Media Update’s Darren Gilbert caught up with Jägermeister’s Music and Events Manager for South Africa, Charl Greyling, to find out more about the competition and what the public can expect this year.

What is the Back The Artist competition?

Two years ago, we looked at the [music] industry and how much Jägermeister was involved and we wanted to give back. But not just the usual battle of the bands or pulling some artist off the side of the road and sticking a ton of cash behind them and hoping for the best.

With Back The Artist, we looked at what we have learnt from the industry in working with bands and musicians and performers. We wanted to find out what they needed.

And the big thing that has always come up is alleviating that pressure of having the funds to record, and having a great platform to display your music. And then of course spending time with a top producer.

What does this competition mean for a brand such as Jägermeister?

We have always had a massive presence in the music industry. We have also always focused on grassroots level artists and bands and helping them to get to the next level.

Where Back The Artist is great for the Jägermeister brand, is we are giving back to the industry. We want to show everyone this is not just another gimmick. There is value for the artist at the end of the day.

This is how we would like the industry to grow and give opportunities to new artists.

What can we expect from the Back The Artist competition this year?

The big change this year is we have changed the producer. We are going with HHP.

[The reason for this is that] with the popularity of the brand growing in the hip hop and rap industry, we wanted to make sure that we had the right producer to work with the next artist.

We also wanted to mix things up. HHP is very successful with pretty much anything he comes up with in the music industry. Instead of just producing music, he has done everything. He has produced. He has been on stage. He’s an artist. He’s a big personality in the industry.

This year, we are also incorporating more workshops for the artists and bands to show them the business side as well as the management side. We are getting in top artists and managers from the industry to come chat to the bands.

And then of course, there is a performance aspect. So we will be having the top artists and bands coming up to Johannesburg to do a big show.

Why does South Africa need a competition such as Back The Artist?

We have found that funding is such an issue. As is time and then exposure.

Being able to deal with top producers and having a great platform to showcase your music is not available to everyone. But it’s what you can get with Back The Artist competition.

With this competition, we are not looking for those artists that are established and already on the radio. Instead, we want to find bands and artists that are hungry. And we want to give them the opportunity.

So, if this is what you want to do, we will give you the opportunity.

How does one enter Back The Artist?

It’s all online-driven. So, log on to www.backtheartist.co.za. You can also check out Jägermeister’s Facebook page where all the details will be available.

It’s very easy to enter. Simply submit your band bio and put forward some of your music. And then we have a panel of judges – industry experts – who will filter through the entrants.

Entries close at the end of August.

What can you stand a chance of winning?

The grand prize is studio time. Then there is also massive online PR exposure that goes with his competition.

On top of that, we are going to sign the winner on to our Jägermeister music programme.

Any last words?

We are really looking forward to this year’s competition. We are looking forward to the undiscovered talent that will be unearthed.

For more information on Back The Artist competition, visit www.backtheartist.co.za. Alternatively, connect with Jägermeister on Facebook and on Twitter using the #backtheartist2015 hashtag.