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Case Title:

The Renaissance of the South Africa Music Industry

Publication Year : 2013

Authors: B.Sravana Kumar

Industry: Creative Industry

Region:US

Case Code: GBE0098

Teaching Note: Available

Structured Assignment: Not Available

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Abstract:
Music is a fast-growing industry with limitless potential. As one of South Africa’s most significant cultural industries, the music industry has served as a powerful means of enhancing the country’s identity and distinctiveness, while simultaneously creating employment, developing human skills, and generating social capital and cohesion. The music industry, however, like any South African industry, is infused with the legacy of apartheid's political economy. The music industry suffered additional setbacks because indigenous culture was actively suppressed and distorted by the apartheid regime. One of the most devastating aspects of this legacy is that local music has not developed as rapidly as it should have. Eighty per cent of the music sold in South Africa is international. While international music is thriving in the South African market, the development of local music is not keeping pace. The Department of Arts, Culture, Science and Technology launched its Cultural Industries Growth Strategy (CIGS) in 1997, focusing on the four sectors of craft, music, publishing, and film. It revealed that the music industry in South Africa was worth R2 billion. Having the potential of becoming a major foreign exchange earner, the South African music industry was poised to maximize its potential and market its music aggressively at home and in the international market. The case focuses on the music industry in South Africa, its market potential, the piracy (?) problem, and the steps taken by government to harness its potential for economic growth as the South African growth rate began to decline in 2008.

Pedagogical Objectives:

  • To comprehend the music industry in South Africa.
  • To discuss the music industry during the apartheid regime.
  • To analyze the South African government framework for growth of culture industries in South Africa.
  • To discuss the impact of the digital industry on the South African music industry.

Keywords : Apartheid, Books, Broadcasting Policy, Capella, Creative Economy, Creative industries, Cultural Industries Growth Strategy, Cultural Strategy Group, DACST, EMI, Folk art, Gallo Record Company, Gold Record, Independent Broadcasting Authority, Independent Communication Authority of South Africa (ICASA), Indlamu International Federation of the Phonographic Industry (IFPI), Jazz Revellers, KhoiKhoi, Kwaito, kwela-kwela, Ladysmith Black Mambazo, Marabi, Mbaqanga, Mbira, Mbube, Miriam Makeba, Mouth bows, Music, Music Industrial Task Team, Nkosi Sikelel, Paintings , Performing arts, Polygram, South Africa, South Africa Development Countries (SADC), South African Music Awards (SAMA), South African Telecommunication Regulatory Authority (SATA), Soweto Gospel Choir, The Soweto Gospel Choir, Zulu choral music

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