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samas and music ind

milk · 1 · 879

milk

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found this on business day, some of you might find it interesting:


Sales of South African music have recovered in the past three years from
the decline of the mid-1990s, but the industry believes it could do even
better if piracy was tackled and more support was forthcoming from the
local media.

According to figures provided by the Recording Industry of SA (Risa), local
music sales have grown their share of total music sales in SA to 31% last
year from 21% in 1995.

Over the same nine-year period, local music sales have more than doubled to
R225,1m from R106,6m, which is a faster rate of growth than the 21%
increase in sales of international music, to R479,9m from R397,9m.

The South African Music Awards (Samas) can take credit for raising the
quality and profile of local music, industry spokesmen say, and SA has seen
new genres such as kwaito emerge that appealed to the youth.

But considering that recent publication of the 2003 "hits of the year" by
major music stations showed only four local artists in 5fm´s top 30, five
local artists in Algoa´s top 40, four local artists in CBFM´s top 50 and no
local artists on Metro FM´s list, the statistics may be slightly
exaggerated due to a number of factors.

One of these is that the value of South African music sales has increased
because fewer low-cost ca**ettes are being sold now than nine years ago.

In 2003 ca**ettes were just 30% of the value of total music sales, whereas
in 1995, they were 73% of the value.

Also, growth in international music sales in SA is off an already high base
and international music sales have been hit hard everywhere by internet
piracy. Risa anti-piracy manager Braam Schoeman says it is hard to conclude
that piracy is not having an influence on sales of local music, as there is
no way of knowing what sales could have been. Although sales have not
reduced year-on-year, they could have been higher. On the other hand, it is
questionable whether consumers who pirate music would have been buyers
anyway.

Although music piracy has an anarchistic appeal, if the music companies do
not make money, they will not have an incentive to promote fresh artists.

"We all love our music and try to find new bands and the next big artists,"
Gallo Music executive director Ivor Haarburger says.

Promoting music in SA is difficult, because the market is fragmented into
many different languages and categories, all offering small sales volumes.

Sama, which holds its annual awards this weekend, celebrates its 10th
anniversary this year and Haarburger says the awards have become the
biggest occasion on the music calendar that the industry made an effort to
attend.

It also offers MTN, which is this year´s sponsor, an opportunity to widen
its brand appeal in the youth market.

Sama committee chairman Duma Ndlovu says in the past ten years new styles
such as hip hop and kwaito have emerged, which are expressions of young
people´s identity.

But the growing interest in South African music in recent years is not just
a youth phenomenon. Traditional jazz has also experienced a revival.

"When we introduced the Sama awards in 1994, we were saying to musicians
that we wanted to reward excellence and get artists to improve the quality
of their music.

"They laughed at us, but today every musician who enters the Sama awards
wants to win," says Ndlovu.

Sama has contributed to the development of South African music and Ndlovu
says he would like to believe that other sectors, such as radio, have also
contributed, "though some of us believe radio can do more ".

May 25 2004 07:20:58:000AM Charlotte Mathews Business Day 1st Edition

http://www.bday.co.za/bday/content/direct/1,3523,1623693-6078-0,00.html