ARTSTRACK NO 7

001 TABLE OF CONTENTS

Introduction...... 003

Analysis of Key Demographics...... 009

Quantification and Segmentation of the Music Market...... 014

Live Perfomances...... 045

Music and Television...... 049

The Role of the Internet...... 058

Sponsors of Music...... 062

Sponsor Awareness...... 066

Most Popular Music Artists...... 069

Interests in Arts and Culture...... 072

Arts and Culture Sponsorship Issues...... 093

Attending Arts and Culture Events...... 101

Estimate of the Arts and Culture Sponsorship Market: 2015...... 109

002 INTRODUCTION INTRODUCTION

While sport has been the most promi- launched Music and ArtsTrack in 2001. As a syndicat- nent area for sponsorships by far over ed project, it also meant that participating compa- the past decade, with direct expenditure nies could get the benefits of a significant research increasing from about R1 billion in 2000 programme at a fraction of what it would have cost if to an estimated R5.5 billion in 2015, the they had to conduct this research individually. interest in alternative sponsorships is This report of 2015 represents the seventh update of the original report, and creates the opportunity to nevertheless also on the increase. measure trends of the past ten years. As the sport sponsorship market becomes in- creasingly cluttered and expensive with rights fees increasing above CPI all the time, more and more companies are turning to alternative opportunities Music is one of the best which offer value for money solutions, that can achieve a desired impact within their target markets. alternatives to sport. It All leisure and lifestyle activities are seen as has significant numbers potential sponsorship opportunities in this regard. This includes arts, culture, music, the environment, of followers and high festivals, museums, zoos and other social activities. For the most part however, the bulk of these activ- entertainment value. It is also ities do not create the same kind of media interest something that consumers as sports do. Music is one of the best alternatives to sport. It has significant numbers of followers and feel very emotional about. high entertainment value. It is also something that consumers feel very emotional about, which allows for that special connection to be created between a brand and its consumers. Media interest, if handled NOTE correctly, can also be significant. An ever grow- Do note that this report is in essence a da- ing number of companies are getting involved in tabase of demographic quantifications and the music market. trends. While it lays a solid scientific infor- Historically a lack of proper, detailed information mation platform on which to base selection on this market has limited progress with potential decisions, it is not meant to formulate a com- sponsors not having information available on the prehensive strategy for each potential music quantification and segmentation of this market or arts sponsor. to make informed decisions. For this reason, BMI

004 of sponsors believe other FEMALE sponsorships are becoming more 51% 54% important, or at least as important as sport sponsorship.

METHODOLOGY

This project is based on consumer research amongst A back-check of 25% was conducted as part of a total sample of nearly 2000 adult South Africans of quality control. 19 years and older. • A structured questionnaire was used. Re- • All interviews were done personally, at the sults were computer-analysed and this places of living, in the home language of report prepared. the respondent. • For Whites and Blacks, national samples from • All respondents were selected at random. all metropolitan and major urban areas were • For each group, an area-stratified probability covered, excluding only rural areas, while Asians sample was drawn at random by interviewing covered only KwaZulu-Natal and Gauteng [about every nth household starting on different corners 90% of their total population] and Coloureds the within the different areas. The person to be Eastern Cape, Western Cape, Northern Cape and interviewed was selected on a random basis by Gauteng [about 90% of their population]. making use of an adaptation of the Politz Grid.

005 THE SPECIFIC SAMPLE DETAILS ARE AS FOLLOWS:

BLACKS WHITES

NUMBER OF INTERVIEWS: 800 NUMBER OF INTERVIEWS: 700 Gender Gender Male 49% Male 50% Female 51% Female 50% AGE AGE 19-24 years 23% 19-24 years 12% 25-34 years 31% 25-34 years 22% 35-49 years 26% 35-49 years 33% 50 + years 20% 50 + years 30% PROVINCE PROVINCE Gauteng 32% Gauteng 35% KwaZulu-Natal 20% KwaZulu-Natal 13% FreeState 8% FreeState 10% EasternCape 17% EasternCape 10% Western/Northern Cape 8% Western Cape 19% Others 15% Northern Cape 3% Others 10%

COLOUREDS

NUMBER OF INTERVIEWS: 250 ASIANS Gender NUMBER OF INTERVIEWS: 200 Male 50% Gender Female 50% Male 49% AGE Female 51% 19-24 years 20% AGE 25-34 years 28% 19-24 years 20% 35-49 years 32% 25-34 years 27% 50 + years 20% 35-49 years 30% PROVINCE 50 + years 23% WesternCape 57% PROVINCE EasternCape 20% KwaZulu-Natal 80% Northern Cape 15% Gauteng 20% Gauteng 8%

006 REPORT LAYOUT

This report has been structured into the following chapters:

CHAPTER 1 CHAPTER 7 Introduction and methodology. Attitudes towards sponsors of music.

CHAPTER 2 CHAPTER 8 Summary of key South African Awareness of music sponsors. demographics. CHAPTER 9 CHAPTER 3 Most popular music artists. Detailed quantification and segmentation of the music market. CHAPTER 10 Interests in arts and culture. CHAPTER 4 Live performances. CHAPTER 11 Arts and Culture sponsorships. CHAPTER 5 Music and television. CHAPTER 12 Attendance of arts and culture events. CHAPTER 6 Music and the role of the Internet. CHAPTER 13 Estimated size of this sponsorship market.

007 VALIDITY AND LIMITATIONS

Market research is not an exact science [like an Before quantifying and segmenting the music audit], but is always subject to statistical margins market, it is important to analyse the latest available of error. The prime factors governing the statistical population demographics for South Africa. How margin of error of sample surveys are the size of the many people are there within different segments of sample and the unanimity of the responses. the population? The market research techniques employed to Based on the latest available census figures do this report were all done according to accepted (2011), mid-year estimates for 2015, AMPS and practice and norms of the industry. information if and when published by the Bureau of The statistical margin of error at a 95% confi- Market Research at UNISA, the 2015 population as dence level will range from about 2% to 4% on a defined by this report, can be estimated as is done in sample size of 750 interviews. For a sample of 200, the table below. the margin of error will range from 3% to 7% at a 95% confidence level. The results presented in this report are based on samples falling within the men- Before quantifying and tioned ranges and, statistically, it can be concluded segmenting the music that the result will be as presented, plus or minus a maximum of 10% [but probably closer to 5%], in 95 market, it is important to out of 100 cases. analyse the latest available In layman terms, one can be 95% confident that the results are statistically as presented, plus or mi- population demographics nus maybe 5%. This report concentrates on the adult for South Africa. market, defined as 19 years and older, and excludes the youth aged 18 years old or younger.

008 ANALYSIS OF KEY DEMOGRAPHICS

TOTAL POPULATION Estimated South African population statistics: 2015

NUMBER OF PEOPLE [x1000] POPULATION GROUP TOTAL % OF TOTAL ADULTS % OF TOTAL

Blacks 44 228 80.4 26 549 77.5

Whites 4 534 8.3 3 508 10.3

Coloureds 4 823 8.8 3 194 9.3

Asians 1 362 2.5 993 2.9

TOTAL 54 957 100.0 34 244 100.0

COMMENTS:

• The total population is estimated at 55 million for 2015. • Of this total, 62% or 34 million, are adults of 19 years and older. • Blacks account for 80% of the total population, but for a somewhat lower 77% of all adults. • Whites account for 9% of the total population, but for 10% of all adults. • Coloureds and Asians together account for 11% of the South African population, and for 12% of all adults.

009 Graphic display of adult South African population

BLACKS 26549

COLOUREDS 3194

WHITES 3194

ASIANS 993

0 5000 10000 15000 20000 25000 30000

THOUSANDS OF ADULTS

Adult population trends 2001 to 2015

28, 000

26,000

24,000

22,000

20,000

18,000

16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0 2001 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS BLACKS WHITES COL/ASIAN

010 GENDER ANALYSIS

The adult population of 34,2 million people can be segmented by gender, as follows:

Gender analyses of adult population

ADULT POPULATION POPULATION GROUP Male Female Total

Blacks 12 998 13 551 26 549

Whites 1 727 1 781 3 508

Coloureds 1 543 1 651 3 194

Asians 502 491 993

TOTAL 16 770 17 474 34 244

PERCENTAGE OF TOTAL 49.0 51.0 100.0

COMMENTS:

Women outnumber men by about 700 000, to Graphic display of adult population account for 51% of adults. There are an estimated 17,5 gender segmentation million adult women as defined in this report in South Africa and 16,8 million adult men.

FEMALE MALE 51% 49%

011 LSM GROUPS

LSM 1-4

The latest LSM group data available shows that: 23% of the population fall into LSM 1-4, 39% into LSM 5-6, 23% 22% into LSM 7-8 and 16% into LSM 9-10. FEMALE MALE Between 2009 to 2012 there was an 8% drop in LSM 5-6 LSM 9-10 LSM 1-4, while LSM 5-6 and LSM 7-8 increased by 5% 16% 39% and 3% respectively. From 2013 to 2015, LSM 1-4 de- clined by another 2% and LSM 5-6 by a further 1%. In 22% contrast LSM 7-8 increased by 2 points and LSM 9-10 by 1 %. This is a clear indication of the advancement of our population up the economic ladder. LSM 7-8

AGE ANALYSIS OF ADULT POPULATION

There are also significant differences in musical preferences of different age groups. A more detailed seg- mentation of the adult population according to age groups is therefore of importance. This is done in the following table.

ADULT POPULATION POPULATION GROUP 19-24 YEARS 24-34 YEARS 35-49 YEARS 50 + YEARS TOTAL

Blacks 5 320 7 973 7 451 5 805 26 549

Whites 365 569 903 1 671 3 508

Coloureds 513 756 1 053 872 3 194

Asians 128 242 312 311 993

TOTAL 6 326 9 540 9 719 8 659 34 244

PERCENTAGE OF TOTAL 19 28 28 25 100

012 The profiles of the different age groups can be summarised as follows:

AGE GROUP

19-24 25-34 35-49 50 + YEARS OLD YEARS OLD YEARS OLD YEARS OLD

TOTAL REACH OF POPULATION PER SEGMENT

6.3 MILLION 9.4 MILLION 9.7 MILLION 8.7 MILLION % % % % 84 84 77 67 6 6 9 19 8 8 11 10 2 2 3 4

BLACKS WHITES COLOUREDS ASIANS

SUMMARY

• The four age groups provide significant to- those older than 50. tal target audiences of 6 to nearly 10 million • In contrast, Whites account for only 6% of people consumers each. aged 19-24 years old, but for a more significant • While the Black population dominates all 19% of those aged 50 years or older. age groups, they are more prominent in the • The music, arts and culture preferences of the younger age groups, accounting for 84% of different cultural groups will therefore result in 19-24 years old, but a much smaller 67% of different profiles within each age category.

013 QUANTIFICATION AND SEGMENTATION OF THE MUSIC MARKET

This section of the report analyses the extent to which different segments of the adult population follow different kinds of music. PASSION FOR MUSIC

Respondents were asked: “To what extent do you like listening to music?”

POPULATION GROUP [PERCENTAGE] PASSION FOR MUSIC

BLACKS WHITES COLOUREDS/ASIANS

Like it Very Much 73 69 72

Like it Somewhat 20 18 20

Neither Like nor Dislike 3 6 4

Do not Really like it 1 4 2

Do not Like it at All 3 3 2

TOTAL 100 100 100

COMMENTS:

• There is a close correlation between the pas- • Overall, those with an interest in music has sions of the different population groups as far as grown from 25,5 million to 31,6 million, and music is concerned, with: those with no interest from 2,1 million to 2,6 »» 69% to 73% liking it very much. million, between 2001 and 2015. »» 7% to 13% feeling neutral, or not liking music. • It is clear that significant numbers of adult South Africans are passionate about music, which

• This means that approximately: presents a significant opportunity for Brands to use this as a medium to engage in experiential »» 24,8 million adults like listening to platforms with their consumers. music very much. »» 6,8 million like listening to music to some extent. »» 2,6 million do not like listening to music.

015 Trends amongs those with passion for music by population group

76

74

72

70

68

66

64

62

60 2001 2004 2007 2009 2011 2013 2015

% OF ADULTS BLACKS WHITES COL/ASIAN

016 An analysis by gender shows the following: Extent to which different genders like listening to music

Males

MALE POPULATION [PERCENTAGE] PASSION FOR MUSIC

BLACKS WHITES COLOUREDS/ASIANS

Like it Very Much 72 71 74

Like it Somewhat 21 17 21

Neither Like nor Dislike 4 7 3

Do not Really like it 1 3 1

Do not Like it at All 2 2 1

TOTAL 100 100 100

Females

FEMALE POPULATION [PERCENTAGE] PASSION FOR MUSIC

BLACKS WHITES COLOUREDS/ASIANS

Like it Very Much 74 68 72

Like it Somewhat 19 19 19

Neither Like nor Dislike 3 5 5

Do not Really like it 1 5 2

Do not Like it at All 3 3 2

TOTAL 100 100 100

COMMENTS:

Females are bigger listeners to music than males in terms of total numbers:

MALES: Million FEMALES: Million

Like Music Very Much 12.1 12.7

Like Music Somewhat 3.5 3.3

Do not Like Music 1.2 1.4

TOTAL 16.8 17.4

017 TOTAL INTEREST IN DIFFERENT GENRES OF MUSIC

Respondents were probed to determine their interest in 13 different music genres. The results are analysed in a lot of detail in this part of the report.

RANKING TYPE OF MUSIC TOTAL ADULTS INTERESTED IN MUSIC [x1000]

1 Gospel/Religious 24 757

2 Jazz 17 746

3 Rap/Hip-Hop 16 551

4 Kwaito 16 252

5 Pop/Light Rock 13 193

6 Classical 13 116

7 Reggae 12 234

8 Contemporary 10 248

9 Dance/Rave 9 177

10 Country/Folk 8 772

11 Alternative 7 031

12 Rock/Heavy Metal 5 499

13 Cabaret 2 905

COMMENTS:

• Note that total interest is defined to include all million followers. those passionate about it, as well as those that • A further five genres have over 10 million fol- like it to some extent. lowers namely reggae, pop/light rock, classical, • Gospel/religious was on top with 24,8 million kwaito and now also contemporary music. of the 34,2 million adult South Africans [72%] • Last was cabaret with 2,9 million followers [8% either loving it or liking it somewhat. of the adult population]. • Second was jazz with 17,7 million followers or • Compared to 2013, only one genre gained a 52% of the adult population. place namely dance/rave at the expense of • Rap/hip-hop was in third place with 16,5 country/ folk music.

018 A further analysis can be shown to differentiate between those with a passion for each type of music, and those that just like it to some extent.

Total adult interest in music genres by level of passion: 2015

EXTENT OF LIKING IT [x1000] MUSIC GENRE

PASSIONATE LIKE IT SOMEWHAT TOTAL INTEREST

Gospel/Religious 16 197 8 560 24 757

Jazz 9 448 8 298 17 746

Rap/Hip-Hop 8 698 7 853 16 551

Kwaito 7 739 8 513 16 252

Pop/Light Rock 5 332 7 861 13 193

Classical 5 624 7 492 13 116

Reggae 4 667 7 567 12 234

Contemporary 3 879 6 369 10 248

Dance/Rave 4 105 5 072 9 177

Country/Folk 3 356 5 416 8 772

Alternative 2 510 4 521 7 031

Rock/Heavy Metal 2 480 3 019 5 499

Cabaret 993 1 912 2 905

COMMENTS:

• Those adults that define themselves as passion- more than 7 million followers and another three ate about a particular kind of music form the real with more than 4 million followers. target market for sponsoring companies. They • Based purely on those that feel passionate about vary from a low of 993,000 for cabaret to a high the various music genres it is clear that gospel/ of 16,2 million for gospel/religious music. religious and jazz have the most passionate fol- • These figures compare favourably with sports lowers, while kwaito and rap/hip-hop have each interests, where soccer is on top with over 14 got over 7 million followers. million followers, with a further three sports of

019 ADULT MUSIC GENRE INTEREST ACCORDING TO POPULATION GROUP

The various music interests can be analysed by population group as follows: Total adult music interest analyses according to population group: 2015

TOTAL FOLLOWERS OF EACH TYPE OF MUSIC

BLACKS WHITES COLOUREDS/ASIANS MUSIC GENRE FOLLOWERS % OF TOTAL FOLLOWERS % OF FOLLOWERS % OF [x1000] FOR EACH [x1000] TOTAL FOR [x1000] TOTAL FOR TYPE EACH TYPE EACH TYPE

Gospel/Religious 20 872 84 1 745 7 2 140 9 Jazz 14 919 84 738 4 2 089 12 Rap/Hip-Hop 12 855 78 1 432 9 2 264 14 Kwaito 14 621 90 349 2 1 282 8 Pop/Light Rock 8 450 64 2 629 20 2 114 16 Classical 10 058 77 1 378 11 1 680 13 Reggae 9 941 81 806 7 1 487 12 Contemporary 7 627 74 1 257 12 1 364 13 Dance/Rave 6 024 66 1 572 17 1 581 17 Country/Folk 5 468 62 2 136 24 1 168 13 Alternative 4 442 63 1 411 20 1 178 17 Rock/Heavy Metal 3 420 62 1 085 20 994 18 Cabaret 1 831 63 546 19 528 18 ACTUAL POPULATION % - 78 - 10 - 12

COMMENTS:

• Where a population group accounts for a sig- significantly above average percentage of vari- nificantly above average percentage of a music ous music genres, and in particular for: genre, compared to their percentage of the adult »» Cabaret 19% population, it has been highlighted in pink in »» Alternative 20% the table above. »» Pop/Light Rock 20% • While Black adults account for the majority of »» Country/Folk 24% each music type, the three types where they ac- »» Rock/Heavy Metal 20% count for percentages that are significantly high- • Coloureds/Asians also account for an above er than their population contribution of 78% are: average percentage of four genres namely: » Kwaito 90% » »» Cabaret 18% » Gospel/religious 84% » »» Alternative 17% » Jazz 84% » »» Dance/Rave 17% • Whites do not account for the majority of any »» Rock/Heavy Metal 18% music genres. However, they do account for a

020 The same exercise can be repeated based only on those adults that are passionate about a specific genre of music. They make up the prime target audience for sponsors of music.

MUSIC INTEREST POPULATION ANALYSES FOR THOSE PASSIONATE ABOUT EACH TYPE OF MUSIC

THOSE THAT LOVE EACH TYPE OF MUSIC

BLACKS WHITES COLOUREDS/ASIANS

MUSIC GENRE LOVE IT % OF TOTAL LOVE IT % OF LOVE IT % OF [x1000] FOR EACH [x1000] TOTAL FOR [X1000] TOTAL FOR TYPE EACH TYPE EACH TYPE

Gospel/Religious 13 925 86 861 5 1 411 9

Jazz 7 964 84 254 3 1 230 13

Rap/Hip-Hop 6 690 77 711 8 1 297 15

Kwaito 7 135 92 101 1 503 6

Pop/Light Rock 2 946 55 1 423 27 963 18

Classical 4 419 79 509 9 696 12

Reggae 3 809 82 210 4 648 14

Contemporary 2 849 73 444 11 586 15

Dance/Rave 2 601 63 824 20 680 17

Country/Folk 1 884 56 1 007 30 465 14

Alternative 1 460 58 654 26 1 178 16

Rock/Heavy Metal 1 592 64 509 21 379 15

Cabaret 610 61 189 19 194 20

ACTUAL POPULATION % 78 10 12

COMMENTS:

• On the basis of this analysis the dominance of Blacks in gospel/religious and kwaito in- creased even further. • The same is true of Whites, where they now account for an even bigger percentage of the following music types: »» Pop/Light Rock. »» Alternative. »» Country/Folk. • Coloureds/Asians now feature strongest in cabaret and pop/light rock music.

021 LSM ANALYSES

Both these tables can now be repeated to do an analysis of music interest by LSM group. Total adult interest in different genres of music by LSM group

PERCENTAGE OF TOTAL INTEREST MUSIC GENRE LSM 1-4 LSM 5-6 LSM 5-6 LSM 9-10 TOTAL

Alternative 9 31 29 31 100 Cabaret 0 20 35 45 100 Classical 7 29 35 29 100 Contemporary 10 40 30 20 100 Country/Folk 12 33 30 25 100 Dance/Rave 18 36 25 21 100 Gospel/Religious 24 41 21 14 100 Jazz 25 43 20 12 100 Kwaito 26 44 19 11 100 Pop/Light Rock 16 35 25 24 100 Rap/Hip-Hop 23 40 23 14 100 Reggae 23 42 21 13 100 Rock/Heavy Metal 16 34 26 24 100 POPULATION AVERAGE 22 40 22 16 100

Total adult passion in different genres of music by LSM group

PERCENTAGE OF PASSIONATE INTEREST MUSIC GENRE LSM 1-4 LSM 5-6 LSM 5-6 LSM 9-10 TOTAL

Alternative 8 28 30 34 100 Cabaret 0 18 36 46 100 Classical 6 28 35 31 100 Contemporary 9 39 30 22 100 Country/Folk 10 31 31 28 100 Dance/Rave 17 35 25 23 100 Gospel/Religious 24 42 21 13 100 Jazz 25 44 20 11 100 Kwaito 26 45 19 10 100 Pop/Light Rock 13 32 26 29 100 Rap/Hip-Hop 22 40 24 14 100 Reggae 23 43 21 13 100 Rock/Heavy Metal 16 34 25 25 100 POPULATION AVERAGE 22 40 22 16 100

022 GROWTH TRENDS

How did the popularity of the music genres change over the 12 year period from 2004 to 2015? As the following table shows, all genres experienced at least some growth.

TOTAL INTEREST [x1000] ANNUAL % CHANGE MUSIC 2004 2007 2009 2011 2013 2015 GENRE 2004 TO 2015

Dance/Rave 4 551 5 145 5 460 7 860 8 274 9 177 6.6 Alternative 3 563 3 993 4 019 4 941 6 405 7 031 6.4 Cabaret 1 577 1 917 2 003 2 432 2 405 2 905 5.8 Contemporary 6 062 7 319 7 216 8 167 9 178 10 248 4.9 Rap/Hip-Hop 10 084 10 838 11 522 13 518 15 353 16 551 4.6 Classical 8 000 90 24 9 062 9 923 12 530 13 116 4.5 Jazz 13 446 14 774 14 189 15 852 17 368 17 746 2.5 Kwaito 12 649 12 327 11 968 11 899 15 287 16 252 2.3 Pop/Light Rock 10 527 10 675 10 485 10 283 13 008 13 193 2.1 Gospel/Religious 20 982 21 202 20 515 21 743 24 017 24 757 1.5 Reggae 10 816 10 483 10 679 10 642 11 836 12 234 1.2 Country/Folk 7 887 8 149 8 421 7 380 8 710 8 772 1.0 Rock/Heavy Metal 5 214 5 196 5 775 4 882 4 809 5 499 0.5

COMMENTS:

• Dance/rave experienced the best growth of »» Rap/Hip-Hop. about 6,6% compound per year since 2004. »» Contemporary. Alternative was a close second at • Growth for gospel/religious was low off a high 6,4% per annum. base, but still represented an increase over the • Cabaret music also performed well growing by 10 year period of more than 3,5 million people. over 5% per year. • The lowest growth was for rock/heavy metal at • Three other music genres increased by between less than 1% per year. 4% and 5% per year: »» Classical.

023 Trend lines for various music genres numbers from 2001 to 2015

26 000 GOSPEL

24 000 JAZZ 22 000 RAP 20 000 KWAITO 18 000 POP 16 000 CLASSICAL 14 000 REGGAE 12 000 CONTEMPORARY 10 000

COUNTRY 8 000

DANCE 6 000

4 000 ALTERNATIVE

2 000 ROCK

0 CABARET 2001 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

26 000

24 000

22 000

20 000

18 000

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

0 GOSPEL JAZZ HIPHOP KWAITO POP CLASSIC

THOUSANDS OF ADULTS 2001 2004 2007 2009 2011 2013 2015

024 26 000

24 000

22 000

20 000

18 000

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

0 REGGAE CONTEMP FOLK RAVE ALTERN ROCK CABARET

THOUSANDS OF ADULTS 2001 2004 2007 2009 2011 2013 2015

It is also important to look at the short term trend over the past 2 years only as is done in the following table:

Short term growth trend for different genres over the past 2 years

TOTAL INTEREST [x1000] MUSIC GENRE 2013 2015 TOTAL GROWTH 2013 TO 2015 (%)

Cabaret 2 405 2 905 20.8 Rock/Heavy Metal 4 809 5 499 14.3 Contemporary 9 178 10 248 11.7 Dance/Rave 8 274 9 177 10.9 Alternative 6 405 7 031 9.8 Rap/Hip-Hop 15 353 16 551 7.8 Kwaito 15 287 16 252 6.3 Classical 12 530 13 116 4.7 Reggae 11 836 12 234 3.4 Gospel/Religious 24 017 24 757 3.1 Jazz 17 368 17 746 2.2 Pop/Light Rock 13 008 13 193 1.4 Country/Folk 8 710 8 772 0.7

COMMENTS:

• Cabaret experienced the best growth of about 21% during the past 2 year period ahead of the 14% growths of rock/heavy metal and the 12% of contemporary music. • Country/folk music experienced the lowest short term growth.

025 DETAILED ANALYSES OF INTEREST BY EACH POPULATION GROUP

The way each population group feels about the dif- For each type indicate whether you love it, like it ferent genres of music is analysed here. The somewhat, neither like or dislike it [neutral], do not question to respondents was: “Please indicate really like it, or hate it”. Answers for each of 13 music the extent to which you like each of the follow- genres were recorded. ing music genres.

BLACK ADULTS

How black adults feel about different genres of music: 2015

BLACK ADULTS [x1000] MUSIC GENRE LIKE TOTAL DO NOT LOVE IT SOMEWHAT INTEREST NEUTRAL REALLY LIKE HATE IT Gospel/Religious 13 925 6 947 20 872 2 945 1 661 1 071 Jazz 7 964 6 955 14 919 4 910 3 941 2 779 Kwaito 7 135 7 486 14 621 4 215 4 686 3 027 Rap/Hip-Hop 6 690 6 165 12 855 5 460 3 390 4 844 Classical 4 419 5 639 10 058 5 761 5 036 5 694 Reggae 3 809 6 132 9 941 6 592 4 840 5 176 Pop/Light Rock 2 946 5 504 8 450 5 124 6 225 6 750 Contemporary 2 849 4 778 7 627 5 893 6 490 6 539 Dance/Rave 2 601 3 423 6 024 5 409 6 433 8 683 Country/Folk 1 884 3 584 5 468 5 408 7 473 8 200 Alternative 1 460 2 982 4442 7 051 7 336 7 720 Rock/Heavy Metal 1 592 1 828 3 420 5 040 8 016 10 073 Cabaret 610 1 221 1 831 5 109 8 531 11 078

COMMENTS:

• Most popular amongst Blacks is gospel/religious »» Rock/Heavy Metal. [10,1 million hate it] music with 20,9 million interested Black adults. »» Dance/Rave. [8,7 million hate it] Nearly 14 million love it. »» Country/ Folk. [8,2 million hate it] • Second was jazz at 14,9 million, followed by »» Alternative. [7,7 million hate it] kwaito with 14,6 million interested Black adults. • As it will be much easier to engage with those • Between about 3 and 7 million Blacks feel neu- consumers that feel passionate about a par- tral about most of the other types of music. ticular music genre when getting involved as • However, there are significant numbers that hate a sponsor, companies should rather look at the different music types. Looking at the “hate the numbers claiming to love it when making it” column in isolation, shows that the least liked any decision. The table shows that signifi- music types, and therefore those with more cant numbers of Black adults love the various niche market followings, are: types of music. »» Cabaret. [11,1 million hate it]

026 WHITE ADULTS

How white adults feel about different genres of music: 2015 WHITE ADULTS [x1000] MUSIC GENRE LIKE TOTAL DO NOT LOVE IT SOMEWHAT INTEREST NEUTRAL REALLY LIKE HATE IT

Pop/Light Rock 1 423 1 206 2 629 409 245 225

Country/Folk 1 007 1 129 2 136 632 477 263

Gospel/Religious 861 884 1 745 775 721 267

Dance/Rave 824 748 1 572 696 564 676

Rap/Hip-Hop 711 721 1 432 585 719 772

Alternative 654 757 1 411 838 603 656

Classical 509 869 1 378 757 698 675

Contemporary 444 813 1 257 824 742 685

Rock/Heavy Metal 509 576 1 085 694 986 943

Reggae 210 596 806 631 1 033 1 038

Jazz 254 484 738 559 1 086 1 125

Cabaret 189 357 546 824 994 1 144

Kwaito 101 248 349 654 1 190 1 315

COMMENTS:

• The three most popular genres of music • Based on those that hate the different mu- amongst White adults are: sic genres, the least popular music genre »» Pop/Light Rock. amongst Whites are: [2,6 million followers] »» Kwaito. »» Country/folk. »» Reggae. [2,1 million followers] »» Cabaret. »» Gospel/Religious. »» Jazz. [1,7 million followers]

Trends: Compared to 2013 there was significant growth in genres such as jazz, dance/ rave, and reggae. In contrast there were declines in gospel/religious, country/folk and pop/light rock music.

027 COLOURED/ASIAN ADULTS HOW COLOURED/ASIAN ADULTS FEEL ABOUT DIFFERENT GENRES OF MUSIC: 2015 COLOURED/ASIAN ADULTS [x1000] MUSIC GENRE LIKE TOTAL DO NOT LOVE IT SOMEWHAT INTEREST NEUTRAL REALLY LIKE HATE IT

Rap/Hip-Hop 1 297 967 2 264 556 719 648

Gospel/Religious 1 411 729 2 140 653 1 122 272

Pop/Light Rock 963 1 151 2 114 653 834 586

Jazz 1 230 859 2 089 722 879 487

Classical 696 984 1 680 855 1 095 557

Dance/Rave 680 901 1 581 669 1 008 929

Reggae 648 839 1 487 753 1 163 784

Contemporary 586 778 1 364 913 1 037 873

Kwaito 503 779 1 282 959 1 109 837

Alternative 396 782 1 178 1046 1 267 696

Country/Folk 465 703 1 168 975 1 055 989

Rock/Heavy Metal 379 615 994 770 874 1 549

Cabaret 194 334 528 956 1 356 1 347

COMMENTS:

• Most popular amongst Coloured/Asian adults, • Based purely on those that said they hate a and bunched closely together at the top, are: certain genre of music, the least popular genres »» Rap/Hip-Hop. of music amongst them are: »» Pop/Light Rock. »» Cabaret. »» Gospel/Religious. »» Rock/Heavy Metal. »» Jazz. »» Dance/Rave. »» Country/Folk. • There is also a significant following for classical music.

028 COMPARISON The popularity rankings of the various groups can be summarised as follows:

POPULARITY RANKING AMONGST EACH GROUP MUSIC GENRE BLACKS WHITES COLOUREDS/ASIANS

Gospel/Religious 1 3 2

Jazz 2 11 4

Rap/Hip-Hop 4 5 1

Kwaito 3 13 9

Pop/Light Rock 7 1 3

Classical 5 7 5

Reggae 6 10 7

Contemporary 8 8 8

Dance/Rave 9 4 6

Country/Folk 10 2 11

Alternative 11 6 10

Rock/Heavy Metal 12 9 12

Cabaret 13 12 13

COMMENTS:

• There are vast differences in the rankings within »» Pop/Light Rock: ranked 1st by Whites, but the different demographic groups. only 7th by Blacks. • Gospel/religious, which is ranked number one »» Reggae: ranked 6th by Blacks but only overall, was placed in the top 3 by all groups. 10th by Whites. • Cabaret, at the bottom of the list, was ranked in »» Country/Folk: ranked 2nd by Whites, but the last two by all groups. only 10th to 11th by all others. • In-between, rankings differed vastly. The biggest »» Jazz: ranked 2nd by Blacks but only differences were for: 11th by Whites. »» Kwaito: ranked 3rd by Blacks, but only 9th by Coloureds/Asians and last by Whites.

029 Gender analyses of music genre preferences Total interests of women in different genres of music: 2015

TOTAL INTEREST [x1000] MUSIC GENRE BLACKS WHITES COLOUREDS/ASIANS ALL FEMALES Gospel/Religious 11 480 1 064 1 220 13 764 Jazz 6 564 332 919 7 816 Rap/Hip-Hop 7 018 133 603 7 753 Kwaito 5 913 687 1 064 7 665 Pop/Light Rock 5 331 785 874 6 990 Classical 4 141 1 341 1 099 6 581 Dance/Rave 4 119 691 709 5 519 Contemporary 3 877 347 699 4 922 Country/Folk 3 132 802 759 4 693 Reggae 2 898 1 153 596 4 647 Alternative 2 043 691 530 3 265 Rock/Heavy Metal 1 368 412 408 2 188 Cabaret 861 328 312 1 500

COMMENTS:

• Most popular music amongst females is gospel/ music followed by rock/heavy metal, religious, well ahead of the other music genres. dance/rave and contemporary music. In • A further six music genres have over 5 million contrast their interests in reggae and jazz female followers. declined while the growth in kwaito and Trend: Compared to 2013 the highest country/folk were also low. growth amongst females was in cabaret

Popularity rankings of female total music interests

BLACK WOMEN WHITE WOMEN COL/ASIAN WOMEN 1. Gospel/Religious 1. Pop/Light Rock 1. Gospel/Religious 2. Kwaito 2. Country/Folk 2. Pop/Light Rock 3. Jazz 3. Gospel 3. Rap/ Hip-Hop 4. Rap/Hip-Hop 4. Dance/Rave 4. Jazz 5. Classical 5. Classical 5. Classical 6. Pop/Light Rock 6. Alternative 6. Dance/Rave 7. Contemporary 7. Contemporary 7. Contemporary

030 The exercise is repeated for those women who feel passionate about each genre of music, rather than also including those that only like it to some extent.

Analyses of music interests of women passionate about each music

THOSE THAT LOVE EACH GENRE OF MUSIC [x1000] MUSIC GENRE BLACKS WHITES COLOUREDS/ASIANS ALL FEMALES Gospel/Religious 8 494 560 861 9 915 Jazz 3 106 119 615 3 840 Rap/Hip-Hop 2 810 284 623 3 717 Kwaito 3 068 46 201 3 316 Pop/Light Rock 1 473 768 539 2 781 Classical 2 165 275 327 2 767 Dance/Rave 1 353 412 333 2 098 Contemporary 1 453 275 334 2 062 Country/Folk 867 564 270 1 700 Reggae 1 295 74 292 1 660 Alternative 613 320 174 1 108 Rock/Heavy Metal 605 168 152 925 Cabaret 299 125 118 542

COMMENTS:

• Gospel/religious remains well on top amongst • This was well ahead of the 3,8 million jazz lovers females with 9,9 million feeling pas- and 3,7 million rap/hip-hop lovers in second and sionate about it. third place respectively.

Female popularity rankings based on those passionate about music genres

BLACK WOMEN WHITE WOMEN COL/ASIAN WOMEN 1. Gospel/Religious 1. Pop/Light Rock 1. Gospel/Religious 2. Jazz 2. Country/ Folk 2. Rap/ Hip-Hop 3. Kwaito 3. Gospel/Religious 3. Jazz 4. Rap/ Hip-Hop 4. Dance/Rave 4. Pop/ Light Rock 5. Classical 5. Alternative 5. Contemporary 6. Pop/ Light Rock 6. Rap/ Hip-Hop 6. Dance/ Rave 7. Contemporary 7. Contemporary 7. Classical

From a sponsor’s point of view, these passionate rankings are the better ones to take into account.

031 Trends for females passionate about music 2004 to 2015

12 000

11 000

10 000

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 GOSPEL JAZZ HIPHOP KWAITO POP CLASSIC

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

12 000

11 000

10 000

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 REGGAE CONTEMP FOLK RAVE ALTERN ROCK CABARET

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

032 MALES

Total interests of males in different genres of music: 2015

TOTAL INTEREST [x1000] MUSIC GENRE BLACKS WHITES COLOUREDS/ ASIANS ALL MALES Gospel/Religious 9 392 681 920 10 993 Jazz 8 355 406 1 170 9 930 Rap/Hip-Hop 6 942 745 1 200 8 886 Kwaito 7 603 216 679 8 499 Reggae 6 064 459 788 7 312 Pop/Light Rock 4 310 1 288 1 015 6 612 Classical 4 727 593 806 6 126 Contemporary 3 508 566 655 4 729 Dance/Rave 2 892 770 822 4 484 Country/Folk 2 570 983 572 4 125 Alternative 2 399 720 648 3 766 Rock/Heavy Metal 2 052 673 586 3 311 Cabaret 970 218 216 1 405

COMMENTS:

• Amongst males, gospel/religious music is the Trends: The best growth since 2013 was most popular music genre with 11 million follow- for cabaret music off a low base and for ers, and it increased in 2015. rock/heavy metal music while contempo- • A further six music genres have over six rary, kwaito and dance/rave also showed million followers. good growth. In contrast there was very

little growth in pop/light rock and country/folk music.

Popularity rankings of male total music interests

BLACK MEN WHITE MEN COL/ASIAN MEN 1. Gospel/Religious 1. Pop/Light Rock 1. Rap/Hip-Hop 2. Jazz 2. Country/Folk 2. Jazz 3. Kwaito 3. Dance/Rave 3. Pop/Light rock 4. Rap/Hip-Hop 4. Rap/Hip-Hop 4. Gospel 5. Reggae 5. Alternative 5. Dance/Rave 6. Classical 6. Gospel/Religious 6. Classical 7. Pop/Light rock 7. Rock/Heavy metal 7. Reggae

033 The exercise is repeated for those men who feel passionate about each genre of music, rather than also in- cluding those that only like it to some extent.

Analyses of music interests of males passionate about each music genre: 2015

THOSE THAT LOVE EACH GENRE OF MUSIC [x1000] MUSIC GENRE BLACKS WHITES COLOUREDS/ASIANS ALL MALES Gospel/Religious 5 431 301 550 6 282 Jazz 4 858 135 615 5 608 Rap/Hip-Hop 3 880 427 674 4 981 Kwaito 4 067 55 302 4 423 Reggae 2 514 137 356 3 007 Classical 2 254 234 369 2 857 Pop/Light Rock 1 473 655 424 2 551 Dance/Rave 1 248 412 347 2 007 Contemporary 1 396 169 252 1 817 Country/Folk 1 017 443 195 1 656 Rock/Heavy Metal 987 341 227 1 555 Alternative 847 334 222 1 402 Cabaret 311 64 76 451

COMMENTS:

• Gospel/religious stayed on top with almost 6,3 • Jazz was second up to 5,6 million and rap/hip- million passionate followers amongst males. hop third with strong growth to almost 5 million.

Male popularity rankings based on those passionate about music genres

BLACK MEN WHITE MEN COL/ASIAN MEN 1. Gospel/Religious 1. Pop/Light Rock 1. Rap/Hip-Hop 2. Jazz 2. Country/Folk 2. Jazz 3. Kwaito 3. Rap/Hip-Hop 3. Gospel/Religious 4. Rap/Hip-Hop 4. Dance/Rave 4. Pop/Light Rock 5. Reggae 5. Rock/Heavy Metal 5. Classical 6. Classical 6. Alternative 6. Reggae 7. Pop/Light Rock 7. Gospel/Religious 7. Dance/Rave

034 Trends for males passionate about music 2004 to 2015

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 GOSPEL JAZZ HIPHOP KWAITO POP CLASSIC

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 REGGAE CONTEMP FOLK RAVE ALTERN ROCK CABARET

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

035 MALES VERSUS FEMALES

To what extent is each music genre male or female dominated? The following two tables analyse this.

Male/female segmentation based on total interest in each music genre: 2015

MALES FEMALES

MUSIC GENRE TOTAL % OF TOTAL TOTAL % OF TOTAL INTEREST FOR EACH INTEREST FOR EACH [x1000] MUSIC GENRE [x1000] MUSIC GENRE Rock/Heavy Metal 3 311 60 2 188 40 Reggae 7 312 60 4 922 40 Jazz 9 930 56 7 816 44 Rap/Hip-Hop 8 886 54 7 665 46 Alternative 3 766 54 3 265 46 Kwaito 8 499 52 7 753 48 Pop/Light Rock 6 612 50 6 581 50 Dance/Rave 4 484 49 4 693 51 Cabaret 1 405 48 1 500 52 Country/Folk 4 125 47 4 647 53 Classical 6 126 47 6 990 53 Contemporary 4 729 46 5 519 54 Gospel/Religious 10 993 44 13 764 56

COMMENTS:

• This table has been arranged to show the male »» Rap/Hip-Hop. dominated music genres at the top, and the • Music genres that are mainly dominated more female dominated ones at the bottom. by females are: • Music genres that are mainly dominat- »» Gospel/Religious. ed by males are: »» Contemporary. »» Jazz. »» Cabaret. »» Rock/Heavy Metal. »» Classical. »» Reggae. »» Country/Folk. »» Alternative.

036 GENDER SEGMENTATION BASED ON THOSE PASSIONATE ABOUT EACH MUSIC GENRE: 2015

MALES FEMALES

MUSIC GENRE PASSIONATE % OF TOTAL PASSIONATE % OF TOTAL INTEREST FOR EACH INTEREST FOR EACH [x1000] MUSIC GENRE [x1000] MUSIC GENRE

Reggae 3 007 64 1 660 36

Rock/Heavy Metal 1 555 63 925 37

Jazz 5 608 59 3 840 41

Rap/Hip-Hop 4 981 57 3 717 43

Kwaito 4 423 57 3 316 43

Alternative 1 402 56 1 108 44

Classical 2 857 51 2 767 49

Country/Folk 1 656 49 1 700 51

Dance/Rave 2 007 49 2 098 51

Pop/Light Rock 2 551 48 2 781 52

Contemporary 1 817 47 2 062 53

Cabaret 451 45 542 55

Gospel/Religious 6 282 39 9 915 61

COMMENTS:

• Concentrating only on those people that have »» Rap/Hip-Hop. expressed themselves as passionate about spe- • Music with a reasonably even interest by cific music genres further polarised the market genders include: into more well defined music genres dominated »» Pop/Light Rock. mainly by males. »» Country/Folk. • Music with a strong passionate male »» Classical. profile include: »» Dance/Rave. » Reggae. » • Genres that are strongly female dominated: » Rock/Heavy Metal. » »» Gospel. » Jazz. » »» Cabaret. » Kwaito. » »» Contemporary.

037 AGE GROUP ANALYSES FOR DIFFERENT MUSIC GENRES

AGE GROUP: TOTAL INTEREST [x1000] MUSIC GENRE 19-24 years 25-34 years 35-49 years 50 plus years

Gospel/Religious 4 209 6 684 7 675 6 189

Jazz 2 839 4 969 5 856 4 082

Rap/Hip-Hop 4 965 5 793 4 138 1 655

Kwaito 4 226 5 688 4 713 1 625

Pop/Light Rock 3 034 3 826 3 826 2 507

Classical 1 705 3 410 4 591 3 410

Reggae 2 814 4 037 3 548 1 835

Contemporary 2 152 3 587 3 177 1 332

Dance/Rave 3 028 3 304 2 202 6 42

Country/Folk 1 228 2 368 2 982 2 193

Alternative 1 617 2 601 2 039 773

Rock/Heavy Metal 1 595 1 980 1 540 385

Cabaret 407 726 1104 668

COMMENTS:

• Significant numbers of all age groups have an interest in each type of music.

038 Ranking amongst each age group based on total music interest The top seven rankings for each age group are as follows

19 TO 24 YEARS 25 TO 34 YEARS 35 TO 49 YEARS 50 PLUS YEARS 1. Rap/Hip-Hop 1. Gospel/Religious 1. Gospel/Religious 1. Gospel/Religious 2. Kwaito 2. Rap/Hip-Hop 2. Jazz 2. Jazz 3. Gospel/Religious 3. Kwaito 3. Kwaito 3. Classical 4. Pop/Light Rock 4. Jazz 4. Classical 4. Pop/Light Rock 5. Dance/Rave 5. Reggae 5. Rap/Hip-Hop 5. Country/Folk 6. Jazz 6. Pop/Light Rock 6. Pop/Light Rock 6. Reggae 7. Reggae 7. Contemporary 7. Reggae 7. Rap/Hip-Hop

COMMENTS:

• Noticeable is that gospel/religious music is on country/folk music. top amongst all except the youth. • Rap/hip-hop is more popular amongst the • Jazz and classical music becomes more im- younger age groups. portant as age increases. This is also true of

Percentage analyses based on total music interests: 2015

% THAT EACH AGE GROUP CONTRIBUTES TO EACH MUSIC GENRE MUSIC GENRE 19-24 years 25-34 years 35-49 years 50 plus years TOTAL Gospel/Religious 17 27 31 25 100 Jazz 16 28 33 23 100 Rap/Hip-Hop 30 35 25 10 100 Kwaito 26 35 29 10 100 Pop/Light Rock 23 29 29 19 100 Classical 13 26 35 26 100 Reggae 23 33 29 15 100 Contemporary 21 35 31 13 100 Country/Folk 14 27 34 25 100 Dance/Rave 33 36 24 7 100 Alternative 23 37 29 11 100 Rock/Heavy Metal 29 36 28 7 100 Cabaret 14 25 38 23 100 ACTUAL POPULATION % 19 28 28 25 100

COMMENTS:

• Percentages printed in pink represent those heavy metal and kwaito are particularly strong music genres where a specific age group ac- amongst those aged 25 to 34 years old. counts for a significant above average percent- • Amongst the middle ages of 35 to 49, caba- age of the total. ret, classical, jazz and country/folk music are • The dominance of the young group of 19 to 24 more important. years old in rap/hip-hop, dance/rave, kwaito and • People of over 50 years old have their strongest rock/heavy metal is clear. interests in country/folk, cabaret, gospel/reli- • Contemporary, alternative, dance/rave, rock/ gious and classical music.

039 ANALYSES BASED ON THOSE PASSIONATE ABOUT EACH MUSIC GENRE

The first analyses can now be repeated, but based only on those adults that indicated that they are passion- ate about each music type, and excluding those that merely like it to some extent.

Music preferences by age group of those passionate about each music genre: 2015

AGE GROUP: THOSE THAT LOVE IT [x1000] MUSIC GENRE 19-24 years 25-34 years 35-49 years 50 plus years Gospel/Religious 2 430 4 049 5 507 4 211 Jazz 1 134 2 645 3 307 2 362 Rap/Hip-Hop 3 305 3 305 1 827 261 Kwaito 2 244 2 863 1 780 851 Classical 675 1 350 1 968 1 631 Pop/Light Rock 1 280 1 760 1 493 800 Reggae 1 073 1 633 1 353 607 Dance/Rave 1 478 1 478 862 287 Contemporary 853 1 474 1 202 349 Country/Folk 336 738 1 141 1 141 Alternative 703 1 004 653 151 Rock/Heavy Metal 818 942 546 174 Cabaret 89 228 357 318 Ranking amongst each age group based on total passion for music genre

The top seven rankings amongst each age group can now be shown as follows, based on those adults that feel passionate about each music type:

19 TO 24 YEARS 25 TO 34 YEARS 35 TO 49 YEARS 50 PLUS YEARS 1. Rap/Hip-Hop 1. Gospel/Religious 1. Gospel/Religious 1. Gospel/Religious 2. Gospel/Religious 2. Rap/Hip-Hop 2. Jazz 2. Jazz 3. Kwaito 3. Kwaito 3. Classical 3. Classical 4. Dance/Rave 4. Jazz 4. Rap/Hip-Hop 4. Country/Folk 5. Pop/Light Rock 5. Pop/Light Rock 5. Kwaito 5. Kwaito 6. Jazz 6. Reggae 6. Pop/Light Rock 6. Pop/Light Rock 7. Reggae 7. Dance/Rave 7. Reggae 7. Reggae

COMMENTS:

• Again, gospel/religious music was on top amongst the younger groups, but was 3rd in the amongst all except the youth, where rap/ two older groups. hip-hop is on top. • Country/folk music was fourth amongst the • Classical music does not feature in the top 7 oldest generation.

040 Percentage analyses based on those feeling passionate about music: 2015

% THAT EACH AGE GROUP CONTRIBUTES TO EACH MUSIC GENRE MUSIC GENRE 19-24 years 25-34 years 35-49 years 50 plus years TOTAL

Gospel/Religious 15 25 34 26 100

Jazz 12 28 35 25 100

Rap/Hip-Hop 38 38 21 3 100

Kwaito 29 37 23 11 100

Reggae 23 35 29 13 100

Pop/Light Rock 24 33 28 15 100

Classical 12 24 35 29 100

Contemporary 22 38 31 9 100

Dance/Rave 36 36 21 7 100

Country/Folk 10 22 34 34 100

Alternative 28 40 26 6 100

Rock/Heavy Metal 33 38 22 7 100

Cabaret 9 23 36 32 100

ACTUAL POPULATION 19 28 28 25 100 BREAKDOWN

COMMENTS:

• Percentages printed in pink represent those mu- • Middle ages are particularly strong in sic genres where a specific age group accounts classical, gospel/religious, jazz, country for an above average percentage of the total. and cabaret music. • The youth clearly have significant passions for • The oldest group accounts for above aver- rap/hip-hop, kwaito, dance/rave and rock/ age percentages of classical, country/folk heavy metal music. and cabaret music. • Those aged 25 to 34 years have well above aver- • Pop/light rock appeals to all. age passions for alternative, contemporary and rap/hip-hop music.

041 Trend lines by age group for those passionate about music 2004 to 2015 Age 19 to 24

GOSPEL

6 000 JAZZ

HIPHOP 5 000 KWAITO

POP 4 000 CLASSIC

REGGAE 3 000 CONTEMPORARY

FOLK 2 000

RAVE

ALTERNATIVE 1 000

ROCK

0 CABARET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

Age 25 to 34

GOSPEL

6 000 JAZZ

HIPHOP 5 000 KWAITO

POP 4 000 CLASSIC

REGGAE 3 000 CONTEMPORARY

FOLK 2 000

RAVE

ALTERNATIVE 1 000

ROCK

0 CABARET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

042 Age 35 to 49

GOSPEL

6 000 JAZZ

HIPHOP 5 000 KWAITO

POP 4 000 CLASSIC

REGGAE 3 000 CONTEMPORARY

FOLK 2 000

RAVE

ALTERNATIVE 1 000

ROCK

0 CABARET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

Age 50 plus

GOSPEL

6 000 JAZZ

HIPHOP 5 000 KWAITO

POP 4 000 CLASSIC

REGGAE 3 000 CONTEMPORARY

FOLK 2 000

RAVE

ALTERNATIVE 1 000

ROCK

0 CABARET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

043 PREFERENCES FOR CHOIR MUSIC

Respondents were probed to determine how they feel about choir music: How adult South Africans feel about choir music

PERCENTAGE OF RESPONDENTS

LIKE TOTAL DO NOT LOVE IT SOMEWHAT INTEREST NEUTRAL REALLY LIKE IT HATE IT

POPULATION:

Blacks 26 32 58 23 14 5

Whites 7 25 32 25 28 15

Coloureds/Asians 16 24 40 21 24 15

TOTAL ALL 23 30 53 23 17 7

GENDER:

Males 17 28 45 24 21 10

Females 30 31 61 22 13 4

TOTAL ALL 23 30 53 23 17 7

AGE GROUP:

19 – 24 17 26 43 26 20 11

25 – 34 20 27 47 24 21 8

35 – 49 24 33 57 22 15 6

50 + 31 34 65 20 12 3

TOTAL ALL 23 30 53 23 17 7

COMMENTS:

• Choir music is clearly most popular amongst the Black population, females and older people.

044 LIVE PERFOMANCES FREQUENCY OF ATTENDING LIVE PERFORMANCES How often do adults go and watch musical artists/groups perform live?

How often adults go and watch live music performances

PERCENTAGE OF EACH GROUP

HOW OFTEN BLACKS WHITES COLOUREDS/ASIANS ALL ADULTS

2013 2015 2013 2015 2013 2015 2013 2015

Very Often 8 8 5 4 3 3 7 7

Reasonably Often 19 16 14 13 8 6 17 15

Now and Then 31 31 35 30 33 32 32 31

Seldom 17 15 26 24 25 23 19 17

Never 25 30 20 29 31 36 25 30

TOTAL 100 100 100 100 100 100 100 100

COMMENTS:

• 7% of adults are regular visitors to live musical • Although 7% frequent visitors to live events events. This ranged from 3% amongst Co- looks low, it still represents a substantial loureds/Asians to 8% amongst Blacks. number of the adult population. Keep in mind • However, 30% now say they never attend that only about 9% of sport followers actu- such events, and (Trend) this was well up on ally go to venues with a big majority only 2013. In fact the number of those that never watching on TV. or seldom attend a live event has increased Trend: Much the same as in 2013. by 8% since 2011.

Comparison between males/females regarding live music attendance

PERCENTAGE OF EACH GROUP

HOW OFTEN MALES FEMALES

2011 2013 2015 2011 2013 2015

Very Often 10 7 7 8 8 7

Reasonably Often 16 15 16 20 18 14

Now and Then 32 32 29 34 32 33

Seldom 22 20 18 18 18 16

Never 20 26 30 20 24 30

TOTAL 100 100 100 100 100 100

• There are only marginal differences between the two genders.

046 Age analyses of frequency of attending live music events

PERCENTAGE OF EACH GROUP

HOW OFTEN 19-24 YEARS 23-34 YEARS 35-49 YEARS 50 PLUS YEARS

2013 2015 2013 2015 2013 2015 2013 2015

Very Often 12 10 11 9 4 5 3 4

Reasonably Often 19 16 19 17 16 14 14 13

Now and Then 41 38 34 33 31 28 26 26

Seldom 13 13 17 15 21 20 23 20

Never 15 23 19 26 28 33 34 37

TOTAL 100 100 100 100 100 100 100 100

COMMENTS:

• Younger people visit live music events signifi- forming artists. cantly more often than the older people. While »» No transport and live too far away. 26% of those aged younger than 25 go reason- »» Lack any opportunity to go. ably to very often, only 17% of those aged 50 »» Hate to sit amongst crowds. or older, go that often. »» It is not safe to go out like that anymore. • Also, while only 23% of those under 25 years »» Just do not have any time available for claim to never go, 37% of people older than 50 things like that. say they never go. Trend: Most noticeable is an increase • Why do some people never go? amongst all groups in those that seldom/ »» To expensive/cannot afford it. never go, and a decline in those that go »» Have no interest in any of the per- reasonably to very often.

Trends in % watching live music performances

20

19 19 18 17 17

15 VERY OFTEN

10

9 9 8 8 FAIRLY 7 7 OFTEN

0 2004 2007 2009 2011 2013 2015

047 BEST DAYS FOR LIVE MUSICAL EVENTS

On which days of the week would people prefer to attend live music events?

% OF TOTAL DAY OF THE WEEK 2007 2009 2011 2013 2015

Saturday 55 59 51 59 61

Friday 28 27 21 29 20

Sunday 10 13 11 12 9

Any Weekend Day 14 11 15 8 3

Wednesday 3 2 2 1 1

Other Days 4 2 4 2 2

Any Day 4 2 3 2 4

COMMENTS:

• The clear preference for live music events is for weekends, particularly on Sat- urday or Friday.

Trend: Compared to 2013, there was an increase in the mentions for Saturday and a strong decline for Fridays and Sundays.

048 MUSIC AND TELEVISION

This chapter discusses preferences and attitudes with regard to music and television FREQUENCY OF WATCHING MUSIC PROGRAMMES ON TELEVISION How often do adults watch music programmes on television?

How often adults watch music programmes on television

PERCENTAGE OF EACH GROUP

HOW OFTEN BLACKS WHITES COLOUREDS/ASIANS ALL ADULTS

2013 2015 2013 2015 2013 2015 2013 2015

Very Often 32 32 24 18 16 16 29 28 Reasonably Often 29 33 24 23 24 24 28 31 Now and Then 27 25 29 36 35 35 28 28 Seldom 6 4 11 11 12 10 7 5 Never 6 6 12 12 13 15 8 8 TOTAL 100 100 100 100 100 100 100 100

COMMENTS:

• A significant 28% of adults watch music • Only 13% of adults seldom to never watch programmes on television very often. This music on television. This ranged from 10% ranged from a high of 32% amongst Blacks to a amongst Blacks to 23% amongst Whites and low of 16% amongst Coloureds/Asians. 25% amongst Coloureds/Asians. Therefore Trend: Overall this was 1% lower in 2015 significant differences between the various compared to 2013 and in fact down by 6 demographic groups. points amongst Whites alone. Trend: Those not watching declined by 2%.

Comparison between male/female music television watching patterns

PERCENTAGE OF EACH GROUP

HOW OFTEN MALES FEMALES

2011 2013 2015 2011 2013 2015

Very Often 21 27 26 25 31 30 Reasonably Often 28 27 30 32 29 32 Now and Then 34 29 29 30 26 27 Seldom 10 8 6 8 7 4 Never 7 9 9 5 7 7 TOTAL 100 100 100 100 100 100

COMMENTS:

• Females watch significantly more frequently than men at 62% reasonably to often versus the 56% of men.

050 Age analyses of frequency of watching music programmes on TV

PERCENTAGE OF EACH GROUP

HOW OFTEN 19-24 YEARS 23-34 YEARS 35-49 YEARS 50 plus YEARS

2013 2015 2013 2015 2013 2015 2013 2015

Very Often 34 35 28 30 30 26 23 21

Reasonably Often 31 31 33 30 25 35 22 28

Now and Then 23 23 26 27 29 29 36 33

Seldom 6 4 5 5 9 6 7 6

Never 6 7 8 8 7 4 12 12

TOTAL 100 100 100 100 100 100 100 100

COMMENTS:

• There are significant differences between the • Only 7% of the 19 to 24 year olds said they never age groups on this issue, with younger people watch music programmes on television, com- watching music on television significantly more pared to 12% of those aged 50 or older. than older people. • While 35% of those that are under 25 years old Trends: There were only marginal trends watch very often, only 21% of those aged over compared to 2013. 50 watch very often.

Trends in % watching music programmes on TV

40

31 30 28 27 30 25 27 VERY 29 28 OFTEN 25 26 25 20 23

FAIRLY 10 OFTEN

0 2004 2007 2009 2011 2013 2015

051 EXTENT OF WATCHING SPECIFIC PROGRAMMES ON TV

Respondents were asked to indicate the extent to which they watch certain given music programmes on television.

BLACKS

Extent to which blacks watch given music programmes on television

PERCENTAGE OF BLACKS THAT WATCH PROGRAMME OFTEN SOMETIMES NEVER TOTAL

Selimathunzi on SABC1 45 32 23 100

Gospel Gold on SABC1 44 30 26 100

Gospel Classic on SABC2 38 31 31 100

Live Amp on SABC1 37 22 41 100

South African Idols (Mzansi & 101) 33 26 41 100

Afro Café on SABC2 26 32 42 100

Sing Off South Africa on SABC1 26 24 50 100

Noot-vir-Noot on SABC2 6 14 80 100

Jukebox on Kyknet 144 2 8 90 100

COMMENTS:

• Gospel Gold and Selimathunzi stand out as most following considering the penetration of DSTV popular amongst Black adults. Afro Cafe has lost into this market. Keep in mind that many ground with 26% now watching it often com- people watch out of home if they are not sub- pared to 33% in 2013. scribers to pay TV. • Over 50% watch the top 7 programmes in the table above at least sometimes. Other trends: there was also a slight de- • The two programmes at the bottom of the table are Afrikaans programmes and have little inter- cline for Selimathunzi and an increase for est amongst this group. Live Amp. • South African Idols being on DSTV has a big

052 WHITES

Extent to which whites watch given music programmes on television

PERCENTAGE OF WHITES THAT WATCH PROGRAMME OFTEN SOMETIMES NEVER TOTAL

Noot-vir-Noot on SABC2 28 29 43 100

Jukebox on Kyknet 144 19 19 62 100

South African Idols (Mzansi & 101) 16 25 59 100

Sing Off South Africa on SABC1 3 7 90 100

Gospel Classic on SABC2 2 4 94 100

Gospel Gold on SABC1 2 3 95 100

Afro Café on SABC2 1 3 96 100

Live Amp on SABC1 1 2 97 100

Selimathunzi on SABC1 1 2 97 100

COMMENTS:

• Most popular by far is Noot-vir-Noot, with 28% over 10% regular viewers. watching often. However, this was a significant • There is very little following amongst decline from the 41% of 2013. ABSA no longer Whites for the other music programmes on sponsors this program. the SABC channels. • Jukebox is second on the list but also declined somewhat. Idols is the only other program with

053 COLOURED/ASIAN

Extent to which Coloureds/Asians watch given music programmes on television

PERCENTAGE OF COLOUREDS/ASIANS THAT WATCH PROGRAMME OFTEN SOMETIMES NEVER TOTAL

South African Idols (Mzansi & 101) 32 22 46 100

Noot-vir-Noot on SABC2 30 29 41 100

Gospel Classic on SABC2 12 14 74 100

Gospel Gold on SABC1 11 17 72 100

Sing Off South Africa on SABC1 8 22 70 100

Afro Café on SABC2 8 13 79 100

Live Amp on SABC1 7 12 81 100

Jukebox on Kyknet 144 7 9 84 100

Selimathunzi on SABC1 5 9 86 100

COMMENTS:

• Most popular are SA Idols and Noot-vir- • Other popular programmes are regularly fol- Noot. The latter was somewhat down lowed by between 5% and 12%. compared to 2013.

054 NUMBERS

In terms of actual numbers, it is estimated that the different programmes are watched often by the following number of adults:

Extent to which adults watch given music programmes on television: 2015

NUMBERS THAT WATCH OFTEN [x1000] PROGRAMME BLACKS WHITES COLOUREDS/ASIANS TOTAL

Selimathunzi on SABC1 11 947 35 209 12 191

Gospel Gold on SABC1 11 522 87 461 12 070

Gospel Classic on SABC2 10 088 68 502 10 658

South African Idols (Mzansi & 101) 8 761 561 1 318 10 640

Live Amp on SABC1 9 823 35 272 10 130

Afro Café on SABC2 7 008 35 334 7 377

Sing Off South Africa on SABC1 6 902 110 347 7 359

Noot-vir-Noot on SABC2 1 460 982 1 256 3 698

Jukebox on Kyknet 144 477 683 272 1 432

COMMENTS:

• Note that these numbers are NOT at all repre- • The results clearly show that significant numbers sentative of actual TV audiences at any time, of people can be reached through most of these as only a percentage of them will watch at any music programmes. time. The actual audiences [AR’s] will vary from • Selimathunzi is on top with the largest following, broadcast to broadcast, and will be a subset ahead of Gospel Gold. Various other pro- of these totals. grammes have over 10 million followers.

055 RATING THE PROGRAMMES

Those watching the different programmes also rated them in terms of enjoyment:

Extent of enjoying each programme

PERCENTAGE OF THOSE WATCHING: ENJOYED PROGRAMME VERY MUCH SOMEWHAT AVERAGE NOT REALLY NOT AT ALL TOTAL

Selimanthunzi 44 28 13 6 9 100

Gospel Classics 44 25 19 7 5 100

South African Idols 41 29 19 5 6 100

Gospel Gold 40 36 12 5 7 100

Noot-vir-Noot 38 34 15 4 9 100

Jukebox 38 25 14 19 4 100

Afro Café 35 30 17 12 6 100

Live Amp 35 26 22 11 6 100

Sing Off South Africa 29 26 24 15 6 100

COMMENTS:

• Keep in mind that ratings are by those that do sics with 44% enjoying them very much. watch each programme. • South African Idols was rated next best with 41% • Enjoyed most is Selimanthunzi and Gospel Clas- enjoying it very much.

056 MOST PREFERRED CHANNELS FOR WATCHING MUSIC

Respondents were asked: “On which specific TV channels do you mostly watch your music?”

Channels on which adults mostly watch music

% MENTIONS

SABC Channels 45

DSTV 15

Trace 15

MTV 12

Channel O 12

Kyknet 7

e.tv 4

VH1 4

M-Net 4

Top TV 1

Others 2

COMMENTS:

• Music programmes on SABC still pull the biggest • Various other specialist channels got from 2% crowds with 45% mentioning it, ahead of the to 7% mentions. 15% for DSTV, Trace. MTV and Channel O are also very popular.

057 THE ROLE OF THE INTERNET ACCESS TO THE INTERNET The following adults indicated that they have access to the Internet through their computer:

Current claimed access to the Internet by adults in South Africa

CLAIMED ACCESS TO Internet

GROUP % OF EACH GROUP NO. OF ADULTS [x1000]

2007 2009 2011 2013 2015 2007 2009 2011 2013 2015

Whites 40.9 60.2 66.3 71.7 71.5 1 627 2 141 2 530 2 585 2 508

Blacks 8.7 10.4 18.1 22.5 28.7 1 904 2 307 4 190 5 803 7 619

Coloureds/Asians 20.3 27.1 34.6 39.2 42.9 712 932 1 270 1 568 1 796

ALL ADULTS 14.4 18.4 26.0 29.8 34.8 4 243 5 380 7 990 9 956 11 923

COMMENTS:

• Based on these results, nearly 12 million adult • Mobile access through Smartphone’s is signifi- South Africans now have access to the Inter- cantly higher at an estimated 60%. net via laptops or PC’s, and this was signifi- cantly up on 2013.

Trends amongst adults with access to the Internet [%]

80 72 72 66 78 60

WHITES 76

41 43 74 39 35 35 BLACKS 72 27 29 23 20 70 17 18 COL/ 11 ASIAN 9 68 6

66 2004 2007 2009 2011 2013 2015

059 LISTENING TO MUSIC ON THE WEB

The same respondents were also asked whether they ever listen to music over the Internet.

Extent of listening to music over the Internet

LISTENING TO MUSIC ON THE WEB GROUP HAVE ACCESS LISTEN % WITH ACCESS % OF ALL ADULTS [x1000] TO MUSIC [x1000] THAT LISTEN Whites 2 508 1 090 44 31

Blacks 7 619 2 477 33 9

Coloureds/Asians 1 796 638 36 15

ALL ADULTS 11 923 4 205 35 12

COMMENTS:

• A significant 4,2 million adult South Africans music on the Web, and this was up from 28% in claimed to listen to music on the Internet at 2009 to the current 35% in 2015. least sometimes. • Overall, they account for only 12% of the adult • That means that one in every three of those population in South Africa. with Internet access at least sometimes listen to

Favourite Websites for Music (listen to or download from):

Zonkiwap Zamob

mp3skull

Toxicwap Playwap

060 DOWNLOADING MUSIC FROM THE INTERNET

EXTENT OF DOWNLOADING MUSIC FROM THE Internet

DOWNLOADING MUSIC FROM THE Internet GROUP HAVE ACCESS DOWNLOAD % WITH ACCESS % OF ALL ADULTS [x1000] MUSIC [X1000] THAT DOWNLOAD

Whites 2 508 857 34 24

Blacks 7 619 1 484 19 6

Coloureds/Asians 1 796 457 26 11

ALL ADULTS 11 923 2 798 23 8

COMMENTS:

• Based on these results, nearly 12 million adult • Mobile access through Smartphone’s is signifi- South Africans now have access to the Inter- cantly higher at an estimated 60%. net via laptops or PC’s, and this was signifi- cantly up on 2013.

061 R R R R

SPONSORS OF MUSIC

This section of the report analyses the awareness of and attitudes towards companies that sponsor music events or broadcasts. SHOULD COMPANIES SPONSOR MUSIC? The question was: “Do you believe companies in South Africa should sponsor music [events, broadcasts, etc]?”

SHOULD COMPANIES IN SOUTH AFRICA SPONSOR MUSIC?

SHOULD THEY PERCENTAGE OF EACH GROUP SPONSOR MUSIC? BLACKS WHITES COLOUREDS/ASIANS ALL ADULTS

2013 2015 2013 2015 2013 2015 2013 2015

YES: They should 77 78 74 73 76 77 77 77 NO: They should not 14 12 17 17 15 14 14 13 Unsure 9 10 9 10 9 9 9 10 TOTAL 100 100 100 100 100 100 100 100

COMMENTS:

• A significant 77% of adult South Africans con- than the others. tinue to feel positive that companies should • Compared to sport, where BMi track a similar sponsor music. This was the same as in 2013. question annually, music has caught up but re- • Only 13% definitely feel they should not, while mains about 10 percentage points behind sport. 10% are unsure about this. Trend: there were only • These results do show that companies spon- marginal changes compared to 2013. soring music can build on a positive foun- • There were also only marginal differences dation amongst the clear majority of adult in the opinions of the various demographic South Africans. groups, with Blacks somewhat more positive

TRENDS AMONGST THOSE WHO BELIEVE COMPANIES MUST SPONSOR

TrendsSPORT amongst [%] those who believe companies must sponsor sport [%]

80 78 78 78 77 76 76 WHITES 76 77 77 74 76 74 75 75 BLACKS 74 74 74 72 73 72 70 COL/ 70 70 ASIAN 68

66 2004 2007 2009 2011 2013 2015

063 PRIORITY RANKINGS FOR MUSIC AND OTHER SPONSORSHIPS

Where should companies rather spend their money if they have funds available for sponsorship into the com- munity? Respondents were probed for their views on this, by giving them a list of nine different options, and they had to rank them from ‘1’ to ‘9’ in sequence of most to least important priority area. The results follow:

Adult attitudes on the priority sequence for company funds to be used

RANKING SEQUENCE BY EACH GROUP SPONSORSHIP AREA BLACKS WHITES COLOUREDS/ASIANS

2013 2015 2013 2015 2013 2015

Education 1 1 1 1 1 1 Housing 2 2 4 5 2 2 Infrastructure in Disadvantaged Areas 3 3 9 9 3 4 Small Business Development 5 4 6 4 4 3 Sport Sponsorships 4 5 3 3 5 5 Science Research Programs 9 9 8 8 9 9 Arts and Culture 8 8 7 7 8 8 Music 7 6 5 6 7 7 The Environment 6 7 2 2 6 6

COMMENTS:

• Most consumers see education and housing as but improved one position amongst the main priority areas for company assistance. Black consumers. • Sport lost a place to be ranked 5th by Blacks, • It is clear that music is not seen as a main priority but stayed 3rd amongst Whites and 5th amongst area for companies to invest in when compared Coloureds/Asians. against other area of needs, but it is certainly • Music lost a place to 6th amongst Whites, also not last on the list.

064 ATTITUDES TOWARDS SPONSORS OF MUSIC

Respondents were asked: “Do you feel more positive/the same/or negative towards a company that sponsors music?”

How adults claim to be influenced towards music sponsors

PERCENTAGE OF EACH GROUP HOW INFLUENCED BLACKS WHITES COLOUREDS/ASIANS ALL ADULTS 2011 2013 2015 2011 2013 2015 2011 2013 2015 2011 2013 2015

More positive 60 62 59 35 35 37 37 41 43 54 57 55 Stay the same 37 34 38 62 62 59 61 55 55 43 39 42 Become negative 3 4 3 3 3 4 2 3 2 3 4 3 TOTAL 100 100 100 100 100 100 100 100 100 100 100 100

COMMENTS:

• A significant 55% of adult South Africans claimed • The balance of 42% claimed not to be influ- to be positively inclined towards companies enced either way. sponsoring music, but 2% down on 2013, mainly • The results indicate that companies sponsoring because of a 3% decline amongst Blacks. music can positively influence a significant part • However, only 3% are actually nega- of the population, with little risk of a negative tively influenced. impact, which should encourage sponsors to get involved.

Trends amongst those who feel positive towards companies sponsoring music [%]

70 62 60 60 58 59 59 60

49 WHITES 50 46 43 41 43

40 37 BLACKS 38 38 36 37 30 35 35

20 COL/ ASIAN

10

0 2004 2007 2009 2011 2013 2015

065 SPONSORS AWARENESS SPONSOR AWARENESS

Various companies are already involved in the awareness levels and it is recommended that spon- sponsoring of music, either in the form of live events, sors subscribe to the continuous awareness tracking or through programmes on radio or television. How survey that is available through the BMi Sponsor- aware are consumers of their sponsorship involve- track programme. ment? Do they associate them with music? This The question was: “Please name all the com- section measures the spontaneous association of panies you can recall that sponsor music in South companies with music. It must be noted that the Africa”. The percentage mentions are shown in seasonality of sponsored programmes will impact on the table below:

Companies spontaneously mentioned as sponsors of music in South Africa: 2015

COMPANIES MENTIONED PERCENTAGE AWARENESS AMONGST EACH GROUP BY RESPONDENTS BLACKS WHITES COLOUREDS/ASIANS TOTAL ALL MTN 28 9 12 24 Coca-Cola 19 14 17 18 Telkom 14 8 9 13 Vodacom 10 8 11 10 ABSA 3 23 10 6 Standard Bank 6 4 6 6 Musica 4 5 4 4 Virseker 2 10 6 3 Old Mutual 3 2 2 3 5FM 1 5 2 2 Castle 1 1 1 1 Shell 1 1 1 1 Huisgenoot 0 6 5 1 Outsurance 0 2 1 1 Fanta 1 1 1 1 Cell C 1 0 1 1

COMMENTS:

• Over 50 different companies or brands received • Over the past few years, both ABSA and MTN at least one mention! declined significantly having stopped their key • Most of them were mentioned by small percent- music sponsorship properties. ages of specific groups of respondents. • Telkom improved their position most significant- • MTN was mentioned most by Blacks and second ly since 2013, on the back of their South African most by Coloured/Asians. Whites are mostly Idols sponsor ships over the past two years. aware of ABSA as a sponsor of music. Their • Coca-Cola is also on the increase and can expect 23% mentions for ABSA is also the highest for to grow even further through their Coke Studio any music sponsor. sponsorship on e.tv.

067 The top awareness levels amongst the different groups were as follows:

BLACKS WHITES COLOUREDS/ASIANS 1. MTN 1. ABSA 1. Coca-Cola 2. Coca-Cola 2. Coca-Cola 2. MTN 3. Telkom 3. Virseker 3. Vodacom 4. Vodacom 4. MTN 4. ABSA 5. Standard Bank 5. Telkom 5. Telkom 6. Musica 6. Vodacom 6. Standard Bank 7. Old Mutual 7. Huisgenoot 7. Virseker

Graphic display of music sponsor awareness 2015

MTN 24

COCA-COLA 18

TELKOM 13

VODACOM 10

ABSA 6

STD BANK 6

MUSICA 4

VIRSEKER 3

0 10 20 30 40 50 60

% MENTIONS

% Awareness trend lines

50

40 MTN

COKE 30 ABSA

VODACOM 20 STD BANK

OLD MUTUAL

10 TELKOM

CELL C

0 2004 2007 2009 2011 2013 2015

068 20 458 LIKES

MOST POPULAR MUSIC ARTISTS MOST POPULAR MUSIC ARTISTS

Respondents were asked to name their most popular music artists. Their views are summarised here. Note that hundreds of different artists and groups were mentioned but that only those mentioned most are listed here.

LOCAL SINGERS

Top 25 most popular local singers as mentioned by each group: 2015

BLACKS WHITES COLOUREDS/ASIANS 1. Lira 1. Juanita du Plessis 1. Mi Casa

2. Rebecca Malope 2. Parlotones 2. Danny K

3. Casper Nyovest 3. Prime Circle 3. AKA

4. AKA 4. Kurt Darren 4. Jimmy Nevis

5. Joyous Celebrations 5. Steve Hofmeyer 5. Freshly Ground

6. Ringo 6. Bobby van Jaarsveld 6. Loyiso Bala

7. Zonke 7. Theuns Jordaan 7. Kurt Darren

8. The Soil 8. Karlien van Jaarsveld 8. Mandoza

9. Zahara 9. Ray Dillon 9. Emo Adam

10. Big Nuz 10. Johnny Clegg 10. Mafikizola

11. Brenda Fassie 11. Bok van Blerk 11. Lira

12. Zola 12. Just Jinger 12. Lloyd Cele

13. Mafikizolo 13. Freshly Ground 13. Johnny Clegg

14. Mi Casa 14. Goldfish 14. Joyous Celebrations

15. Sifiso 15. Elvis Blue 15. DJ Cleo

16. Lucky Dube 16. Jack Parow 16. Goldfish

17. Hugh Masekela 17. Adam Tas 17. Rebecca Malope

18. Mandoza 18. Snotkop 18. Jonathan Butler

19. KO 19. Nicolas Louw 19. Brenda Fassie

20. Freshly Ground 20. Leani May 20. Steve Hofmeyr

21. Thandiswa Mazwai 21. Arno Carstens 21. Jamali

22. Lundi 22. Mi Casa 22. Elvis Blue

23. Hlengiwe Mhlaba 23. Mango Groove 23. PJ Powers

24. Khaya Mthethwa 24. Heuwel Fantasties 24. Liquid Deep

25. TKZee 25. Karen Zoid 25. Karen Zoid

070 INTERNATIONAL SINGERS

Top 25 most popular international singers as mentioned by each group: 2015

BLACKS WHITES COLOUREDS/ASIANS 1. Beyonce 1. Celine Dion 1. Chris Brown 2. Chris Brown 2. Taylor Swift 2. Beyonce 3. Rihanna 3. Rihanna 3. Mariah Carey 4. R Kelly 4. Maroon 5 4. Rihanna 5. Mariah Carey 5. Katie Perry 5. Celine Dion 6. Usher 6. Nickelback 6. John Legend 7. Jay Z 7. Bruno Mars 7. Whitney Houston 8. Celine Dion 8. Westlife 8. Usher 9. John Legend 9. U2 9. Michael Jackson 10. Nicki Minaj 10. Pink 10. Ne-Yo 11. Whitney Houston 11. One Direction 11. Justin Bieber 12. Babyface 12. Chris Brown 12. Drake 13. Luther Vandross 13. Adele 13. One Direction 14. Drake 14. Beyonce 14. Jennifer Lopez 15. Lil Wayne 15. Nicki Minaj 15. Nicki Minaj 16. Lionel Ritchie 16. Bon Jovi 16. Bruno Mars 17. Kanya West 17. Abba 17. Toni Braxton 18. Boyz II Men 18. Emenem 18. Sam Smith 19. Ciara 19. Pitbull 19. Lionel Ritchie 20. Justin Bieber 20. Justin Bieber 20. Adelle 21. Brandy 21. UB40 21. Boyz II Men 22. Alicia Keys 22. John Legend 22. Trey Songz 23. Aretha Franklin 23. Roxette 23. Lil Wayne 24. Jennifer Lopez 24. Britney Spears 24. Akon 25. Ne-Yo 25. Lady Gaga 25. Taylor Swift

071 INTERESTS IN ARTS AND CULTURE INTERESTS IN DIFFERENT FORMS OF ART AND CULTURE

With interests in music already analysed in depth in the first part of this report, respondents were also probed and asked: “How interested are you in the following given arts and cultural activities?”

BLACKS

Black interests in various forms of art and culture

LEVEL OF INTEREST: PERCENTAGE OF BLACKS

ART FORM EXTREMELY SOMEWHAT NOT REALLY NOT AT ALL NEITHER/ NOR INTERESTED INTERESTED INTERESTED INTERESTED

Movies 55 24 10 4 7 Traditional Dancing 33 28 16 9 14 Arts Festivals 26 26 17 13 18 Fashion Shows 20 21 16 15 28 Beauty Contests 18 17 18 17 30 Museums 17 20 19 16 28 Crafts 15 17 18 17 33 Contemporary Dance 13 23 20 17 27 Theatre 10 18 23 17 32 Sculptures/Paintings/ 9 18 20 20 33 Photography Literature 10 20 18 19 33 Opera 8 11 16 22 43 Ballet 5 9 18 23 45

COMMENTS:

• The major interests in art and culture Trends: Since 2013 the biggest growth in amongst Blacks are in: passionate interest was for movies, up »» Movies. from 53% to 55%. In contrast there was »» Traditional dancing. a decline in passionate interest for espe- »» Arts festivals. cially dancing, arts festivals and sculp- • Only small percentages are passionate about tures (etc.) of 2 percentage points each. ballet and opera while high interests in the other activities range from 9% to 20%.

073 WHITES

White interests in various forms of art and culture

LEVEL OF INTEREST: PERCENTAGE OF WHITES

ART FORM EXTREMELY SOMEWHAT NEITHER/ NOT REALLY NOT AT ALL INTERESTED INTERESTED NOR INTERESTED INTERESTED

Movies 54 32 6 4 4

Art Festivals 19 26 16 16 23

Fashion Shows 12 21 18 13 36

Crafts 13 26 17 15 29

Contemporary Dance 10 21 18 18 33

Theatre 10 27 16 13 34

Museums 9 28 20 17 26

Sculptures/Paintings/ 8 24 18 14 36 Photography

Literature 7 18 20 20 35 Ballet 7 12 15 22 44 Traditional Dance 7 15 20 20 38 Beauty Contests 7 14 17 18 44 Opera 5 11 13 23 48

COMMENTS:

• The main interest amongst Whites by far is Trends: Compared to 2013 the interest for films/movies. of Whites in arts and culture declined. • Their next biggest interests are for art festi- The only growth in interest came from vals, fashion shows and crafts at 12% to 19% movies at 4% up, and crafts at 1% up. In extreme interest. contrast most of the other categories • Opera, beauty contest and traditional dancing declined by 1 to 2%. are at the bottom of the list with 5% to 7% ex- tremely interested.

074 COLOURED/ASIAN

Coloured/Asian interests in various forms of art and culture

LEVEL OF INTEREST: PERCENTAGE OF COLOUREDS/ASIANS

ART FORM EXTREMELY SOMEWHAT NEITHER/ NOT REALLY NOT AT ALL INTERESTED INTERESTED NOR INTERESTED INTERESTED

Movies 54 33 5 3 5

Art Festivals 17 31 18 16 18

Fashion Shows 14 25 17 18 26

Contemporary Dance 12 23 18 18 29

Traditional Dancing 12 27 19 15 27

Museums 11 26 18 17 28

Crafts 13 22 15 20 30

Literature 10 21 17 19 33

Beauty Contests 10 21 18 18 33

Sculptures/Paintings/ 8 21 18 21 32 Photography

Theatre 8 24 18 20 30

Opera 5 12 17 19 47

Ballet 5 11 18 22 44

COMMENTS:

• Interest in movies is by far the highest amongst Trends: Compared to 2013, a decline the Coloureds/Asians. Next most popular are was noticeable for a number of these arts festivals followed by fashion shows, with arts genres amongst Coloureds/Asians. 14% to 17% extremely interested. Growth came from movies, fashion • Ballet and opera are at the bottom of the list shows and crafts at 1% to 5% up on with just 5% extremely interested. 2013. The major decline was for the- atre at 2% down.

075 SUMMARY OF TOTAL INTEREST

Summary of total interest levels in various forms of art and culture

OVERALL PERCENTAGE THAT ARE INTERESTED

ART FORM COLOUREDS/ BLACKS WHITES ALL ADULTS ASIANS

Movies 79 86 87 81

Traditional Dancing 61 22 39 54

Art Festivals 52 45 48 51

Fashion Shows 41 33 39 40

Museums 37 37 37 37

Contemporary Dance 36 31 35 35

Crafts 32 39 35 33

Beauty Contests 35 21 31 33

Literature 30 25 31 30

Theatre 28 37 32 29

Sculptures/ 27 32 29 28 Paintings/Photography

Opera 19 16 17 18

Ballet 14 19 16 15

COMMENTS:

• The total interests in the various activities Trends: Compared to 2013, the only range from 15% for ballet and 18% for opera, growth came from movies at 3% up, with to a high of 81% for movies which is the most all others declining or staying the same. popular by far. The biggest declines came from theatre • Next most popular are traditional dancing and and sculptures (etc.) down by 5% each. arts festivals. Crafts were down by 3%. • Fashion shows also have a following of 40%.

076 SUMMARY OF THOSE FEELING PASSIONATE

SUMMARY OF THOSE WITH PASSIONATE INTERESTS IN ART AND CULTURE

PERCENTAGE THAT ARE PASSIONATE

ART FORM COLOUREDS/ BLACKS WHITES ALL ADULTS ASIANS

Movies 55 54 54 55

Traditional Dancing 33 7 12 28

Art Festivals 26 19 17 24

Fashion Shows 20 12 14 18

Beauty Contests 18 7 10 16

Museums 17 9 11 15

Crafts 15 13 13 15

Contemporary Dance 13 10 12 13

Theatre 10 10 8 10

Literature 10 7 10 10

Sculptures/Paintings/Photography 9 8 8 9

Opera 8 5 5 7

Ballet 5 7 5 5

COMMENTS:

• Those really passionate about the various arts bers increased during the same period. (i.e. a and cultural categories range from 5% for ballet lower percentage but of a larger population). to 55% for movies. • At the bottom of the interest chain are the Trends: There was a downwards trend niche markets of ballet and opera at just 5% to noticeable amongst passionate follow- 7% respectively. ers for most of these genres. In partic- • Note that the above represent percentages of ular there was a decline of 2% to 3% for the population with a passionate interest. While traditional dancing and arts festivals. In this percentage can show a decline, it is still contrast movies increased by 3% possible that the actual numbers show growth, since 2013. depending on how much the population num-

077 QUANTIFYING THIS MARKET

In this section the interests are quantified in numbers of people, but only for those that have expressed them- selves as passionate followers of each activity or genre.

Total passionate interest PERCENTAGE THAT ARE PASSIONATE ART FORM BLACKS WHITES COLOUREDS/ASIANS ALL ADULTS

Movies 55 54 54 55

Traditional Dancing 33 7 12 28

Art Festivals 26 19 17 24

Fashion Shows 20 12 14 18

Beauty Contests 18 7 10 16

Museums 17 9 11 15

Crafts 15 13 13 15

Contemporary Dance 13 10 12 13

Theatre 10 10 8 10

Literature 10 7 10 10

Sculptures/Paintings/Photography 9 8 8 9

Opera 8 5 5 7

Ballet 5 7 5 5

% GROWTH 2013 COMMENTS: ART FORM TO 2015 • Clearly, significant numbers of adult South Movies 7.5 Africans have a passion for the different arts and Fashion Shows 2.7 cultural activities. Literature 0.6 • In particular, nearly 19 million are keen on movies and over 9 million are passionate about tradi- Opera 0.5 tional dancing. Interest in movies increased by Ballet 0.5 more than a million people since 2013. Crafts 0.2

• In terms of these numbers, apart from movies, Beauty Contests -0.5

growth was also experienced by fashion shows, Museums -2.5 literature, opera, ballet and crafts. Art Festivals -4.8 • The biggest declines in numbers of passionate Traditional Dancing -7.4 followers were for theatre, contemporary dance Theatre -9.3 and sculptures/painting/photography. Contemporary Dance -10.1 • Even for the smallest niche genre, name- Sculptures/Paintings/ ly ballet, there are nearly 1,8 million pas- -14.8 Photography sionate supporters.

078 Trend lines for various arts and culture genres numbers from 2004 to 2015

MOVIES 20 000 TRD DANCE 18 000 FESTIVALS

16 000 FASHION

14 000 BEAUTY

12 000 MUSEUMS

10 000 CRAFTS

8 000 CONT DANCE

THEATRE 6 000

SCULPTURE 4 000

LITERATURE 2 000 OPERA 0 2004 2007 2009 2011 2013 2015 BALLET

THOUSANDS OF ADULTS

20 000

18 000

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

0 MOVIES TRAD DANCE FESTIVALS FASHION BEAUTY MUSEUMS

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

079 20 000

18 000

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

0 CRAFTS CONT DANCE THEATRE SCULPTURE LIT OPERA BALLET

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

COMMENTS:

• The high growth in those watching movies could • What is of concern is the low to negative growth be attributed to the high growth over the past over the past few year in the more purist art years in DSTV decoder sales and the additional genres such as opera, theatre, literature, ballet access to movie channels. and also sculptures etc.

080 GENDER ANALYSIS

An analysis of gender preferences can be shown as follows, based on those that are passionate:

Gender analyses: passionate interests in arts and culture

PERCENTAGE THAT ARE PASSIONATE ART FORM MALE FEMALE ALL ADULTS

Movies 58 52 55

Traditional Dancing 24 32 28

Art Festivals 24 24 24

Fashion Shows 12 25 18

Beauty Contests 10 22 16

Museums 17 14 15

Crafts 14 15 15

Contemporary Dance 10 15 13

Theatre 9 11 10

Literature 9 10 10

Sculptures/Paintings/Photography 9 9 9

Opera 7 8 7

Ballet 3 7 5

COMMENTS:

• There are significant differences between the »» Museums. preferences of men and women for some of • Significantly bigger percentages of women than these arts and culture genres. men have high interests in: • Only in two activities are there significantly »» Fashion Shows. higher percentages of men with a passionate »» Beauty Contests. interest, namely for: »» Traditional Dancing. »» Movies. »» Contemporary Dancing.

081 These percentages convert to the following numbers per gender for the different categories:

Passionate arts interest numbers by gender: 2015 [x 1000]

NUMBER OF PASSIONATE FOLLOWERS ART FORM MALE FEMALE TOTAL

Movies 9 727 9 031 18 757

Traditional Dancing 4 012 5 497 9 509

Art Festivals 4 025 4 256 8 281

Fashion Shows 2 012 4 305 6 317

Beauty Contests 1 677 3 766 5 443

Museums 2 851 2 439 5 290

Crafts 2 348 2 635 4 983

Contemporary Dance 1 677 2 628 4 305

Theatre 1 549 1 792 3 341

Literature 1 509 1 810 3 319

Sculptures/Paintings/Photography 1 497 1 508 3 005

Opera 1 174 1 335 2 509

Ballet 503 1 279 1 782

COMMENTS:

• Trends: Compared to 2013 females showed sig- sculptures (etc.). nificant growth in numbers for movies, fashion • Men showed good growth for literature, beauty shows and opera. They declined significantly contests and movies. They declined most for in numbers for dancing, beauty contests and arts festivals and theatre.

082 Trends for females passionate about arts and culture 2004 to 2015 [x 1000]

10 000

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 MOVIES TRAD DANCE FESTIVALS FASHION BEAUTY MUSEUMS

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

10 000

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 CRAFTS CONT DANCE THEATRE SCULPTURE LIT OPERA BALLET

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

083 Trends for males passionate about arts and culture 2004 to 2015

10 000

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 MOVIES TRAD DANCE FESTIVALS FASHION BEAUTY MUSEUMS

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

10 000

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

0 CRAFTS CONT DANCE THEATRE SCULPTURE LIT OPERA BALLET

THOUSANDS OF ADULTS 2004 2007 2009 2011 2013 2015

084 Trend lines by age group for those passionate about arts and culture 2004 to 2015 AGE 19 TO 24

MOVIES

7 000 TRD DANCE

FESTIVALS 6 000 FASHION

5 000 BEAUTY

MUSEUMS 4 000 CRAFTS

CONT DANCE 3 000

THEATRE

2 000 SCULPTURE

LITERATURE 1 000 OPERA

0 BALLET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

AGE 25 TO 34

MOVIES

7 000 TRD DANCE

FESTIVALS 6 000 FASHION

5 000 BEAUTY

MUSEUMS 4 000 CRAFTS

CONT DANCE 3 000

THEATRE

2 000 SCULPTURE

LITERATURE 1 000 OPERA

0 BALLET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

085 AGE 35 TO 49

MOVIES

7 000 TRD DANCE

FESTIVALS 6 000 FASHION

5 000 BEAUTY

MUSEUMS 4 000 CRAFTS

CONT DANCE 3 000

THEATRE

2 000 SCULPTURE

LITERATURE 1 000 OPERA

0 BALLET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS AGE 50 PLUS

MOVIES

7 000 TRD DANCE

FESTIVALS 6 000 FASHION

5 000 BEAUTY

MUSEUMS 4 000 CRAFTS

CONT DANCE 3 000

THEATRE

2 000 SCULPTURE

LITERATURE 1 000 OPERA

0 BALLET 2004 2007 2009 2011 2013 2015

THOUSANDS OF ADULTS

COMMENTS:

• The biggest concern is the low growth in the group and it seems as if more and stronger youngest age group as noticeable from the promotions should be aimed at them in order to graph above. The future must come from this stimulate interest levels.

086 LSM ANALYSES

This table can now be repeated to do an analysis of interest in arts and culture according to the different LSM groups.

Passionate adult interest in different arts and culture activities according to LSM group

PERCENTAGE THAT ARE PASSIONATE ART FORM LSM 1-4 LSM 5-6 LSM 7-8 LSM 9-10 TOTAL

Traditional Dancing 33 44 15 8 100

Crafts 24 40 20 16 100

Museums 24 40 22 14 100

Beauty Contests 23 42 22 13 100

Movies 22 39 23 16 100

Sculptures/Paintings/Photography 20 41 22 17 100

Art Festivals 18 43 23 16 100

Contemporary Dance 14 39 27 20 100

Literature 10 42 29 19 100

Fashion Shows 7 37 32 24 100

Theatre 5 38 32 25 100

Opera 0 29 31 40 100

Ballet 0 21 35 44 100

POPULATION AVERAGE 22 40 22 16 100

COMMENTS:

• Traditional dancing and crafts are particularly the lower LSM group of 1 to 4 to higher LSM strong amongst the lower LSM group of 1-4. groups. In particular the LSM 1 to 4 contribu- • In contrast, opera, ballet, fashion shows and the- tion to the total population decreased from atre are strong in the upper LSM’s of 7-10. 33% to just 22% while LSM 5 to 6 increased • There has been a significant shift in the total by 5% from 35% to 40% and LSM 7 to 8 by 5% population over the past few years away from from 17% to 22%.

087 LOCAL VS INTERNATIONAL INTERESTS

Those that indicated an interest in each arts and cultural activity were then further probed and had to indicate whether their interest is in local, international or both. Music is added to this list.

Interest in local or international arts and culture activities

PERCENTAGE INTERESTED IN EACH CATEGORY

BLACKS WHITES COLOUREDS/ASIANS ART FORM Only Only Only Only Only Only Both Both Both Local Int. Local Int. Local Int.

Music 10 8 82 7 13 80 5 21 74

Movies 6 17 77 3 21 76 6 20 74

Fashion Shows 29 10 61 25 23 52 22 21 57

Traditional Dancing 73 4 23 28 10 62 33 18 49

Arts Festivals 69 5 26 55 9 36 50 11 39

Museums 64 6 30 51 8 41 52 16 32

Literature 48 8 44 18 27 55 21 24 55

Crafts 52 7 41 45 12 43 39 15 46

Theatre 53 9 38 39 10 51 34 16 50

Sculptures/Paintings/ 44 10 46 27 13 60 31 18 51 Photography

Contemporary Dance 34 17 49 24 17 59 22 16 62

Ballet 18 20 62 14 26 60 16 24 60

Beauty Contests 32 12 56 23 21 56 17 20 63

Opera 23 17 60 12 28 60 11 31 58

COMMENTS:

• Major interests in local only include: »» Ballet. »» Traditional Dancing. »» Contemporary dance. »» Arts Festivals. • In most cases people have an interest in both »» Theatre. local and international forms of the arts. »» Museums. • Local only is lowest for: »» Crafts. »» Movies. • Significant interests for internation- »» Opera. al only include: »» Music. »» Movies. »» Ballet. »» Opera.

088 WATCHING ARTS AND CULTURE ON TELEVISION

Respondents were probed to find out whether they watch arts and culture programmes on television:

Percentages that watch

PERCENTAGE THAT DO WATCH GROUP 2004 2007 2009 2011 2013 2015

Blacks 48 52 55 57 54 47

Whites 31 33 35 32 30 28

Coloureds/Asians 39 37 36 36 33 34

ALL ADULTS 45 48 50 51 49 44

Male 42 46 47 48 47 42

Female 48 50 53 54 51 46

19 to 24 years 44 45 46 48 45 38

25 to 34 years 47 50 51 51 50 45

35 to 49 years 47 51 54 55 53 50

50 plus years 42 44 48 50 48 47

COMMENTS:

• This year 44% of adults claimed to at Trends: It is of concern that there was a least sometimes watch arts/culture pro- decline of 5 points since 2013, and this grammes on television. decline was evident amongst all groups, • Blacks [47%] watch most and Whites [28%] but most evident amongst the younger least. Also: women watch more than men at group of 24 years old at minus 7 points! 46% versus 42%. • An age analysis shows that people of middle age are most interested in watching arts/culture programmes on television.

089 Trends watching arts programmes on television [%]

60 51 52 48 57 50 55 54 47 43 WHITES 39 40 37 36 36 33 34 37 BLACKS 30 35 33 32 31 30 28 20 COL/ ASIAN 10

0 2001 2004 2007 2009 2011 2013 2015

LOCAL VS INTERNATIONAL

Respondents were asked whether their arts and culture television viewing interest is in local or international arts programmes.

Interest in watching local/international arts and culture programmes on TV

WHICH ARTS AND CULTURE TV PROGRAMMES ARE WATCHED [%] GROUP LOCAL INTERNATIONAL BOTH

Blacks 37 9 54

Whites 26 22 52

Coloureds/Asians 21 20 59

ALL ADULT VIEWERS 33 12 55

COMMENTS:

• Most of those that watch arts and cultural from 7% last time to 12% this year. programmes on television prefer both local and • 33% prefer to watch only local arts/culture international programmes. programmes, and this was 4% down from • Only 12% prefer watching only international pro- the 37% of 2013. grammes but while this is low, it increased by 5%

090 R R

R

R

ARTS AND CULTURE SPONSORSHIP ISSUES ATTITUDES TOWARDS SPONSORS OF ARTS AND CULTURE SHOULD COMPANIES SPONSOR ARTS AND CULTURE?

Respondents were asked whether they believed companies should sponsor the various forms of arts and culture. Music was already covered in the first part of this report. Do adults believe companies should sponsor different arts and culture activities

YES: THEY SHOULD SPONSOR [%] ART FORM COLOUREDS/ BLACKS WHITES ALL ADULTS ASIANS Arts Festivals 72 67 72 71

Museums 59 60 60 59

Traditional Dance 63 45 46 59

Theatre 55 51 57 55

Movies 54 52 59 54

Crafts 46 48 47 46

Fashion Shows 47 40 40 45

Literature 48 37 47 47

Exhibitions [sculptures, etc.] 41 41 39 41

Beauty Contests 43 32 33 41

Contemporary Dance 41 38 37 40

Opera 32 33 31 32

Ballet 28 31 32 29

COMMENTS:

• Significant percentages believe companies • Comparable percentages for sport and music should get involved as sponsors of the various are over 90% and 80% respectively. Therefore arts and culture genres. the highest ranked arts category of Festivals, are • Highest placed were art festivals with 71% saying about 20 percentage points behind sport, and companies should sponsor this. about 10 percentage points behind music. • 59% also believe traditional dance Trends: Compared to 2013 there were should be sponsored. declines for fashion shows, exhibitions • Above 50% also support sponsorships for mov- and crafts. In contrast literature, operas ies, theatre and museums. • Lowest on the list are opera and ballet at 29% to and ballet increased by 3% each. 32% support, and although low, both increased by about 3% on 2013.

092 Trends in belief that companies should sponsor different arts activities

YES: THEY SHOULD SPONSOR [%] ART FORM 2001 2004 2009 2011 2013 2015 Arts Festivals 60 69 74 71 71 71 Museums 43 52 47 57 60 59 Traditional Dance 55 60 57 58 58 59 Theatre 48 52 51 50 48 55 Movies 52 54 56 54 52 54 Crafts 52 52 51 50 48 46 Fashion Shows n/a n/a 50 45 47 45 Literature 41 42 42 43 44 47 Exhibitions [sculptures, etc.] 43 44 42 40 43 41 Beauty Contests n/a n/a 40 42 41 41 Contemporary Dance 28 28 38 39 39 40 Opera 23 27 29 29 29 32 Ballet 24 23 24 25 25 29

POSITIVE ATTITUDES

Respondents were also asked: “Do you feel more positive towards a company that sponsors arts and culture [not music]?”

How adults claim to be influenced towards arts and culture sponsors

PERCENTAGE OF EACH GROUP HOW INFLUENCED? BLACKS WHITES COLOUREDS/ASIANS ALL ADULTS 2013 2015 2013 2015 2013 2015 2013 2015

More positive 50 49 29 31 38 38 46 46 Stay the same 45 47 68 66 58 59 49 50 Become negative 5 4 3 3 4 3 5 4 TOTAL 100 100 100 100 100 100 100 100

COMMENTS:

• 46% of all adults are positively inclined towards claimed to be influenced negatively. companies sponsoring arts and culture. This • Most, namely 50% overall, said they are not ranged from just 31% of Whites to 49% of Blacks, influenced either way. showing some clear differences of opinion be- Trends: Compared to 2013 attitudes tween the different groups. remained much the same. • Only a relatively small 3% to 4% of respondents

093 Trends that feel positive towards companies sponsoring arts and culture [ %]

60

50 49 47 48 50

WHITES 37 38 38 40 34

BLACKS 30 30 31 28 29 20 COL/ ASIAN 10

0 2009 2011 2013 2015

ADVERTISEMENTS OR SPONSORSHIPS IN CINEMAS

Respondents were also asked: “How do you feel about advertising and sponsorships done within cinemas when you are at the movies?” • 22% indicated that it bothers them at least somewhat. • A smaller but still important 9% of respondents claimed to feel very negative about it. • Most, namely 69%, said it does not bother them at all.

094 ARTS AND CULTURE SPONSOR AWARENESS The question to respondents was: “Please name all the companies that you can recall that sponsor art and culture [not music] in South Africa”. Music sponsors were covered earlier on in this report. The focus here is on arts and culture.

Spontaneous awareness of companies sponsoring arts and culture in South Africa

% AWARENESS AMONGST EACH GROUP COMPANIES RESPON- BLACKS WHITES COLOUREDS/ASIANS ALL DENTS MENTIONED 2011 2013 2015 2011 2013 2015 2011 2013 2015 2011 2013 2015

Standard Bank 19 17 16 16 16 15 15 11 14 18 16 16

ABSA 14 8 10 18 23 21 12 12 9 14 13 11

MTN 14 15 11 7 6 5 11 9 8 13 13 10

Coca-Cola 8 8 7 5 4 3 7 6 4 8 7 6

Telkom 8 6 5 6 7 5 3 3 4 7 6 5

Old Mutual 7 7 6 6 3 2 4 2 2 7 6 5

Vodacom 9 6 5 6 5 2 10 7 7 9 6 5

Nedbank 5 3 4 6 6 6 4 6 6 5 4 4

FNB 5 4 3 1 4 5 8 7 7 5 4 4

PPC Cement 0 0 4 0 0 3 0 0 2 0 0 4

SABC 3 3 3 1 1 1 1 1 1 3 3 3

SA Breweries 4 4 2 2 3 1 2 2 1 4 4 2

Sasol 2 2 2 4 5 4 2 2 2 2 2 2

Sowetan 3 2 2 1 0 0 1 0 0 3 2 2

Lotto 1 2 2 2 2 1 1 1 0 1 2 2

Clover 1 1 1 4 4 3 2 1 1 2 1 2

Outsurance 2 1 1 2 1 2 1 0 2 2 1 1

Huisgenoot 1 0 0 2 2 2 2 2 1 1 1 1

Cell C 4 1 1 2 1 1 2 3 2 4 1 1

Sanlam 1 1 1 2 3 2 2 2 1 1 1 1

Eskom 3 2 1 1 2 1 1 1 1 3 2 1

BP 1 1 1 1 1 0 1 1 1 1 1 1

ATKV - 0 0 2 1 1 - 0 0 1 0 0

095 COMMENTS:

• Most noticeable is that the majority of sponsor new entrant to this list at 4% overall. awarenesses declined further in 2015. The con- • Old Mutual, Telkom, Vodacom and Coca-Cola all tinued lack of consistent and quality mainstream received mentions ranging from 5% to 6%. media exposure, and the measured declines in • Well over 50 different companies or brands interest in some arts genres, is most probably to were mentioned. blame for this. • It is also true though that some actual sponsors • Standard Bank again received most men- received no mentions at all. tions overall at 16% but ABSA is still strongest amongst Whites. PPC Cement was the strongest

The sequence amongst the three groups were as follows:

BLACKS WHITES COLOUREDS/ASIANS

1. Standard Bank 1. ABSA 1. Standard Bank

2. MTN 2. Standard Bank 2. ABSA

3. ABSA 3. Nedbank 3. MTN

4. Coca-Cola 4. Telkom 4. Vodacom

5. Old Mutual 5. MTN 5. FNB

6. Telkom 6. FNB 6. Nedbank

7. Vodacom 7. Sasol 7. Coca-Cola

8. PPC Cement 8. PPC Cement 8. Telkom

COMMENTS:

• While the awareness levels are rather low, apart can be obtained by subscribing to Sponsortrack, from Standard Bank, ABSA and MTN, it must the trademarked BMI-holistic sponsor evalua- be kept in mind that these are spontaneous tion project, which measures sponsor aware- responses and not prompted/aided. ness’s throughout the year, thereby tracking • Also, awareness levels may well be very differ- peaks and lows. ent when respondents are probed on specific • Still, this annual report gives an indication of categories, and also specific events within those which companies South Africans believe to be categories. Timing is also important. Such details most involved in arts and culture sponsorships.

096 Graphic display of arts and culture sponsor awareness 2015

STD BANK 16

ABSA 11

MTN 10

COCA-COLA 6

TELKOM 5

OLD MUTUAL 5

VODACOM 5

NEDBANK 4

FNB 4

PPC 4

0 5 10 15 20 25 30 35 40

% MENTIONS

Awareness trends over time

25

STD BANK 20 ABSA

MTN 15 COKE

VODACOM 10 OLD MUTUAL

TELKOM

5 NEDBANK

FNB

0 SAB 2001 2004 2009 2011 2013 2015

THOUSANDS OF ADULTS

097 ATTENDING ARTS AND CULTURE EVENTS THEATRE

Annual frequency of attending theatre

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 1 1

6 to 10 3 2 2

2 to 5 7 9 8

Once per year 10 13 14

Less than once per year 15 20 16

Never 64 55 59

AVERAGE TIMES PER YEAR [ALL] 0,9 times 1,1 times 1,0 times

AVERAGE for those that go 2,5 2,5 2,4

COMMENTS:

• South Africans go to the theatre on aver- • Those that do go, go an average of 2.4 to 2.5 age once a year. times per year. Similar explanations apply to the • While 55% to 64% of the different groups say other forms of art following as well. they never go, about 10% go twice or more Trend: Compared to 2013 fewer go but times per year. those who do, go more frequently. EXHIBITIONS [PAINTINGS, SCULPTURES AND PHOTOGRAPHY]

Frequency of attending exhibitions

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 1 1

6 to 10 1 2 2

2 to 5 5 5 4

Once per year 9 12 10

Less than once per year 13 12 14

Never 71 68 69

AVERAGE TIMES PER YEAR [ALL] 0,7 times 0,8 times 0,8 times

AVERAGE for those that go 2,4 2,4 2,5

COMMENTS:

Trend compared to 2013: Down amongst all groups.

099 LITERATURE

Frequency of attending literature

PERCENTAGE OF EACH GROUP

FREQUENCY COLOUREDS/ BLACKS WHITES ASIANS More than 10x per year 1 1 1

6 to 10 3 2 2

2 to 5 7 9 8

Once per year 10 13 14

Less than once per year 15 20 16

Never 64 55 59

AVERAGE TIMES PER YEAR [ALL] 0,9 times 1,1 times 1,0 times

AVERAGE for those that go 2,5 2,5 2,4

COMMENTS:

Trend: Positive compared to 2013.

CRAFTS

Frequency of attending crafts

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 3 2

6 to 10 4 7 4

2 to 5 7 12 12

Once per year 9 14 12

Less than once per year 17 13 14

Never 62 51 56

AVERAGE TIMES PER YEAR [ALL] 1,2 times 2,1 times 1,6 times

AVERAGE for those that go 3,0 4,3 3,6

COMMENTS:

Trend: Marginally down on 2013.

100 MOVIES

Frequency of attending movies

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 14 16 15

6 to 10 12 15 18

2 to 5 24 28 23

Once per year 11 12 11

Less than once per year 13 15 10

Never 26 14 23

AVERAGE TIMES PER YEAR [ALL] 3,8 times 5,5 times 4,9 times

AVERAGE for those that go 5,2 6,4 6,3

COMMENTS:

Trend: Significantly positive compared to 2013. More people go and the frequency also increased.

TRADITIONAL DANCE

Frequency of attending traditional dance

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 5 1 2

6 to 10 9 1 3

2 to 5 19 5 13

Once per year 11 7 9

Less than once per year 17 11 15

Never 39 75 58

AVERAGE TIMES PER YEAR [ALL] 3,0 times 0,7 times 1,5 times

AVERAGE for those that go 4,9 2,7 3,5

COMMENTS:

Trend: Marginally negative compared to 2013.

101 CONTEMPORARY DANCE

Frequency of attending contemporary dance

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 1 1

6 to 10 4 2 3

2 to 5 6 5 9

Once per year 9 8 8

Less than once per year 16 15 14

Never 64 69 65

AVERAGE TIMES PER YEAR [ALL] 1,1 times 0,8 times 1,1 times

AVERAGE for those that go 3,1 2,6 3,1

COMMENTS:

Trend: Positive compared to 2013.

BALLET

Frequency of attending ballet

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 1 1

6 to 10 1 1 1

2 to 5 2 4 2

Once per year 3 6 5

Less than once per year 8 7 7

Never 85 81 84

AVERAGE TIMES PER YEAR [ALL] 0,4 times 0,6 times 0,5 times

AVERAGE for those that go 2,6 3,0 2,9

COMMENTS:

Trend: Fewer go, but a higher frequency by those who do go to ballet shows.

102 MUSEUMS

Frequency of attending museums

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 2 1 1

6 to 10 2 2 2

2 to 5 7 8 6

Once per year 14 13 11

Less than once per year 16 19 21

Never 59 57 59

AVERAGE TIMES PER YEAR [ALL] 1,2 times 1,1 times 1,0 times

AVERAGE for those that go 2,9 2,4 2,3

COMMENTS:

Trend: Negative compared to 2013.

OPERA

Frequency of attending opera

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 1 1

6 to 10 1 1 1

2 to 5 4 2 1

Once per year 6 6 8

Less than once per year 7 9 7

Never 81 81 82

AVERAGE TIMES PER YEAR [ALL] 0,5 times 0,5 times 0,5 times

AVERAGE for those that go 2,6 2, 5 2,6

COMMENTS:

Trend: Much the same as in 2013.

103 ARTS FESTIVALS

Frequency of attending arts festivals

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 1 1 1

6 to 10 4 2 2

2 to 5 13 9 12

Once per year 18 18 17

Less than once per year 12 15 16

Never 52 55 52

AVERAGE TIMES PER YEAR [ALL] 1,5 times 1,1 times 1,3 times

AVERAGE for those that go 3,1 2,4 2,7

COMMENTS:

Trend: Decline amongst all groups since 2013.

FASHION SHOWS

Frequency of attending fashion shows

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 2 1 2

6 to 10 4 1 2

2 to 5 7 7 6

Once per year 12 10 13

Less than once per year 15 16 18

Never 60 65 59

AVERAGE TIMES PER YEAR [ALL] 1,3 times 0,9 times 1,2 times

AVERAGE for those that go 3,2 2,4 2,8

COMMENTS:

Trend: Down amongst whites but growth for the others.

104 BEAUTY CONTESTS

Frequency of attending beauty contests

PERCENTAGE OF EACH GROUP FREQUENCY BLACKS WHITES COLOUREDS/ASIANS

More than 10x per year 2 1 1

6 to 10 3 1 1

2 to 5 6 2 5

Once per year 9 6 9

Less than once per year 15 10 15

Never 65 80 69

AVERAGE TIMES PER YEAR [ALL] 1,2 times 0,5 times 0,7 times

AVERAGE for those that go 3,4 2,5 2,3

COMMENTS:

Trend: A marginal decline compared to 2013.

SUMMARY Respondents claimed to attend arts events as follows:

BLACKS WHITES COLOUREDS/ASIANS

Movies 5.2 Movies 6.4 Movies 6.3

Traditional Dance 4.9 Crafts 4.3 Crafts 3.6

Beauty Contests 3.4 Ballet 3.0 Traditional Dancing 3.5

Fashion shows 3.2 Traditional Dancing 2.7 Contemporary Dance 3.1

Festivals 3.1 Contemporary Dance 2.6 Ballet 2.9

Contemporary Dance 3.1 Theatre 2.5 Fashion shows 2.8

Literature 3.1 Exhibitions 2.5 Festivals 2.7

Crafts 3.0 Beauty Contests 2.5 Literature 2.6

Museums 2.9 Opera 2.5 Opera 2.6

Opera 2.6 Festivals 2.4 Exhibitions 2.5

Ballet 2.6 Museums 2.4 Theatre 2.4

Theatre 2.5 Fashion shows 2.4 Museums 2.3

Exhibitions 2.4 Literature 2.4 Beauty Contests 2.3

Note that these are based only on those that do frequent each activity.

105 20 1 5

THE ARTS AND CULTURE SPONSORSHIP MARKET: 2015 ESTIMATE OF THE ARTS AND CULTURE SPONSORSHIP MARKET: 2015

Sponsors will invest an estimated R524 million spend on sport. In addition to rights fees, companies during 2015 across all disciplines within music, arts sponsoring sport also spend significant amounts to and culture. Of this, music in all its forms continues leverage their sponsorships. to account for more than half this total, namely an Despite the fact that sport activation budgets estimated R285 million, leaving the remaining R239 have been under increasing pressure – dropping million for all the other genres. from highs of over 85 cents down to current levels The gap between music and the rest has widened of just 50 cents on average for each 1 Rand spend again this year, with music investment growing faster on rights fees – this is still significantly higher than than arts and cultural spend in 2015. It is however comparable leverage budgets (28 cents: 1 Rand) for important to note that a single major sponsorship in music, arts & culture. a year can make a big difference in this market, for While leverage spend by music, arts and culture example the sponsoring of major theatrical perfor- sponsors still lags well behind those of sport spon- mances like the Lion King, Phantom of the Opera or sors, the trend has conversely been one of consistent War Horse in one year and not in another year. growth rather than decline over the past decade. The above figures consist largely of rights fees; This is expected to continue as more and more com- which are the funds that are required by the ben- panies begin to realise the potential commercial val- eficiaries (rights holders) in order to perform their ue from their sponsorship investments, rather than events or tasks. This estimate is therefore directly viewing them primarily as a CSI project or corporate comparable to the estimated direct sponsorship goodwill initiative.

The following table summarises the expenditure on music, art and cultural sponsorships every year since 2001

Historical spend on music, art and cultural sponsorships since 2001

MILLIONS OF RANDS YEAR RIGHTS FEES LEVERAGING TOTAL 2001 136 15 151 2004 201 35 236 2007 304 61 365 2009 358 78 436 2011 394 94 488 2013 438 120 558 2015 524 148 672

COMMENTS

• In 2001 the market was estimated at R136 mil- • While an increasing number of high profile music lion, which has now grown to R524 million. stars have come to South Africa for concerts • Music sponsorships have grown from R69 over the past 2 years, this has not necessarily million to R285 million, and other arts and reflected in growth in music sponsorships, as culture sponsorships from R67 million to R239 the sell-out crowds at high ticket prices made million. Growth has therefore been good, these events profitable without the need for but not yet enough to close the gap on sport major sponsorships. sponsorship spend. 107 South African music and arts sponsorship spend trends 2001 to 2015 [millions of Rands]

300 285

250 231 239 213 207 200 185 181 173 148 156 150

108 100 93 69 67

50

0 2001 2004 2007 2009 2011 2013 2015

MILLIONS OF RANDS MUSIC ARTS

MUSIC SPONSORSHIP SPEND IN NORTH AMERICA

According to 2015 IEG “Sponsorship Spending Re- port”, North American companies are projected to invest a total $1.4 billion on sponsoring music tours, venues and festivals this year, an increase of 4.8 percent from last year. According to the report, the spending increase outpaces the projected 2015 increase in the overall sponsorship industry (4 percent) as well as for sports (4.4 percent), causes (3.7 percent) and every other property segment. “Music festivals continue to pop out of the woodwork, and many are drawing interest from national brands looking for an uncluttered marketing environment”, said William Chipps, IEG Sponsorship Report senior editor. In addition to the ongoing investments from the Financial, Telecoms and Beverages Industries, there was one new company that joined the most active sponsors list; namely Uber. The rideshare app has significantly expanded its presence on the music fes- tival scene with deals with Live Nation, Lollapalooza and the Sasquatch music fest, just to name a few.

108 Historical spend on music sponsorships in North America since 2011 [billions of Dollars]

$ 1.4 $ 1.28 $ 1.34 $ 1.22 $ 1.17

2011 2012 2013 2014 2015

PROJECTED

TO SUMMARISE:

• In 2015 an estimated R524 million will be spent budgets and expenditures. on music, arts & culture sponsorships. This is • This compares to the estimated R5,2 billion up on the R438 million of 2013 representing that was spent on sport sponsorship last year. overall growth of almost 10% per year for each Therefore: arts and culture sponsorship spend is year of the period. approximately 10% as big as sport sponsorship • This represents almost double the rate of growth spend, and while there have been some gains in comparison to the previous two periods be- and shifts in attitudes of late, this has remained tween 2009-2013, despite the tough economic nevertheless fairly static over the past 2 years. conditions and the subsequent pressures on all

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