In my latest book, “De/constructing brand Africa: A Practitioner’s Perspective”, I elaborate on the value of using cultural and sporting events in brand positioning themselves as viable destinations for trade and investment while at the same time opening market access opportunities for their service and product brands. South Africa is a land of diversity and boundless potential. From its stunning landscapes to its vibrant cultural scene, the Rainbow Nation has the ability to captivate hearts and minds worldwide. In the quest for economic growth and global recognition, South Africa should skilfully use cultural and sporting events like the South African Music Awards (SAMA) to establish itself as a dynamic destination for tourism and investments while unlocking new opportunities for its businesses on the global stage.
SAMA: A Cultural Showcase Beyond Borders
The South African Music Awards (SAMA) is a testament to the nation’s musical prowess, diversity, and creative innovation. The event shines a spotlight on the rich tapestry of South African music, from traditional rhythms to contemporary hits, and showcases the incredible talents that South Africa has to offer.
But SAMA is not just an award ceremony, it’s a powerful tool in South Africa’s branding arsenal. It allows the world to witness the fusion of diverse musical genres and cultures, reflecting the nation’s spirit and its journey of unity and resilience. The SAMA creates a sonic bridge that connects South Africa to the global music industry and creates a unique appeal for tourists and investors alike.
Tourism: Striking the Right Chord
South Africa’s captivating landscapes, from the majestic Table Mountain to the sprawling Kruger National Park, have long been a magnet for tourists. However, cultural events like SAMA play a pivotal role in diversifying the tourist experience and luring music enthusiasts, thereby extending their stays and expanding economic contributions.
The visitors drawn to SAMA not only attend the awards ceremony but often indulge in longer trips to explore the country, attend concerts, and engage with local culture. This increases tourist expenditure and supports various sectors such as hospitality, transportation, and local artisans. SAMA thus helps brand South Africa as a multifaceted tourist destination and enhances the sustainability of the tourism industry.
Investments: A Harmony of Opportunities
Cultural events like SAMA also open doors for investments. South Africa’s music industry has shown immense potential, and the international exposure that SAMA provides can lead to investments in local talent, recording studios, and entertainment infrastructure. Investors recognise the nation’s ability to produce world-class artists and tap into the growing global music market.
Moreover, South Africa is rapidly becoming a hub for the creative and tech industries, drawing interest from international companies. By showcasing the thriving music scene, events like SAMA contribute to the country’s reputation as a favourable investment destination, fostering economic growth and job creation.
Market Access: Elevating South African Brands
South African businesses and brands benefit immensely from cultural events like SAMA. The exposure and international recognition that accompany the awards open doors to global markets. Local artists, designers, and even technology startups find an audience on a much larger scale.
Fashion brands, musicians, and innovative tech startups can use events like SAMA as platforms to showcase their products and services to a global audience. This, in turn, leads to market access opportunities and collaborations with international partners, ultimately driving economic growth.
In conclusion, South Africa’s strategic use of cultural events like the South African Music Awards as tools for branding, tourism, investments, and market access is both a smart and creative approach. The country’s rich cultural diversity and vibrant music scene are valuable assets that deserve the global spotlight. As SAMA continues to harmoniously connect South Africa with the world, it paints a vivid picture of a nation full of potential and promise. South Africa is on the right track, and it’s time for the world to listen.
The rise of city diplomacy
Let us now move from the national context to a city level. Throughout the world, there has been an emergence of what we call city regions. These are the world’s wealthiest cities such as New York, London and Shanghai who have emerged as the economic engines of their regions – and they then informally clubbed themselves together into the World City Regions Forum (WCRF) which was chaired by Milan, the capital of Italy’s Lombardy Region and the economic capital of the world.
Gauteng City Region (GCR) was the Forum’s only member from Africa but it last attended the annual jamboree during the premiership of Nomvula Mokonyane. And when I served as South Africa’s Consul-General to Milan from 2012 to 2016, my attempts to regenerate the province’s interest fell on deaf ears. I was glad in 2020 when the GCR commissioned GIBS to undertake a study on the construct of a city region which then its mapping, extended the provincial borders from Secunda in the east to Rustenburg in the west. Unfortunately, I resigned my job as a Group Executive: Trade, Investment and Regulatory Enablement at the Gauteng Growth and Development Agency (GGDA) to go into business full time in July after we provided the researchers with input to their first draft which we wanted to incorporate the impact of COVID-19 as the lockdown was imposed from March. So, I’m not sure how did research panned out.
We also need to take cognisance of the intensification of city diplomacy as the reality dictates international relations practice is no longer a preserve for national government. The emergence of public diplomacy correctly states international relations is no longer a state-to-state matter, but it identifies the critical role to be played by non-state actors in forging international relations. It therefore goes without saying that in pursuit of its economic diplomacy objectives, a city has to map its role in this globally connected world in competing with others to attract tourists and investors.
So, we should understand the hosting of the SAMA in Durban within the context of city diplomacy as hosting of renowned cultural and sporting events not only boosts the international profile of the City of eThekwini but also strengthens its economic diplomatic ties. It could foster a sense of community and cooperation among diverse nations and cultures. As eThekwini showcases its cultural vibrancy, it becomes a melting pot of artistic expressions and a hub for artists, music enthusiasts and diplomats who come together under the banner of music and culture. This cultural diplomacy can lead to enduring partnerships, knowledge exchange, and collaborative initiatives, transcending borders and ultimately enhancing eThekwini’s reputation as a forward-thinking, globally connected city.
Furthermore, the economic benefits of hosting the SAMA in eThekwini are significant. The city sees a boost in tourism, as music enthusiasts and international visitors flock to experience the event. This surge in tourism leads to increased revenues for the local hospitality and service industries. It also creates job opportunities and stimulates the growth of small businesses, from local eateries to street vendors, who cater to the diverse crowd.
Moreover, by becoming the host city for such a prestigious event, eThekwini becomes an attractive destination for potential investors. The international exposure and recognition garnered from SAMA can lure businesses and entrepreneurs, leading to investment in infrastructure, cultural institutions, and creative industries. This, in turn, contributes to the city’s economic development and ensures a brighter future for its residents.
Lastly, hosting SAMA positions eThekwini as a rising star in the global music and cultural scene. Local artists and creators benefit from the event’s global reach. The exposure allows their products – whether music, fashion, craft or art – to find new markets and customers worldwide, advancing the city’s economic growth and further reinforcing its cultural identity.
So, as eThekwini takes centre stage as the host of the South African Music Awards, it engages in city diplomacy that transcends borders, fostering international relations and cooperation. Simultaneously, the city reaps immense economic and cultural rewards, propelling it into the spotlight as a dynamic and globally connected destination for music, investments and innovative creativity. The legacy of hosting SAMA will undoubtedly resonate for years to come, solidifying eThekwini’s place on the world stage.
Enjoy your reading…
Saul Molobi (FCIM)
Group Chairman and Chief Executive Officer
Brandhill Africa™
Tel: +27 11 483 1019
Mobile: +27 83 635 7773
eMail: saul.molobi@brandhillafrica.com
Website: www.brandhillafrica.com
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