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MADIBA MUSIC DVD (article first published : 2002-05-19)

Madiba Music DVD is an initiative of the Digital Content Company (Pty) Ltd (DCC) in conjunction with the Madiba Music label.

DCC successfully launched Africa’s first DVD film catalogue in November 2001 with six classic titles Mapantsula, Jump the Gun, The Native who caused all the trouble, Yizo Yizo, Shaka Zulu and Chickin Biznis. Already selling well in stores across South Africa, the titles have also stimulated immense interest in African content in new media from a number of territories worldwide.

Globally, DVD is increasingly consolidating its position as a home entertainment product. European sales of DVDs have shown a huge rise in 2001. Germany has led the way, with a 176% increase in sales value from 2000 to 2001, says research institute GfK. In the UK the British Video Association reported a rise in sales of 134% during 2000, bringing total DVD sales to 5.42 million. France has also followed the European trend with DVD sales reaching 10 million in the first half of 2001 - a rise of 156% on 2000. The International Recording Media Association projects that 1.32 billion DVD discs will be distributed worldwide during 2002.

The Digital Content Company has recognized that there is an increasing global and domestic demand in the home entertainment market for African and South African product.

DCC is a producer as well as a distributor, offering a turnkey solution to DVD production. All parts of the process (bar the Glass Master) are conducted in South Africa, and are in line with world standards. The development of a high-tech industry and digital delivery platform that can service Africa’s needs is a priority for DCC.

“We recognized”, said Nicola Rauch M.D. of DCC, “that merely offering an authoring solution as a facility was not enough to entice clients into the new medium. We have to ensure that the content gets to the consumer.”

Kerry Friedman, owner of the Madiba Music label, has brought her years of experience in the Music Industry to the project: Artist Management, Marketing, Publicity, Production, Tour co-ordination, event co-ordination etc "The interest in African music world wide is huge and increasing daily” says Friedman.” What was once considered 'underground' has over the last couple of years entered into the mainstream market.”

The Madiba Music DVD offering will be the first African music label to operate exclusively in the DVD arena. The highest quality music content, coupled with slick authoring and full surround sound will create products that give African music the vehicle and context that lower the barrier to entry into local and international markets.

Madiba Music DVD will launch in June with two titles – “Jazz” and “World”, both compilations of South Africa’s best artistes.




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