Michel Zgarka, President and CEO of Hitlab, Inc. announced the company’s participation as a key sponsor of MIDEM Africa, the first Pan-African digital music event dedicated to the continent’s vibrant music community, to be held from 28 June to July 1. Zgarka has participated in MIDEM for over 4 decades and has come to regard this gathering as one of the most important forums in the music industry.
Mr. Zgarka says: “Midem’s focus on Africa this year is timely. At Hitlab, we understand the mega-value of the African music market and the potential it represents. That’s why we recently launched our unique artist discovery platform, the emerging digital artist. Showcase (DEAS) powered by our patented AI software, the digital shade analysis tool in four regions of sub-Saharan Africa. And we’ve partnered with two industry leaders in digital, streaming and download services – TRACE and Boomplay to maximize our reach. Through DEAS, we are committed to discovering some of Africa’s rich musical talent and bringing them a global audience – our way of democratizing the music industry and making music accessible without borders. “
In addition to its role as a key sponsor of MIDEM Africa, Hitlab will bring its knowledge-based resources, by organizing a roundtable: Music Meets Technology – Hitlab the “Democracy” of Music – Talent Without Borders, centered on the use of technology. ‘AI for music analysis and how it has become the “must have” tool for members of the music community. The panel will be moderated by Mr. Zgarka and will include experts in technology, R&D and music in a conversation on the application of AI technology in the world of music.
At MIDEM Africa, HITLAB will present four (4) of the top performing artist submissions from the Digital Emerging Artist Showcase ranking, all representing the strength of Pan-African musical talent. The company also plans to make several important announcements and presentations as part of the launch of DEAS Africa. Among the many exciting news that they plan to unveil is a series of radio and television deals aimed at raising the visibility of top-ranked DEAS or “best of the best” artists and providing them with a wider audience.
This year’s four-day event will focus on the growing importance of Africa’s music industries and the continent’s vibrant music markets. The conference will highlight the most exciting trends and opportunities from the continent; as well as providing key information and practical tools to foster the idea of networking that can accelerate careers and business opportunities among the most influential local musicians and their regional and international counterparts.
The Midem Africa program is part of a long-term plan initiated by Midem in 2018, which has already resulted in 10 events in 6 countries and 7 African cities, as well as the presentation of the Midem African Forum. All of these initiatives aim to support, develop and connect African music markets to the international community. And that aligns perfectly with Hitlab’s idea of “music without borders” or the democratization of the industry. Both organizations consider the diversity and rich cultural heritage of African markets, the influence of its artists in all musical genres, the continent’s rapid mobile and digital adaptation as important factors in creating a bridge between the continent and the rest. of the world.
MIDEM AFRICA is free and open to all, on the Midem Digital platform, from June 28 to July 1, 2021.