Iphungwa Ngezithebe: Exploring Umaskandi in The Fourth Industrial Revolution Threats and Opportunities

The phenomenon of umaskandi, which was the adaptation and continuation of a deep-seated Indigenous Isizulu culture of music-making, has become a commodity over several decades and has been monetised. Social advancement has meant that cultural industries, such as umaskandi, could not resist technological advances that have determined its production, dissemination, and reception. The production side of umaskandi has seen the introduction of new technologies that created entirely new ways of serving existing needs. The acceleration of innovations and the velocity of disruption are hard to comprehend or anticipate. However, umaskandi's inception and subsequent development can be traced back to several previous periods of industrialisation. Currently, the world is in the midst of the Fourth Industrial Revolution's perceived state that it will not spare any industry, including umaskandi. While these far-reaching developments have been taking place, scholarship on the critical role of stakeholders, such as the music industry value chain, in bringing umaskandi to the present state has been mute. This study explores umaskandi and The Fourth Industrial Revolution depending on the appropriate phenomenological research approach. Potential threats and opportunities to the survival of umaskandi in the Fourth Industrial Revolution have been identified during this exploration. Interviews, conversations, literature reviews, action research, focus meetings, analysis of diaries and other personal texts were the main modes of data gathering. It is envisaged that this study will generate and arm the music industry with an informed outlook on the state of umaskandi genre, which is more pressing as we move through the Fourth Industrial Revolution. Furthermore, it is anticipated that, through this study, detailed and comparative insight into the survival and the appreciation of opportunities presented by the Fourth Industrial Revolution will promote the genre. Therefore, it is hoped that this study will benefit umaskandi, its practitioners, music education, and the music business.

Author dc:creator

• Moloi, Mbuti Thomas

Advisors dc:contributor.advisor

• Mapanya, M. G.
• Zulu, T. G.

• Umaskandi
• The Fourth Industrial Revolution
• Phenomenological Methodology
• Artificial Intelligence
• Indigenous Knowledge Systems
• Ordinary Language Philosophy
• UCTD

Statement dc:rights

• University of Venda

Language dc:language.iso

en

Repository record dc:identifier.uri

https://univendspace.univen.ac.za/handle/11602/2791

OAI identifier oai:identifier

oai:univendspace.univen.ac.za:11602/2791