We catch up with South African producer and musician, Ameen Harron, on making it in the music biz and producing the hits.
How did you first get into the music industry?
Well, I always wanted to do music. I started out DJing purely because TV mislead me to believe that is how tracks were produced, and I stumbled on to production software that mislead me to believe it was DJing software! I started making beats in 2002, and it’s all I did with my spare time. I worked in some retail stores after high school to build up some cash – they weren’t too bad, but it was always just a temporary plan to earn some money so I could buy production equipment. I spent my evenings stalking respected Joburg artists performing in CT who I could give my CDs to. Eventually, some people listened and called me back, and I could
finally quit my day job to do this full time.
What do you wish you had known about the industry?
I wish I knew the importance of branding.
How important is social media in the music industry?
People are online constantly. They watch TV online and with the available online music-streaming platforms, even radio stations will become obsolete. Social media is the place they spend most of their time when they’re not engaged in the previously mentioned, considering they are even on it when they’re actually meant to be doing something else. It is pretty much your obvious place to market your work.
What would you change about the industry if you could?
I wish musicians were less one-dimensional. Everyone fits into their genres a little too much and they only do what they do without ever trying to venture beyond it. Even when people claim they’re different, they’re doing what’s been prescribed as the non-commercial sound, although it’s not necessarily something truly unique. Creatives recreate more than they create.
What advice would you give someone trying to break into the industry?
Experiment, explore and expand. Becoming your own limitation isn’t gonna play in your favour.
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