- marlizeleyden8
- Nov 18
- 2 min read
The popular ATKV-Crescendo mentorship programme, which will again be presented in 2026, has received a major boost through sponsorship from the M&M Music Academy, a holding company of Kwena Music.
This two-year sponsorship includes not only financial support—established and award-winning mentors from the industry will also be made available to take emerging artists under their wing during the program and prepare them for a career in the music industry. Throughout the year, the academy will further support Crescendo through mentorship workshops, artist showcases, and collaborative projects that offer participants practical experience and industry exposure.
With about six weeks to go, aspiring songwriters are encouraged to submit their original songs for consideration for the 2026 ATKV-Crescendo mentorship programme. Entries close on 31 December 2025, and the program will take place in Paarl in March/April 2026. Prospective artists will be selected to work closely with some of South Africa’s top musicians and mentors. Topics include: the art of lyric writing and songwriting; how to create radio-friendly music; social-media marketing and brand building; and sustainable career development in music.
"We believe that music is for everyone. There are too much red tape and too many excessive costs holding new artists back. Our mission is to ensure that no artist worth their salt is held back due to a lack of funds.”
According to Eben de Jongh, Chief Executive Officer of Kwena Music, the sponsorship forms part of a greater vision to develop artists sustainably. “We believe that music is for everyone. We want to break down the walls between artist and audience and make music more accessible to everyone who wants to create and share it. There are too much red tape and too many excessive costs holding new artists back. Talent is not determined by how much money you have, and our mission is to ensure that no artist worth their salt is held back due to a lack of funds,” says De Jongh.
Morné van Staden, project coordinator of ATKV-Crescendo, says that the partnership means Crescendo can offer more mentorship workshops in more areas, reaching more people and developing more skills. “In doing so, we can make a real and lasting difference in people’s lives. Through this partnership, ATKV-Crescendo and the M&M Music Academy reinforce their shared goal—to empower South African artists, to amplify new voices, and to build a sustainable musical future for everyone who believes in the power of music.”
FREE WORKSHOPS IN NOVEMBER
Throughout November, a number of free songwriting workshops will be held across the country. Visit www.crescendo.org.za to register for these free workshops.
Fisantekraal – 22 November at The Father’s Heart, Milkwood Street, Greenville, Fisantekraal at 09:00 (registration from 08:30). Presented by Jitsvinger, Deon Meiring of Glaskas, and Olga Leonard. Visit www.crescendo.co.za to book for this free workshop.
Kleinmond – 29 November at the Kleinmond Youth Hall, corner of Nemesia and Protea Streets, Kleinmond at 09:00 (registration from 08:30). Presented by, among others, Frazer Barry.
Artists do not need to attend a workshop to enter. By visiting www.crescendo.org.za, songs can also be submitted digitally.
Take a chance and enter! You have until 31 December this year to be considered for the 2026 mentorship program. You may enter an English song, but during the mentorship programme, the song must be in Afrikaans.
