Atlantis Record Label Smile Productions Taking Artists to the Global Stage
In the heart of Atlantis, where opportunities are often limited and gangsterism is a common reality, Smile Productions is making a profound impact. The label was co-founded in 2013 by Willfred and his wife, Ilze Smile. The couple launched a platform that searches for and discovers raw talent, develops and strives to showcase blossoming artists to the world. With many artists stepping into the spotlight in recent times, Smile Productions stands on the principle of pursuing young artists who are often overlooked and unseen.
The vision of Smile Productions is rooted in accessibility. Aspiring artists struggled in the past to enter studios, record their music, and release it to the public due to high costs and low marketing resources. However, Smile Productions broke down this barrier by walking the entire journey with their artists, from initial development to producing full albums and promoting them globally. “We monitor the artist first, then identify potential, and develop them,” Will explains. The approach involves a full valuation process, allowing artists to understand the entire journey and adapt to prescribed expectations, leading them to become industry-ready.
Beyond music, Smile Productions aims to foster community development, particularly among young people. As part of their objectives, they offer alternatives to gangsterism through educational programs and meaningful experiences that steer young people in the direction of progress so that they become positive role models in their communities. “Life skills are a core part of the program; artists are taken on social trips and team-building camps. These experiences help keep them grounded, humble, and connected to their communities, demonstrating that success in life does not solely come from gangsterism but can also come from pursuing their passion for music.”
The label has established relationships with local companies and supporters who share their vision. Organizations such as Clayster Construction, WM Humphreys Enterprises, OK Mamre, The Quest Mamre, the Alexander family, Ali Fashions Sha Zah Roadhouse, Onrustige Plekie, and The Cove Mamre have partnered with Smile Productions to provide opportunities for artists to grow.
Smile Productions has partnered with various platforms and events to support and elevate their artists. They have worked with Jazzathon, promoted artists at the Waterfront in Cape Town, and collaborated with Artscape and Baxter Theatre. Through these partnerships, the label has created opportunities for emerging talent to perform and gain recognition.
At its core, Smile Productions embodies hope and empowerment. The label offers guidance, resources, and mentorship, equipping artists with the tools they need to succeed while instilling values of humility and responsibility. Their ambition goes beyond local success; they strive to elevate their artists to international stages. Smile Productions is a movement that transforms lives and shows communities that with dedication and support, dreams can become a reality.
