By Michelle Strydom
On 11 May, Hlaudi Motsoeneng, COO of SABC, announced the sudden decision to implement a local content policy for SABC stations to play 90% local content. This has left radio stations and audiences asking “How will these stations change their programming?” and “What does this mean for the South African music industry?”
The new policy poses challenges, like changing all programming on public radio stations, overcoming the fear of language-specific content and getting a hold of enough local content to promote both existing and new talent.
Change in programming
One of the biggest challenges stations will be facing is the changes in their programming. Radio stations like 5FM are dedicated to playing the best of international music as it’s released, so committing to a 90% local content policy might shut some doors on international chart shows.
5FM, however, has found ways to incorporate the SABC policy and balance international and local content on their daily shows. As stated in a
press release, the station will be playing mostly local content, but also making time for shows like
Around the World Top 10, which should still appeal to listeners seeking the latest international releases.
Language changes
Along with the concern around the lack of international hits on SABC radio stations comes the unease of playing only language-specific music. However, in an article written by Siphelele Dludla for
Mail & Guardian, SABC spokesperson Kaizer Kganyago assures the public that no such language changes will happen.
“Our respective radio stations will not be confined to playing local music which is language specific, we want to come to a point where any of our 18 radio stations can become a home for all South Africans,” says Kganyago.
In a country where we have the most spoken languages, claims to implement language-specific content would not be realistic as it wouldn’t represent all local content. The denial of this claim is a relief, and one less challenge to deal with.
More exposure for South African artists
A concern that has spread across the country is that there are not enough local artists to be able to fulfil the purpose of the quota. However, it shouldn’t be a worry. The launch of campaigns like
Finding the Hype, founded by Dan Corder and Sherlin Barends from
The Hype on
Good Hope FM restores the hope for a new range of South African musicians.
Corder is one of many to believe the South African music industry can break into the international scenes.
“The South African music scene is growing rapidly across many genres. Many artists are deservedly gaining local and international attention because of the quality of the music that they are producing,” he says. “South Africans are performing and gaining fame across the continent, Europe, Asia, and North America. Most excitingly, South Africa is being recognised as being a unique contributor to the international music scene.”
He goes on to say: “We have a distinct sound in the likes of Pop, Hip Hop, House and EDM, and international artists are looking to collaborate with our artists and replicate our sound. South African music has never been this strong, high-quality, or rapidly growing."
While it may be a sudden change, the policy could be exactly what musicians need to get exposure within the South African landscape and abroad. The change is hard and the outcome is uncertain, but it could lead to local artists becoming contributors to some of the greatest music around the world.
What are your opinions on the new SABC local content quota? Let us know in the comments below.