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SAMRO NEW IDENTITY (article first published : 2005-10-4)

SAMRO is a society of composers, lyricists and music publishers. It licenses the use of music for broadcast, public performance and diffusion services and pays the licence fees collected as royalties to the various rightsholders. Over the past 43 years SAMRO has build credible international relations as well as a strong presence in the South African music industry for the benefit of its members.

The unveiling of SAMRO's new corporate identity last month is a bold signal of the organisation's intention to become a major player in the South African music business. Already recognised throughout the world as the most important public performance collective organisation on the African continent, the Southern African Music Rights Organisation (SAMRO) is now focused on a single vision - and that is "to encourage the music endeavours of composers, authors and music publishers, by ensuring they receive their fair economic rewards from all music users, thereby increasing the sustainability and value of music to society".

"We are committed to being participants in various areas of the music business which affect out members and the rights we administer on their behalf," says CEO, Rob Hooijer. "SAMRO is an organisation that has to be fluid enough to respond to the rapidly changing global and regional business environment as well as be structured in such a way that we consistently meet the needs of our members and clients."

Designed to take it into the 21st century, the bold new SAMRO Corporate Identity is the most visible component of the organisation's transformation and is part of a new brand that is forward thinking and dynamic. However, there are many other changes that signify SAMRO's transformation at different levels, among these the recent appointment of Nick Motsatse to the newly-created post of Marketing Director and Joint Deputy Chief Executive Officer.

Motsatse, who previously occupied the position of Executive Director Corporate Affairs and Marketing, is known for his passion for developing and growing both SAMRO and the South African music industry itself. For the past two years Motsatse has also become a key player on the broader South African music scene, serving as the chairperson of the Moshito Music Conference and Exhibition and playing a pivotal role in the South African Music Industry Co-operation Initiative (SAMICI).

To effect changes internally, a strategic plan has been drawn up to position the organisation to meet the needs of its clients (music users or licensees) as well as SAMRO's more than 5,500 writers, music publishers and beneficial right holders. The three key divisions at SAMRO will now be marketing, operations and corporate services.

As Imago Business Solution's Rowan Dent (who consulted to SAMRO on its new re-organisation) puts it: "The marketing department or front office will focus on providing a better more personalised service to clients who have indicated a desire for the organisation to be more responsive to its stakeholder".

"Collective administration is a complex business and the back office, or engine room, will be responsible for documenting the huge volume of local and international works, issuing licences and recording the performance of music wherever it takes place. Corporate Services will provide a complete range of services including human resource, financial, information systems, and legal services across the organisation. All key business processes are being reviewed and latest technologies investigated so that the organisation can move fully into the e commerce zone."

"The days of being a spectator are over," states Hooijer. "With our fantastic new logo and re-energised organisation, SAMRO is entering a new era, one that will be of huge benefit to our members, our clients, our staff and the greater South African music business."




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