Pirates on Main Street

Addis Fortune (Addis Ababa)

27 June 2011

Siraj Meka, 22, works on the cobblestone parking lot outside Novis Supermarket on Africa Avenue (Bole Road). Under each arm rests a bundle of pirated CDs and DVDs packaged in envelope sized clear plastic. They total around 50. On the cover, each package bears the bright, lively image of a film poster of a recent Hollywood movie.

Siraj approaches passersby, showcasing his merchandise, which he claimed to obtain from Thailand.

“I usually sell a disc for 20 Br, but it depends on the film or album,” Siraj told Fortune.

Other retailers opt to buy their CDs and DVDs at Merkato, the largest open market in Africa. Although technically illegal, pirated media is available at VAT paying shops.

“Pirated CDs are easy to find,” said Miskir Azmerew, 23, a vendor. “My normal routine is to head to a media retail store and buy as many discs as I can. Afterwards, I return to my spot and sell them for 10 Br apiece.”

Addis Ayele, 30, a vendor in the Stadium area, is stationed near the entrance of Ghion Hotel. He purchases his merchandise at Merkato, as well as suppliers from China. Unlike his peers, Addis boasts original pressings of Western films and albums in his stock, in addition to films and albums from Ethiopia.

“I sell 10 to 20 DVDs daily for 25 Br each,” Addis said. “Not everyone is that successful. Unless you have a strong client base, your chances for making a big profit are low.”

Few vendors find long-lasting success, according to Addis. A lack of loyal customers often compels vendors to migrate around the city in search of potential buyers.

Certain vendors, discouraged by the lack of customers or profit, often give up their jobs for better paying work.

“Your usual guy will be between 20 and 30 years old, will have completed the eighth grade at most, and will come from the countryside,” Addis told Fortune. “Oftentimes he would be supporting a family, so the hope of making more money will push him to leave the sale of pirated media behind. The fear being caught with local CDs and DVDs will also contribute to his decision.”

Vendors are often so desperate for the cash their family needs that they sell their wares dirt cheap. As a result, it is not a lucrative business.

“Most of the time, even if he lives alone, a vendor may still not find the lifestyle enticing enough to continue,” Addis said.

Pirating locally produced Ethiopian films and albums is an offense punishable with five years in prison, but Ethiopian law enforcement has a lax attitude towards pirated works from abroad so vendors face little consequence for their work.

The market for these DVDs and CDs are thriving as they are popular among citizens who prize the convenience and low costs. The general public’s attitude towards pirated media seems to be mostly favourable.

A number of residents believe pirated media wrongly champions Americanisation over Ethiopian culture. Despite this vocal minority, many Ethiopians purchase DVDs and CDs from vendors.

“I buy pirated CDs and DVDs on a regular basis,” said Ephrem Girma, 28, an electrician. “I love having new films in my house that I can watch anytime I feel like it.”

However, they have yet to overshadow theatres like Matti Multiplex at Edna Mall, given the unguaranteed picture quality of pirated films.

This does not stop vendors from attempting to convince moviegoers otherwise by selling their goods outside theatres, carrying DVD versions of films that opened that same day.

“The pirated DVDs that coincide with the debut of a new film are usually screen copies,” Addis told Fortune. “Those films are usually of poor quality and need to be sold before the film has been in theatres for longer than a week, otherwise demand diminishes. Yet, if you wait a while, copies of decent quality will become available.”

Diasporas are quick to take advantage of the bargains that would be impossible to find in the countries they live in. They are among the many repeat customers of the vendors, like Mekonen, who lives in Canada but visits Ethiopia regularly.

“I buy CDs here because they are cheaper,” he told Fortune. “I can buy more than 50 CDs for five Birr each instead of buying one for 20 Br or 35 Br. I would love to buy DVDs, but I am not convinced of their quality.”

Despite their vague grade and legality, pirated DVDs and CDs are still regularly traded on the streets of the capital.

As Mekonen put it, “If it is cheap and I am content, who am I hurting?”

Hadra Ahmed, Fortune staff writer, contributed reporting for this article.

AllAfrica – All the Time