Sheer Sound CC

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Sheer Sound is a South African independent record label formed in 1994 by Damon Forbes.

The label was initially a home for jazz and world music and fast gained a reputation for its extensive South African and African jazz catalogue.

By the mid-1990s, a young music marketer, Damon Forbes, was getting restless with the limited vision of his industry.

"I sunk my teeth into jazz because it carried a world music message for me; it was truly culturally representative.... I just looked at the market and I saw the economics of the people of South Africa changing, due to better access to education. The workplace was going to change; a lot more black people getting into jobs that are of medium and higher income levels.... With all that, comes the aspiration to listen to better quality music. So the market, in the long term, is going to increase."

With what he calls "R1 500 (just over $200) and a dream", Forbes established his own label, Sheer Sound. (Ansell 2005:269).