Introducing Feel Good Series: The Three-Part Musical Experience of The Future
EVENTS
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EVENTS *
When Nandi Dlepu founded Feel Good Series in 2017, she had no idea that her dream of empowering young creatives would grow into so much more. Fast forward to 2022, Feel Good Series has evolved to become a 3 part musical experience, presenting the future of South African music.
The three arms of Feel Good Series start off with The Listening Party, which is where the headliner is introduced to media and tastemakers ahead of the live show. The live Feel Good Series is a ticketed event, open to the public to experience the headliner along with a supporting lineup. The third and final component would be Umi, which is an annual music festival.
For the founder, having an ear to the ground and a knack for identifying future stars are key. Feel Good Series aims to be an amplifier for emerging artists who are on the cusp of mainstream success, and form part of a community that they can take along with them as they grow. “I hope to create a platform that emerging artists aspire to perform on and be associated with, I hope to create an experience that feeds and entertains music lovers and I hope to create a brand that meaningfully contributes to the music industry by showcasing tomorrow's music today, “ shares Nandi.
Even though she didn’t realize it at the time, Dlepu’s career in music started back at her previous career in the world of advertising. “My schedule was mostly filled with my production responsibilities. Managing the diary of my creative director, and creatives, managing crew, and meeting regularly with my production managers. Shortly before leaving the industry to pursue my passions I was promoted to Business Unit Director,“ she explains.
In our full interview below, the Mamakashaka CEO breaks down her career path, the underlying goals of Feel Good Series, and advice for aspiring event organizers.
This interview has been slightly edited for the purpose of clarity and content.
Jade Kelly: How would you describe yourself to people who don’t know you?
Nandi: I’m an overthinker and an idealist. I spend a lot of time in my head, my brain is never not tinkering, strategizing, imagining and fretting. I also am an idealist, I believe things will always work out, that it’s never to late to start or start over, I think the best of people and I often get choked up over a great book, a kind gesture, when Im feeling particularly creative, over good coffee, good music and a great mix, watching my son, reaching a milestone and when I feel myself stretch as a person and creative. In short, I’m mad emo.
What did your work life look like before starting Feel Good?
Before taking on Feel Good Series full-time and founding my experience-led agency, Mamakashaka I used to work in the television and advertising industry. My schedule was mostly filled with my production responsibilities. Managing the diary of my creative director, creatives, managing crew and meeting regularly with my production managers. Shortly before leaving the industry to pursue my passions I was promoted to Business Unit Director. Here my schedule involved a bit of the above but a lot more Client meetings and face time with the MD & head of operations.
What prompted you to start Feel Good Series?
Before founding Feel Good Series, I was part of a collective called The Other Girls and we founded a brunch cum day party called The WKND Social. During that time I remember all I wanted was to add a live performance element to the series, which never happened but the aspiration stuck with me long after the collective disbanded. When the opportunity to start something of my own arose, I knew immediately it would have a live performance element to it.
What are the different components that make up Feel Good Series?
What started out as a series of live performance parties has evolved some and today Feel Good Series is actually made up of 3 components. We have The Listening Party which is where we introduce our live performance feature to media and music industry leaders/tastemakers. We have our actual live performance party which sees our monthly feature perform at a ticketed event that also features a lineup of emerging and established dj’s. Last but not least, we have our annual music festival proposition, UMI, a 12hour experience that features a community curated lineup. The festival has in the past featured a performance art stage, a film festival and a fashion pop up.
What do you hope to achieve with FGS?
I hope to create a platform that emerging artists aspire to perform on and be associated with, I hope to create an experience that feeds and entertains music lovers and I hope to create a brand that meaningfully contributes to the music industry by showcasing tomorrow's music today.
Who is FGS for?
Feel Good Series is first and foremost for music lovers, we are after all a live performance party, so if you have an appreciation and appetite for live shows then you are our people. Secondly we are a party so if you’re looking to feel good and have yourself a good time, then you’re our people too.
What can people look forward to regarding FGS over the next couple of months?
We pride ourselves on our curation so you can expect to be introduced to more of the best and freshest in musical talent from the hip hop, alternative and indie scene. We are also having a Cape Town and Durban pop up scheduled for this year which we are really excited about!
What advice do you have for people who are looking to start something on their own?
My advice to anyone starting a business, an event property infact any endeavor is know your why. Why do you exist? We will often be called to relook our how and our what but when you are motivated by a WHY it’s easier to adapt and
to evolve. When you understand WHY you exist you operate with conviction which fuels your grit and you’re gonna need a lot of grit because making mistakes and failing is inevitable. It is how we respond to them that ultimately determines our success but it all starts with knowing your why.
What do you wish you knew before you started out?
I wish I had studied more around business management. I read a lot of business books, have had a business coach and even though I have finance and legal support I am astounded at how little I know around building and managing a business. If I could turn back the hands of time I probably would have taken more courses on the side. I still hope to further my education as far as building a lasting business that I can have the option of selling one day.
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