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| Introduction
Music for Maize is a brand new charity initiative that will sell music, books, DVD’s, art and even concert tickets through its own Online Shop. Profits will be used to buy food that will be distributed to charities and individuals looking after children in need.
It was set up by Johrné van Huyssteen and Johan Hendriksz. These two gentlemen met sixteen years ago when they were both members of the SANDF Church Choir and Concert Group. Today, they are both prominent figures in the Afrikaans music and entertainment business.
| | Background
Johrné van Huyssteen (known as the frontman of the band, Ddisselblom), released a concept album titled, My Seun Mieliepap, in 2006. The album was independently (without the help or financial support of a record company) produced by Mieliepap Produksies – a company in which Johrné is a partner.
Album sales did not meet expectations and although there were a few contributing factors, it again highlighted one of the biggest issues in the music business: for the CD’s to be bought, it must be in the shops! And to most independent artists, distribution is simply an unaffordable necessity… and a point-of-sale something they just don’t have access to.
The idea for Music for Maize was born whilst trying to find a way to get Johrné’s album to the buying public without having to rely on the existing distribution and retail channels. It was time to open our own shop!
| | The Concept
Music for Maize will initially operate as an internet-based mail order retailer. There are a lot of similar websites offering similar products, but there are two very crucial differences to the Music for Maize concept:
1. The focus of our catalogue will lie with products (CD’s, DVD’s and books) that were independently produced. In other words, products that were produced without the backing or financial support of big record companies. The goal is to provide a point-of-sale to artists, producers and small manufacturers who may normally not be able to see their products on the shelves of conventional retail outlets.
2. The considerable portion of the Retail Price (the price we would pay if we were to buy the product off the shelf from a normal retail outlet) that would normally go into the pockets of the Distributor and the Retailer, will now be utilized for charitable purposes. Although a portion will have to be allocated towards the running costs of the Music for Maize Online Shop, the biggest chunk will be used to buy food that will be distributed to children in need!
In essence, Music for Maize is a very alternative retail outlet. A 24-hour shop that will stock products which most other retailers won’t. A shop that will give all their profits away to charity!
But more importantly, Music for Maize becomes a central service provider in a partnership that will benefit three clients: the artist (or product owner), the beneficiaries (or charities) and the consumer.
Although the roles of Music for Maize and its three clients are fairly obvious, we want to optimize this partnership so that they may really start to work FOR each other, thus increasing potential benefits. In order to achieve this, Music for Maize laid down a few very unique rules:
1. No beneficiary will ever receive money. Because money can be used for the wrong things. Music for Maize will buy food which will be distributed to the various Beneficiaries. We hope to form partnerships with a number of suppliers soon. This will mean that we can get more food for every rand.
2. Only charities, institutions or individuals who look after children, can qualify as a Beneficiary of the Music for Maize Initiative. Initially, we would really like to reach out to small charities and individuals within communities, who are struggling because they do not have the infrastructure to raise funds in any other way.
3. The Artist (or owner of each product) gets to choose its Beneficiary. Where needed, we will make suggestions in order to link products with possible beneficiaries. And where artists don’t have a specific beneficiary in mind, they may choose to allocate their bit to Music for Maize’s Main Food Account. We will then distribute to beneficiaries who have asked for help at our discretion.
4. Each Product will always be listed with its Beneficiary information. Because we believe everyone should know exactly where their contributions will be going.
We hope to create opportunity. And by trying to create a very transparent system, we hope to empower customers, artists and beneficiaries with choice. And we believe that by giving customers and artists the power of choice, we can make some positive contributions in our society… we can build a stronger music industry… and we can help those who can’t always help themselves… children!
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