By Africans, for Africans

Ernest Adjovi is mad. Fuming mad. Two weeks before the Kora All African Music Awards, one of the event’s biggest sponsors pulled out, and as festival founder and executive producer, he had to pick up the pieces. “It’s a disaster,” he says. “We were let down by the airline that was to fly in all the artists. At the last minute, SAA told us they hadn’t budgeted for the Koras.” This, he maintains, “is nonsense” as he had been in talks with the company for months before the event.

It is just one of the many problems the Benin businessman has experienced since he started the Koras in 1996. Drumming up the necessary support and finance to run the award ceremony has not been easy. Especially in South Africa, where it has been held since the event’s first year. “There is no other country in Africa that can host an event of this magnitude,” he says. “That is why we keep coming here.”

In previous years the event was held at Sun City, with fumbles and fanfare. This year, it moves to KwaZulu- Natal where Adjovi hopes it will have a home for the next couple of years. “It may appear that Kora does not have the support of South Africans but that is not true,” he says. “We have the support of the people in Soweto, the man on the street, the majority.” He feels it is one or two bigwigs who create this perception.

It’s a perception that does not come cheap. Add an international superstar to the mix and the costs rocket. According to Adjovi, “one artist can cost $1-million, and because you want them to come to Africa and perform just for your event and go back, you have to pay that. And then, some will want to stay for three or four days and so they won’t charge you for just one day.” This year’s headliner is Grammy award-winner and queen of hip-hop Missy Elliot. “If you calculate the extras, it is about just less than $500 000 to bring her out,” says Adjovi. People won’t come to the show if you don’t put on a big African-American artist. Elliot will perform at both the festival and the actual award ceremony, alongside ragamuffin Shaggy.

So where does Adjovi get the money to run the Koras? “We get a bit from the South African government, in particular from KwaZulu-Natal, and the Department of Arts and Culture,” he says.

But Adjovi emphasises that the money received hardly covers the costs. “I have had to sell my personal property,” he says. His business stakes in oil and cellphone companies seem to help too.

With all the hassles then, why does Adjovi keep running the Koras? “Praise God, someone asks me that!” He cries, “I believe it is through culture — specifically music — that we can be united.”

That unity may still have quite a way to go as even Adjovi himself admits that not all of Africa comes together for the awards. “White people do not feel part of it. We don’t tell them to enter but when we say ‘All African’ we mean Indians from Durban, whites from South Africa. He adds that the winner of this year’s lifetime achievement award may go some way in changing this.

Nominations for the awards are made by a panel consisting of six representatives from each of the regions — Southern, Central, East and West Africa.

This year sees heavyweights such as Oliver Mtukudzi, Cesaria Evora and Baaba Maal up against the likes of our own Hugh Masekela, Miriam Makeba and Lucky Dube. Voting is via SMS, and Adjovi assures that each country’s votes are weighted according to its population of cellphone users.

This year the festival’s start coincided with World Aids Day. The festival runs for four days, accompanied by a pageant and fashion show. Adjovi says part of the proceeds are to go to building “the first ever impregnated mosquito net factory”, which Adjovi says is a way to address malaria. The other proceeds will go to Aids orphanages.

Despite its mishaps over the years — the Koras were criticised for being too South African, Adjovi’s falling out with business partners and general organisation faults — the Koras have still managed to clock up on the longevity stakes. This year sees its 10th anniversary.

The lowdown

The Kora All African Music Awards ceremony will be broadcast live on December 4 at 8pm on SABC 1