It’s almost a week since the 90% local music quota announcement was made and so far so good, writes Helen Herimbi
|||It’s almost a week since the 90% local music quota announcement was made and so far so good, writes Helen Herimbi
Local is lekker. But it is also complex and, if you let social media tell it, divided. Last week, the COO of the SABC, Hlaudi Motsoeneng, announced that the public broadcaster would be implementing a 90 percent local music quota on 18 radio stations. The news was met with elation from some artists, industry insiders and fans and with scepticism from others. It has been a week since the quota was implemented. How are we doing?
NEVER TOO MUCH
For years, artists like Mzwakhe Mbuli and Don Laka have been at the forefront of lobbying for the SABC and other mediums to be patriotic when it comes to our music. So the announcement is a win for those who were on the frontline. However, some have argued that 90 percent is entirely too much local for it to be all that lekker. But how did the Nigerian music industry become the economic powerhouse that it is today?
That 90 percent can never be too much because there are so many other avenues where you can hear Justin Bieber, Kirk Whalum or Aretha Franklin. While South African artists are on avenues like iTunes, the sales numbers aren’t enough for them to make a living. Biebs will survive with sales made from Baby alone.
LOCAL PRIDE
If you are inundated with a certain sound for aeons, you are bound to perceive that as the norm. Think about it, how many times do you hear a South African rapper spew the N-word in their lyrics today? On national radio! The genres that the quota specifically mentioned as ones of special interest include kwaito, gospel, jazz and reggae. But those aren’t the only ones that are being affected when it comes to having pride in our heritage. Even some of the indie and rock musicians in this country pride themselves on sounding like something from Europe or America. I’m not saying Monark should start using a ramkie in their music, but if you give people enough reflection of themselves, they can be more creative in enhancing that.
THROWBACK THURSDAY
So in the week that I have listened to some of these radio stations, it has been heart-warming to find that they are keeping up the quota and no one really sounds riled up about having to back announce a Moneoa song. However, it’s easy to note that the compilers are going back, way back, in time to fill the quota. It’s cool to play some Letta Mbulu here and some Brenda Fassie there, but going back into the archives for a prolonged period of time poses the threat of not giving enough shine to new or current and quality music. So if 50 percent of the quota is a perpetual Throwback Thursday and only 40 percent is filled by the usual suspects who were already receiving enough radio play, that can be monotonous. It can also lead to payola.
BBHMM
That’s not just an acronym for a Rihanna song – whom you won’t be hearing as much on the radio anymore. Ha! “Payola” (illegal payment to a station’s employee in exchange for airplay) has been a dirty word in the industry 4evz. While many allegations have done the rounds – with independent label owner, Vusi Leeuw being the most vocal – I think we can all agree that this is an underhanded system that we don’t need.
There is way more than enough music being released by new and established artists in all pockets of this country. Some of it isn’t good at all, but a big chunk of it is. And that deserves to be heard. If there could be a regulatory committee to ensure that payola becomes extinct, every good musician will have a chance at being heard.
I know it’s easy for people who want their microwave-easy music to slam the quota as a waste of time. But give it a chance. It should also be noted that many other radio stations that aren’t a part of the SABC have long made it their priority to play local. From Kaya FM to Tuks FM and others in between, we still applaud them and it’s cool to have most people on the same page. It won’t be smooth sailing the whole time, but it’s a good start.
What do you think of the quota? Tell us on Twitter, Facebook or Instagram.