Germany’s Reeperbahn Fest to book ONGEA! talent

The co-founder of Reeperbahn Festival, Detlef Schwarte, will be attending ONGEA! to watch the 32 acts that will be performing at the summit, which takes place at Sarit Centre Expo Hall in Nairobi, Kenya, from 15 to 18 February.

Production head Beth Achitsa said in order to stand a chance to be selected, artists would need to book an exhibition stand at the summit. They would then be given 25 minutes to showcase their music for booking agents, media professionals and fans on the ONGEA! main stage.

ONGEA! founder Mike Strano said booking a stand at the music conference could open many doors for upcoming artist looking to expand their reach.

“To be an exhibitor, there’s a financial obligation, even though we do subsidise exhibitions spaces up to 70%,” he told Music In Africa. “Asking an artist or label to make a financial commitment is an investment, so they are marketing at ONGEA! by exhibiting.

“Exhibitors must make sure that they produce a quality showcase. Each artist knows what’s at stake. They know the opportunity that is there from the local and international festival bookers that are coming and they’re expected to deliver for those bookers and their fans.”

Schwarte, who is the first European talent booker to attend the summit, will be viewing the showcases as part of the ONGEA! Deal.

“The ONGEA deal is a paid working holiday to Nairobi,” Strano said. “We invite music professionals, such as festival bookers or festival directors, from around the world to come for panel discussions and to watch our 32 showcases.

“In exchange for that, we ask the booker or festival director to take at least one of those acts to their festival, with all visa, flights and accommodation expenses paid, as well as performance fees.”

Strano said ONGEA! prioritised networking with other music conferences and international festivals to find talent bookers who could expose African artists to a wider audience.

“We make a point of attending different music markets and festivals. Last year Beth attended DOADOA in Uganda and Moshito in South Africa. Attending the music markets and festivals is a good way to network and share what ONGEA! is about and to look for festival bookers.”

Strano said he was looking forward to the summit, which had grown exponentially in the last three years.

“The journey as usual for annual events is a long but positive one. Every year the event grows from strength to strength,” he said.

For more information visit the ONGEA! Facebook page.