From busking to the Business of Music: MEX opens new doors

The 16th edition of Music Exchange NPC (MEX) South Africa’s influential music-business platform dedicated to turning creative talent into sustainable professional careers has announced Bethe Cloete as the inaugural recipient of the MEX Most Promising Artist Award, in partnership with the Beyond Busking Programme 2026.

MEX fulfils its promise of turning knowledge, access and industry connection into real career opportunities through this flagship award.

For 16 years, Music Exchange has brought emerging creatives face-to-face with respected decision-makers, executives and innovators across the music and entertainment industries from organisations such as SAMRO and Gallo Music to international managers, publishers, strategists and creative entrepreneurs.

The MEX Most Promising Artist Award takes that mission a step further, moving beyond conversation and inspiration to create a direct pathway into the professional music industry.

The partnership builds on the work of the Beyond Busking Programme, an artist-development initiative of Western Cape Arts Festivals (WCAF), presented in partnership with the Ariva Arts Foundation and proudly funded by the National Lotteries Commission. Created for talented emerging artists who may not have access to formal tertiary music education, Beyond Busking combines professional mentoring, studio production, performance development, music-business training and career exposure. Its focus goes beyond talent, developing the discipline, confidence, responsibility and industry readiness needed to move forward professionally.

In this respect, Beyond Busking and MEX share a natural purpose: one prepares artists to step through the door, while the other connects them with the knowledge, networks and industry leaders who can help take them further.

For MEX founder Martin Myers, the choice of Bethe Cloete was rooted as much in her attitude and work ethic as in her music. As part of Beyond Busking, Myers presents an intensive two-day music-business crash course designed not only to equip the artists with practical industry knowledge, but also to identify those who demonstrate curiosity, discipline and a willingness to apply what they learn.

Bethe stood out almost immediately. Myers later wrote that she listened intently, filled pages with notes, asked thoughtful questions and, when challenged to complete a detailed artist questionnaire, delivered it ahead of expectation — a simple act he felt “spoke volumes”. For Myers, it reflected an artist who understands that talent alone is not enough: successful careers are built by people who follow through, deliver and consistently put in the work.

The vision for this award, and what it means for MEX is simple, it is about giving the creatives all the tools and opening to doors to industry leaders and Bethe is putting in the work and is a well-deserved winner for this year. Martin Myers, Founder, Music Exchange

For Bethe, receiving the inaugural MEX Most Promising Artist Award represents another significant step in a journey that is already beginning to gather momentum.

“Being selected for this award is a huge honour. This recognition has motivated me to keep learning, keep growing and keep working. Most of all, it has given me hope that my dreams are possible, and that with hard work, my music can open the door to bigger stages and greater opportunities.” Bethe Cloete, MEX Most Promising Artist Award recipient

Listen to her work here:

“We are enormously excited about this new chapter in the growth of Beyond Busking. South Africa cannot afford to rely only on traditional pathways to transformation. We need innovation, collaboration and organisations willing to think differently about how we identify talent, develop people and fast-track opportunity.”

Lynne Holmes, Programme Director and Creative Director, Ariva Arts Foundation

Photo credits Peter Herring