Rabat, 22-25 November 2023
What is Visa For Music?
Visa For Music (VFM) is the first professional music market and festival in Africa and the Middle East. Established in 2014, it was created to address the disparity between the vibrant and creative music scenes in these regions and their limited international visibility. The festival is a dynamic platform that brings together various players in the Moroccan and international music industry.
VFM showcases the diverse musical talents and artistic creations of Africa and the Middle East, aiming to introduce them to a global audience. The event features not only live performances by talented musicians but also hosts conferences, speed-meetings, workshops, and training sessions, all of which promote networking and learning among industry professionals. This year’s edition received more than 20000 visitors, 70% of which was mostly active youths.
Additionally, the British Council’s online engagement alone exceeded 8,000 interactions,extending the festival's reach and impact through our social media coverage and audience outreach. Alongside the impressive turnout, the festival hosted 393 artists representing 34countries and +1,200 professionals from 80 countries.
The impact of Visa For Music was substantial, as it amplified the voices of musicians and contributed to the recognition of the African and Middle Eastern music scenes on a global scale. This annual four-day festival transformed Rabat into a bustling hub for music, enhancing the city's cultural landscape and its status as the "City of Light and Moroccan Capital of Culture."
VFM has successfully bridged the gap between local music scenes and the international stage, fostering collaboration and understanding among musicians and industry professionals from diverse backgrounds.
British Council & Visa For Music
For the 10th edition of the Festival, the British Council supported VFM through a range of activities, connecting UK music talents to an international scene, fostering professionalisation of young artists, as well inclusivity of underrepresented cultures in music production. Through collaborative efforts with Visa For Music, the British Council successfully realized four intrinsic objectives via three distinct activities: a captivating concert featuring Deelee Dubé, training sessions on electronic music production using DAW, and a thought-provoking conference on underrepresented cultures.
The objectives:
- Showcase artists to programmers for collaborations (1400+ matches).
- Foster collaborations through partner events and discussions at the expostand.
- Create dialogue and share ideas through conferences.
- Support capacity building with workshops and training sessions.
Key Activities:
Showcase of Deelee Dubé (UK)
Partner: British Council
Date: Saturday 25 November 2023, 5:15 pm,
Location: Mohammed V Theatre
London-born and award-winning vocal artist Deelee Dube performed for the first time in the Moroccan scene with the support of British Council and Visa for Music. The artist made history as the first British Sassy Awards recipient, winning the prestigious Sarah Vaughan International Jazz Vocal Competition in 2016, and possesses what Jazz Times called ‘a warm tone, genuine blues feeling and easy rhythmic authority’. Deelee Dube embodies a stellar African musical lineage, the eclectic tastes of a London upbringing, and a deep love and respect for the jazz tradition.
Deelee Dube delivered a mesmerizing performance on the Visa For Music stage at the Mohammed V Theatre on Saturday, November 25th, at 5:15 pm, captivating an audience of over 400 spectators. Joining Deelee on this unforgettable musical performance were three exceptional artists: Guy Nicholas Dempsey (UK), Luis Sanchez Guerra (Spain), and Liu Kai Macrae (UK). Each artist delivered an outstanding performance, complementing Deelee's brilliance on the stage.
Conference: Underrepresented cultures: between particularism and integration
Partners: British Council, International Music Council
Date: Friday 24 November 2023, 12.pm-1.30 pm
Location: Mohamed VI Museum of Modern and Contemporary Art
In collaboration with Visa For Music and the International Music Council, British Council has supported a conference that focused on the integration of underrepresented cultures in the music industry. The discussion delved into the challenges faced by artists from underrepresented cultures, including linguistic and ethnic minorities, as they navigate additional hurdles to access music markets. Specifically, the dialogue explored the actions necessary to showcase their work and the diverse paths they pursue to integrate into the music industry.
The conference, moderated by Silja Fischer, Secretary General of the International Music Council, unfolded against the cultural richness of Morocco, recognized as the cradle of intangible cultural heritage. Addressing crucial issues of cultural diversity and universal access to music, the speakers shared profound reflections through their unique backgrounds. Fadimata Walett Oumar from Mali highlighted the struggle for minority rights, while Arnaud N'Gaza, an Ivorian musician in Morocco, emphasized the role of associations like Afrikaina and Visa for Music. Imed Alibi, representing the Atelier des artistes en exil in Paris, discussed challenges due to geopolitical changes, and Moroccan artist Ayoub Nabil (Jubantuja) showcased an alternative rock project in Tamazight. The conference concluded by underlining the significance of recognition, government support, and autonomy for emerging artists, addressing obstacles such as discrimination and digitalization.
The conference welcomed over 45 attendees, comprising beneficiaries, artists, and industry professionals, with a balanced representation of 20 women and 25 men.
Speakers:
- Silja Fischer, IMC Secretary General (France-Germany)
- Jubantouja, Amazighe artist (Morocco)
- Arnaud N'Gaza, Artist jazz/funk (Ivory Coast-Morocco)
- Fadimata Walett Oumar, Artist and activist for minority rights (Mali)
- Imed Alibi, Workshop of Artists in Exile and Artistic Director of the JMC (France-Tunisie)
Workshop: Electronic Music Production using Digital Audio Workstation (DAW)
Partner: British Council
Date: 22 and 23 November, 02:00 pm to 06:00 pm
Location: Onomo Hotel
This workshop focused on electronic music production using the software favoured by music professionals, Ableton Live. It targeted around 30 young musicians and offered an enriching learning experience, equally suited to beginners wishing to learn the basics, and to professionals seeking to perfect their skills. The workshop was led by three highly experienced professionals from the UK, Senegal and France.
Workshop Facilitators:
- Justin Adams (UK) is a UK-based guitarist and record producer with a career spanning 40 years. He co-wrote four albums with Robert Plant, has produced albums for Tinariwen, Rachid Taha, Souad Massi, Hoba Hoba Spirit and many more. In addition to solo albums, Justin Adams has earned acclaim for his collaboration in two duos. One with Gambian musician Juldeh Camara, and another for his current collaboration with Southern Italian Violinist and Percussionist Mauro Durante.
- Safouan Pindra (Senegal) holds the distinction of being both the brain behind the Hip Hop Awards Festival in Senegal and the visionary founder of the Yakaar Complex, a music and performing arts training center located in Dakar. He is at the helm of Optimist Produktions, a Senegal-based Music and Arts Production Company. Pindra's professional journey also encompasses his role as the manager for the renowned Senegalese musician and singer, Demba Dia. His deep involvement in the hip-hop scene dates back to 1995 when he embarked on his journey within the realm of music, initially as part of the group "sunu flavor."
- Allan Touchat (France) is a DJ renowned for creating a captivating musical universe with his group African Corporation. Their music blends eclectic elements, ranging from griot voices to electro, hip-hop, dub, and house. At the heart of his universe lies a quest for unity, symbolized by the title "Unity," where artists from various African countries and their diasporas come together to form a pan-African sonic landscape. Collaborations with local artists reinforce this vision, celebrating the musical diversity of Africa.
Booth at the Visa For Music Expostand
Booth: British Council
Date: 23 and 25 November, 09:00 am to 05:00 pm
Location: Mohamed V Theatre
From November 23 to 25, the Festival's Professional Market opened its doors at the Mohamed V Theatre in Rabat from 10am to 5pm, offering an immersive platform where cultural diversity and exceptional networking opportunities came together. This edition was marked by the presence of 41 booths representing organizations and institutions from 20 different countries, creating a fascinating panorama of the world's wealth. The British Council's booth received over 900 professionals during the three-day period. It served as a hub for creating new connections, shaping ideas for future projects, and presenting the mission of the British Council.
