"The music industry is changing at a rapid pace - globally and here in South Africa. The record label of the past, where the emphasis was on working with artists to record and release music, is now just one part of what we do," explains Pino di Benedetto, CEO of EMI South Africa.
"In creating EMI Live, we've taken advantage of the great roster of artists that are signed to the company, as well as the experience and contacts that are found within it.
"But we are not only confining it to our artists. The company is a booking agency that can also secure the live services of just about any other artist working in South Africa and beyond, as well as offering production services of a high standard, no matter what the size of the booking."
Locally it can access Prime Circle, leading urban acts such as HHP, the Gospel music scene (Rebecca and Winnie Mashaba) and the dance music circuit. In addition, Di Benedetto is also intent on it taking advantage of the group's global roster of artists including several high profile and enduringly popular acts, such as Depeche Mode.
"South African music fans have certainly shown that they want to see acts from different decades play live here. We are looking at offering a number of themed live shows over the coming months."
It is in partnership with TIXSA, ensuring a seamless booking facility for the festival and themed shows. Merchandising and CDs will be an additional attraction for music fans when attending an event.
