Navigating Politics, Culture, and Power: A Comparative Analysis of the Music Industries in South Africa and Saudi Arabia

 

written by idkblanco | 8 minutes

The evolution of the music industries in Saudi Arabia and South Africa offers a compelling study in contrasts, shaped by their distinct sociopolitical landscapes and objectives. Saudi Arabia's nascent music industry is a state-driven project at the heart of Crown Prince Mohammed bin Salman's Vision 2030, a strategic initiative aimed at diversifying the kingdom's oil-dependent economy​. Conversely, South Africa's music industry has grown organically, steeped in the country's history of resistance and cultural expression during and after apartheid. These divergent paths highlight the interplay between political objectives, grassroots development, and the role of music as a tool for both state control and cultural diplomacy.

State-Driven vs. Grassroots Development

Saudi Arabia's music industry reflects a top-down approach, heavily funded and controlled by the state. The government has allocated $64 billion to entertainment initiatives from 2018 to 2028, focusing on grand spectacles such as the MDLBEAST Soundstorm festival and Jeddah Season and the construction of massive entertainment infrastructure like Boulevard City and Boulevard World​​. This investment aligns with Vision 2030's goal of presenting Saudi Arabia as a modern, forward-thinking nation while consolidating domestic power under Mohammed bin Salman​. However, the reliance on state-led initiatives raises questions about the industry's sustainability. The IFRI report brings forth the argument that building a music industry "from the top down" may not create a sustainable ecosystem for local artists​​.

In South Africa, the music industry is rooted in grassroots movements and has historically served as a platform for political and social commentary. Genres like Jazz, Kwaito, and Hip-Hop emerged as tools of resistance during apartheid and continue to reflect the struggles and aspirations of a diverse society. Unlike Saudi Arabia, where the state drives the music agenda, South Africa's industry thrives on community participation and independent artistry. Events like the Cape Town International Jazz Festival and the rise of globally celebrated genres such as Amapiano exemplify a decentralised, artist-driven approach. However, systemic issues such as unequal access to resources, poor royalty management, and limited digital monetisation infrastructure remain significant barriers to growth.

Political Foundations of the Music Industries

The political underpinnings of these industries reveal stark differences. In Saudi Arabia, music is wielded as a tool of soft power to consolidate authoritarian power and rebrand the kingdom's global image and project cultural influence. MDLBEAST’s Soundstorm, for example, serves not just as a festival but as a calculated public relations strategy designed for Western audiences​. This deliberate use of cultural diplomacy aims to counter narratives of repression while fostering a controlled liberalisation that appeals to urban youth and affluent elites, displaying the Kingdom's approach to culture as a means of regime stability​. However, the heavy hand of state control restricts artistic freedom, and the industry's long-term viability without sustained state investment is uncertain​​.

In contrast, South Africa's music industry operates within a more open and democratic framework, allowing artists to freely address social and political issues. The artform remains a voice of the people, rooted in a history of resistance and resilience. This freedom has fueled the global appeal of South African music, offering a more organic and authentic narrative to the world. Notwithstanding, this still has not shielded the industry from economic challenges and resource disparities.

Challenges to Sustainability

Despite their differences, both industries face significant challenges in achieving sustainability. Saudi Arabia's focus on mega-events and state-sponsored projects risks creating an industry overly dependent on government funding. The lack of organic growth and limited grassroots participation could undermine its ability to foster a self-sufficient cultural ecosystem​​. Meanwhile, South Africa’s music industry, while vibrant and globally recognised, struggles with structural inequalities and inconsistent support from government and private stakeholders. Artists often rely on live performance and products for income, highlighting the need for better infrastructure and resource allocation at home.

Lessons for South Africa from Saudi Arabia

While South Africa’s grassroots-driven approach provides authenticity and resilience, it can learn from Saudi Arabia’s state-backed strategies to bolster its music industry. Key lessons include the potential benefits of strategic investment, infrastructure development, and structured public-private partnerships to ensure long-term growth. By adapting these strategies, South Africa could address some of its systemic challenges without sacrificing its unique cultural identity.

Recommendations for South Africa’s governing party

1.    Create a National Music Development Fund

Allocate a portion of cultural budgets to a dedicated music fund, managed in partnership with private stakeholders and music industry experts. This fund can issue grants for artist development, music education programs, and venue renovations. Establishing a music commission, similar to Saudi Arabia’s approach, could help oversee the fund’s operations. Such a body could prioritise equity and would ensure transparency, efficiency, and alignment with broader cultural development goals, while providing a centralised framework for policy execution and industry support.

2.    Invest in Music Infrastructure

Identify underserved regions and build mid-sized music venues, recording studios, and rehearsal spaces. Partner with local governments and private entities to co-finance these projects. Creating a "venue ladder" – from small community stages to larger professional venues – enables artists to scale their careers while supporting local economies.

3.    Enhance Digital Monetisation

Firstly, collaborate with streaming platforms to negotiate fair royalty rates and provide technical support for independent artists to distribute their music online. Secondly, work with telecommunications companies to expand access to streaming services in rural and underserved areas. Ensuring equitable digital distribution would empower South African artists to compete on a global stage while driving local engagement with online platforms.

4.    Promote Regional and Global Partnerships

Establish government-supported exchange programs that allow South African artists to collaborate with international musicians and participate in global festivals, this could also include knowledge exchange programs for industry professionals. This will encourage foreign investment in the music industry. Encouraging foreign investment and strengthening global networks would enhance South Africa’s cultural footprint and provide artists with opportunities to access new markets.

5.    Encourage Local and Community-Driven Events

Another practical step is simplifying the process for obtaining permits and funding for local festivals. Additionally, offer tax incentives to businesses that sponsor local events.

6.    Incorporate Music into Education

Develop a standardised music curriculum for primary and secondary schools. Early exposure to music education builds foundational skills and creates pathways for students to enter the music industry professionally. Offering vocational training in fields such as music production and event management could also create more job opportunities.

In sum, the music industries of Saudi Arabia and South Africa exemplify two distinct models shaped by their political and cultural histories. Saudi Arabia’s state-led approach showcases rapid growth but risks superficiality and dependency, while South Africa’s grassroots-driven industry demonstrates resilience and creativity despite systemic challenges. 

Together, these cases underscore the complex interplay between politics, culture, and economic development in shaping the future of music as both an industry and a societal force. Upon reflection, the Kingdom exhibits how strategic investment and cultural policy can redefine a nation's creative landscape. If South Africa were to adopt strategic, innovative, and inclusive policies inspired by Saudi Arabia’s state-backed investments, the country can create a more sustainable and globally competitive music industry.