World Music

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Tune in to the world

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. Anu Gulmohar, at an attempt to induct one and all to the world of 'world music'…

the sunday indian 65 2 november 2008

inside

AR Rahman: The maestro, his music and his muses

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he music was as magical as the ambience. Notes from the oud mingled with that of the accordion and drums and a gypsy spell rose in the evening air, adding to the enchantment of the beautiful green mise en scene. At times the music was soulful, other times joyful and gay, enough to make many wish for a dance floor! That Thierry ‘Titi’ Robin accompanied by Francis Varis and Ze Luis Nascimento wowed the Delhi crowd is an understatement. For while Nikhel’s fusion of electronic music with traditional Indian instruments already made for an excellent evening for most, Titi’s performance made it a truly capital affair! Organised by Alliance Française de Delhi and held at Lodhi – The Garden Restaurant on 15th October, it was a rather rare treat for people usually bombarded with Bollywood fare from morning to night on radio and television, and sporadically by international pop and rock. In short, it was an evening to savour, and boy did it leave a lovely aftertaste! The world needs more of world music. On the face of it this is the kind of music which features ethnic scales, modes, musical inflections and is usually accompanied by traditional instruments. While popular genres of music like rock, pop, hip-hop can be easily identified, world music encompasses entirely distinct styles, from Mbalax of Senegal and Gambia to Algerian Raï to good ol’ qawwalis. “World music isn't one thing – just as classical music, pop music and jazz music are not homogeneous. If you like Manu Chao you may not like Ladysmith Black Mambazo or Mariza, or Anoushka Shankar or Karsh Kale,” says Simon Broughton, editor of

Among the biggest in world music: Gipsy Kings

Songlines, a magazine dedicated to world music. Many are in fact quite incensed by the use of an umbrella term for such diverse styles. “Which music is not from the world? Americans have a very strong hold over the business of music; they decide that there is our music and the rest is world music!” says Titi, who dislikes being called a world music artist. Broughton explains, “Rock and pop music is a big industry with vast publicity and promotional machines – it's more about marketing than music. Most people would agree that most of that music isn't that interesting or that good – it's a product, like washing powder. And it's a promotional machine that is only tuned into Anglo-Amer-

ican culture. They would never believe (or care) that Asha Bhosle was actually a far more popular artist on a global scale than Madonna.” 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

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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

world music Fusing music from different countries: Thierry 'Titi' Robin

Combining Asian influences with jazz and electronica: Nitin Sawhney Taking ghazals to the world: Kiran Ahluwalia

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

"just as tastes for food have become more open and diverse, the same has happened with music" 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 Café 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. Other best-sellers like Brazilian Lounge and Latin Lounge demonstrate the interest in Brazilian, world and lounge/ electronica blends. On the artist side, one of our releas-

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es, Habib Koite from Mali, has sold more than 100,000 CDs, which would've been unheard of for an African artist a decade ago. Cesaria Evora, Bebel Gilberto and Manu Chao are a few of the world music artists who’ve become successful globally.” Numerous musicians in India stand to benefit as the world tunes into ethnic sounds. While a Pandit Ravi Shankar is known by many music lovers, there are thousands from different parts of our country still waiting for their time to come. AR Rehman, another widely popular musician from our country, says, “Each state has got its own tradition and expertise that is still undiscovered” and adds, “I feel proud of the fact that Ustad Bade Ghulam Ali Khan, Kumar Gandharva have done stuff that cannot be repeated.” So far several artists have gained from the world music movement, but compare the popularity and the money Rihanna and Nitin Sawhney are raking in and anyone can see that there are miles to go before artists around the world will get their due applause. Meanwhile, I implore everyone to look beyond Bollywood, beyond the Britneys and P Diddys and soak in the Saharan strains, groove with the Arabian melodies and drown in the bewitching gypsy rhythms…