How international acts uplift

BOOSTING SA: DELIVER ROLLING MASTERCLASSES IN HOW THE GLOBAL INDUSTRY WORKS

- Nick Matzukis

If you look at the South African gig calendar over the past few years, you would be forgiven for thinking that we have quietly become a permanent stop on the global touring circuit. Travis Scott at Calabash, Sting at SunBet Arena, Bryan Adams, Foreigner and a long list of others.

So, the obvious question is: is this good or bad for local talent?

The answer is both.

There is only so much disposable income in any market.

In a tough economy, if a big international name visits, some fans might spend their budget there and then have limited funds to support local acts.

But there are others who will exclusively support local talent.

Sub-Saharan Africa has been the world's fastest-growing music region for several years.

For every fan who chooses a heritage rock act, thousands might fill FNB Stadium for Kabza De Small or Cassper Nyovest before they buy a Travis Scott ticket.

Where I think the international wave matters most is behind the scenes.

Production staff benefit the most because more is being spent on presenting these acts locally.

When I first saw Bon Jovi in Johannesburg years ago, the show was good but not great.

Two weeks later, I saw the same tour in Los Angeles and it was like the North Pole versus the South Pole.

The American promoter spent more on production because they were earning and paying in dollars, not rands.

That gap has been closing.

When Sting played here last year, the show was on par with what you would expect in London.