Sadiece Holland, founder of The FLEX (www.howweflex.com) is a multimedia platform promoting local musicians and performance artists. She stopped by at ARTiculate Café for a coffee and a chat …
Paul D: You are creating a lot of opportunities for musical and poetry acts that often lack the resources to advertise themselves. This does not particularly provide a financial payoff. Is this a labour of love for you?
Sadiece H.: I grew up here in Abu Dhabi, and as an aspiring artist. There was never any type of platform for me or others to express or even challenge ourselves to grow. I used to put on talent shows and sing and rap in the court yard at my high school, and that’s as far as it would ever go. When I left the UAE in 2006 to attend university to study music, I promised myself that I would come back to help the growth of the local music scene here. Music is my life, my heart, my passion, and the one consistent thing with which I have always dedicated my time and career. I didn’t start The FLEX for financial benefit. If I had, so far I’d be failing miserably! I have a lot of faith in the local talent of this region. I just wish that there was a platform like this whilst I was growing up.
Paul D: You’re so humble. I never knew you were a rapper and singer! That speaks so much about your selflessness that you would create a platform for others. Most people are just focused on their own individual efforts. If you were given $5,000,000 to fully implement FLEX, what would that entail?
Sadiece H.: Now you are asking me to give away my future secret plan, Dorian! I can’t tell you my trade secrets, but I would continue to build The FLEX as a brand and structure it as a fully operational media company, touching on network and online TV, print, radio and branded events, whilst expanding all of this across the Middle East. But shhhh. Don’t tell anyone!
Paul D: Too late – cat’s out of the bag. Do you ever see yourself starting a record label?
Sadiece H.: Add that to the expansion! Yes, an independent record label and recording studio are currently in the works and are also definitely a huge part of my future plans. I cross paths with a lot of talented artists who I believe, with the right development and guidance, can be international artists.
Paul D: What’s your favorite genre of music? Who are the top new artists in your iPod?
Sadiece H.: My favorite genres would have to be soul, reggae, and old school R&B. The only artists I can think of that are worth mentioning would be Miguel and Frank Ocean. Most of the new artists that come out today are gimmicky and lack substance and musicality.
Paul D: I’m really feeling those artists as well. “Adorn” by Miguel and “Thinking Bout You” by Frank Ocean don’t ever get old. I think that’s a good sign of timeless music. Who is one established local artist that everyone should know about?
Sadiece H.: Hambdan al Abri! Super talented and totally under-rated. The most humble artist I have ever come across! He performs as part of a group called Bull Funk Zoo and also works as a solo artist. His voice and persona whilst he performs is so captivating! If I owned a record label right now, I’d sign him a million times over! The success of the FLEXessions episode he did with me, I believe, was a big contributor to the credibility and spread of The FLEX when I first got started. What did you think of Hamdan’s performance on The FLEX, Dorian?
Paul D: I loved it. I was honestly shocked that there was real soul music here. He is a great song writer and performer. I first heard of him through your FLEXessions and have heard of him since from random recommendations from locals. The cultural scene in Abu Dhabi seems to be steadily growing. Do you notice a tangible growth since you have been living here for most of your life? Will the city ever rival the cultural scene of Dubai?
Sadiece H.: The Abu Dhabi music, entertainment, and art scene has definitely grown a lot over the last decade but Dubai is flourishing mainly because it is home to a younger and more culturally experimental crowd. With that being said, I really hope to see both cities continue to grow culturally, especially Abu Dhabi, as it holds a place in my heart. I want The FLEX to be a part of the growth and hopefully help act as a turning point in the current movement.
Paul D: Where can local musicians, singers, rappers, poets and performers contact you?
Sadiece H.: You can find the The FLEX on the following social media sites:
Facebook.com/howweflex
Twitter.com: @howweflex
By Dorian ‘Paul D’ Rogers
