HOTS_Feature Dávid Makó, aka The Devil’s Trade, whom he expects to benefit significantly from the HOTS programme. “When I started working with The Devil’s Trade, our goal was to position him primarily abroad, because ever since the early stages, we’ve received a lot of interest from ‘A’ market countries.” Indeed, the artist’s profile outside of Hungary helped The Devil’s Trade and his management team land a recording contract with a German label before securing a similar deal with iconic French label, Season of Mist. At the same time, management is eager to capitalise on Makó’s growing and loyal fan base within Hungary itself. “We are trying to build Dávid’s
act successfully at home, but still keep a strict DIY approach, and keep as many things in our own hands as possible,” explains Jakab. “Our strategic target stays the same, even if the world’s facing the Covid-19 pandemic: to tour as much as possible worldwide. Our position is lucky, as The Devil’s Trade’s art speaks equally to fans of folk, indie, metal and experimental music, which gives us a lot of opportunities to choose from.” Representing Saya Noé, manager András Süli says her inclusion on the HOTS priority list provides a terrific boost for her ambitions. “The live music career for Saya Noé had barely started when Covid stopped almost everything,” says Süli. “2020 would have been the year
for her to start playing live on stages and also for her first steps abroad, but these plans had to be postponed. Thankfully, she was selected for the HOTS music export shortlist, just one year after she first appeared on the Hungarian music scene. Addressing some of the challenges for Hungarian music, Süli adds, “It’s still difficult in Hungary to work with a performer who doesn’t sing in Hungarian, as the local audience – and also the media – is so familiar with Hungarian-language music. However, thanks to the Hangfoglaló support programme and all the efforts by HOTS, opportunities for emerging artists are much better now than even five years ago.” Indeed, Süli concludes that, if
other territories can establish music export offices that are as proactive as HOTS, then the opportunities for artists based in Central Europe, could abound. “I respect all initiatives that try to promote exchange among Central and Eastern European countries: these markets should be much more open to each other,” he adds.
SAYA NOÉ Mimi Koros, aka Saya Noé, is a Hungarian singer-songwriter. The daughter of musicians, she spent most of her childhood in Kuala Lumpur, Malaysia. Her love for music began at a young age when she learned the violin and flute. A few years later, she picked up the guitar and started writing songs, before studying music production at the imPro School in Budapest. Saya Noé’s first EP, Taboo, was released in May 2019. Its songs can be described as moody and melancholic electro pop, with hints of hip-hop and trap. Her first music video, to the song Free, premiered on one of Hungary’s national TV channels. But she says her biggest accomplishment to date was being selected by Grammy-winning producer and mixer, Matt Lawrence, to collaborate on her music during the HOTS SongLab session in autumn 2019. Consequently, Saya Noé is a big fan of the music export office. “[They] provide opportunities for upcoming artists such as song labs with well-known producers, music conferences, artist camps and more, all of which I've been lucky enough to be a part of. There's also a cultural fund programme available each year, which has helped artists like me get started on their journey. “As for the live scene, I can't say I have had much experience just yet. I’ve had a few invites to be a support act, but due to Covid, this year for me has mostly just been about working on my first album and preparing. I can't wait to get out there, though – I feel like there's so much potential within the Hungarian music scene and I can't wait to be a part of it.” She adds, “Moving forward, I want to keep writing and building my live act, which I feel is finally ready to showcase, so I can't wait to put myself to the test in the next year, both here in Hungary and, hopefully, abroad as well.”
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