Monday, November 17, 2008

If you're looking for real hot new music, stop turning Americawards and listen in to some truly sublime music from the rest of the world.

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Considering the comparatively miniscule marketing efforts that world artists are able to afford, the fact that more and more are tuning in to music from cultures different from their own – attending their concerts and buying CDs of world music collections – attests to the quality and universal appeal of world music. “What's certainly true is the rising profile of world music over the last decade or so. In London, in particular, there are now two or three high profile concerts each week and dozens more of lesser-known artists. There are loads of festivals during the summer too. Just as tastes for food have become more open and diverse, the same has happened with music. The Gipsy Kings are probably the biggest sellers – somewhere over 10 million I think, but many might not call them world music – what they play is Rumba-Flamenca from South of France/Catalan Spain. Buena Vista Social Club is the other big seller – with over 8 million sales of their initial album. Nusrat Fateh Ali Khan became hugely popular with (non-Muslim) audiences around the world – both for his traditional qawwali and for his fusion stuff,” says Broughton.

A number of record labels focussing exclusively on world music have also done much for increasing its fan base. Peter Gabriel set up Real World Records in 1989 and he brought many artists to world’s attention, like the much admired and terribly missed Nusrat Fateh Ali Khan. Among the leading independent world music records is Putumayo World Music, with distribution in more than 100 nations. Their music guarantees to make you feel good, and from listening to some of their CDs that have come my way, I for one am a complete fan of their collections. Dan Storper, founder and CEO of Putumayo World Music, says, “It’s been interesting to see how world music has become more main-stream through its presence in films, TV and commercials as well as a general sense that it’s ‘hip and happening’. Putumayo World Music’s growth seems to have contributed to and reflected the growing interest as some of our CDs like Cuba, French CafĂ© and Arabic Groove are approaching half a million sales each around the world. That alone indicates that people seem to be attracted to great Latin, French and Arabic music.


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Source :
IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and
Arindam Chaudhuri (Renowned Management Guru and Economist).


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