For seven years, comedian Trevor Noah has shone brightly as an example of the best SA has to offer as host of The Daily Show with Trevor Noah. While his path to stardom is to be admired, it is not one that needs to be mimicked.
Noah has garnered global acclaim and popularity since taking over from Jon Stewart on the popular late-night US TV talk show in 2015. He wasn’t the first choice for the role but grabbed the opportunity with both hands when it came. He exhibited a tenacity and drive that is a hallmark of so many great SA creatives who have made an impact beyond our borders.
He made the show his own, so it was with shock that South Africans woke up last week to news of his departure from The Daily Show. Naturally, the question of his replacement came up, with several SA hosts mentioned in passing.
While this is an admired vote of confidence in the undeniable talent our creative industry possesses, it misses the mark. We should not be looking to what American talent we can replace but rather how we can win over the world on our own account.
Black Coffee is an example of the local-global superstar that should become the norm. With his roots firmly set in SA, the musician has amassed international fame for unapologetically being himself.
He built his name not by replicating other popular artists or filling a mould recently vacated, but by showing the world what it had been missing. His incredible, sometimes turbulent, journey culminated in him winning a prestigious Grammy award earlier this year.
Black Coffee walks a path forged decades earlier by giants such as Hugh Masekela and Miriam Makeba who have captured the world’s attention and become global icons.
The thing about jumping on the bandwagon is often you fall off and look like a clown.
In recent years that path has been walked by the likes of John Kani, Connie Chiume, Nomzamo Mbatha, Pearl Thusi and Thuso Mbedu, to name just a few.
These are the SA flowers that have blossomed on foreign ground but remain rooted in SA.
Amapiano and its shining light, artist Uncle Waffles, is another example of this, the genre finding global acclaim by spinning its own beat.
The sad reality is because of a lack of local investment, SA talent often only finds a true voice overseas.
In its annual report for the 2020/2021 financial year, the department of sports, arts and culture revealed only 62.5% of the department’s arts and culture promotion and development targets were met.
About R1.6bn of the department’s R5.3bn budget went to arts and culture promotion and development, less than the R2.2bn allocated for heritage promotion and preservation, and it had underspent by about R120m.
While a major reason for the department not functioning at 100% was put down to vacancies and the Covid-19 pandemic, there is clearly more minister Nathi Mthethwa and his department should be doing to prioritise and assist local creatives than just tweeting congratulations and showing them the money once everyone else has seen their worth.
The thing about jumping on the bandwagon is often you fall off and look like a clown.
So instead of us encouraging local talent to do it the way Noah did, we should be focusing on funding, implementing programmes and strengthening our local arts industry so the next Noah can do it their way.
The global arts revolution may not be televised but with enough investment it will definitely be South African.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.