PRESENTATION TO AD HOC COMMITTEE ON ARTS AND CULTURE PARLIAMENT OF THE REPUBLIC OF SOUTH AFRICA

BY: CAROLINE SMART

PURPOSE OF THE PRESENTATION
To focus attention on national and local media coverage for arts organisations and events, with particular reference to KwaZulu-Natal.


INTRODUCTION:

Ladies and gentlemen – good morning/afternoon. I am extremely grateful for the opportunity of being able to talk to you today about the D’ARTS Magazine and its operations as well as a pressing need for better publicity for the arts in Durban and KZN.

D’ARTS magazine is the lifeblood for arts practitioners in Durban and the arts buying/supporting public as well as the vast infrastructure that surrounds a vibrant arts culture. A survey undertaken several years ago indicated that readership is in the region of 5,000 per month.

D’ARTS’s name derives from one of the architects, as it were, of the city - Sir Benjamin D’Urban. Therefore D’ARTS stands for the arts of D’Urban.

It’s important to establish my credentials in that I have the capacity to speak on behalf of all those involved in and supporting the arts in KZN. So I add at this juncture that I have my own website called artSMart.

It aims to cover all the arts in KZN in all their disciplines. It is updated at least three times a week and attracts in the region of 16,000 hits a week.

This is a voluntary effort on my behalf, created in response to the dwindling outlets of publicity for the arts in Durban and KZN. As a freelance video producer, I used to produce inserts for "Collage" and "Arts Unlimited" and the arts section of "Good Morning, South Africa". As a freelance radio presenter, I had a regular weekly slot on Radio Port Natal (now East Coast Radio). As an arts journalist, I had a weekly column in the Daily News called artSMart.

As the freelance work dried up, I realised that with it went valuable outlets for arts publicity. artSMart aims to counteract this problem.


D’ARTS MAGAZINE

Back to D’ARTS Magazine. D’ARTS is published by the Durban Arts Association which in turn receives its funding from the Ethekwini Municipality.

However, this funding is reliant on municipal datelines and the magazine has not been able to operate with a solid sense of continuity for the last four or five years or more. Delays in funding from the municipality at present have meant that the year 2004 has seen an erratic number of publications, two of which have been sponsored by the Bartel Arts Trust.

Linked to the success of D’ARTS magazine is the very climate of the arts in KZN. It is important for the Department of Arts and Culture to know that we feel somewhat marginalised in KwaZulu-Natal when it comes to national support of the arts.

We are not part of the all-embracing commercial hub of Johannesburg and we are not part of the parliamentary circuit in Cape Town. Thus, we believe we tend to get forgotten as a province.

This very hearing is a case in point. If it wasn’t for information sent to us by a supporter of the arts in KZN, we would not have known about it.

And if I don’t know about it and can’t put it out on artSMart or in D’ARTS or the KZN branch of the Performing Arts or Visual Arts Networks haven’t picked it up from their national bodies, then it is not likely that we will get to hear about it.


REASONS:

And here are some of the reasons why:

The arts editors on our daily and weekly newspapers are stretched for space when covering the arts

Generally, local content in the arts supplements is at a minimum and literally days can pass without any coverage of arts and theatre happenings. There is more focus on syndicated material or television information which is by necessity linked to adspend.

Our regional radio station dropped its dedicated arts programme and, while presenters are very supportive, the station focuses mainly on comedy fare.

The SABC television stations no longer have dedicated arts programmes although "Morning Live" will carry short inserts.

While SAfm offers "Art of the Matter" on Saturday mornings, there is no English drama. I do believe that, as a public broadcaster, the SABC is in default of its mandate and could be challenged on this point. A former radio actress myself, I know that there is a public out there who would welcome this form of entertainment. Unlike a television set, you can take a radio virtually anywhere.

Etv’s original hour-long programme has now been reduced to half an hour.

However, on the plus side, the weekly programme "Top Billing" carries arts material although they very seldom give KZN coverage.


So, this little 24 page black and white publication called D’ARTS - printed on Envirotext to keep the costs down - aims to be a mini-diary, magazine, television and radio station all in one.

Perhaps this is an area in which the Department of Arts & Culture could provide valuable support – by exerting pressure on the national media to ensure a reasonable fixed percentage of arts coverage to be spread equitably among the regions.


D’ARTS’ BRIEF:

The brief from Durban Arts Association to the Editor and production house of D’ARTS Magazine has been:

"To cover the arts in Durban in as wide a spectrum as possible, from grassroots to excellence."

OPERATION:

D’ARTS is produced by a small dedicated team with a big heart, remunerated at considerably below standard rates.

Apart from producing the magazine, the team is also responsible for printing, mailing and distribution. This service takes up more than half the magazine’s monthly costs.

Currently, D’ARTS needs an operational budget of at least R23,000 a month. However, to be more effective, it should have a print run far larger that the present figure. 1200 copies are printed at present but it is believed that this should be in the region of 10,000, thereby considerably increasing the print costs.

Here is another outlet where the Department could make a major contribution – by funding an over-run of D’ARTS and the distribution of these extra copies to major city centre tourism outlets in, say Johannesburg, Cape Town, Bloemfontein and Pretoria. This would be of great benefit to those wishing to visit Durban and would ensure support of KwaZulu-Natal arts and crafts.



WHO MAKES UP D’ARTS TARGET MARKET?

Anyone who is interested in the arts in Durban

"Buyers" – those who keep artistes employed:
People who pay tickets to concerts, shows and festivals
Those who buy paintings, craft works
Potential impresarios, agents, sponsors or funders

Performers requiring pubicility for their productions

Visual artists and crafters needing to publicise exhibitions, etc.

Students/Newcomers - Used properly, D’ARTS is a powerful reference manual as contact names and numbers are given wherever possible.

Potential Sponsors

WHO BENEFITS?:

As an exercise some years back, I went through all the items in the Events List of a single issue of D’ARTS and looked at how they impacted in an employment sense on every item featured:

Apart from the direct performers (ie cast members), the exercise identified just how many people and how wide a range of activities benefit directly through productions, concerts, performances, exhibitions and craft markets.

backing vocalists
car guards
car hire firms
carpenters
chairs/tables hirers
chefs
children’s playground hirers
cleaning staff
costume designers
costume hirers
crating and moving companies
crowd control personnel
dance matting manufacturers
dance shoe suppliers
drivers and delivery personnel
dry cleaners
florists
framers
furniture manufacturers
glass manufacturers (mirrors)
hairstylists
hardware shops
instrument repairers/restorers
kitchen staff

lighting technicians
make-up stockists
poster/handbill/programme designers
printers/copying outlets
props makers
publicists
recording studios and technicians
refreshment vendors
security guards
seamstresses
second-hand shops
set builders
set designers
shoe suppliers
smoke machines manufacturers
sound technicians
stage crew
stage management
ticket sellers
waiters
wig makers
tarpaulin hirers
ticket outlets
ticket sellers
writers, composers, etc.

For example, the KZN Philharmonic Orchestra alone employs 72 members as well as secretaries, piano tuners, violin repairers, composers, arrangers, transport companies, adhoc crew, drycleaning for dress suits, etc.


This list gives some indication as to the considerable amount of spin-off employment opportunities offered by a thriving arts culture. The Department is, I am sure, cognisant of this capacity but the point bears repeating.

D’ARTS OFFERS FREE INFORMATION

The cost of advertising in newspapers - and indeed the purchase of newspapers - has now become a luxury for arts practitioners or those wishing to know what is happening on the arts scene.

While more information is being distributed freely through the electronic media on websites and e-mails, this process excludes thousands of talented people and their support groups – particularly those from township and depressed areas.

If D’ARTS readers use their magazine properly, they have access to valuable information which normally takes years to accumulate, such as:

Who’s who in the theatre world – ie directors, production companies, choreographers, etc. – the city’s arts movers and shakers who could provide possible employment

Which companies are constantly doing work and are therefore sustainable and successful, thereby providing another opportunity for employment

Contact details for all of the above

There are many events that are free, such as the Durban Arts and the University’s Music School lunch-hour concerts, certain performances at the BAT Centre, and community events.

All exhibitions are free of charge. Visual artists and craftspeople should take advantage of the information given in the magazine and make a point of the following:

seeing what other artists are doing
what prices are being charged for work
what sells well
which are the most popular galleries
build up a network of contacts

D’ARTS offers information on funding opportunities, auditions, competitions, bursaries, etc - information that the struggling artist may not have access to normally.



MAJOR STRENGTHS:

There is no other magazine like D’ARTS anywhere in the country.

With daily and weekly newspapers having severely cut back on arts coverage, D’ARTS therefore provides the only guaranteed outlet in print media.

Deadline is only two weeks before publication date which allows for the inclusion of community groups who may not benefit from structured forward planning processes.

D’ARTS is a powerful advertising tool to market Durban as a tourist attraction.

The magazine is respected by both the artistic community and the general public as regards its honesty, accuracy and dedication to the arts of all levels and all disciplines.

Standard newspaper layout with minimal artistic design makes D’ARTS easy to read and uncomplicated in presentation - therefore accessible to a wider public.

Provides a powerful empowerment tool by ensuring and gathering a future audience for the projects of emerging arts practitioners.

D’ARTS received local and national recognition including the Arts and Culture Trust of the President’s award, thus placing it in the forefront of the Durban – and national - arts scene.

As it is a monthly magazine with an up-to-date events calendar, it has a long shelf-life - making it attractive to advertisers.

It is used extensively by the media as a reference point when compiling programmes, articles, diaries, etc.



WEAKNESSES

Insufficient community coverage due to lack of material being forthcoming from these sources.

Advertising, like membership, is kept low in order to support the smaller arts practitioners. Therefore does not make major contribution towards offsetting magazine costs.

As funding just covers the costs of production, the magazine is not able to be publicised effectively and is barely reaching 20% of its potential market.

The Department could make a major contribution towards an awareness of D’ARTS by sponsoring advertisements in the Durban press or providing financial assistance towards a strong marketing campaign.



INSUFFICIENT INFRASTRUCTURE IN DURBAN

I’d like to pick up on the weakness point that indicates that there is insufficient community coverage. While our community reporter generates as much information as she is able to source, the magazine’s budget does not extend to extensive research.

There is a further problem – and one of more alarming proportions – Durban is losing most of its up-and-coming highly talented young black performers. This you have either heard or will hear from other organisations from KZN.

In 1998, national legislation was passed whereby the Playhouse - along with other performing arts councils - could no longer own production companies. This meant the Playhouse had to let go of the dance, drama and puppet companies along with the Playhouse Singers.

Also relinquished was the KZN Philharmonic Orchestra, which has fortunately managed to survive on an independent basis.

Further down the line, the complex began to operate mostly as a venue solely for hire and the valuable Education and Development department was lost.

These actions made a serious impact on the state of the performing arts industry in Durban.

With no central hub offering a wide range of professional productions and providing a much-needed showcase for emerging black talent from community and township theatre groups, artistes had to create their own work.

The use of the three fine Playhouse theatres – the Opera, the Drama and the Loft – became out of reach financially so other performing venues had to be found. For those with the infrastructure and skills, this was just about possible. For those entering the industry, the task was too great and many fell by the wayside.

There are now very few arts practitioners operating in Durban who earn a sustainable income from theatre work and the gap between mainstream theatre companies and emerging or community theatre groups has never been so wide.

We produce excellent performers from the drama programmes of the University of KwaZulu-Natal and the Durban Institute of Technology but there is insufficient work to keep them here.

We lose their talents to Johannesburg which can offer more theatre work as well as a film and television industry.

We do, however, acknowledge that a welcome energy seems to be rising from the Playhouse Company. One of the organisation’s biggest challenges will be to recapture the arts community’s faith in its operations but the new council has promised a firm hands-on approach to all aspects of the Playhouse. New Artistic Director, Linda Bukhosini, has started to implement her business plan which aims to host all artistic cultures at the Playhouse - from isicathamiya and maskanda to opera and ballet. We look forward to the time when the three theatres are operating continuously and filled with KZN talent.

Perhaps the Department could provide assistance to the Playhouse Company to generate outlets such as mini festivals for young local talent.



SISANDZA – WOMEN IN THE ARTS

Three years ago, D’ARTS Editor designed a project which received funding from the Royal Netherlands Embassy which involved:

The introduction of a Curtain Raiser programme for the Durban Arts City Hall Steps free lunch-hour concerts.

Parallel development of an independent arts publicist

At the close of this project, the independent arts publicist, Smangele Mbeje, was invited to apply to the Royal Netherlands Embassy.for funding a project of her own. This is a quarterly magazine called "Sisandza – Women in the Arts", now being supported by the RNE for the second year.

D’ARTS Magazine, through its editor, was appointed to oversee its progress.

"Sisandza – Women in the Arts" is distributed freely to wide-ranging venues around greater Durban. It is also distributed to D’ARTS readers when the magazine is mailed. Unfortunately, the June issue of Sisandza was not able to reach D’ARTS readers as there was no June issue of D’ARTS.

CHALLENGES FACING ARTS MEDIA

The Department could further support artists in all disciplines around South Africa by assisting in the setting up of central arts offices in major cities – a "one stop art shop", as it were, which can assist and advise arts practitioners at a nominal fee for the following:

Publicity and marketing services
Assistance in registration as non-profit-making or public benefit organisations
Assistance in presenting application forms to funding bodies, such as NAC, etc.
Database of all arts related personnel and organisations
Acting as media liaison




CONCLUSION

Ladies and gentlemen, I am not here today to ask you to focus on providing sponsorship for the production itself of D’ARTS magazine as this is a regional and civic matter but I am here to provide you with an illustration of the kind of problem the arts – not only in KwaZulu-Natal – are facing.

It is my belief that D’ARTS and Sisandza should be next to every bed in every hotel room and every Bed & Breakfast outlet. They are highly valuable but under-utilised tourism tools that have the capacity to attract people to the arts scene in Durban.

As I have said, in KZN we are already losing talent to Johannesburg and to overseas and this is a trend in other provinces. Let’s try to put a stop to that – and do it as soon as possible before any more creative energy leaves our shores.

I am asking that you look seriously at the amount of arts coverage that is available through the public broadcaster and through the print media.

Without the capacity to publicise their skills and without a strong financial infrastructure to pay for advertising in the media, the extraordinary energy, talent and abilities of our arts practitioners will wither and dwindle to a mere trickle when it could be a magnificent torrent.

Thank you once again for your time.

Caroline Smart
July 11, 2004