Music Globalization

Globalisation basically means the world becoming small because of the increase and access of transportation and a global telecommunications environment. This process is very healthy for the growth of emerging markets like Brazil, Russia, India, China and South Africa which form the BRICS, a term used to describe the fast growing economies in the world. Globalisation does not only affect the economy but also influences how music is purchased, distribute and produced (www.unswbmedia.org/mdia1001/).

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One of the biggest problems that globalisation has brought is illegal music downloading and sharing.http://www.heraldsun.com.au/technology/ifpi-says-one-in-four-download-music-illegally-every-month/story-fn7celvh-1226252276195. The internet (Web 2.0) has made it possible for people around the world to access music and download music free of charge from websites all over the world. Illegal music affects the art form in a negative way because then music industry officials and musicians will not be able to make a living from all the hard work they put into their music. In essence illegal downloading of music is just like stealing someone’s monthly salary.

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Another consequence of globalisation in music is westernisation created by pop culture. Hollywood is not only a movie industry; it has turned into a state of mind in every country created by the western culture we see on TV. When focus is on MTV and Vh1, it becomes hard for our own artists to catch up to developing countries and developed industries. In other words globalisation affects our local industry by changing our perception on how to compare music videos, shows and cultural behaviour (adapting to a new lifestyle).

Shout for a safer South Africa

The Shout team is back this year with a brand new campaign that aims to bring crime awareness at a bigger medium fusing South Africa’s diverse musicians and an iphone application that will change emergency services in S.A http://www.shoutsa.com/news/view/shout-launches-powerful-new-song-and-life-cha.54. This year’s new campaign comprises of a new song and new featured artists have been chosen to refresh the brand. Artists like Arno Carstens, Lira, the Drakensburg boy’s choir and legendary jazz sensation Hugh Masekela are one of the few to name.

Its amazing how South African musicians are beginning to make use of new media to enhance their PR capabilities.To show growth in the campaign, this year’s tactic is using an iphone application that will help people access distress calls, emergency services and phone numbers easier using a local area network . People will also have the advantage of reporting criminal activity around their areas at any time of the day. This will help combat crime in S.Ahttp://www.nationmaster.com/country/sf-south-africa/cri-crime. Musicians and founder’s of the campaign Danny k and Kabelo Mabalane are in partnership with the South African police services in an attempt to get citizens involved in the call for action. Some musicians in the country are supporting the campaign on hash tag #Shout2012; by doing this the impact of music towards social issues could be used in a positive way.

Music and Branding

The growth of music industry in the world has evolved to a more bigger state then expected. South Africa's music industry has been slow at branding it's artist.With the ever increasing demand for change artists try out new ways of keeping their fan base alive and mobilized. So they opt for bigger and more expensive music video's to grab the attention of the masses. whether we like it or not branding  is a fundemental technique to master in PR. Some artists and labels seem to struggle with this but some seem to get it right.

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One of them is New Orleans born hip-hop superstars Lil Wayne and Baby "Birdman" Williams. What started out as a dream turned out to be a successful PR opportunity for them. The lifestyle they live reflects the brands image which encourages people to follow.They have established a cult following introduced by their famous company name "young money cash money"http://ymcmbclothing.org/. The T-shirt has made its way to South Africa and spread like wild fire. When asked why people liked the T-shirt most of them said its a way of lifehttp://orgellaonline.com/2011/12/10/pics-lil-waynes-johannesburg-concert/?cbg_tz=-120.

Marketing and branding in the South African music industry is lacking funding, attention and creativity. So much has to be learned from their international counter parts.http://www.info.gov.za/view/DownloadFileAction?id=70494

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African model takes on music channel

Congolese-born African model Joelle Kayembe has been appointed as being the face for Trace Tv, one of the biggest music channels in africa and Europe.http://www.wonted.co.za/index.php?option=com_content&view=article&id=2628:tshiamo&catid=925:tune-news&Itemid=38 states that the supermodel/philanthropist is not only aiming at fame but she is also involved in initiatives that will help uplift the youth by being the brand ambassador for Trace Tv.

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 Having an African face to represent a major music channel should pose as a symbol of growth and prosperity in the African content. This bold PR tactic will be a healthy way of breaking socio-economic and racial stereotypes said about black immigrant models in the world http://www.springerlink.com/content/gnvwg1x7l7w22285/. A resent conversation on  http://answers.yahoo.com/question/index?qid=20090622200437AAdUwN1 proved that the perception of black models were said to be mixed race or light skinned. light skinned women are called "yellow bone's" in mostly hip hop and R&B song's. Trace Tv being a big music channel might bring an end to this shameful mind set that seems to be popular in the music (music video) industry.