Open letter to the Minister for Arts and Culture, Mr Pallo Jordan, from the SA Music Quota Coalition (SAMQC)
(Oct 2007)

 

Dear Minister

In light of recent statements by prominent SA music figures about the government’s treatment of South African music, we would like to add our contribution to the debate by addressing your speech of 22 August at Moshito 2007.

We commend the DAC’s commitment to providing production facilities for fledgling artists, particularly in rural areas.

However, when you say that “the greatest single constraint on the launching of a musical career for the new artist is access to recording facilities,” you are overlooking an even greater constraint – one also facing the majority of long standing South African artists: the lack of airplay in their homeland.

It is great to talk of export, but how will the world become aware of South African music when South Africans themselves are prevented from listening to it?

The SA content quota of 25% for commercial radio is not only too low, it is also often meaningless, because ICASA allows stations to include gig guides, interviews and promotions as part of their local quota.

When the official body protecting the interests of local music (ICASA) behaves as though local music is of no significance in the current music culture, especially “youth culture”, it is no surprise that much of SA music is treated as a poor relative by many broadcasters.

France has a commercial quota of 40%, with the result that French language acts share shop front space with global stars. It does not happen overnight, but Ireland, Canada, Australia and many other “secondary” markets have transformed their local music industries. The results have been excellent, with benefits not only to the quality of local music, but also to export revenues, job creation, and the “image” these countries present to the world.

Without exception, these successes were kick started by a strong governmental position on local content. We believe it is possible to balance global trends with national identity. Without this, the commendable initiative by the DAC to create production facilities for our young artistes will serve only to create a generation of young artists with songs that are not heard, recordings that have no route to market and talent that lacks a platform for national exposure.

You state, and we agree, that “cultural industries are serious business”. The structures protecting the national interest in iron, minerals, fishing, sport and many other areas are strongly enforced and defended here in South Africa. Why not our music?

Some time ago, ICASA travelled to various SA centres, where experienced music industry professionals gave them a simple, clear message: give SA music the oxygen of airplay. Half a decade later, they preside over a system which, on most commercial stations, is nothing more than a cultural tragedy. Airplay is confined mainly to international acts that faithfully reproduce the “American Brand”, or local acts whose music and message also closely resembles the US template. The sales successes of the few exceptions to the rule prove the connection between play and demand, and also beg the question: Why are so few SA artists given the kind of heavy rotation afforded overseas acts? Do we have to examine the thorny subject of payola?

The surrender of SA radio to this kind of formatting means that the majority of SA artistes are excluded from local radio. And no airplay means no demand.

The lack of demand leads to local CD retailers relegating SA albums to a separate section. In many cases, their sales people have never even heard of the local artistes whose CDs they stock. Their advertising promotes mainly overseas artistes whose airplay, sales and live revenues leave the country, leaving nothing dedicated to building South African musicians’ profiles or the domestic industry..

This has lead to the steady demise of the national live circuit, with most SA acts hammered down into their regional bases.

Returned exile drummer Louis Moholo-Moholo receives the national accolade of The Order Of Ikhamanga from the South African President. Celebrated singer Busi Mhlongo was honoured at a function attended by the deputy president for her contribution to South African music. Vusi Mahlasela tours internationally on Dave Matthews’ record label. Chris Letcher is the UK Guardian’s artist of the week. Honourable Minister, we must ask – if you, or we, were to listen to any of South Africa’s commercial radio stations, would we hear the music of these acclaimed artists? We must ask why these and many other artists are not heard on our radio airwaves. Many SA artists find it easier to make progress in their careers by leaving South Africa. They are forced to choose between giving up their musical calling, or writing off their beloved country as a home base. Every time this happens, South African culture loses.

Music is as important to a nation’s sense of self as is its sport, food, or wide open spaces. It is no exaggeration to say that transformation is urgently needed.

Mr Jordan, we respectfully ask you to make the changes so desperately needed to allow the South African music industry to grow and flourish..

• Close the loopholes.
• Raise the quota and enforce it.
• Allocate more national frequencies to accommodate SA’s rich musical diversity.
• Most importantly, appoint a monitoring body that will get the job done and earn the respect of all stakeholders in the SA music industry.

There will, no doubt, be protests from the minority who benefit from the current status quo, but in a few years the naysayers will be forgotten… much as they were with the new flag.

We invite the minister to visit the members’ list page of our website at www.samqc.org.za, and read some of the comments from the hundreds of production companies, independent labels, management companies, musicians, music lovers and - yes - even overseas fans of South African music.

South Africans, and their music, deserve to be heard - especially in their own country. Not because it’s South African, but because it’s brilliant.

Yours sincerely,

The South African Music Quota Coalition

Evan Milton
Bongani Mahlangu
Johnny Clegg
Jo Day
Louis Mhlanga
Jannie van Tonder
Robin Auld

www.samqc.org.za

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(reprinted with permission)