If I had the ability and funds I would establish a commercial radio stations and play 90% international and 10% local music. Yes I said it!

I know I will not be the favourite person to local artists, I might even be called names and labelled unpatriotic for not supporting the 90/10 local content policy. This article is not about the degree of my patriotism or support of local artists, but it’s about the practicality.

Just to clear the air for the doubting Thomas; I do buy (not pirate) music and my hip hop collection is about 70% local, 90% for local house music and I only buy *African pop*...well I stopped buying kwaito when ‘Randal wa di SAMA’ said kwaito is hip hop.

What Bra Don Laka achieved and Hlaudi signed up for should be celebrated by artists as they can now showcase their talents and provide an opportunity, they claim didn’t exist, for consumers to buy these talents.

Artists claim that lack of airplay is directly linked to sales, perhaps it’s true, but we have not seen any scientific research to corroborate this theory. Bra Hugh, Dj Spoko, Spoek Mathambo, Alice Phoebe are big without much airplay. Another claim is that SA consumers wants more local content and that the reason the consumer buys international music is because of lack of local music exposure on radio.

Michael Buble, D’Angelo, Raury, Mali, Leon Bridges, Frank Ocean, Janelle Monae, Lala Hathaway, Solange, etc don’t get airplay in South Africa yet they can outsell the Dome quicker than the entire Kalawa stable with Oskido promoting it on radio every Saturday.

Watch: Musicians create a 'Thank You' song for Hlaudi Motsoeneng

Just seven months ago, the SABC of Hlaudi Motsoeneng was opposed to ICASA’s proposal to increase local content on radio and television; According to Icasa’s report, in the March 2016 Government Gazette, the “SABC is of the view that an increase of the local music quota should be based on music research with the public, thereby ensuring that radio stations respond to listener needs”.

“The SABC was of the view that 70% is high and will lead to loss of audiences. This proposed quota will hinder the growth of the public broadcaster ...The SABC has to be responsive to the needs of its audiences.”

The regulator took the SABC’s concerns on board and agreed to a 60% local content requirement for public radio, and 35% for commercial stations such as Metro FM and 5FM.

On the television side, Icasa set the local content minimum for public broadcast channels SABC1 and SABC2 at 65%, of which at least 35% must be South African drama. On commercial station SABC3, it set the quota at a weekly average of 45%, of which at least 20% needed to be South African drama.

I agree with the SABC on their original reply they issued to ICASA. South Africa is part of the global village and in this information age, consumers have a wide selection to choose from. Maybe, just maybe our love for America (not good quality) makes us choose John Legend over Donald, Nicki Minaj over Fifi Cooper, Rihanna over Chomee, Kendrick over Da Les or Rick Ross over L’vovo. However, Trevor Noah and many comedians as well the likes of Cassper, The Parlotones, Nasty C, Goldfish, AKA, DJ Fresh, Lira, Prime Circle, Black Coffee, Blk Jks, The Soil, LCNVL, are proof that quality product and hard work can compete with any international act and consumer will buy without any push from Hlaudi and Don.

Some artists have a misplaced sense of entitlement, they even coined phrases like “you MUST support local” without thinking that a primary need for the consumer is bang for buck. They complain about lack of support from government, radio stations, media, community, recording companies and Arthur cheating them instead of being innovative without relying on political party rallies. The same artists, as witnessed at awards ceremonies, are quick to brag about the international brands they’re wearing; “Gucci fur slip-ons, Guiseppe Zanotti on my feet, Miu Miu on my face, blah blah blah”.

Do the very artists that seek our support, support local industries? They rap about Jordan’s on their feet, Rolex on their wrists when there are plenty of local entrepreneurs that could use their endorsement. The 90/10 if narrowly viewed as just a case of airplay will fail, Tshwane govt paid R10million to Nicki Minaj without a performance when Vusi Mahlasela is just from Mamelodi, our overseas shopping sprees in spite of beautiful creations by Quiteria & George, Sauvemaxia, Orapeleng Modutle, Thula Sindi, Mantsho, Selfi, MaXhosa, Tart, Bongiwe Walaza just to name a few.

Perhaps after injecting ourselves with Afrocentrism we need to objectively analyse few things, like what happened to Kaya FM abandoning the African dream, empty soccer stadiums post the world cup and huge increment of international stars performing in our country? Value for money supersedes poor quality patriotism, who’d rather watch BET awards than the badly produced SAMA’s? Lest we be sensitive if we want to compete on a global stage while promoting our local is lekker. This is not a South African problem only, when Rihanna or Lady Gaga tour other countries they outsell local artists in those countries, not because of airplay or unpatriotism...Americans are good at music. Period.

Just like Indians are supplying the world with engineers, Cuba with doctors, Kenya with runners, Jamaica with sprinters, Argentina with soccer players, Brazil with coffee, Canada with syrup, China with rice, France with cognac, Korea with ships, Netherlands with beer, Germany with cars, Italy with pizza, Japan with cameras.

We need to find a niche genre, as a country, refine it and sell it to the world. Perhaps; musical theatre like Soweto gospel choir, Drumstruck, etc, poetry, dancing, house music could be our starting point.

I view the celebrations of this 90% local content as euphoria which will anticlimax sooner than ‘Philip’ (2010 World Cup) lasted. I’m hope I’m proven wrong.

Disclaimer: The views expressed here are solely those of the author in his private capacity and do not in any way represent the views of Sowetan Live.