From the familiar voices of Generations and Scandal, to the beats of Kwaito and the roar of the PSL, our screens and radios have been saturated by South African content. This constant exposure hasn’t just entertained us, it has shaped our tastes, redefined our standards, and sidelined local creative industries. Today, South African artists headline our biggest music festivals, command the highest payments, and draw the largest crowds. Meanwhile, local artists are just show openers if they get booked at all. This imbalance has its roots in media dominance. Since the 1990s, satellite TV and pay-per-view services have made South African content a daily feature in Botswana homes. Generations of Batswana have grown up on South African music, news, culture, fashion, and slang. Over time, what we consumed became what we aspired for and what we trusted. Cultivation Theory explains this perfectly: long-term exposure to media shapes how people perceive reality. In Botswana, South African media has shaped our reality to the point that we often know more about South Africa’s political affairs and celebrities than our own.
This explains why South African acts dominate local lineups. They are what audiences want. And promoters, understandably, follow demand. Gilbert “PP” Seagile, former president of the Botswana Entertainment Promoters Association, once said: “We bring what’s in demand. If the masses want an international act, we bring one.” Local artists are often paid a fraction of what South African stars receive, not due to talent gaps, but due to perceived value. This has created frustration and discouragement in Botswana’s creative scene, where local performers work hard yet remain underappreciated on home soil. In response, many local artists are now mimicking what works across the border, from sound and visuals to social media personas. Social Learning Theory explains this: people imitate what they see succeeding. Unfortunately, this mimicry risks cultural erasure. In trying to be like others, we forget who we are. Contrast this with Nigeria, where authenticity is king. Artists such as Burna Boy and Wiz Kid succeeded by embracing their cultural roots and the world responded. Nigeria has built an industry that exports not just music, but language, identity, and confidence.
