INTERVIEW | Determined South Sudanese music promoter speaks to Sudans Post

JUBA – Since South Sudan became an independent country in July 2011, its music industry has been underdeveloped. But the advance of music promoting agencies, such as the K2 Promotions & Events Co.Ltd, has dramatically shifted that post-independence reality.

Sudans Post sat down with Koryom Awet Alor Kuol, the founder and CEO of K2 Promotions & Events Co.Ltd, to speak on how he decided to take the path of music promotion and the challenges facing him in the industry.

INTERVIEW

Q1 – Koryom Awet Alor Kuol, welcome to this program and thank you for giving us the opportunity to speak to you. Though you are popular among music fans across the country, there is no doubt that some people still don’t know you. Can you take this chance to tell them who you are?

ANSWER – Thanks so much for having me. My Name is Koryom Awet Alor Kuol, Promota Kay Two as known In the Industry. I’m a music promoter and I also double as an Event Planner.

At K2 Promotions & Events Co.Ltd, we provide practical and effective, music marketing services for independent artists aimed at raising awareness and providing extensive social proof for long-term growth. We also educate musicians, labels and marketing teams on how to promote their music effectively.

Q2 – Given the poor music industry in South Sudan, can you tell your fans what motivated you to take this path of music promotion and how actually did you start?

ANSWER – Well, I am a fan of good music and there’s no single day that can pass by without listening to different melodies. Good music from other foreign countries motivated me to change the narrative in my own country.

I wanted to run a bold underground music promotion, working with artists who are not afraid to challenge in their music. It is essential for artists doing and saying exactly what they want to without considering what the mainstream may or may not want. That’s beauty to me!

Q3 – What did you wanted to achieve when you were in your first stages in this industry and can you say that you have achieved any of your plans for the first few years?

ANSWER – I had enlisted the services of different promotion companies in the country to promote different genres of music that would be performed across the country and that was always my first priority to see no artist left behind. That was one of the catalysts that inspired me to start a music PR company based on deliverables. So I would say that I’m proud to see changes in our music industry, we have managed to achieve the global sell-out of our music to neighboring countries like Kenya and Uganda.

Today our music is being played overseas for example the likes Of Silver X, John Frog and Lady Kola have become a dominant factor in my watch.

Q4 – What are the challenges that are affecting your work and what help that is outside your reach that needs to be accorded to you, either from the government or from anyone, those influential individuals outside the music box?

ANSWER – Well tribalism is one of the concerning factors that the industry must address, being a music promoter comes with a lot of sacrifices that one must get used to. If I promote five musicians today and three come from Dinka then tomorrow you’ll hear people saying, “ooh look at him he is only promoting his tribesmen”. I see that as a bad habit and need to change.

Definitely I would say I will be impressed to see our government involved in changing the narrative of tribalism in this country, there should be an awareness to educate our population on what tribalism is all about. I believe this is a role we can all play whether you’re in the music industry or not. I see this as a collaborative step to solve all this.

Q5 – How best are the South Sudanese musicians performing internationally or regionally since you decided to dive into this industry and what is yet needed to be done so that our musicians gets regional and international rating?

ANSWER – South Sudanese musicians are all electric on stage but I think there’s a need of our collaborative work as promoters to keep working harder so that our music can break barriers in other countries and dominate the airwaves. I believe we can achieve all of that if we are united.

I also think our musicians are not being given advertisement opportunities by companies within the country; Companies like MTN and Zain should be hiring musicians as their brand ambassadors or give them endorsement deals.  They should be assigned to represent a brand abroad and internationally. I believe there they can be exposed to the outside world.

Q6 – Is this industry competitive in this country and are there any competitors that you felt threaten your performance?

ANSWER – Well I would say before I started, there was no competition. I think we were only two or three promoters in the industry compared to now.

Competition is healthy and it makes one to be competitive and realize his weaknesses and correct them on time. So I welcome competition in our industry and I have no problem with anyone at all.

Q7 – Do you think that there is anything that has changed in the evolution of the South Sudanese industry since you decided to push the country’s artists ahead by helping organizing events even for international musicians?

ANSWER – Yes a lot has changed, the number of musicians has increased so rapidly and I’m also happy to see different genres being practiced in our country. Our music is not in the same state it was back in the days. There’s a new face and evolution going on so yeah I would say my existence has contributed a lot into the music industry and it has helped in selling out our win version of music globally.

Q8 – What is your message to the fans of Promota Kay two?

ANSWER – Thank you so very much, I’m always thrilled to have you with me and expect more to come! We are not done yet, our better days are ahead.

Q9 – Koryom Awet Alor, South Sudanese music tycoon, thanks for speaking to Sudans Post.

ANSWER – Thank you for having me with you, I appreciate and look forward being featured once again.