[FA Worldmusic] :SPAM: Re: SXSW musings

Tue Mar 27 15:46:02 EST 2007

I think this is a fine idea, especially since World Music is certainly not a
genre in and of itself.  But the bigger challenge is where to sell the music
regardless of what it is called.  There are very few outlets that sell world
music compared to mainstream (and mainstream Latin).  Perhaps
re-categorizing would ignite interest with mainstream music retailers, but
it is a tall order especially with so much store "real estate" going to DVDs
and video games.

tom

-----Original Message-----
From: fa-worldmusic-bounces+tom=avokado.net at folk.org
[mailto:fa-worldmusic-bounces+tom=avokado.net at folk.org]On Behalf Of Brad
Powell
Sent: Tuesday, March 27, 2007 11:09 AM
To: Dmitri Vietze
Cc: 'FAworld music list'
Subject: Re: [FA Worldmusic] :SPAM: Re: SXSW musings

great post. my comment on the idea to create 3 - 4 new main categories...

one approach would be to push existing world genres that are already
big. Reggae, as the prime world example,  has managed to become
mainstream and is commonly listed alongside the other mainstream genres
(and, in fact, is far more mainstream and popular than 'world') Afropop
or MPB might be good 'next-up' candidates -- especially if they became
more inclusive. For example: if groups like Tinariwen or Congotronics
were commonly thought of as part of the  'AFropop' genre then the young
mainstream cross-over fans that are drawn to their music would learn
that they like something called 'Afropop'. This could successfully take
bands like Tinariwen out of the 'World Music' margins and also elevate
the status of all AFropop artists...

Certainly lots of work has been done to push Latin music into the
mainstream. The recent 'Musica Fresca' tour could be the start of a new
genre -- wasn't that the idea? -- with the ambition of becoming as
recognized and popular as, say, bossa nova ?

coin a new term? sure, why not? hip-hop was new once,  but, please, the
literal names need to go -- 'world music', 'global jazz' -- these all
need a name, not a definition.

i'm sure we can come up with a nice, simple, catchy name like "rock" or
"pop" -- hmm? how hard can it be...?

;-)

brad

Brad Powell
President & Creative Director
Calabash Music
--------------------------------------------------------------
(1)617.459.4063 - office
(1)617.797.1491 - mobile
(55) 11 3323-5953 - Sco Paulo

skype: calabashmusic

www.CalabashMusic.com
tune your world

Dmitri Vietze wrote:

>Chelima, this is such a thought-provoking post... thank you!
>
>I would like to hear more about:
>
><<My suggestion would be to create 3/4 new main categories(or further link
to
>existing ones). >>
>
>Are you saying global music may benefit from either advocating for a few
>"world music" categories... like maybe global roots, global classical,
global
>electronica?  (Or catchier names, I assume.) How would this break "world
>music" into the mainstream?
>
>Also, tell us more about this tour you did in smaller villages. Is this not
>common in the UK? Did your artist expect/accept not making money on the
tour?
>How did you get the word out about the concerts?  Are you saying more
people
>came out than you expected?
>
>Much respect,
>
>===> Dmitri!
>music at rockpaperscissors.biz
>
>
>----- Original Message -----
>From: "Chelima Fade" <info at worldartventures.com>
>To: "'Stephanie P Ledgin'" <ledgin at fiddlingwithwords.com>; "'Dmitri
Vietze'"
><music at rockpaperscissors.biz>; "'FAworld music list'"
><fa-worldmusic at folk.org>
>Sent: Tuesday, March 20, 2007 11:29 AM
>Subject: RE: [FA Worldmusic] SXSW musings
>
>
>Well it seems there is a great debate happening on the other side of the
>Atlantic... thanks so much for bringing in this discussion (although I
>won't be able to talk about the SXSW conference itself as I have never
>been yet..)
>
>I could not agree more with Stephanie's point. We need to win the media
>in order for sector to grow. The question is how. There is certainly
>some hard and creative work from us to do-  such as changing the way we
>describe our "products", whether film, live acts, albums, digitals..
>
>The mainstream sector has for long monopolised the marketing strategies
>where pre-digested and pre-consumed products are de rigueur.. leaving
>very little space to cultural references- which are a must in world
>music promotion (or maybe not??)
>
>The world music sector has grown massively over the last 30 years thanks
>to hard work and passion from artists and small companies behind them.
>We have also benefited from a change in policy where it is now
>politically correct to celebrate cultural diversity.. which means many
>festivals or venues publicly funded have an obligations to present and
>promote "culturally diverse work".. That has allowed people like me to
>extend the work of artists.
>
>But I guess the sector is at a point of no return now... it has to grow
>out of itself. There are 2 ways, either we manage to rehabilitate the
>sector to the mainstream or we have to have the ambition to be a real
>concurrent to the mainstream.. (and maybe then become the mainstream
>itself..)
>
>Problem of course is the practicality of it.
>90% of the sector is made up of small entities or individuals who are
>too busy working on their next projects... so who can do this long term
>planning and thinking of a more sustainable world..
>Also, I don't think we have a big entity/ powerful body representing the
>sector(s) that could influence policies and media..
>My feeling is that the sector is so diverse that it can not be under one
>umbrella anymore (or can it?). That was the beauty and practicality of
>the use of world music, It is now is weakness.
>
>My suggestion would be to create 3/4 new main categories(or further link
>to existing ones). We have to be careful and extremely creative about
>it. And of course we have to gain the support and following from all the
>"world music community". This is the way we can then take that back to
>the media and stop them from sending us to the marginal programme that
>nobody listen entirely dedicated to world music... If we can have
>powerful figures to help us in this venture, even better.
>
>The great news is: if the media does not want to hear about it now, it
>will, once we have conquered the world with multimedia... The web is our
>chance to redefine ourselves and access mass market. This is where we
>have to be very careful by not selling the location before the
>product... marketing is crucial to make it successful.. cultural
>awareness will follow.. in any case, it is not for cultural awareness
>that we are in this business (anyhow not me) but for the beauty of the
>music!!! It just happens to come from all corners of the world!!!
>I can guarantee you that if we stop being too precious about where the
>music come from, the market will grow... A recent personal experience
>really confirmed my feeling. I recently toured Seckou Keita Quartet in
>20 villages across the UK. Gigs were attended by villages and neighbours
>villagers. Only 10% of the audience could be qualified as "world music
>audience". They would have never paid to see the band in the city. It
>sold out of course because there was nothing else to do. But we sold
>huge amount of CD (about 40% of attending audience bought 1 CD and 10%
>bought a second one) and we had 3 offers for investment in the band..
>our mailing list has of course increased and we keep receiving emails
>from people that have been charmed by the band..  I bet you a large
>percentage of the audience would go to another "African gig" in the
>memory of this night!!!
>
>Anyway, enough blah blah for me. It would be very good to take this to
>Womex and other conferences next year. Maybe also find a way to pay for
>a research to give us clues as to where to go, using the experience of
>the "world music community"...
>If there is enough support behind, I am happy to help fundraise the
>money needed for this work..
>
>Chilima Fadi
>Manager
>World ArtVentures
>+ 44 7940 266 773
>_______________________________________________
>FA-Worldmusic mailing list
>FA-Worldmusic at folk.org
>http://www.folkserv.net/mailman/listinfo/fa-worldmusic
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