The prestigious ATKV-Crescendo mentorship program, which will be presented again next year, has received a major boost with a R200,000 contribution from M&M Music Academy, the holding company of Kwena Music. This sponsorship, which extends over two years, includes not only financial support but also the involvement of mentors who will take emerging artists under their wing during the program and prepare them for the industry. Throughout the year, the music academy will also support workshops, artist showcases, and collaborative projects that offer participants practical experience and exposure to the music industry.
According to Eben de Jongh, Chief Executive Officer of Kwena Music, the sponsorship is part of a larger vision to develop artists sustainably.
“We believe that music is for everyone. We want to break down the walls between artist and audience and make music more accessible to anyone who wants to create and share it. There are too many obstacles and excessive costs holding new artists back. Talent is not determined by how much money you have, and our mission is to ensure that no artist worth their salt is held back due to a lack of funds,” says De Jongh.
“Through free workshops, we sponsor access to music education, inspire creativity, and empower individuals with the tools to express themselves through music. This initiative forms part of our broader commitment to social impact, to give back, promote music literacy, and help build a more inclusive and vibrant music culture in South Africa. We aim to reduce financial barriers by awarding bursaries to the most talented and motivated students.”
Morné van Staden, project coordinator of ATKV-Crescendo, says that this fruitful partnership means that Crescendo can now host more workshops in more areas, reaching more people and helping them develop and refine their skills.
“Through this, we can make a tangible difference in people’s lives. With this partnership, ATKV-Crescendo and M&M Music Academy strengthen their shared goal: to empower South African artists, let new voices be heard, and build a sustainable musical future for everyone who believes in the power of music.”
For interviews or more information, contact ATKV-Crescendo’s media coordinator Marlize Leyden at marlize.leyden@outlook.com or 067 883 0077.
