GETTING THE MUSIC INDUSTRY IN ORDER
WHY SOUTH AFRICA CANNOT AFFORD TO IGNORE ITS BIGGEST CREATIVE ECONOMY
By Thami akaMbongo Manzana
South Africa's music industry is far more than entertainment. It is an economic driver, a cultural archive, a source of employment, a diplomatic tool, and one of the country's most visible exports. Every day, musicians, producers, composers, DJs, engineers, promoters, venue owners, publishers, managers, and countless others contribute to an ecosystem that sustains thousands of livelihoods.
Yet despite its enormous contribution to the Cultural and Creative Industries, the music sector continues to face longstanding challenges relating to royalties, education, governance, transparency, contracts, and fair remuneration.
If South Africa is serious about building a thriving Cultural and Creative Industries sector, then getting the music industry in order should be one of the country's highest priorities.
The Cost of a Broken System
The music industry is arguably one of the sectors where exploitation has historically occurred most frequently.
Many artists begin their careers with dreams of changing their lives through their talent, only to discover that understanding copyright, publishing, neighbouring rights, licensing, royalty systems, and contracts requires specialist knowledge they were never taught.
Some only realise years later that they signed away valuable rights.
Others discover they should have registered works they never knew qualified for protection.
Many simply never receive royalties they expected because they do not understand how the system operates.
This is not merely a music problem.
It is a Cultural and Creative Industries problem.
Imagine a Music Industry That Truly Works
Imagine a South African music industry where every creator understands their rights before signing a contract.
Imagine musicians graduating from schools, colleges and universities already equipped with knowledge about copyright, intellectual property, royalties and business management.
Imagine young artists entering the industry prepared instead of vulnerable.
Imagine fewer disputes because education became the first line of protection.
That is what a mature creative economy should look like.
Imagine a SAMRO That Every Musician Trusts
The South African Music Rights Organisation (SAMRO) plays an important role in South Africa's royalty system by administering performing rights on behalf of its members.
Imagine a SAMRO that is recognised by musicians not only for collecting royalties, but also for becoming the country's leading institution in educating creators about how the music business works.
Imagine an organisation whose first thought is always:
"How do we ensure every musician understands their rights?"
Imagine a system where every musician feels informed, empowered and represented.
Trust is one of the greatest forms of institutional capital.
The stronger the trust between musicians and their collective organisations, the stronger the entire industry becomes.
Imagine Every Unclaimed Royalty Finding Its Owner
One of the most important questions within any royalty system is the issue of unclaimed money.
Imagine if every available resource was directed towards finding the rightful owners of unclaimed royalties.
Imagine nationwide awareness campaigns.
Imagine radio adverts.
Imagine television campaigns.
Imagine social media drives.
Imagine community workshops.
Imagine universities, schools and community arts centres all teaching musicians how to register their works correctly.
South Africans see advertising campaigns every day encouraging the consumption of products such as alcohol.
What if the same level of visibility existed to educate creators about protecting their intellectual property?
Knowledge itself becomes a form of empowerment.
Education Should Become the Greatest Investment
Many musicians only encounter organisations involved in rights administration after they have already released music.
By then, opportunities may already have been lost.
Education should not be treated as an occasional workshop.
It should become a continuous national programme.
Artists should understand:
Copyright
Publishing
Performing rights
Mechanical rights
Neighbouring rights
Licensing
Metadata
Contracts
Royalty collection
International registration
Digital distribution
An educated musician is less likely to be exploited.
An educated industry becomes a stronger industry.
Leadership Should Unite Rather Than Divide
Every institution experiences disagreements.
Debate is healthy.
Different opinions are necessary.
However, the primary mission of organisations serving creators should remain focused on advancing the interests of those creators.
Imagine institutions where more energy is invested in solving industry challenges than in internal conflicts.
Imagine collective societies being known first for service delivery, education, efficiency and accountability.
When creators are placed at the centre of decision-making, the entire sector benefits.
Getting SAMRO Right Can Influence the Entire Cultural and Creative Industries
The music industry is often one of the most organised sectors within the Cultural and Creative Industries.
If systems supporting music become stronger, more transparent and more educational, other sectors can learn from that experience.
Imagine visual artists.
Imagine actors.
Imagine dancers.
Imagine writers.
Imagine theatre practitioners.
Imagine filmmakers.
Imagine craft producers.
Imagine every collective management organisation becoming more accessible, more transparent and more educational.
The ripple effects would extend well beyond music.
This Is Bigger Than Music
Some may think these conversations only concern musicians.
They do not.
Whether you work in theatre, dance, film, literature, fashion, heritage, festivals, design or visual arts, you should care deeply about what happens in the music industry.
Major sectors influence the direction of the entire Cultural and Creative Industries.
When one sector improves its governance, education and accountability, others often follow.
A stronger music industry can inspire stronger institutions across the creative economy.
A Future Worth Building
South Africa has some of the most gifted musicians in the world.
Our sounds travel across continents.
Our artists continue to influence global culture.
Imagine if our institutions matched the excellence of our talent.
Imagine if education became the industry's greatest investment.
Imagine if every royalty reached its rightful owner.
Imagine if every creator understood their rights.
Imagine if trust became the foundation upon which the music industry was built.
Getting the music industry in order is not only about musicians.
It is about protecting creativity, strengthening institutions, growing the economy and ensuring that the Cultural and Creative Industries fulfil their potential as a significant contributor to South Africa's future.
The question is no longer whether reform is needed.
The question is whether all stakeholders are prepared to build the music industry that South African creators deserve.
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