The use of digital platforms by the music industry: A case study of the Vhembe District, Limpopo Region in South Africa

Abstract

The digital era has brought about a flood of new music platforms since the 2000s. Many artists now have an opportunity to record and place their music on these platforms with little or no assistance from major record labels or publishers. Because of more affordable digital recording tools, independent (indie) artists from all parts of the world have creative freedom to create new music. Accordingly, thousands of songs (in audio or video format) are being uploaded online daily for public consumption. Even non-professionals or people who do music for fun or as a hobby, have found a new ground because they can afford recording equipment and an Internet subscription. Despite the overwhelming quantity of uploaded music, a very small amount of it receives great attention. Other supporting industries such as video production, information technology, marketing and artist management have a significant role to play in the development of the music industry. Focusing on the Vhembe music scene, this study explores this phenomenon using a descriptive-qualitative research methodology. Interviews were conducted with independent artists, independent record label owners, music producers, independent music publishers and consumers in the region to discover why majority of local music is not found online and furthermore, to establish what can be done to get more artists to use these platforms. Participation in the study was voluntary with no monetary compensation involved. The study aims to contribute to the development of the local music scene.