Connect with us

Local Highlight

The impact of local content




With the SABC introducing the local content quota in May, it’s been a hot topic across the media in South Africa. Focal Points* conducted an analysis on the media surrounding the announcement, as well as the potential impact the quota could have.

As a result of globalisation, international influences have become more evident in all aspects of life. Specifically in local music industries, a growing trend exists in the disenfranchisement of musicians and artists. Subsequently, government entities enforce local content quotas to increase the consumption of local music (Maqina, 2013:iv). The South African Broadcasting Corporation (SABC) spokesperson, Kaizer Kganyago, commented that “the SABC is the custodian of our culture and heritage1.” It can therefore be said that government organisations play an essential role in ensuring that the demand for national music is not lost.
Why enforce a local content quota?
Local content quotas emerged in the late 1980s and 1990s as a result of international influences filtering into numerous countries due to globalisation (Chari, 2013:6). Many countries were, and still are, threatened by the power of international cultures impacting the deterioration of local culture. Consequently, the implementation of local content quotas are, to date, experienced worldwide (Richardson, 2006:605). Local content quotas contribute towards creating a sense of national identity and cultural diversity (ICASA, 2014:32). Music, as a cultural product, assists in developing these identities to become more tangible to consumers, consequently providing a platform for the local music industry to grow through the promotion of local talent (Chari, 2013: 6). The Independent Communications Authority of South Africa (ICASA) articulates the role of broadcasters in local content quotas, stating that “radio and television can make a vital contribution to democracy, nation building and development in South Africa ”(ICASA, 2014:5).
Kalawa Jazmee, co-founder of a South African record label, claims that thousands of jobs have been lost in the South African music industry due to local musicians not gaining airplay on national radio stations2. Economic factors play a key role in local content quotas, most notably through the potential growth of the local music industry (Fourie, Mentz, Lloyd & Martini, 2014: 2). As broadcasters comply with the quotas, an opportunity is created for musicians to profit. It is explained that the more a song is played, the more royalties an artist receives and the higher the chances of public interest become (Knab, 2010:1). In addition to artist exposure, local content quotas promote local entrepreneurs and record labels, which in turn create and sustain local jobs3.
Possible impact of local content quotas
Accompanying globalisation is the increased use of mobile technology, television and the internet, ensuring a gradual yet prominent infiltration of international influences. Local content quotas do not exempt local musicians from including elements of international music, nor do they guarantee that local music will preserve national identity or accurately reflect it (Bere, 2008:277; Chari, 2013:30). Subsequently, the opposite desired result could be achieved as the quotas could lead to increased ‘internationalisation’ of local music (Richardson & Wilkie, 2014:2). After the implementation of a 75% music content quota in Zimbabwe, it was found that younger musicians became increasingly culturally ambivalent, as their musical style was neither local nor global (Chari, 2013: 31).
As radio is one of the most accessible forms of media in South Africa, implementing a local music quota will be “far-reaching and have long run consequences4.” However, it is essential to measure whether quotas are receiving the desired result. A study, conducted in 2014 on content regulations in South Africa, proved that content regulations have contributed to the promotion of local music and that a demand for local music does exist (Fourie, et al., 2014: 3-4).
One problem lies in providing quality local music in order to retain a captive audience, as “value for money supersedes poor quality patriotism5.” Besides quality, diversity becomes an issue as certain genres do not have as much recorded music as others, leaving broadcasters with limited availability of music to play (National Association of Broadcasters 2001: 9). Due to local music quotas limiting quality and diversity, losing listenership is expected6.
Consequently, broadcasters may have trouble gaining advertising revenue, as advertisers typically support platforms where they can access the largest possible audience (Richardson 2006: 606).
An issue regarding the supply of quality local music becomes prevalent with the implementation of local music quotas. This creates challenges, but also opportunities for the local music industry to produce higher volumes of quality local music in order to address the increased demand (ICASA, 2014:36). The South African local music industry, although abundant with talent, lacks funding opportunities for artists to grow. “If the SABC is serious about having 90% local content, [they] need to provide resources for the artists. Recording a single track and booking a studio can set an artist back almost R50 0006. Therefore, supply-side initiatives should be put in place by government organisations to create a platform accommodating local artists, meeting the demand at an acceptable quality (Fourie, et al., 2014: 2).
Concluding remarks
International music has been dominating the airwaves for decades, distracting the public from supporting the local music industry, thereby restricting its growth. Furthermore, it is evident that local cultural expression may be compromised by foreign influences. Local quotas can therefore be regarded as a means to safeguard national traditions and promote local talent (Bernier, 2004:3). There will invariably be a period of adjustment, as South Africa has not yet experienced local content quotas to this extent. However, local musicians call on the country to embrace and support the SABC’s decision3. It has been found that local music quotas benefit the country by defending cultural and economic activity; improving public knowledge of local music; promoting diversity; and improving the local recording industry (Maqina, 2013:9-17).
Juliet Harding, member of the South African band Goodluck, states: “We need to stop thinking that because it’s local it’s inferior… We honestly need to look at ourselves and go ‘wow we make the best music’. I call it national pride3.” It is worth noting that no country can exclude the international music community, or prevent it from influencing local music. This paper found that local music quotas, properly enforced and monitored, can help foster a sense of national identity by supporting the local music industry (Chari, 2013: 6). However, the true impact of the 90% local music quota in South Africa is yet to be seen.

Metrosmag,sa ( inspired by Mzansi Lifestyle ) Mzansi is rich in Lifestyle, a nation diverse in race and culture. Mzansi Magazine explores the rich heritage , versitile culture and the celebrations of Life in Mzansi. Metros Magazine, SA is South Africa's informative Metropolitan lifestlye magazine with all the fresh and important news in Mzansi.

Continue Reading
Advertisement ad

Local Highlight

Starbucks opens in Pretoria, South Africa




In partnership with Taste Holdings, Starbucks has opened its third South African store in Menlyn Maine in the city of Tshwane. Once the mall is complete in 2017, Menlyn Maine will be the biggest green development in South Africa, and the new epicenter of the city. Beginning today, Tshwane residents have their own place to enjoy Starbucks 100% arabica coffee, fresh food offerings and free high-speed Wi-Fi in a beautiful new store.

“We are honored to open our doors in a city with such a rich culture and appreciation for food. Just like in our first two Starbucks stores, we hope our customers will consider this new store as a ‘third place’ between home and work, where people connect, share and create. It is a place where ideas are born and memories are created – it’s about so much more than a cup of coffee,” said Carlo Gonzaga, CEO of Taste Holdings.

The store’s design was inspired by the cityscape of Tshwane. Strong geometric lines of the buildings and the city’s warm tones had an influence on the store’s aesthetic. The natural, scored concrete walls celebrate the hard work and craft of the city. The highlight of the store is a hand-painted mural by Seven Veil Studios that pays homage to the very first Starbucks store in Seattle’s Pike Place Market, while celebrating South Africa through the local flora.

“Every aspect of this store has been created to be the ultimate ‘third place.’ We hope that this store will become a part of the city and our history,” said Gonzaga.

Starbucks Reserve™ Bar offers special small-batch single origin coffees served by skilled baristas through a variety of brewing methods, including Siphon, Pour-Over, and the Clover™ brewing system. Customers can enjoy Reserve coffees from Colombia San Fermin, Colombia Los Rosales, and Cape Verde Figo Island.

“With our first two South African stores open and doing well in Johannesburg, I am delighted to see a new store open in Pretoria,” said Martin Brok, president, Starbucks Europe, Middle East and Africa. “Our whole business is excited about being part of these South Africa neighborhoods and I’m proud that this store will extend the Changing Lanes program even further. We’ll now be able to offer great career opportunities to local young people in Pretoria, including training in world class customer service and barista mastery.”

The store team of 30 partners has been recruited from the surrounding communities through Taste’s Changing Lanes program, which focuses on giving opportunities to currently unemployed youth.

Continue Reading


Comedy Central flies the flag for South African Comedy at the “JUST FOR LAUGHS” Festival in Canada




Popular South African comedians Robbie Collins and David Kau will be flying the flag for South African comedy when they perform at the biggest comedy festival in the world: the Just For Laughs comedy festival in Montreal, Canada (July 13 – 1 August).

The two comedians are joining Comedy Central (DStv Channel 122) on the channel’s annual pilgrimage to Canada where they’ll be showcasing South African comedy at the world famous event

Under an annual collaboration partnership with Comedy Central, Collins will be making his Festival debut, while veteran South African comedian Kau will perform at Club Soda, one of the Festival’s premiere club shows (where Loyisa Gola and Conrad Koch have performed in previous years). Kau’sperformance is being taped as part of the Just For Laughs: All Access television series, and will air onComedy Central later in 2017.  Comedy Central has also brokered a deal for additional All Accessepisodes that will start airing on the channel later this year.

Commented Evert van der Veer, Vice President, Comedy Central, Africa, “Just For Laughs is such a great shop window for African comedy and we are delighted that Robbie and David will have this opportunity to show off their comedy wares at the biggest comedy festival in the world.”

Commented Robbie Collins: “I’m very grateful to have this opportunity to represent my country and craft at the biggest comedy festival in the world. I’m also humbled that Comedy Central Africa andJust For Laughs have recognized my hard work. There are many talented comedians in South Africa and for them to invite me is really an honour.”

Added David Kau, “I first performed at Just For Laughs about 16 years ago. I am definitely looking forward to going back and performing there again. Also I have a lot of catching up to do with some of my comedian friends I haven’t seen in a while… Finesse Mitchell, Lil Rel Howery, Russell Peters… It is still the number one and biggest comedy festival in the world. I guess the cherry on top is going back there now with Comedy Central Africa. It’s going to be a great day at the office.”

Added Eric Y. Lapointe, Senior Director, International & Digital Development, Just For Laughs, “TheMontreal International Just For Laughs Comedy Festival is proud to partner with Comedy Central to present the very best comedians from one of the fastest emerging stand-up scenes in the world. The highly collaborative South African comedy community showcases a younger generation eager to bring their nation together through humour. Just For Laughs is thrilled to be part of this adventure and applauds Comedy Central for becoming a major catalyst in propelling the careers of South African comedians.”

For more information about Comedy Central’s trip to Montreal please go, like us on Facebook at or follow us on Twitter and Instagram @comedycentralAF.   To join the conversation on social media, please use the hashtags #CCLiveAt JFL.


Continue Reading

Local Highlight

combating Rhino poaching




For the first time in 10 years, rhino poaching is stabilizing in South Africa, says Environmental Affairs Minister Edna Molewa.

By the end of December 2015, the number of poached rhino was 1175, compared to the same period in 2014, where the number of poached rhino stood at 1215.

“Considering that this is despite escalating poaching pressure and in the face of an increased and relentless rise of rhino poaching activity into protected areas – this is very good news and offers great cause for optimism,” the Minister said at a media briefing in Pretoria on Thursday.

Minister Molewa was presenting a report on the progress of the Integrated Strategic Management of Rhinoceros which was announced by Cabinet in August last year.

The strategy is aimed at combating rhino poaching and reducing the threat posed by rhino poachers.

Minister Molewa was joined by Deputy Minister of Environmental Affairs Barbara Thomson, as well as her colleagues from the security cluster, which included State Security Minister David Mahlobo and Justice and Correctional Services Minister Michael Masutha and the Hawks.

“We are also pleased to report that based on a new census of the rhino population conducted by South African National Parks (SANParks); the South African rhino population continues to be stable,” she said.

The 2015 survey shows that the Kruger National Park is home to between 8400 to 9300 white rhino.

Minister Molewa said the onslaught against the rhino continued unabated which has necessitated the security cluster to step up its efforts in the fight against rhino poaching.

“During 2015 a total of 317 poachers were arrested for rhino poaching related offences. Of this, 202 were arrested in the Kruger National Park and 115 in the area adjacent to the park,” she said.

The arrests marked an increase of 258 from 2014.

A total of 125 firearms were seized inside the park in 2015 and 63 just outside the Park – a total of 188 compared to the 148 of the previous year.

“These positive developments are the outcome of stepped up collaboration with the Security Cluster, as well as working with communities adjacent to the park,” Minister Molewa said.

She said by the end of 2015 all rhino poaching crime scenes in the Kruger National Park were attended to in accordance with standard protocols which was a remarkable achievement.

Furthermore, the inter-departmental collaboration between the Department of Environmental Affairs and its partners in the security cluster has provided intensive training and awareness-raising for nearly 400 magistrates and prosecutors in 2015.

Justice and Correctional Services Minister Michael Masutha said South Africa had an 88.8 percent rhino conviction rate from April 2015 to date.

Minister Masutha said the charges for those convicted included possession of rhino, dealing in rhino, illegal hunting, conspiracy, trespassing as well as the illegal possession of firearms and ammunition.

To date 1047 border enforcement officials have received training on a programme which focuses on the Illicit International Cross Border Movement of Endangered Species.

The training which is provided by the Green Scorpions will continue until the end of March.

Continue Reading

Most Popular

Copyright © 2014 metrosmag. Theme by Natives, powered by MaphorisaInitiatives