Gayton McKenzie, South Africa's new Minister of Sports, Arts, and Culture, has set his sights on empowering local hip hop artists.
In a bold statement made during a walk-through of the South African Hip Hop Museum with founder Osmic Menoe, McKenzie shared his vision for expanding the concert landscape for hip hop.
He committed to funding 12 concerts per year - a massive leap from the current “Back to the City” festival.
According to “TimesLive”, McKenzie emphasized the need for more events, saying, “We can't just have one concert like 'Back to the City'. We need like 12 a year. From my side, as your new minister, we’re going to change stuff.
“I’m going to make a promise right here from our department: there’s going to be 12 concerts, and we will pay for those concerts.”
While McKenzie's promise to fund concerts is significant, it comes with a condition: transparency and fair treatment of all involved.
He highlighted the importance of ensuring artists and concert workers are paid fairly, warning that he does not want to "fund exploitation".
Before making funds available, McKenzie wants to ensure all concert organizers are held accountable, saying, “Before we make a million rand a month available for the concerts, we want to see how many people are working and how much they are getting paid. We don’t want to fund exploitation. We want you guys to share.”
The South African hip hop industry has grown over the years, becoming a significant contributor to the local music scene. Festivals like “Hennessy Back to the City”, which is now in its 18th year, have been pivotal in celebrating hip-hop culture and South Africa’s freedom.
The festival, scheduled for October 12 at Mary Fitzgerald Square, Johannesburg, will feature international headliner Benny The Butcher alongside local stars like Nasty C, Blxckie and Big Zulu.
McKenzie wants to see more events like this to showcase local talent and create economic opportunities within the hip-hop space.
The South African music industry has seen significant growth in recent years, especially driven by the rise in music streaming. In 2022, the industry experienced a 31% revenue increase, which was particularly driven by digital streaming platforms.
Amapiano, a popular South African music genre, played a major role in this surge, with close to 2 billion streams on Spotify alone in 2022, marking a 143% increase from the previous year.
The broader Sub-Saharan African music market, of which South Africa is the largest contributor, grew by 24.7% in 2023, further solidifying its position as a rapidly expanding music market globally.
Artists are tapping into various income streams, from government grants and merchandise sales to online platforms and YouTube monetization.
For instance, merchandise sales alone generate approximately R2.9 million monthly for creators while acting and TV appearances bring in an average monthly income of R15,852.
McKenzie urged hip hop artists to claim their place in the industry, acknowledging the exploitation and difficulties they face.
He urged them to be proactive in their pursuit of success, stating, “You are in a very tough industry. I know there’s exploitation. I know there are people ignoring you. That’s about to change. You’ve got to fight for your space … I don’t want to fight for people who don’t fight for themselves.”
By focusing on these initiatives, McKenzie hopes to leave a lasting impact on the local hip-hop scene.
As he pointed out, “Imagine when there’s a cabinet reshuffle and I’ve done nothing for hip hop? So before I get reshuffled, let me do this.”