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SXSW panel: ‘Marketing 21st Century African Music’
2 p.m. Friday
Panelists: Ngozi Odita, Society HAE; Toni Blackman, Lyrical Embassy/Rhyme Like A Girl; Benjamin Herson, Nomadic Wax LLC; Esau Mwamwaya, The Very Best; Yolanda Sangweni, AfriPOPmag
The gist: Technology is making it increasingly easy for African artists to reach a global audience, through new connections with fans and colleagues in the West as well as the increasingly DIY aspect of recording and marketing that allows entrepreneurial spirit to flourish.
Takeaways: Africans are increasingly becoming “global citizens,” and their music needs to reflect that. With increasing urbanization and globalization, young artists are exposed to a wider range of influences than ever before, and fusions with Western styles remain an important way of breaking through to a wider audience, while they can also be a gateway for Western listeners to discover traditional styles. Hip hop, with its wide youth appeal, is already playing a critical role in cultural cross-pollination. While new markets are important economically, building connections also builds understanding of other cultures, especially given music’s ability to cross linguistic boundaries and build emotional bridges. Music is also helping to “re-brand” Africa and let Westerners see beyond the negative images that tend to proliferate in the news.
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Permalink | Comments (1) | Categories: SXSW 2010
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By Ben Herson
March 21, 2010 1:23 PM | Link to this
Parry - really great synopsis of the panel! Thanks for the write up!