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We have noted media enquiries based on a misleading post on a Facebook page this morning in relation to the funding for the upcoming South African Music Awards.

Whilst, we understand the right of elected public representatives to raise issues, we note that information and figures have been fabricated and posted in various social media platforms in order to create panic and to belittle attempts to resuscitate the tourism and entertainment sectors.

We reject the figure of R28 million as just a political manufactured fabrication. We can confirm that around R20 million was suggested as part of a 3 year partnership. And procurement processes are  underway in line with Public Finance Management Act.

From the proposed investment of R20 million,  more than R350 million will be injected into the provincial economy over the next two months - this year alone.

What perhaps should be drawn from the Facebook post and questions that are being asked through carefully selected journalists is that a message is being communicated that artists and those in the creative industry as a whole are not deserving any living wage.

The message is that they must be paid peanuts and live in conditions of squalor.

Government remain concerned about the plight of artists representing different music genres and those in the film industry.

This is the matter that MEC for Economic Development, Tourism and Environmental Affairs Siboniso Duma articulated in Soweto Theatre during the announcement of KZN as the host.

In this regard, we wish to confirm that in terms of the agreement with the Recording Industry of South Africa, industry rates will apply to compensate artists and those who will render services.

According to the department’s Economic Research, Strategy and Planning and Unit, SAMA Awards will inject more than R350 million into the KZN economy through the various build up programmes, hotel, accommodation and transport for artists and guests, sponsorships and media programmes.

For the host city alone, more than R63 million will be injected with various sectors of the economy in the townships and Greater Durban area benefitting.

South Africa’s creative industry is one of the fastest developing sectors in the country and fairs quite favourably on the regional and global stage. Economic Forum on The Future of Jobs and Skills in Africa listed the Creative Economies as one of “trending” professions, which had a growth rate of 7% between 2011 and 2016.

South Africa’s National Development Plan 2030 aims to create 11 million new jobs by 2030 through, amongst other things, targeting specific sectors, which could include the Culture and Creative Industry (CCI):

The CCI is one of the fastest growing sectors in the global economy. 29.5 million or 1% of global employments is located within the CCI.

The South African CCI accounts for an estimated 3% of the GDP. An estimated 1.1 million or 6.72% of South Africans are employed in the CCI Visual arts and crafts account of the largest share (53%) of CCI GDP and Employment KZN has the largest share (20.1%) of CCI.

The sector is fast recovering from the onslaught of Covid-19 and programmes such as SAMA awards will not only help to promote the sector but will further profile our artists on the local and international platforms.

The sector can only grow if our artists can compete at the global scale.

Below are the benefits for hosting SAMA29 Awards:-

1.  Access to airtime worth more than R500 million across all mainstream media and social media platforms;

2.  Marketing of KwaZulu-Natal and municipalities as a tourism and investment destination to more than 28,9 billion consumers of content globally; and

3. SAMA awards will also be a catalyst for the development of the creative and arts industry in the province and the country at large. 

The above figures are based on the SAMA28 Awards.

3. Othe benefits include hosting of events aimed at marketing KZN and various municipalities in the following provinces:

a.   Mpumalanga Province

b.   Limpopo Province

c.   Gauteng Province

In a meeting held yesterday by MEC Duma and mayors, under the auspices of the Provicial Tourism and Investment Committee it was agreed that SAMA Awards activations will take place in the townships, and rural areas of our municipalities in the province.

The long-term plan is to drive tourists into the province of KwaZulu-Natal and ensure an injection into the provincial and local economy. Some of the municipalities earmarked for SAMA Awards events are the following:-

e.       Umkhanyakude

f.        uThukela

g.      Umgungundlovu

h.      eThekwini Metro

i.        Ugu

j.        Ilembe

Through SAMA Awards, the department will ensure that event organizers and coordinators have the opportunity to stage side events and activations in Shisanyamas, Lifestyle Lounges and other entertainment spots in the townships and rural areas.

The Lifetime Achievement Awards in honour of legends in the music industry will leave a long lasting impact. In addition, the Fashion Show will showcase the clothing and textile industry as part of the Buy Local Campaign.

By and large, as part of ensuring economic recovery of different sectors of the economy, especially the tourism and hospitality industry, the department resolved to lobby to host national and international events.

SAMAs could have taken place in other provinces but KZN was identified as a host because of excellent event management capabilities involving all spheres of government.

Importantly, it is a well-known fact that the outbreak of COVID-19 and the lockdown affected the tourism and the creative industries. Lockdown regulations restricted movement of people and live performances were stopped resulting in our national talent being destroyed.

Lastly, MEC Duma pointed out last week that that many artists are still relying on the traditional ways of making money. 

These include bookings for live performances, recording contracts, licensing, marketing and distribution of their work in the country and worldwide.

He has committed government towards increasing the number of artists in the creative industry in the database of service providers of government. His view is that there should be no middle man between government and the artists. He called on all spheres of government use their procurement system to sustain the creative industry.

We wish to reiterate the fact that the MEC understands that elected public representatives represents the aspirations of the people.

Therefore, elected public representatives will seek to demonstrate to the public at large, what they are doing to advance the aspirations of citizens.

At times, they will mislead the public deliberately or innocently.

As mandated by MEC Duma, we are strengthening co-operative governance and we are building relationships and partnerships with leaders across all political lines inside and outside the legislature as part of ensuring good governance. 

We are also maintaining good working relations with Chapter Nine Institutions such as the Auditor General, Public Protector and SA Human Rights Commission.

 It is for these reasons that the department achieved a Clean Audit Report for the financial year 2022/2023.

Issued by the Office of the Leader of Government Business | MEC for Economic Development, Tourism & Environmental Affairs, Siboniso Duma