/ 2 September 2011

Drafting a new score

Every year this time, about a week before the annual Moshito Conference and Exhibition is due to start, we as Moshito have to remind ourselves why we do what we do. It is a belief in the significance of what is probably the only music trade platform on the African continent — one that is not just a music festival — that drives us to take the risks to put on this ambitious gig.

But we are not alone — we are not alone in reeling from the impact of a global recession, not alone in suffering massive job losses and not alone (as are all sectors of the arts) in suffering from ad-hoc state funding and aimless government cultural policy changes made according to the whim of whichever new politician is at the helm.

The Moshito music trade platform was founded in response to the government’s major music industry policy review in 2000. Then-minister of arts and culture Ben Ngubane’s music industry task team came about as a clarion call after the death of a famous musician — Simon Mahlatini Nkabinde. More recently the impetus for a state and media response was the death of Brenda Fassie — it was a predictable knee jerk.

Global outlook
Like angry babies deprived of their bottles, the politicians and journalists momentarily threw their collective toys out of the cot, crying and moaning (a little) and then continuing with their lives.

This happened without much impact on both the business and arts sectors, which, in many ways, have been in constant decline since promises government made to unblock the music business in 2000.

Perhaps the answer is in the new global business models run by technology companies such as Apple and Google which, unlike record companies, recognise that music is much like water is to Coke — the free content that everyone wants and needs, easy to get and easy to consume.

Ultimately, the debates at Moshito reflect that each part of the music sector has a role to play and, in my view, not one part of the puzzle is coming with a ready-made solution — it’s not a case of “just add water, mix and stir”.

The state’s role in supporting the music industry is through five core government departments and each affects the music industry in different ways.

Arts and culture is supposed to promote and protect us; trade and industry is supposed to treat us as an industry and develop intellectual property legislation and incentives that are forward-looking; education is where it all begins, with the arts instilling an appreciation for culture and values while teaching the invaluable critical skills of creativity and innovation; labour is supposed to protect our interests in the workplace; and finally (and probably our most crucial economic driver), communications is supposed to take all these cultural goods to the market, locally, continentally and internationally.

But, at an individual level, the journey of musicians through the industry should start with artists seeing themselves as business entities and surrounding themselves with the expertise. They must continually up-skill themselves — hence the workshops at Moshito where they can learn to understand the “digital ecosystem”.

At an organisational level, at this year’s Moshito conference we have been reflecting on some of our industry’s spectacular collapses — for example, the demise of the South African Recording Rights Association Limited. We are seeing what lessons can be learned from other music bodies, good governance being but one of them.

Bumps in the road
We are also looking at the new business models for us as an industry, at the potential and new revenue streams and flows. But the question remains: what will it take to survive the downturn?

Perhaps the answer is that Moshito will not provide the answers but it does allow us to reflect — to stop and think as individuals, as businesses, as government and as industry bodies on how we embark on a shared journey to a new future.

Whether it is towards a golden economy, or merely a growth path, we have to step up collectively and speak together about how we envision the road ahead — a shared vision.

Andre le Roux is chairman of Moshito Music Conference and exhibition that has been running at the Sci Bono Discovery Centre in Newtown.

Attend the Africa Unites concert to celebrate the closing of the event at the Bassline in Newtown on September 2 from 8pm. Tickets cost R100. For a full programme go to moshito.co.za