event: Steff, you won the New Talent Award at the Swiss Music Awards in 2011. What has this award changed in your life?
Steff la Cheffe: Quite a lot. It was a good and important stepping stone for me. On the one hand, because I got a platform, and on the other hand, as "Best Talent", I also received prize money. This money came at the right moment - I was able to invest it in my album production.
What was more important - the money or the publicity?
Steff la Cheffe: You shouldn't underestimate either - doors open, it gives you an additional audience and opens up new opportunities. In the long term, the attention is almost more valuable. But in the beginning, you can also make good use of 10,000 francs for an album production.
Oliver, what advice would you give to a young artist who wants to become famous?
Oliver Rosa: Stay true to yourself right from the start. Authenticity helps to gain recognition. Today, everything is more transparent: The audience wants to feel whether what an artist is doing is true. Talent is much more important today than it was 20 years ago. In the past, a few people determined whether a musician was given a chance or not. Today it's different, a live performance carries much more weight. I think artists have more freedom. Although it all sounds very romantic now, it's a tough job - you don't get anything for free.
What is the best way to attract attention today?
Steff la Cheffe: Everything is more democratic. The structures are still there, but everything is changing, shrinking. Other players are coming in - it's no longer so monopolized. There are many more smaller labels. There are no longer just the big three. In addition, the entire media landscape has revolutionized; you're no longer just dependent on the big players. You no longer need the favor of a big medium. A Soundcloud account is enough. You can upload your productions yourself - and if you're clever with social media, you can achieve something.
What role do the Swiss Music Awards play in promoting artists?
Oliver Rosa: Above all, we want to showcase. We want to use the tribute we pay to great musicians to achieve a breadth and reach - so that we can then present new talent on this platform. That is our form of promotion. We want to give the Swiss music scene a window with our event. The local scene is often underestimated.
Steff la Cheffe: By whom?
Oliver Rosa: From the public, from radio listeners and viewers. We want to reflect the diversity of the Swiss music scene - and its incredible range.
In recent years, successful Swiss acts have emerged in many genres
The Swiss Music Awards have been around for twelve years. What has changed during this time?
Oliver Rosa:The Swiss pop scene has become very diversified over the last ten to 15 years. During this time, successful Swiss acts have emerged in many genres.
Steff la Cheffe: With many bands today, you can no longer formally distinguish between national and international acts. Ten or 20 years ago, when a Swiss song was played on the radio, it was somehow recognizable. That has disappeared. And today there are more Swiss artists who can hold their own internationally, and also many who use their dialect with great self-confidence.
Oliver Rosa: I'm right there with Steff. If we can show with the SMA what Steff has just described, and that there is always something new coming, then we have already achieved a lot.
