About Advertise
Music
KasiMp3

The Future Sound Of Mzansi

by Ts’eliso Monaheng / 07.08.2013

On the 15th of December 2012 at approximately 17hr00, Mokgethwa Mapaya was going about admin work for Kasimp3, a music uploading/downloading portal he had launched eleven months earlier. Sifting through his e-mails, he stumbled upon a cease and desist order from a representative of Soul Candi music, the independent imprint partly owned by well-renowned South African deejay, Kid Fonque. The contents of the e-mail referred to an unauthorised remix of Ornette’s “Crazy” on Mapaya’s website, instructing him to remove it or face legal consequences. Back-and-forth correspondence ensued; the bigwigs at RISA – the main body representing South Africa’s recording industry – got involved. Unaware of the proverbial shit-storm that the e-mail had sparked, Mapaya carried on with site maintenance duties. The onslaught continued; within a week, he had received copyright infringement claims from Kalawa, Soulistic Music, and the Universal Music Group. Two weeks later, on the 28th, the website got shut down.

A statement from the site followed.

Positioned as a David vs. Goliath attack on the perceived threat of Kasimp3 to the music industry, the missive spoke of an internal plot by industry heavyweights to undermine the founder’s venture; “[they are] not comfortable with independent artists having their own platform”, an excerpt reads. A long-time bi-polar disorder sufferer, Mapaya went into a bout of depression.

“[Those gatekeepers] started [a] campaign where they sent a bouquet of letters to my hosting provider [and] the owners of .co.za tabling why this site should be taken down, and why it shouldn’t be allowed to exist” says Mapaya, referring to the record labels which brought forward the charges against him. He could not fathom why anyone would want to prevent their music from being remixed. “It’s how music evolves” he says, reasoning that an artist averse to having their songs re-worked is “indirectly killing that genre or a part of the music industry” with their actions.

Born in Limpopo and raised in Tembisa, Mapaya is the archetypal kid from the hood trying his best to carve a niche in an unforgiving, closed-off circle of insiders. After dropping out of university in 2005 (he was studying towards a degree in Computer Systems Engineering at Tshwane University of Technology), he started his first venture, an IT company. The move proved not lucrative enough to sustain a decent lifestyle, so he joined the private sector instead, working as a systems developer for companies such InVision, Datacentrix, and Liberty.

It was while at the latter organisation that he conceived the idea of Shipa, an iTunes-style on-line music portal which proposed to use SMSes instead of credit cards to facilitate the buying of music by the South African public. Mapaya recounts how the idea came about:

“I remember when [Skwatta Kamp’s] ‘Khut en Joyn’ came out. I used to go from store to store looking for the album, and I couldn’t find it. I was heartbroken! I think ever since that day, the idea of a place where you could find local street music for download has always been in my head. But I didn’t take it seriously back then because I didn’t have the intellectual resources to build something like that.”

While listening to a hip hop segment on the radio one afternoon, he heard two emcees from the East Rand freestyling. Impressed by their conviction, he recalled his idea for an on-line music store. But unlike seven years prior, he now possessed the skills to engineer the product. Shipa went live on the 15th of March, 2010, but was slow to gain traction. Mapaya tried, at various junctures, to leverage the store’s penetration into urban South Africa’s consciousness – everything from three month-long advertising campaigns on YFM, to writing business partnership proposals to record labels such as DJ Cleo’s Will of Steel productions and DJ Sbu’s TS Records.

But alas, his product was viewed as being below-par. “It’ll cheapen our brands”, some quarters of the music industry are rumoured to have commented. Mapaya sank into a manic depressive episode, the first of many which would plague him throughout his Shipa journey – a path laced with the disintegration of deals he had brokered with EMI Music (which folded), and rival companies which were entering the market with a better value proposition and a stronger financial muscle. The end came with the advent of Mp3twit and Spotify. He decided that the venture had failed; that it was time to explore other avenues.

With MP3twit as the ballpark, Mapaya set about building the engine for Kasimp3, the third in a trio of planned endeavours which included a video downloading site and a news aggregation portal. The fourteen-day sprint to build the back-end had been preceded by weeks of considered planning – everything from the algorithm to the business model.

Porting users after launching in February 2012 was easy. As he puts it: “I just went to Facebook and told people about the product; one-by-one, I messaged each person.” Facebook limits the number of messages any one person can send to other users; Mapaya had his account repeatedly blocked, but exercised patience until the banning period elapsed, then continued sending the messages. “I repeated the cycle until I knew I had enough critical mass to just let this thing have a life of its own” he says. In three months, Kasimp3 had around three thousand registered users.

KasiMp3

Mapaya learnt from his Shipa experience that reaching out to established artists wasn’t a worthwhile exercise, so he decided to, as he put it, build his own stars instead. “I don’t want to be a component of the music industry, just the way that Facebook is not a part of any social society; it’s an entity on its own” he says. To him, a product he engineers also has to produce results. “I wanna manufacture superstars; that’s the output that I want”, he declares.

Mapaya is the first to admit that his product is not necessarily the most glamorous. Various quarters of the web haven’t taken kindly to it. “It has an ugly interface”, one developer commented. “The navigation experience is horrid, there is no apparent flow between areas of the website”, said another. Others have taken to Internet forums to express their distaste. Shortly after it launched, MyBroadband published a short profile on Mapaya. One of the commenters who claimed to work in the music industry wrote: “This site along with his other piracy bullshit have already been reported to Risa as well as the RIAA. He won’t be around long.”

However, regardless of the amount of vermin directed at it, Kasimp3 works exceptionally well for its intended market.
Website traffic statistics are sketchy. While a recent report claimed that Kasimp3 is currently experiencing 500, 000 unique visitors per month, the analytics website Alexa places the figure at a little above 200, 000.

Logging into the desktop version of the website, one cannot help but draw parallels to Twitter’s interface. Twitter’s engineers released a rapid development kit called Bootstrap which Mapaya decided to employ in developing the site. “Besides, I’m also a fan of the Twitter concept” he revealed.

Still, there are ideas one feels could have made the site better-suited to a web 3.0 environment, like the ability to embed songs on third-party applications, for instance. Twaambo Haamucenje, a web developer who is also part of the African hip hop blog 25tolyf, laments the lack of HTML5 support, adding “this means that there is a large demographic that can’t see the flash players on their devices.”

Mapaya counters: “In the music industry, people find this HTML5 component cool, but in other industries, the key is mobile. Desktop strategies are secondary to us.” Since ninety percent (Mapaya’s claim) of Kasimp3 users access it on mobile devices, the strategy makes sense. “Mobile is the new oil, it’s the new platinum. Everyone wants to get the mobile thing right”, he concludes.

Even via Skype, Mapaya’s soft mannerism is infectious. His sentences are punctuated by dry doses of humour. “So you work for free?” he quips when I inform him who the story is for. He has an occasional stutter which becomes more pronounced when he tries recalling past events. In person, his thick, heavy-set dreadlocks add a couple of centimetres to his otherwise medium-sized height. He is confident in his abilities, yet never comes across as arrogant.

During a foray in Jozi central, an emcee approaches us and offers to kick a couple of raps in exchange for a few coins – “but only if you dig it”, he adds. Visibly impressed, Mapaya takes out a handful of coins and hands them over to the rapper. He also advices him to pay a studio down the road a visit, adding “they might be able to help you record.”

The Kasimp3 business model trumps logic. There are no clear-cut ways in which artists earn money, and the desktop and mobi versions don’t have links to the website’s piracy policy. Additionally, since South Africa doesn’t have the equivalent of a SoundExchange (SAMRO is concerned with terrestrial broadcast), how is the royalty collection process facilitated?

Mapaya explains the piracy part: “[The site has] an end-user license agreement, just like any other site. You won’t be able to upload music if you haven’t approved that agreement. All artists who use our platform are aware of that agreement.” The agreement reads: “Do not upload songs you don’t own, your account will be deleted.”

Kasimp3 re-launched this past February under a new host. But how did the shutdown affect them? “It did damage a lot of our reputation…there [are] a lot of artists who thought it was our fault that the site was shut down, but they were not aware of the politics behind it”, says Mapaya. It would seem that a loyal user-base had been solidified, however. Within a month of the re-launch, they were back to pre-shutdown figures.

Mapaya has written a handbook called “Download Currency” about how Kasimp3 was founded. Tefo Mohapi writes in the book’s foreword:

“The townships were meant to incarcerate black people, both mentally and physically. As such the odds are generally stacked against any young person trying to “make it” from the township as a myriad of factors are against them…”

It is against this backdrop that Mapaya is stacked. He, a visionary with a revolutionary edge and flair for development, or just another hack trying their hand at changing the music industry?

“I have a couple of thousand songs to go through” says Mapaya as we part ways. At that very point I think to myself: this could be the one guy with his finger on the future sound of South African music. One can’t help but dream; only if…

36   20
RESPONSES (68)
  1. Skyzo says:

    Let Go and Let God my brada from another mother…this is a very good initiative.

    Thumb up0   Thumb down 0

  2. george says:

    Ur doing gud job boss

    Thumb up0   Thumb down 0

  3. Julat says:

    Screw those assholes in the music industry – their model is built on limits, ringfencing and greed. It’s a boy’s club where they’re all buttering each other’s mielie, not the kinda club anyone with sense would wanna join.

    Follow your heart and the stars will shine.

    Thumb up0   Thumb down 0

  4. deBongz says:

    Article was great,awesomely breath taking use of language and riveting speech, i dont usually read everything but yours got me wanting for more. However it is a bit of a sad story about your character(mapaya). I refer to him as though nonexistence; i mean the way things have turned so unlucky for him; really its like a fiction. Nevertheless mapaya is a real destined hero; he is endowed with power and strength entangled in his dreadedlocks( like solomon). I say mapaya ;my bro live up your dream, sky is the limit, keeping on walking tall and all those who refused you; will one day bow before you.

    I am taking pride in you just for your zeal.

    Thumb up0   Thumb down 0

  5. Jeanette Jsie says:

    I love this.!

    Thumb up0   Thumb down 0

  6. The Next Movement says:

    Beautiful work.

    Thumb up0   Thumb down 0

  7. Tanesha says:

    It’s awesome designed for me to have a site, which is good for my knowledge.

    thanks admin

    Here is my blog post … place to buy a car

    Thumb up0   Thumb down 0

  8. Karissa says:

    If you wish for to obtain a good deal from this
    paragraph then you have to apply such methods to your won weblog.

    Check out my site … masticating juicer center

    Thumb up0   Thumb down 0

  9. Kenneth says:

    Pretty nice post. I simply stumbled upon your weblog and
    wanted to say that I’ve really loved browsing your weblog posts.

    In any case I’ll be subscribing for your feed and I’m hoping you write again soon!

    Also visit my webpage – gold plating chemicals

    Thumb up0   Thumb down 0

  10. Phoebe says:

    Hey are using WordPress for your blog platform? I’m new
    to the blog world but I’m trying to get started and create my own.
    Do you need any html coding knowledge to make your own blog?
    Any help would be greatly appreciated!

    Here is my blog post gold plated guns cod

    Thumb up0   Thumb down 0

  11. bongani says:

    A want to advature my self lam dj

    Thumb up0   Thumb down 0

  12. Kimberley says:

    I just like the helpful information you supply for your articles.

    I will bookmark your weblog and check once more
    right here regularly. I’m relatively certain I will be told many new stuff proper right here!
    Best of luck for the following!

    Feel free to visit my web page my injury lawyer

    Thumb up0   Thumb down 0

  13. Thulani says:

    My friend in german wanted to download my poetry works but the link i’ve sent to her was not working what plan can i tell her. Thanx regards. Thulani

    Thumb up0   Thumb down 0

  14. Nduh says:

    I need to upload my song

    Thumb up0   Thumb down 0

  15. ToxicThotzSA says:

    Good work Brother…most of us black youth frm Townships had dreams of producing our own music bt ddnt hv any plans 4 marketing and distributing our creations and Kasimp3 serves us well. Thnx once again…Let’s rise up together!

    Thumb up0   Thumb down 0

  16. Kenny says:

    Thnx to kasimp3 coz it is the 1 that serves me with motswako hits I’ve been looking 4…dankie

    Thumb up0   Thumb down 0

  17. M'ERK says:

    That’s a gud I idea majimbos. NW its easy 2 gt sponsors coz we hav a place whr we publish our music n its easy 2b famous

    Thumb up0   Thumb down 0

  18. Thank you says:

    Kasimp3 music is gud

    Thumb up0   Thumb down 0

  19. simphiwe says:

    i want to upload my song

    Thumb up0   Thumb down 0

  20. Dj Gibbz says:

    Ur site is gud, but da payment of royalties is very poor…… Many of da ppl using Kasimp3 don’t receive royalties as part of the agreement. You don’t talk to artists when they inquire about their Royalties…. Fix ur mess mfethu ….

    Thumb up0   Thumb down 0

  21. Monga.com says:

    good

    Thumb up0   Thumb down 0

  22. bright says:

    Kasimp3 I good

    Thumb up0   Thumb down 0

  23. bright says:

    Kasimp3 is good wap and easy

    Thumb up0   Thumb down 0

  24. S.T.H.E says:

    I like your style

    Thumb up0   Thumb down 0

  25. Azile says:

    Kasi its have poor saves coz many people can’t download songs

    Thumb up0   Thumb down 0

  26. […] asked in an interview where competition lay for the music streaming/downloading platform Kasimp3 sometime last year, […]

    Thumb up0   Thumb down 0

  27. surprise says:

    I have no comment

    Thumb up0   Thumb down 0

  28. jiggabongz says:

    Keep pumping SA music

    Thumb up0   Thumb down 0

  29. jiggabongz says:

    Bring us a good music

    Thumb up0   Thumb down 0

  30. kabo says:

    Iam a local motswako rapper from bloemtown the middle town soo I realy need a recording deal atleast I”ll be happy to get it, even I have three tracks aside I wana upload any help 29363cbe my bbm pin get me there

    Thumb up0   Thumb down 0

  31. Anonymous says:

    kasi mp3 is killng it an am gled tht we get local music SMC nana izinja zestayela

    Thumb up0   Thumb down 0

  32. zipho Dube says:

    It a good marketing but about comision of an artist.
    please look at it.

    Thumb up0   Thumb down 0

  33. I want my money boss says:

    My royalties hv reached ove 5000 so cn u plz pay me b4 i take u to speak out b4 september ends my sure dat de money is in my account

    Thumb up0   Thumb down 0

  34. I want my money boss says:

    My royalties hv reached over 5000 so cn u plz pay me b4 i take u to speak out b4 september ends my sure dat de money is in my account

    Thumb up0   Thumb down 0

  35. endric says:

    I need to uploud my hip hop song

    Thumb up0   Thumb down 0

  36. Anonymous says:

    Kwamashu j454

    Thumb up0   Thumb down 0

  37. hotbean says:

    I wnt to update ma song,hw can I do that plz help

    Thumb up0   Thumb down 0

  38. richard says:

    just wana get music industry sustainable,im an artist and a producer genre hip hop, also in need for backup

    Thumb up0   Thumb down 0

  39. Themba Mthimbane says:

    Impressive nd Inspiring story keep going Sir Mapaya!!!

    Thumb up0   Thumb down 0

  40. man2g says:

    I’m a singer and a produce at a same time. my vision is to publish my songs and put my name at the map of south africa

    Thumb up0   Thumb down 0

  41. dunga says:

    dungi syanda@Gmail

    Thumb up0   Thumb down 0

  42. Thembinkosi penuel nkosi says:

    Man im in need of my royalties coz ive been sending u messages en u gave me no respons.. Plz i need my money … 0769233448 my numbr b4 i take fether steps

    Thumb up0   Thumb down 0

  43. Lloydness must be the king of kasimp3 this year #thoseguyz#2015# says:

    Lloydness

    Thumb up0   Thumb down 0

  44. Young fieldy baby says:

    I want my songs to be uploaded and published but my account couldn’t do that

    Thumb up0   Thumb down 0

  45. […] music has found its way onto a fertile Durban dance scene via a steady stream of datafilehost and kasimp3 links distributed on Facebook groups. Aided by a large footprint of Blackberry and Nokia mobile […]

    Thumb up0   Thumb down 0

  46. dj kay says:

    Has any1 ever been paid ? That’s part of the deal right ? If they do not pay then I would rather sell my music myself.

    Thumb up0   Thumb down 0

  47. Liyema Nzayo says:

    I will like to join this

    Thumb up0   Thumb down 0

  48. Thabiso Tshiqi says:

    I just want the world to see the talent that I have and the will have to feel free to comment their views about my work.I am a talented song writer a beat maker and a Rapper at the same time thank you.

    Thumb up0   Thumb down 0

  49. samnator says:

    good music to good people …. am young black and gifted… am willing to promote SAhiphop n story telling …

    Thumb up0   Thumb down 0

  50. Jbeats says:

    I want to let the world hear what SA is about.

    Thumb up0   Thumb down 0

  51. Lucas Maponya says:

    Hi there,m new here,all I need is ur recognition to da music I emit to the rest of da world

    Thumb up0   Thumb down 0

  52. download this music plz this are m boyz says:

    download this song

    Thumb up0   Thumb down 0

  53. Anonymous says:

    We get blocked on our accounts when it’s time to pay royalties

    Thumb up0   Thumb down 0

  54. Anonymous says:

    dope

    Thumb up0   Thumb down 0

  55. pixel2short says:

    post my songz

    Thumb up0   Thumb down 0

  56. n-soul says:

    deliver a massage to SA

    Thumb up0   Thumb down 0

  57. father time says:

    am jong Afrikaans/English rapper. am also known as notsie bee. and die jongste rapper

    Thumb up0   Thumb down 0

  58. father time says:

    ama real nigga. …well. my fans love me coz am the youngest inda game .. and I like spending most time on my music

    Thumb up0   Thumb down 0

  59. father time says:

    my real name is Thabang Daniel ofentse/Fortuin .

    Thumb up0   Thumb down 0

  60. Zuluink says:

    Dj, rapper, producer

    Thumb up0   Thumb down 0

  61. painkiller a.k.a negrymars says:

    2barclub boys

    Thumb up0   Thumb down 0

  62. Bonginkosi says:

    song writter and a rapper

    Thumb up0   Thumb down 0

  63. tregger Lord says:

    Ok no problem long as i have a chance to upload my single

    Thumb up0   Thumb down 0

  64. tregger Lord says:

    No problem

    Thumb up0   Thumb down 0

  65. skhumbuzo says:

    I want to put my song in intrrnet

    Thumb up0   Thumb down 0

  66. given says:

    DJ mobile p

    Thumb up0   Thumb down 0

  67. Man.o.g TheDreamchaser says:

    check out my music and video on Google and YouTube search 2Twize Da Same

    Thumb up0   Thumb down 0

  68. pickza says:

    pickza iz available

    Thumb up0   Thumb down 0

LEAVE A REPLY

Loading...