Surinamese music has its own identity, a rich history and plenty of talent. But how is it ensured that music also reaches the right people beyond national borders? With the international launch of Poortstage, initiator George Janssen wants to take an important step towards better connecting the Surinamese music industry to the international market. Not only artists, but also other music professionals should have the opportunity to expand their network, gain knowledge and discover new business opportunities.
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The Suriname Music Export Hub (SME Hub) is part of this initiative and should contribute to the connection between the local music industry and foreign markets. “Suriname has its own musical identity, history and a lot of talent. The challenge is to connect these qualities with the professional infrastructure of the international music industry,” says Janssen.
“Music can not only bring people and communities together, but also create diplomatic and economic opportunities”
Ambassador Ricardo Panka
More than streams and views
According to him, it takes more than just talent to break through internationally. Artists must not only be good at what they do, but also understand how the music industry works, what business opportunities are available and how to present their music professionally. This includes contacts with managers, bookers, record labels, music publishers, songwriters and media.
A large audience on social media or many streams on Spotify does not automatically mean that an artist can be successful internationally. According to Janssen, this requires a solid foundation, with knowledge, good preparation and the right contacts.
Music export therefore does not just start when an artist travels abroad. It already starts in Suriname, where artists and other professionals have to prepare for the demands and possibilities of the international market. Education plays an important role in this. By exchanging knowledge and making contacts with foreign professionals, they can better understand how the sector works and what steps are needed to further develop their career or business.
Embassy as a connecting link
The Netherlands is seen as an important first market. The historical, cultural and business ties offer opportunities to connect the local music industry with the European market. Connections can then also be established from the Netherlands to other countries.
The SME Hub must play a connecting role in this. Within the Poortstage structure, connections are being considered with, among others, the Dutch Music Export Hub, the Canadian Music Export Hub and the American Music Export Hub. The goal is to not only help individual artists, but also to support the development of the Surinamese music industry as a whole.
The Surinamese embassy in the Netherlands sees opportunities to contribute to the international positioning of Surinamese music. Ambassador Ricardo Panka emphasizes that culture is a natural connection between Suriname and the Netherlands. Music can not only bring people and communities together, but also create diplomatic and economic opportunities.
The embassy will not act as a record company or management agency. Her role lies mainly in making contacts, facilitating introductions and bringing Surinamese talent to the attention of relevant organizations and professionals. According to Panka, the embassy can be especially important in bringing together parties that might otherwise find it difficult to find each other.
While the SME Hub has knowledge of the artists and the music industry, the embassy has diplomatic and institutional networks that can help open doors. A possible next step is a meeting in the Netherlands where Surinamese artists, managers and other music professionals are brought into contact with Dutch parties from the sector. Showcases, knowledge exchange and guidance of a select number of artists are also among the options mentioned by Panka.
From plans to collaboration
Janssen is now in discussions with various parties to further shape the international connection. Collaboration with government actors and international partners is also considered.
An important part of this is gaining insight into who is active within the Surinamese music industry and what support they need to grow further. The intention is to prevent international positioning from being limited to separate activities.
Poortstage wants to work on a sustainable structure in which knowledge, contacts and business opportunities come together. The launch on October 1 is the next step, but according to the initiator it is mainly the start of a longer process.
Janssen calls on artists and other music professionals to invest in their professional development and to be open to international collaboration. At the same time, he wants to encourage foreign professionals to see Suriname not only as a cultural market, but also as a source of talent, creativity and business opportunities.
According to him, there is an opportunity for the Surinamese music industry to maintain its own music identity and at the same time connect more strongly to the international market. This requires more than just good music: knowledge, cooperation and a network that extends beyond national borders are also needed.
With Poortstage and the SME Hub, Janssen wants to help build that connection structurally. In this way, the international step should not only be accessible to individual artists, but also contribute to a music industry that can further develop from Suriname.
