy promoting or submitting music for synchronisation services such as TV, film and adverts. Does the academy equip students to be business savvy and find success in synch services?
A: One hundred percent: we have the most advanced music business, law and contracts curriculum available in South Africa, written by Nick Matzukis. Students going into that music space know exactly what to do when it comes to copyright, royalties, streaming, licensing, needletime and every other aspect of the music business.
Q: Do you think there is enough exposure to music education in South Africa?
A: There is never enough exposure. Content is king, and the industry needs to focus on finding new talent for new, exciting music content that can expose South Africa to the world.
Q: What advice would you give parents who might be wary of allowing their kids to study music?
A: Come and talk to us. If your child is passionate, then allow him or her to venture into an industry that they can blossom in and find their true potential. Forcing a young person to work in a sector that they have no interest in sets them up for failure, or at the very least limits their potential.
Q: Where can interested applicants get more information on the academy and course offering?
A: The Academy of Sound Engineering is based in Auckland Park, Johannesburg. Visit www.ase.co.za for more details, email firstname.lastname@example.org or go to www.facebook.com/academyofsoundengineering.