Yessonia’s New Record Label To Fight Social Injustice

Gender inequality in the entertainment industry remains stubborn, but Swakopmund-born Sonia Shalukeni’s newly established record label, Timeless New Art (TNA), has set its sights on fighting social injustice in the entertainment industry, while targeting music that can reach every corner of the world.

Speaking to unWrap.online this week, Shalukeni, known as Yessonia, said her new record label would transform the Namibian entertainment industry and take it to greater heights.

“I would like to use music as a platform to fight social injustice and groom different talents. There are very few female DJ’s in Namibia and this has motivated me to work extra hard because l want to leave a legacy that inspires more women who feel like it is not possible to make it as a female DJ. We want to make music that inspires young artists and females and provide them with access to international production.

“There are very few facilities that groom people who are interested in various arts. What I mean by this is where in Namibia does a female DJ apply to learn how to be a DJ? I hope in future better platforms will be created. Also let me add that I’ll be a DJ vocalist too. But for now I’m that DJ that is in it to create good music by bringing various artists together,” she said.

Yessonia went on to state that the new record label, which is being registered in South Africa, will give in-house artists the opportunity to pool from the talent of the label.

“There are artists in Namibia that earn 78 cents as a royalty cheque after a year of hard work. TNA is doing things differently by being registered in South Africa, and registering with all the right music bodies there so that artists can survive from their art. TNA is also looking at getting licensed by either Sony or Universal, so it will be something different.

“TNA has also signed a lot of artists outside Namibia, so we will be able to create and fuse content. TNA also managed to get two of the best producers in Namibia under one roof – DJ Kboz and Solani (Mr Glo) – and have taught me how to produce as well. TNA was set up two months ago, and we have already recorded over a 100 songs, shot our first video and signed eight artists. That in a nutshell depicts the level of seriousness,” she said.

Yessonia has also partnered with Solani and veteran DJ and producer KBoz who also told unWrap that the label to them is like a family business where everyone does their best to create the best product possible.

“I am a partner of TNA, so is Solani. We came together and each put in our resources to make TNA and our aim is to create opportunities to penetrate the current urban market both locally and internationally.

“Most of the music I do will be licensed under TNA as our agenda is to get music played on as many platforms as possible both locally and internationally. TNA is able to facilitate that. Turntable King is responsible for talent scouting and grooming, hence me always looking out for new talent,” Solani stated.

DJ KBoz said his main responsibility with TNA is production and engineering that is required to make a song hit the market.

– unWrap.online

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