Announcing the Launch of the AIR (African Indigenous Renaissance)  Entrepreneur Project – Empowering Local Musicians in the Bitou District

The Cape Town Arts Festival, in partnership with the Ariva Arts Foundation and Bitou Municipality, is thrilled to announce the launch of the AIR (African Indigenous Renaissance) Entrepreneur Project, set to begin in January 2025. This visionary initiative empowers local musicians across the Bitou District by providing them with the tools, skills, and knowledge to thrive economically in the local arts industry. Through sustainable business practices and unique artistic training, the AIR Entrepreneur Project will offer a pathway to success for underserved and rural communities.

A Transformative Arts Entrepreneurship Program

The AIR Entrepreneur Project aims to create a lasting impact by providing local musicians with practical and sustainable entrepreneurial skills. The project will roll out in Plettenberg Bay, offering a three-month intensive program to selected musicians from January– March 2025, supported by key stakeholders such as the Department of Sport, Arts and Culture (DSAC), the Presidential Employment Stimulus Programme (PESP5), the National Arts Council of South Africa (NAC), the Western Cape Department of Cultural Affairs and Sport (DCAS), the Griqua National Conference, and Tshisa Talent.

Under the mentorship of Professor Dizu Plaatjies, Head of Ethnomusicology at the University of Cape Town, artists will embark on an incredible journey to learn African indigenous instrument-making using environmentally sustainable materials. The program will delve into the fundamentals of acoustics, providing artists with both historical insights and practical techniques to craft instruments that reflect their cultural heritage.

Beyond Music: Business Skills for a Thriving Arts Economy

In addition to artistic training, the AIR Entrepreneur Project offers a comprehensive curriculum that includes business development, event management, and marketing skills. This holistic approach ensures that artists gain the confidence and tools to not only create, but also manage, market, and grow their artistic ventures.

The program will culminate in a grand celebration on Human Rights Day (March 21, 2025) with the AIR Festival in Kranshoek, Plettenberg Bay. This community event will provide participating artists with the opportunity to showcase their talents, engage with local audiences, and raise the profile of the Bitou District’s vibrant arts scene.

A Community Empowerment Initiative

Cllr Jessica Kamkam, Mayor of Bitou District, shared her excitement about the project: “The AIR Entrepreneur Project represents a transformative opportunity for our community. Through this initiative, our artists will rediscover the value of their cultural heritage while developing skills that will benefit both them and our community in the long term. It’s not just an arts project; it’s a step towards a thriving, locally-driven economy.”

Yusuf Ganief, CEO of the Cape Town Arts Festival, and a passionate artivist, highlighted the project’s potential for driving local economic growth: “Arts tourism along the Garden Route holds tremendous potential to uplift lower-income communities. By equipping local artisans with the skills to create, manage, and market their crafts, we’re empowering them to tap into the regional tourism industry. This project not only enhances the visibility of local talent but also creates sustainable economic opportunities for our artists.”

Building a Creative Economy in Rural Areas

Aligned with the mission of the Cape Town Arts Festival, the AIR Entrepreneur Project seeks to strengthen the creative economy in rural areas, offering a foundation for artists to build independent, sustainable careers. By empowering local artists to establish businesses and market their work, the AIR Entrepreneur Project is creating a vibrant, innovative arts industry within the Bitou District, transforming the cultural landscape and providing real economic opportunities.

Call for Applications:

The AIR Entrepreneur Project invites musicians who are passionate about developing their skills and businesses in the arts industry to apply. Interested participants must contact Thabo Tshelane at (084) 894 6890 or send their biography, music links, and contact details to info@capetownfestival.org.za by December 3, 2024, to secure their audition slot.