28/12/2018
THE SOUTH AFRICAN MUSIC INDUSTRY
'South Africa has an amazing amount of talent and potential', these are words we hear all the time and they are true. However, what is the point of us quoting these words year after year, decade after decade, and that talent and potential never gets supported and exposed enough. There is a serious lack of insight in those who claim to support the arts, including Government, in as far as understanding the importance of Arts and Culture in what makes up a nation’s fibre, morally, historically and economically. The Arts are still seen as ways of “distracting the people from the real issues through entertainment”. When funders and government have that mindset, we are in serious trouble, hence the importance of working hard to become independent artists. Two things are generally not taken seriously in the music industry in South Africa: the technical expertise and the presentation of our live shows. We settle for bad sound, bad lighting and no stage design and artists also drop their standards when it comes to how they prepare and present themselves. Optimistically, I see the number of artists who are going the independent route – many of them still don’t know what they are doing partly because the Record labels and those in the know have hidden the information so much and for so long that the catching up process will take some time. Thank God for the internet and the age of information – the catching up process does not have to take too long. For a while the industry will be messy with everybody experimenting as independent artists and labels but eventually it will start clearing up and new and effective ways of doing business will emerge. We are already starting to hear more and more new and fresh music, music that comes directly from the artists’ heart, not being dictated to by some guy in a suit at a record company. Of course the reality is that some of this new music will be great and some will be ‘crap’. That’s how an unregulated industry works but the freedom and space to be, is necessary.
* Constructed from an interview with Concord Nkabinde conducted by Rucera Seethal, November 2011.
We learn from those already with the understanding of this industry.