Internationally it seems that the audio production studios industry is entering
into a decline phase as studios struggle to adapt to the new digital marketplace.
Revenue is forecast to decrease over the next few years as key downstream
markets struggle to maintain growth in the face of digital music sharing and as
television, film and advertising industries take more of their sound recording
operations in-house.
First let’s define what we mean when we speak of the audio production industry.
Firms in this category provide facilities and technical expertise for sound
recording in a studio or suite. The industry provides audio production or post-
production services for producing master recordings and may provide audio
services for film, television and video productions. After recording, studios often
perform post-production services to fine-tune music recordings. Composers,
sound libraries, publishers and the like are also included under this heading.
The industry in South Africa, according to a cross-section of companies we
approached, appears determined to buck this trend. Indeed many claim to be in
a growth phase and audio post services companies like Howard Music are
expanding their offerings to include a second mixing and voice-over suite. “I
believe we have the workload to justify this,’ claims Adam Howard, who is an
expert professional musician and music director.
Other facets of the industry are equally bullish. It would seem that South Africa
is reaching out to the rest of Africa in search of work, and meeting with success.
Most targeted is west and eastern Africa, and there has been a major increase
in demand for music composition/production/post and final mix from these
regions. A beneficiary of this is RobRoy Music, which has garnered work from
advertisers such as Globacom, Econet, Knorr, Royco, Star Beer, Safari Lager and
Always.
“We get briefed to compose a music soundtrack relevant to the particular
country,’ says RobRoy’s Rob Schroeder, one of South Africa’s top composers.
“This can range from Ethnic to Hip Hop and usually includes vocals. On occasion
the advertiser/agency will arrange to fly in top artists such as P Square or
D’Banj for the recording. Recent recordings for Globacom Nigeria/Ghana have
included artists such as Burna Boy, Bez, Irene, Omawumi, Flavor, Asem, Chee,
M.I., Waje and Naeto C.
“There is no question,’ adds Schroeder “that South Africa offers audio services
on a par with the rest of the world in composition, recording, musicians and
production. We are continually upgrading equipment and have recently
purchased two Avalon channel strips and a Maschine Studio by Native
Instruments, which is a groove production workstation.’
While South Africa has quietly slipped out of services related to processing and
printing of film, audio post-production for film and digital, offering the latest
technology and world class services, remain in the form of Area 5.1 and others.
Refinery’s Area 5.1 is one of the few remaining facilities to offer a complete
motion picture sound experience, from ADR to Foleys to final mix; Area 5.1
boasts the only licensed Dolby 5.1 motion picture facility in the country. “We
have completed quite a few upgrades and are busy,’ says Refinery’s Tracey
Williams.
Music libraries also seem to be on an upward trend and some are now exporting
music around the world and investing heavily in South African talent. One such
company, Lalela Music, is in a continual expansion phase.
Likewise Gallo Music Publishers offer up-to-date international trends, using
RECUE and more recently The Harvest online platforms from where music users
can remotely download content, use it and submit electronic cue sheets straight
out of their edit suites and final mixes.
There are also a plethora of conventional sound post-production and recording
studios throughout the country. A general trend seems to be to have an
association with a larger television post-production company, therefore assuring
a revenue stream via the larger facility but at the same time cater for any client
requiring audio services only.
Flexible and less formal working patterns are likely to increase across the sector,
particularly with the increase in small entrepreneurial companies that are
decentralised. All of the changes have significant implications for training and
education in the sector and their role in skills development.
Emergence of new roles will put a demand on new skills and knowledge. There is
an expected demand for people with web design and specific software
applications skills.
It could be said that locally the audio production studios industry is in the mature
phase of its life cycle. Technological developments in recording software and
hardware enable individual musicians, radio broadcasters and video producers
to develop their content without the need to pay a professional studio. However
audio production studios provide valuable post-production services that are
typically beyond the skill level of amateur artists.
So to conclude, while it may be said that this industry sector has good
prospects, the need to adapt to new technology and constantly improve
software skills will be on-going requirements in order to ensure future growth
and profitability.
