An integrated framework for the development of the music industry in the Northern Cape Province

Abstract

In a bygone era, the music industry in Kimberley, the capital city of the Northern Cape Province of South Africa, was vibrant. Local musicians and those visiting the country were sure to make an appearance in one of the many theatres of the Diamond City. The music industry was directly linked to the untold wealth of the diamond industry of the past. As the diamonds diminished after more than a century of extensive mining, so did the music industry. It is truly ironic that music, which was entirely dependent upon the then strong economy, is proposed in this study as a tool to contribute to the stimulation of economic growth in a province where economic growth and development has been lethargic since the demise of the diamond industry. Musical talent in the province is currently not utilised to its full potential, and therefore, the music industry is not perceived as a tool for economic development. This study proves that music can generate income, provide employment and increase wealth. It explores the philosophy of musiconomy, which is based on the premise that if all the required elements are implemented, music can contribute directly and indirectly to economic growth and development. In addition, it will attract skills to and contribute to developing creativity in an area. These are just some of the aspects that cause a ripple effect in the process of development. The proposed integrated framework includes various layers of integration, both on a macro (with other industries) and a micro level (within the various sectors of the music industry itself). A value circle is proposed which includes the three pillars (or sectors) of the music industry, namely music performance, education and business. It demonstrates how all the spheres of music can have an impact on and indeed act as an economic stimulant for a myriad of other industries. The main outcome of this research is that in order for a music industry to be successful and contributory to economic development, the following eight components are required: Education and skills development: Apart from musical subjects, a holistic music education includes a multitude of aspects, such as skills development in business management, technology, professional services and many other ad hoc industryrelated subjects. Community development: The proposed NCMIDF can contribute to the formation of a development ready community and the resulting social capital, which is the underlying characteristic of the concept of musiconomy. Infrastructure and locations for growth: The music industry requires specific and specialised infrastructure in order to function optimally. Business development and support: The degree of economic liberalisation and the availability of seed capital and supporting bodies for potential music entrepreneurs have a direct impact the access of music industry actors to the “tools of the trade”. Innovation: The process of developing the industry through an integrated framework, the concept of musiconomy and the promotion of local talent as part of the world music genre is an innovative approach. Partnerships: A symbiotic relationship between the government at all levels, the music industry as well as the community (the market) as reflected in the triple helix approach. Marketing: Although the music industry has its own unique marketing requirements, it also requires the four Ps (product, price, promotion and place (distribution)) in the marketing mix. Internationalisation: Internationalisation generates income from outside and area and in addition contributes to gaining prestige and credibility for the product with local markets.