BROADCASTING HAS OVER R600M ROYALTIES – SAMRO

MBABANE – The Southern African Music Rights Organisation (SAMRO) has highlighted that local artists can earn substantial royalties by focusing on broadcasting channels rather than digital platforms. This insight was shared by Karabo Senna, the General Manager for Licensing and Sales at SAMRO. Drawing from extensive experience in the music rights industry, Senna emphasised that local musicians have the potential to access greater financial rewards by prioritising traditional media outlets over digital streaming services. Senna provided a compelling example from South Africa, where one artist reportedly earns over R600 million annually by leveraging broadcasting channels to promote their music. He expressed optimism about the growth of Eswatini’s music industry and urged local artists to explore opportunities through mediums such as radio and television.

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“In Eswatini, we are heading in the right direction with our music industry. I firmly recommend that artists focus their efforts on broadcasting channels. “These platforms possess the ability to generate more royalties compared to streaming services like Spotify,” he stated. For many Eswatini artists, the digital era has transformed the way music is distributed. While platforms like Spotify offer convenience, their financial returns often fall short for local creators. Senna pointed out that many artists globally have found traditional broadcasting to be a more profitable alternative. In South Africa, some musicians have built thriving careers by strategically engaging with the broadcasting sector. Senna also shared insights into the distinction between production music and commercial music.

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He noted that production music, commonly featured in films, television shows, and documentaries, can provide a more sustainable revenue stream for artists. “Production music tends to pay more than commercial music. The beauty of this genre lies in its longevity; the royalties can continue to flow for years as these works are used in a variety of media,” he explained. In the United States, this type of music has gained prominence, with artists recognising its potential to fund their creative pursuits.

For artists in Eswatini looking to advance their careers, understanding the dynamics of music rights and royalties is essential. While local musicians may not yet reach the earnings of some South African counterparts, the opportunities are undeniably present. By harnessing the power of broadcasting, they can enhance both their visibility and financial prospects. Radio stations and television channels have long played a critical role in introducing new talent to the public, and they remain influential even in today’s digital age.

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Although digital platforms hold significant appeal, the most impactful results often occur when an artist’s work is shared through broadcasting outlets. From local radio stations to national television networks, these platforms have the ability to introduce musicians to larger audiences. As artists grow their presence, they can cultivate a dedicated fan base, which leads to increased attendance at live performances and greater engagement with their music. SAMRO, in its mission to support musicians, collects licence fees from a wide range of venues and services that use their music. This includes clubs, retailers and digital service providers. Such revenue is crucial in ensuring artists receive fair compensation for their work. However, to maximise their earnings, musicians must actively engage with the right channels to promote their music and reach their audiences effectively.

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