The day the music lived

13 May 2016 - 08:43 By POPPY LOUW

Local may be lekker with the new local music quotas implemented by the SABC, but it could be a while before the policy affects sales. The broadcaster announced on Wednesday it would play 90% local music across all its 18 radio stations from yesterday.Dean of the Faculty of Commerce at the University of Cape Town, Don Ross, said he supported the decision, but warned it could take "time" for it to translate into sales."Most SABC listeners are from poor or rural areas, and those with real buying power are shifting towards streaming their music or downloading it online," he added.Ross said the SABC's decision to increase local content on radio was not an unusual one for broadcasters, adding the BBC had been doing it for decades."As long as it is part of a larger strategy to proactively get people to listen to and watch local content - and this would require them to closely monitor and improve their listenership," he said.SABC spokesman Kaizer Kganyago told TMG Entertainment that no station would be exempt from the policy.This followed reports that its two commercial stations, 5FM and Metro FM, were not required to adhere to playing 90% local music."We are not asking them to do anything different or to play genres that they wouldn't normally play. Instead we are saying: 'Instead of playing an international pop song, play a local pop song. Instead of playing an international R&B song, play a local R&B song'," Kganyago said.Hip-hop artist Tsepo "KrossWord" Mtwana - who has been releasing music for 10 years - called the new quota a "game changer", saying it would "breed patriotic music consumers ."Getting airplay on SABC stations is one of the most difficult things for an independent artist because not only do we have to compete with local major label recording artists, we compete with the Beyoncés and Drakes for space," he said.

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