Talent Africa – fighting for higher recognition

The year after, they were invited to join the LA trip again and Nicola won the overall talent competition. It was such a surprise because she was the opposite of the “Toddler and Tiara”, like other contestants that were up against her.

  “I sat there and although Nicola won, I thought about the enormous cost of the trip and realized that we did not get much for the money we spend. I knew that I could offer a better package to contestants. I started with research immediately, unaware of the struggle that lay ahead. It was a two-year process but looking back, it was well worth it!”

“I contacted Talent America that was based in New York at the time. The owner and founder was Jane Eastwood. The Eastwood Family is known worldwide for their integrity and I knew I knocked on the perfect door to promote SA talent in America when she showed sincere interest in Africa. She was extremely impressed with the raw natural talent we have in South Africa.”

“I signed the mandate for Talent Africa and Middle East.  Our tiny data base has grown from 16 to 13,200 contestants in our 15^th year in business. We are currently running competitions in all provinces, so aspiring talent can look out on social media and in their local papers for information on how to enter regional competitions. We started negotiations in the Middle East just before Covid struck and we plan to pursue this again now that the pandemic has eased up….”

Nicola Ashcroft (now administrator of Talent Africa and recording artist in NY) could sing before she could walk and her musicality was undeniable as a vocalist, musician, actor and dancer. She was the perfect person to take over the management of this prestige talent competition and family business.

Talent Africa is well connected to numerous established artists and Arts Alive in Waterkloof – a popular platform for visual arts. They offer a New York trip that is not just a competition trip but a full performing arts tour that exposes the chosen team of artists to practical experience through workshops and performances with accomplished NY artists. Their Broadway connection gives the contestants an opportunity to see and experience the workings of a large production. This is so invaluable for young artists as it helps them realise how much work, discipline and dedication is needed to succeed it the industry. Given that the NY trip is so well rounded, it is certainly worth the investment. An added bonus is that the NY art scene works on a scouting system, so you never know where it may lead….

Success stories

This impressive business produced Miss SA 2012 – Marilyn Ramos; a past contestant received a bursary for Broadway Dance Centre through a NY scout. This contestant is now residing in Germany and still pursuing the arts. They also produced the overall soloist of the world in the Euro Dance Fest. He was 12 years old and took home a whopping 1000 Euros for his effort. SA won the International Princess Pageant in NY for 5 consecutive years.

Higher recognition

Talent Africa are part of the Federation of Performing Arts SA because they are passionate about performing arts and try to find significant ways for artists to be seen and recognized by the Government. They now have a solid relationship with the Government and are fighting for artists rights in SA. In one victory, the courts issued the Federation of Performing Arts South Africa, the power to give provincial federation clothing to contestants who are moving through the ranks. They are now able to wear their green jacket with an altered emblem when they act as ambassadors for SA overseas.

Melanie explains why it is important to fight for higher recognition, “Parents spend hours driving between sport, dance, art and drama classes. They spend enormous amounts on special costumes and events that are not funded by Government. Dancers for instance need to train every day if they want to master the art. How could rugby, golf and soccer players be recognized by the Government but performing artists have no recognition whatsoever?”

“I will keep fighting; I won’t give in!”

Melanie and her team are a force to be reckoned with. Let’s hope and pray that all bodies concerned will support them in their effort to get children to grow their talent into passion in life. This is one possible solution to keep young people off the streets and out of the ugly claws of depression….