Maria McCloy : In your ear
How much local music do you want to listen to? The Independent Broadcasting Authority has decided that 20% of the music on radio must be South African. But the local music industry is baying for more and more, with some even suggesting a 50% local content quota.
As of November 1, the authority decided that between 5am and 11pm, every station must abide by the quota. The time constraint means that stations cannot shove local music into those wee hours when hardly anyone listens.
The authority’s chief watchdog on the quota, Mpifa Tsepe, this week said that stations not reaching 20% local music are Highveld, East-Coast Radio, KFM and Radio Metro.
Tsepe said that figures given to him by the Association of the South African Music Industry (Asami) showed an increase of about 65% in the local music industry’s output and sales in the past two years.
There is no research proving a causal link between radio stations playing more local music and a blossoming industry, but anecdotal evidence suggests that the more people hear local music on the radio, the more they will go out and buy it.
“There are also signs that indicate the rand value in relation to how much music is being produced and distributed is increasing,” says Tsepe.
Many stations complain that there is not enough local music in their particular format – for example in adult contemporary. But there are no figures to show how much local music is available in each genre. “It might be very minimal on some formats and high on others, but generally there’s an increase.” said Tsepe.
Asami’s Mtunzi Mdwaba says stations like 5FM, Channel Med, Radio Vryheid, Voice of Soweto, Bush Radio in the Western Cape and BBT Stereo in the Free State deserved special praise for enthusiastically embracing the quota.
“These radio stations play the same genre of music as those who claim a shortage in satisfying the quota.” Radio stations can apply for temporary exemptions from the quota should they be able to prove there is not enough music suitable to their listenership.
The Musicians Union of South Africa’s (Musa) representative Howard Belling says 20% isn’t enough. He says Musa pushed for a 50% local content phased in over three years. It’s not the end of the road though for those punting for more local music; the quota can be upped should it prove to be working.
Kalawa Jazmee is an independent recording label represented by Don Laka. He says: “It’s a pity we had to get legislation to enforce it, but the most important thing is changing the perceptions and attitudes of DJs who don’t want to play local music … Y-FM is not playing 60% local music because of the quota. Twenty percent is not enough but we have to start somewhere … because not enough airplay puts pressure on record companies not to produce enough music.”
Laka said more local music on radio would make all aspects of the industry grow, from employment to videos and a better life for musicians.
Sheer sounds – which produces Busi Mhlongo, Pops Mohomed and Paul Hamner – agreed that 20% was a start. Its representative said that “artists have such a hard time trying to get recognition, they usually have to go overseas. It’s a good thing that the public will get a chance to hear more local stuff which a lot wouldn’t have the chance to hear if they don’t go to live venues.”
For EMI South Africa’s managing director Irving Schloshberg, “Radio is an integral part of the success of a song. The more local music we have on the radio, the more it’ll translate into sales.”