BOUGA LUV GETS HIS BUSINESS SWAGGER ON

Intro by Nick Kaoma

Interview by Lesley Mofokeng

Kabelo, at his young age of 29, has seen and done more than an average person can ever attempt in a lifetime. Born and bred in the historically-lush township of Diepkloof, it goes without saying that the man fondly known as Bouga Luv by his fans had a vibrant and colourful upbringing. What with the music-ridden and alcohol-heavy summer nights of the 80’s and 90’s that parlayed exciting sounds of the likes of Brenda Fassie, Stimela, Joe Nina and Mdu Masilela.

As he said so himself on his 2^nd album, ziyawa eDK and people there really do party like there is no tomorrow bra wami. If you’ve ever listened to TKZee’s timeless records and Bouga Luv’s own solo efforts, it is easy to see that those times rubbed off nicely on him and are firmly entrenched in his music psyche. The melodies, the groovy lyrics, the carefree attitude and that trademark chuckle serve credence to this. It’s been 10 years since Kabelo entered our humble lives.

As a teenager, he recorded Take it Eazy with his childhood friends Tokollo and Zwai (I cannot blame you dear reader if that album doesn’t trigger any memories as not too many people bothered with it); although the market practically ignored the album (maybe the industry just wasn’t ready for that type of sound), to me it was a sign of things to come in the same way that the earth shakes just before a volcano erupts.

Thereafter, Mzansi bore witness to an unprecedented music massacre; TKZee enthralled and captivated the entire nation as they released albums Palafala, Halloween, Shibobo, Guz 2001 and Trinity which went on to sell more than 500 000 copies combined.

The summer hits that sprung from this collage, had chicks shaking everything that their mothers gave them and a bo guluva ba se kasi fronting with their gusheshes all the way from Zola and Eldorado Park to Mitchell’s Plain. International tours came beckoning; money, fly chicks and fast cars followed fast like manna falling willingly from heaven. It was however in this realm of success that Bouga Luv would meet his worst enemy, an enemy that has destroyed the lives of artists as far apart as John Coltrane and Brenda Fassie. Drugs were presumably offered to him by one of those opportunistic Joburg drug peddlers.

It’s hard for a die-hard fan to picture a music hero struggling with such a habit – imagine the frequent nose-sniffing that comes with it and the erratic and uncontrollable behaviour that follows- wooh, crazy stuff! Although the other group members dealt with the problem in different ways, Bouga Luv took on the problem as a challenge that could be turned into a blessing. His current way of life should shut-up any naysayers (the brother ran the comrade marathon and raised R250 000 for charity for crying out loud!).

After kicking the habit he took on the mantle of the ‘hardest working man in kwaito’, releasing platinum album after another creating a stranglehold on the lucrative festive season, just like Jay-Z did in the late 90’s on the other side of the Atlantic. His five albums have sold close to 500 000 copies, thus threatening to overtake his alma mater’s record, something even Moses would have struggled to foresee. I am unfortunately not aware of the album that he feels is his Reasonable Doubt or Kind of Blue, but in my journalistic opinion his latest, Exodus, should be heralded, even if it is for the sole reason that it is the album that marks his exodus from the comfort (and sometimes shackles) of the major labels that control Mzansi music (whether its for its own good or detriment that’s a topic for another day). For anybody that undermines that as an achievement, engrave into your greasy head that the dexterity or skill that is required to do that is lacking in most of your favourite stars; if you doubt my well-calculated words try naming 2 ‘artists’ other than the ‘founders’ of the genre that have forged successful boutique kwaito labels. Exactly! So it is apt that Mr. Kabelo Mabalane is the first record executive to be featured in our inaugural The Biz section of this magazine. The busy mogul-to-be discusses his flourishing deal with international sports brand Reebok, Groove Luv Productions and Bible School (yes, you read that right!). Woza nazo!

What motivated you to set up your own record label "Groove Luv"?

I believe in the principle that if you are not growing you’re dying. My being a record company executive was inevitable; it was time for me to execute what I have learnt in the past decade in the music industry. Besides, I’m not one to shy away from a challenge.

What are some of the challenges you met in this regard and how did you deal with them?

Running a business out of your pocket is never easy, the biggest challenge I suppose is staying focused on what I have set out to do regardless of the mistakes and setbacks that I meet.

What would you say was the biggest lesson you learnt while setting up the label?

Raw overheads, cutting out unnecessary costs that you don’t need; you have to apply the lean and mean principle especially in the early stages of the business.

What have you learnt from the TKZee financial situation where you ended up owing SARS millions of rands? Advice to other artists in this regard?

This ordeal brought to light the fact that record companies then and management agencies turned a blind eye to the tax issue and let the artist figure it out on their own. I was young then and had no advisors; things have changed since then in my life and in the industry regarding tax issues. We are more aware. My advice to other artists is to seek professional advice and take heed of it.

How is the deal with Reebok unfolding?

The Reebok deal has been a blessing requiring lots of work at times especially with regards to the touring and promotion of the brand. Financially, I have benefited tremendously and there are still three more years left in the contract.

Any upcoming developments? New stores/new ranges etc?

Watch this space for a hot new shoe range amongst other things.

How much of a contribution are you making to the actual merchandise?

I have let them run with the clothing side of things, as you can’t really mess up sporting gear. Otherwise on the shoe side of things, I have a bit of a say as to what the design should look like.

What other business opportunities are you interested in?

I am interested in affiliating my brand with other brands in different industries as long as there is a mutual synergy.

Which other music proprietors do you admire and why?

I admire various business people because of their varying business acumen, but of course the boys from TS Records (Sbu and TK) stick out because of their successes and their tactics; I especially admire the way they execute their street guerilla marketing campaigns.

What is your personal business and financial philosophy?

If you can’t afford it don’t buy it.

Are you attending or have you attended any courses to fine-tune your business sense?

I am considering doing an MBA after bible school.

Who advises you?

The word of God is my benchmark for advice as well as my inner circle which is made up of my pastors, colleagues and close friends.

What do you hope to achieve with all these ventures?

I hope to inspire people and show them that if they get their act together the world could be their proverbial playground. I also aim to serve as living proof of God’s saving and restoration power.

How do you feel about your new album Exodus? How has the market received it thus far?

I am satisfied with Exodus and the market has received it wellish but for my standards I feel I could have done better sales wise.

Are you eyeing a SAMA for best Kwaito album? What are your chances?

I have a Kwaito album out there of course I am eying the SAMA, I stand a good chance.