Ahmad Hikmat: A Vigorous Voice in Sudan’s Media and Music Industries

When it comes to Sudan’s developing media industry, as well as its thriving music scene, a name that usually pops up is Ahmad Hikmat, popularly known as DJ Afrodiziac. The 33-year-old DJ wears many hats in Sudan’s media and music industries. He is also a content producer, media consultant, and content and programme manager amongst other things.

You know his voice and taste in music on Capital Radio 91.6 FM, playing the best of Afrobeat, Afro House, Afro Folk and Afro Fusion music. However, Ahmad is more than a voice on one of Sudan’s most popular radio channels. He is also the Chief Producer, Content and Programme Manager, and Media Consultant of Capital Radio 91.6 FM. In addition, he is a Visibility & Communication Officer and Media Consultant at the European Union National Institute of Culture (EUNIC) – Sudan.

He is also the Producer of Unplugged916, Curator of CapitalNights916 and Jubilee Member of SAMA Music Festival and European Film Festival (EFF). Furthermore, he received the Radio Personality award by SDN Broadcasting Authority in 2016.

In addition, as a curator of CapitalNights916, Ahmad worked with many Sudanese artists including Niile, MaMan, TooDope, Flippter, roTation, O’D, Taha, Toxic, DJ Moe, Moe Ali, Usif Idrees and more. 

500 Words Magazine interviews Ahmad Hikmat about Sudan’s radio and media industry, his professional career in radio and media consultancy, DJing and more.

Tell us about yourself, and your educational and professional background.

I work in the media industry in Khartoum, Sudan, specifically in content production and promotion. I’m directly involved in the production and promotion projects through Capital Radio 91.6 FM and its channels, including audible, visual and on-ground activities/events. 

My education started in Khartoum at an elementary level then moved to different countries such as Saudi, Jordan and Kenya then Austria, leading to a Business IT (Nairobi, Kenya) and a fellowship in Media and Communication, Salzburg Media Academy (Salzburg, Austria) Distinction: Media “News & Story Telling in The Age of Distrust”. It aas quite the hassle to shift from an Arabic MENA educational system to a commonwealth East African system.

Now, I’m working on solidifying the platform of the contemporary Sudanese music through channeling production and promotion of the local/diaspora artist scene. 

How did you get into the business of radio and production?

It started when I joined Capital Radio 91.6 FM. I was called in to work at the music archive to basically update the library with more African musical input. Then a suggestion of a radio show was brought to the table. Only then, I thought, do I have the ability to lead an actual live radio show? The name came through “Afrodiziac”; the name basically means “Music that gives u the urge to dance”. 

That one-hour of live broadcasting lead me to other flagship shows such as the morning show, leading to becoming Capital Radio’s manager and lead content producer. 

Having been in the creative business for a while, what changes have you seen over time? 

Always found it difficult to place those two words together; ‘Creative’ and ‘Business’! 

It’s of great struggle to secure financial input through creativity in Sudan. 

This country has a great number of artists of all forms, painters, musicians, writers, performers, dancers! You name it! And the numbers are on the rise. The changes that took place came at a large scale along with the 2019 great revolution; the rise of youth came with an expressive artistic wave; taking on the streets and media outlets. The ‘change’, if we get to call it so, came through in the form of freedom of expression, which is still standing on shaky grounds and rights of expression are not fully guaranteed. 

As a programme manager and media consultant, what are your thoughts on the industry and what it needs to thrive?

The past 30 years created a gap in the art scene at different levels in music production, visual arts and the creative industry as a whole. Not to discredit any of the production during those years, but the gap is quite wide. 

Contemporary production is highly tied to what the people want rather than artistic reflections and expressions. TVs are still stuck on the Sit-Around singing shows along with lots and lots of talk shows with outdated broadcasting schemes and standards. Those 30 years shook the creative aspect in content production.

TV and radio included quite the number of repeated themes ‘shows’ with different titles, channeling their feedback only through social media, and of course, dealing with a very aggressive audience who’s very keen on destructive criticism and ‘salty’ comments. 

YES! We’re in dire need of equipment and high tech production systems. But before that, we need authenticity in content, we need content that people of Sudan can relate to, we would love to see inclusion programmes, reality and knowledge, all reflected in our various media outlets, and that’s surely comes before high tech equipment. 

What are some of the biggest challenges of programming a radio show?

In the current situation, I’d say its more of technical challenges. For example, the irregular power outages, which usually happen at the broadcasting authorities, and it’s linked to fuel shortages to power the generators. This comes at a great loss for all commercial radio stations. I hope one day, we overcome such technical faults that are completely out of our hands. 

You’re a jack of many trades. Which trade do you believe you master or wish to master, and why?

I truly do enjoy DJing. I love fusion of music, which comes hand in hand with my favorite music genre; AFRO-House. I’d love to find more time and resources to continue my series ‘Unplugged916’ and keep them coming. 

This and also, working in the music archive. It’s a responsibility to curate a playlist for 100,000 listeners everyday.

How and when did you into DJing?

I’m not sure if I can count the years when I started collecting cassettes and CD’s for my own playlisting; I can’t really describe the joy of having material objects that carry a whole performance of a full band. Tech is mind blowing indeed! Afrodiziac DJing was initiated by the radio show itself; 2015, from a ‘Selecta’ ‘ into a ‘DJ’. But 2018 was the first actual gig, which included a live performance. Overwhelming experience! 

Contrary to popular belief, DJing is not an easy route to overnight success. What would you say it takes to succeed as a DJ in Sudan?

Success of DJs in Sudan is tight to how they’re willing to rectify the meaning of “DJ” in Sudan. 

Open format DJs are definitely succeeding at commercial levels; that includes ticketed urban Khartoum gigs or weddings. Usually a playlist of top charts and local bangers; for example a “Zanig” song can be followed up with a familiar Egyptian ‘Mahragaan’ hit and an Afrobeat hit to make it all perfect; leading to creating this understanding of the word DJ; in terms of “What is a DJ?” it resonates to the majority in Sudan that a DJ is someone who would come after a live performance in a wedding to hype the “youngers”; for that extra hour. 

iI can’t even point the parameters of which a DJ can be successful in Sudan; i believe it can start with building the “foundations” of the industry itself; firstly be recognising that DJ’s are active producers and music curators who have way more to offer than spinning 60 minuets in a wedding for “3adaad”. 

What in the future for DJ Afrodiziac or just Ahmed himself?

Oh! The coronavirus kind of took charge of 2020. Lots of plans were cancelled. I had a gig in Lisbon, Portugal, which was something I was highly anticipating, but corona thought otherwise! 

Yet, I’m planning to do my own gigs now; something under the same title “Afrodiziac”. A gig where i’ll be able to gather and curate an awesome AfroHouse music lovers audience under one roof; and we can even have guest DJs who share the same passion regarding Genre -Based DJing. Oh! That shall be the ultimate vibe! And yes, here in Khartoum! 

For more information on Ahmad Hikmat, find him on Twitter and Instagram at @Afrodiziac916.