Launched in Cape Town on Thursday, The Nedbank Gospel Music Challenge further substantiates Nedbank’s support for South African arts and culture, through its unique Arts & Culture Affinity programme.

“As a Proudly South African bank, Nedbank is delighted to play a role in the promotion of Proudly South African music,” says Mohamed Saloojee, Head: Nedbank Mass Market.

Gospel music is part of South Africa’s national identity. This genre has a significant and growing presence in the country, with masterful musicians emerging to reveal the vibrant spirit of South Africa.

The challenge also has a Maskanda leg, which will be concentrated in KwaZulu Natal - renowned home to many great Maskanda artists.

“The vision of the initiative is to unearth latent music talent across the country,” says Saloojee.

Supported by some of the country’s renowned and highly regarded musicians such as gospel greats, Vuyo Mokoena, and Lusanda Spiritual Group leader, Lusanda Mcinga as well as Maskanda star Phuz’ekhemisi, the music talent search is expected to attract hundreds of entrants across the country.

“We are particularly excited to have the support and guidance of gospel giants such as Vuyo Mokoena, Lusanda, and maskanda super star, Phuz’ekhemisi in selecting South Africa’s next gospel or maskanda star,” he says.

Lusanda Mcinga has applauded this initiative saying gospel music plays an important role in the moral regeneration of the country. “By supporting this genre, Nedbank is contributing towards making this country a better place by creating opportunities for young singers,” says Mcinga.

She says the initiative will also open up opportunities for people in South Africa’s far-flung communities to showcase their talent, as most would never have had the chance to go to the big cities where most musicians get their breakthrough.

“This is a true celebration of local, handmade gospel music,” says Mcinga.

To add a strong local flavour to the excitement of the music challenge, the event will kick-off with regional auditions, from which the top nine finalists (three per region) will be chosen. One winner per genre will win a recording contact with Gallo. The challenge will culminate with an overall winner, who will get a brand new Toyota Corolla.

Only one contestant from each region - gospel or maskanda - will reign supreme. Over and above the main prize, a team of experts in the industry will expose the winner to the intricacies of working in the music industry, from voice training, demeanour to contract negotiations and reputation management. The winner will also be empowered to effectively manage his or her financial affairs through a Nedbank sponsored financial management workshop.

“The main objective of the challenge is to unearth talent from the communities and nurture their development by really supporting the winner to be a star,” says Saloojee.

The gospel music search is spread across the Western and Eastern Cape regions, Mpumalanga, Limpopo, Gauteng and the North West.

“Over and above providing banking services, we recognised the need to come up with creative initiatives to foster community engagement, social networking and friendship building. We always strive to find uniquely empowering experiences for communities and its members,” says Salojee.

He says at the core of Nedbank’s strategy is the commitment to be meaningful and relevant in the communities in which they do business while meeting the business objectives of providing access to banking.

Nedbank offers the best deal on Transactor, Personal Loan, Funeral Policy and Mzansi accounts, with Mzansi account holders benefiting from the scrapping of penalty fees from July 2007 and four fee reductions since March 2004.

The public is encouraged to watch the local press for audition dates.Only one contestant from either genre - gospel or maskanda - will reign supreme.

Entry forms can be collected at any Nedbank branch or community mobile sales teams. A green bar-coded ID is required to enter the competition.

Nedbank is a founding member of The Arts and Culture Trust, which funds projects across the spectrum in arts and culture. Since its inception, Nedbank has donated R8-million to the Trust