Why are we not branding our local music?

I will let it all out, then.

I'm one of many people who are moved by music in various facets of life. Music is indeed food for the soul, irrespective of the genre. Music is capable and equipped to move your being and teleport you into space.

In most cases, what transpires in that space is for your inner self and memory only and for those around you to ask, "Where have you been?" as they witness you being scooped away on an emotional journey and to return not the same as before you left.

Conscious decision

I found myself making a conscious decision to go to the mall after work last week; I even made a few phone calls to make sure that the records I was looking for were in stock - two records in particular: Zonke's Ina Ethe and Afrotraction's Soulfully Yours.

Due to its popularity, Zonke's album was out of stock at all this music bar's outlets, except at one unexpected branch where, thankfully, I found a copy.

@Zonkemusic's record is one of those few records, once in a while, that really arrests you in the music. You find yourself mesmerised as the composition and the arrangement of the tracks resonate with you. It is as if you were in studio when Zonke herself produced the music and effortlessly garnished it with her melodic voice.

What came out was utter magic, complete passion. Now, it would really be a disservice and lack of appreciation if this record from Zonke would go up in smoke due to you purchasing a pirated copy, would it not?

Ripple effect

Yes, you who purchase copies at Bree Street and on the side of the road. We all know of someone who still does this. Think of the ripple effect it would have if all of us were to go legit and purchase our favourite artist's records from legitimate sources.

Now you might be thinking, "WTF?"

Well, "What The Funk" is that all of us as South Africans, who should be purveyors of our local talent, products and skills, are the same ones who are hampering the growth of our local industries.

The local music scene, especially the artists, has in the last decade or so, really worked hard to raise the bar. The quality of the productions and content is truly one to be in awe of.

Worthy of our support

Think of any artist - PROs [both Kid and Verb], LIRA, The Parlotones, HHP, Flash Republic and our very own international trio - Die Antwoord + DJ Hi Tek. All these artists ooze with talent and are worthy of our support.

Two years ago, a campaign with very good intentions and mandate was launched - the SHOUT SA campaign. This is a campaign against crime and anything else associated with bringing our country and society's good name into disrepute.

Given that local musicians are its advocates, I take it that it is also in support of local music and the arts.

Now I ask, with tears in my eyes - geez, that's so cheesy hey? - ok, seriously, why is it that the second instalment of the "SHOUT" campaign, bigger and stronger with more home-grown artists, is using an international track, yet again?

Recognising and building our talent and skills

The John Farnham classic is timeless; I grew up hearing it on radio and singing along to it. But for the purpose of recognising and building our talent and skills - especially by our local artists - you would think local compositions would be fit enough for this huge task of ridding our society of crime and grime [is it a rhyme?].

I sent a tweet out to @Slikour and @HipHopPantsula asking why they used an international track; I am still awaiting feedback.

Now my knowledge of the music industry tells me that there's probably royalties going abroad for the use of this track. But even if it were used free of charge, it still does not answer the question: "Why did the campaign organisers not use local music?"

With over ten [10] musicians involved in the campaign, it makes me, as well as others out there, wonder as to why didn't all these talented artists come together to compose home-grown music?

Do we truly grasp how branding works?

Being in the brand-building business myself and often hearing artists refer to themselves as "brands", it makes me wonder if we truly grasp the subject matter of brands and how branding works.

Being inspired by a track or an artist is one thing; using international tracks twice in a row to raise awareness and influence change in behaviour on local issues for local benefit is another.

Composing music and amplifying it with relevant lyrics that I heard some artists sing on that track should have been the way to go in benefit of our local industry, as well as complimentary industries.

We still have a long way to go in branding our products, as well as ourselves.

For more:

• Bizcommunity: The potential of African identity in advertising by Anton Crone