Kenya - Business creation project

Describe your project or startup in a few words

REKODI Licensing is a Kenyan brand that is set to be one of the first licensing platform for African music, distributing music for video, film, & advertising.

01.01 Describe your project in more detail

As a music licensing platform, our main objective is to distribute authentic and high-quality music created by African musicians and producers for creatives within the film, video content, and movie-making industry. Our intention is to develop a platform for creatives worldwide to license assets from our diverse library of authentic and contemporary African music. To do this, we will create a website where these creative can browse our music catalogue, license them on a variety of levels, and download them for their various projects. "REKODI" is the Swahili word for 'record', which simply means capturing something into a permanent form for subsequent playback. This applies to both music and film. Because the company is set to be a hub for licensing music for film and video, we wanted the name to also have this sort of feeling, but make it authentic to Kenya, and Africa at large.

01.02 What is the main problem you are trying to solve?

From working in the film and photography industry for the last nine years, we noticed that there is a huge gap in the kind of music we have available for licensing in different projects, such as film, advertising, and video content. Having used international music licensing platforms such as Epidemic Sound and Musicbed, I have noticed that a majority of the music on these platforms is created by artists outside of Africa, and has been tailored for the international markets. They have little to no music produced by African creatives. However, with REKODI Licensing, we are going to change that; with our music catalogue, we are going to increase the percentage of worldwide representation of African music available for licensing in the film, video, and advertising space. In doing so, we will also increase the number of African artists and creatives in music who are known and noticed on the global stage.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

1. Increase the global percentage of African music available for licensing in film, advertising and video content, availing more authentic music for use in local/regional content. 2. Potentially increase the revenue generated by African music. Because our business is based on a monthly subscription model, a portion of the revenue generated is distributed to the artists in our catalogue, based on their downloads every month. 3. Provide a platform for African musicians to grow and expand their listening base. By creating a catalogue focused on African music, we are able to focus solely on the artists and producers who make it and open up their music to an international audience that would otherwise not have heard them. 4. Centralize different genres of African music available for licensing. Through REKODI, all/most of the African music that is available for licensing will all be in one place. This also makes it easier for creatives in film and advertising to access royalty-free music.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

Our project is targeted at serving two main groups: African musicians and producers, and creatives in the film, advertising, & video industry. For our first target group, the African musicians and producers, the main way we are going to be serving them is by providing them a platform to license their music on a global scale. In doing so, we want to help increase the revenue they earn from their music, and potentially increase their level of exposure to audiences on an international level. For the creatives in the film, advertising, & video industry, our intention is to provide them with authentic African music for their various projects. This music is royalty-free, based on the usage agreement between REKODI and the musicians we represent, and easy to find, because it is all located in one catalogue. Here, we will not only target creatives in Africa, but find a way to also target creatives outside of the region.

01.05 When did you start working on your project?

2024-01-01

01.06 How many other partners are associated with your business venture?

2

01.07 Among the other partners, how many are female?

2

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Rose Otieno - CEO She is the founder and CEO of Sneaker Shed KENYA, a brand dealing with the supply of high-quality sneakers for men and women. She is also a presence in outreach campaigns for People Living with Disability, organizing and taking part in many mobile clinics across Kenya. Her experience in business and outreach activities will guide us through this dynamic field and help in managing the human aspects of our business. Belinda Odongo - COO She is a seasoned C-suite professional in a 360 creative house called OBY Afrika, based in Nairobi, Kenya. She has worked as a producer on numerous projects such as “Pawa Ya Shilingi”, for Standard Chartered Bank Kenya; “Ferdinand Omanyala: Beating the Odds” for Odi Mtaani, and music videos for one of Kenya’s top artists, Kagwe Mungai. She will bring in her expertise from the music and production industry to ensure that REKODI Licensing is successful in all its efforts, especially when engaging and interacting with artists and producers.

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

01.10 Which industry best describes your project?

h) IT (digital services, equipment and software)

02.01.01 My project contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification

We believe that our startup will significantly contribute to the SGD of no poverty, especially among the creative industry in Kenya, and Africa at large. This is because from all the revenue generated from our monthly subscriptions, we will set aside a significant portion (50%) of it to go to the musicians and producers in our catalogue. Each artist will receive their share based on the downloads made on their catalogue every month. We will also take an active role in promoting the music and catalogue of each artist, to ensure that they can make as much income as possible.

02.02.01 My project contributes to the Zero hunger goal

3

02.02.02 Zero hunger - Justification

02.03.01 My project contributes to the Good health and well-being goal

2

02.03.02 Good health and well-being - Justification

02.04.01 My project contributes to the Quality education goal

5

02.04.02 Quality education - Justification

With the knowledge and experience our team has been able to gather in the course of their different careers, we also want to share this knowledge with the musicians and producers under our belt. We will teach them how to maximize their efforts in the music industry, and lean more towards the side of profitability and prosperity. We will also educate the individuals in the film and advertising industry, who serve as our customers, to ensure that they get a clearer picture of the music licensing industry, and magnify the impact that their creations make on a global scale.

02.05.01 My project contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification

Our business is focused on creating a space where gender equality is the norm, by providing equal opportunities to all our employees. Out of our three directors, we have two female directors, and we want to create a space for our employees to feel comfortable and valued by us. Each and everyone one of our employees at different levels will receive equal pay, equal access to opportunities for both career and educational advancement, as well as ensuring that everyone receives commensurate incentives for the work that they do. We will also develop and establish clear guidelines and policies that govern workplace behaviour. We want to eliminate the deeply ingrained prejudices that have plagued our workplaces by taking on a multi-faceted approach that includes education, policy change, and community engagement. In doing so, we can create a high-performance work environment that promotes collaboration, innovation, and creativity, as well as helping our business achieve all its goals.

02.06.01 My project contributes to the Clean water and sanitation goal

1 - Strongly Disagree

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

Our object with REKODI Licensing is to create a decent and sustainable workplace for our employees and ourselves. Through our startup, we will be able to create employment for young people at different levels in their careers, and ensure that we provide competitive salaries that can boost their own personal growth, and the growth of our economy. With how we will run our business, we will give every employee the opportunity to express themselves, their ideas, and their creativity. This is the best way to make them most productive, and give them a feeling of fulfilment in working with us. From the people working with us, to the musicians and producers we represent, to the creative licensing our catalogue, we want every one to get the best experience possible, and consider us as friends helping them on their different journeys.

02.09.01 My project contributes to the Industry innovation and infrastructure

5

02.09.02 Industry innovation and infrastructure - Justification

As one of the first African music licensing platforms in Africa with a specific focus on music for film, advertising, and video, we hope to be an innovator in this field. We want to incorporate different features that can make the user experience on our website and app as seamless as possible. Through the product we offer, we want to innovate, as well as building systems and infrastructure that can offer the best possible service and use case for both our musicians and producers, and those who want to license their music.

02.10.01 My project contributes to the Reduced inequalities goal

5

02.10.02 Reduced inequalities - Justification

To be honest, African music is mostly linked with music from Nigeria, South Africa, Tanzania, and Kenya, on a global scale. However, we want to shift this narrative; through REKODI, we want to give space for musicians and producers in every African country to have their music licensed through us. We want every country to have an equal platform from which their music can get to the whole world.

02.11.01 My project contributes to the Sustainable cities and communities goal

1 - Strongly Disagree

02.11.02 Sustainable cities and communities - Justification

02.12.01 My project contributes to the Responsible consumption and production goal

2

02.12.02 Responsible consumption and production - Justification

02.13.01 My project contributes to the Climate action goal

1 - Strongly Disagree

02.13.02 Climate action - Justification

02.14.01 My project contributes to the Life below water goal

1 - Strongly Disagree

02.14.02 Life below water - Justification

02.15.01 My project contributes to the Life on land goal

1 - Strongly Disagree

02.15.02 Life on land - Justification

02.16.01 My project contributes to the Peace justice and strong institutions goal

2

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

3

02.17.02 Partnerships for the goal - Justification

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

6

05.02 The product/service we envision creating represents an entirely new type of product/service.

2

05.03 The product/service we envision creating could be described as a new technology.

3

05.04 The product/service we envision creating is an improvement on an existing product or service.

5

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

5

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

5

05.07 The product/service we envision creating is a new version of an old product/service.

2

05.08 Justification

We believe that our project idea is unique and innovative because it is set to be the one of the first music licensing platforms in Africa looking to build a catalogue of purely African music with a specific focus on providing licensing options for film, advertising, and video content. The major platforms who supply royalty-free music for film and advertising are mostly focused on music from international artists or artists outside of Africa, and only have a limited percentage of African music within their catalogues. This is what we want to change; with more and more African creatives in film, advertising, and video creation rising up, we believe that now is the perfect time for REKODI. As they create more and more authentic content, we will be there to provide them with authentic music to match what they are creating.

05.09 Who are your main potential competitors and what makes you stand out from them?

Our main potential competitors include Artlist, audiio, Epidemic Sound, Lickd, and Musicbed. The biggest thing that we are going to do differently is to focus on filling our catalogue/library with authentic African music. And to add on to this, our focus will not only be on providing royalty-free music from smaller artists, but we will also work with mainstream and well-known artists to see how we can integrate them into our platform. REKODI is for everyone; from the well-known names to the undiscovered, our intention is to ensure that every African musician in our catalogue is well-represented and gets the platform to share their music while making money from it.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes. In my work as a filmmaker, I have enlisted the help of several women in film for different roles such as gaffer, producer, director, and many others. It is also in this role that I have created several documentaries that focus on female entrepreneurs in art and business. By narrowing down to the specific project, REKODI will help promote the role that female entrepreneurs play in society, because I have partnered with two of them to round off the total directors to three.