Soundbites: How to Flex your musical muscle

There is no question social media has changed the way most things operate in the world today, and the music industry is no exception.

Musicians are discovered via YouTube, Twitter, Myspace and online platforms on a daily basis meaning the need to “be connected” is far less important. It’s not who you know it’s how well you tweet.

Dubai-based, British-Jamaican Sadiece Holland, 25, is the managing director and executive producer of a new social media movement sweeping the UAE.

The Flex is a new platform to promote creative talent and expand the country’s rapidly-growing music and entertainment industry. Holland explains more.

Q: What is The Flex in one sentence?

A: A direct look into the UAE’s bulging music and entertainment industry to expose local talent.

Q: Who came up with the idea and how long did it take to come to fruition?

A: I came up with the idea in February of this year after noticing a huge lack of support for local musical talent. After months of hard work, set backs and many sleepless nights, The Flex was finally launched.

Q: How does it work?

A: Our first episode, FLEXessions, airs live by connecting through our Facebook page. We encourage local and regional musicians to upload material and wait for the hits.

Q: Why is something like this necessary for the UAE?

A: I grew up in the UAE as an aspiring artist without the resources or a suitable platform available to me, to help develop my craft or express my creativity. The closest thing we had were school talent shows or singing and rapping amongst friends in the playground.

With such a large multicultural society I think it’s extremely important for there to be platforms in place which allow people to express themselves creatively and help nurture talent for those who want to take it beyond a hobby. There are so many talented people here itching for a release and support.

Q: Tell us some of your success stories so far. Who have you connected?

A: Having only launched seven weeks ago we have been extremely happy with the viewership response and more importantly, the number of aspiring artists emerging from the woodwork. We have inspired some to get into the studio and record their first song, sing publicly or to get in front of cameras for the first time. Singer Gillian G from Dubai sang publicly for the first time on our show Minute To Kill It, which ended up being a very successful episode.

Q: The world of social media is changing the way the music industry works. Aren’t we missing the point of live music?

A: The live local music scene in the UAE is small due to the lack of exposed local talent. However, with agencies like The Fridge and events across the country, we see a steady growth in live local music. Without emerging artists via online platforms, there is no “scene”. So although social media has changed the music industry, they work hand-in-hand. One would almost be nonexistent without the other.

Q: How can people get involved?

A: Visit our Facebook page [facebook.com/HowWeFLEX] and check out our “Shows- Get Involved” app and send us a message. Let us know what you do musically and we do our best to get you on one of our shows. Some people send in a video of them performing, and we encourage this.

Q: How has the response been so far?

A: Overwhelming. We had 1,000 Facebook fans in our first week and we wracked up a nice list of artists who have contacted us to get involved. I never expected so many people to respond the way they did so soon. Not only fans and artists, but also companies who wish to support The Flex as a project. This type of response is quite important, because that is how The Flex will stay alive for the long run.