Get The Big Picture

Somewhere along the line a whole host of South Africans have missed the point about World Cup 2010.

Alicia Keys in concert

It seems that our local music industry is up in arms because only 3 South African acts have been included in the line-up for the big World Cup concert to be held on the eve of kick-off (10 June) at Orlando Stadium. Outrage has been expressed by, among others, local music legend Sipho ‘Hotstix’ Mabuse as well as Minister of Arts and Culture Lulu Xingwana. The Creative Workers’ Union (CWUSA) has gone further by demanding that 80% of participants in all 2010 World Cup cultural events should be South African.

Sipho 'Hotstix' Mabuse

Never one to miss out on a good argument, COSATU has now weighed in with a call for “all its members to support CWUSA's rolling mass action to protest against this plan.” Spokesperson Patrick Craven said they agreed with CWUSA’s assertion that “this event (the World Cup) is an African World Cup and it’s for Africa.”

For 10 points.....is this (a) a COSATU protest during the 2010 World Cup or (b) a crowd of patriotic South Koreans supporting their country during the 2002 World Cup ?

This World Cup may be in Africa, and it will indeed benefit Africa………….but it is not FOR Africa. The World Cup is FOR the world. That’s the point of it. That’s why it is such an honour for us to host it. More than any other event the World Cup involves the whole world and unites the whole world. That whole world has chosen us to organise this event, not to own it.

I’m not sure where this message got lost. When Danny Jordaan and FIFA spoke about this being an African World Cup they meant it would have an African setting, an African flavour, not that it would be exclusively African. While we’re at it why don’t we insist that 80% of the teams playing in the finals be African ?

So let’s imagine that CWUSA get their way and the line-up for the World Cup concert is 80% African. What’s that going to do the tv audience figures? Would you have tuned in to the 2006 World Cup concert if it featured 80% German acts?

I mean, really, who wants to see the Black Eyed peas live ?

But CWUSA would rather have 80% African artists and attract only 20% of the potential worldwide tv audience. It’s small picture thinking on a grand scale.

Here’s the big picture. On 12 July South Africa will be the darling of the world. We will have hosted the most successful, most vibrant event the globe has ever seen. The entire world will have been captivated by our spirit, by our people, by our organisational ability. Around the world people will be clamouring for South African products, be it our vuvuzelas, our wine or our music.

If I were a paid-up member of CWUSA this is what I would demand of them; help me capitalise on the pro-South African mood around the world. Help me find gigs in London, in Berlin, in Tokyo. Help me get my records played on radio stations around the world in July and August 2010.

Likewise the tourism, accommodation and airline industries. Instead of worrying about what business didn’t come your way in June 2010 rather get out there and take advantage of the positive global sentiment towards South Africa that will exist on 12 July 2010.

Look at Germany 2006. That tournament transformed how the world viewed that country. From dour and anal to fun-loving and united in 4 short weeks. It had nothing to do with the million who actually visited the country for the World Cup. It had everything to do with how the other 2 billion people watching on tv perceived the country.

Germany 2006

If I were an exporter of South African fruit, or wine, I would have displays booked in Sainsbury’s, Tesco’s and their equivalents around the world for Monday 12 July.

If I were SA Tourism, or SAA, or Kulula I would make Monday 12 July the first day of my biggest ever overseas advertising campaign.

If I were a South African musician I would ask CWUSA to stop focusing on 10 June and start focusing on 12 July.