Africa’s Drumroll
It was just over 20 years ago that Paul Simon’s album Graceland was released. With the sounds of Africa bursting out of the vinyl, it took the world by storm – truly representing not only South Africa, but the entire continent’s culture, people and viewpoints.
Other greats who emerged and closely followed in his tracks were Jonny Clegg, Claire Johnson, Alison Moyet, and Jonathan Butler. However, as the years have rolled by, the number of South African releases that have successfully reached the UK and USA – the two largest selling markets – has been reduced to a trickle.
Unsure of whether it’s the acceptance of another culture that is responsible for this comparatively poor performance, a familiarisation with the genres that have dominated sales; whether it’s a lack of marketing budget, or whether the songs are just not big enough hits. However, these ethnic (and fantastic) songs are not moving up the charts as fast as others we are used to hearing, which also capture a culture, its people and its viewpoints. So where does the Great Trek lead us to now?
Almost two decades on from You Can Call Me Al, Freshlyground’s Doo Bee Doo, makes an impact on the charts and receives substantial airplay in 2004. The track incorporates all the juiciness of African drums and the raw sense of sitting out in the bush, but still has the essential mainstream hook. Not that it’s a bad thing, but the album tracks are the ones that really capture the essence of Africa. Yet these are not getting airplay nor climbing the charts.
Is it true to say that the classic US/Brit style of writing hooks dominates the records that make it into the charts – or is it all down to budget? With the current state of the South African exchange rate, how does a record label or publishing house launch an act with the same investment and strategy as in the USA and UK – unless, of course, they are linked with the ‘Big Four’ global companies to help fund such a venture?
And then it happened in 2010. South Africa hosted the FIFA World Cup and Freshlyground were called on to perform the anthem song “Waka Waka” for this worldwide event together with international superstar, Shakira at concert in Soweto on 10 June 2010 and at the final on 11 July 2010. “Waka Waka” was released on digital download and an instant hit selling over 4 million copies worldwide – which is the best and fastest selling World Cup anthem in the digital age. It is available on Listen Up! The Official 2010 FIFA World Cup Album, as well as on Shakira’s seventh studio album, Sale el Sol in English and Spanish.
Although written by Shakira and John Hill, (which samples the chorus of the 1986 Cameroonian hit song “Zangaléwa”, by Cameroonian band Golden Sounds), finally Africa is captured in a song which has the true essence of rhythmical sounds bouncing with life and energy all shouting ‘this is Africa’! What did that mean for Freshlyground? Well they received performance payment and royalties, but songwriting royalties sit with Shakira, John Hill and Golden Sounds. So now what needs to happen is for a South African songwriter to take this concept and bring it home and release it at the same scale, with the same success and more.
Musicians signed, produced and distributed by major labels like Sony, BMG are female singers; Verity (internationally recognised for innovation in the music industry), Brenda Fassie, Ladysmith Black Mambazo, Miriam Makeba, Bea Benjamin and Mango Groove. Plus male singers; Jonathan Butler, Hugh Masekela, Parlatones, Just Jinger, Jonas Gwangwa, Abdullah Ibrahim, Chris McGregor, Steve Hofmeyr, Fokofpolisiekar, and Johnny Clegg with his bands Juluka and Savuka, and including the Soweto String Quartet – all these. Upcoming artists and also those in the top twenty South African charts are: Jason Hartman, Zahara, Aking, DJ Sbu Ft. Zahara, Morale, Spikiri Ft. Teargas, Brown Dash, Brickz, Lloyd Cele, Big Nuz, Monotone Ft. Ruby Gold, Lebo Sekgobela, ProVerb Ft. Lungelo, Theo Kgosinkwe Ft. Zonke, Revolution Ft. Relo, Chris Chamelion, HHP Ft. Casper, KG & Omar El, Sindi Nene, Shisaboy Ft. Groova Lounge, Zola, Freshly Ground, Lection, Die Antwoord and Lucan.
Do artists from different countries need to keep their identity? Do they need to keep their roots in the hook? Yes and yes – keep distinguishing one country from another, expose listeners to different instruments and different sounds, and raise the bar competition-wise.
Hopefully, as South African songwriters and artists merge they will have a new insight to explore, inspire and drive their songs straight to number one in the Billboard and UK charts and worldwide too – global domination is the goal.
The author is a music band owner which offers its services to a variety of class especially five star hotels in Asia. There are several music bands which performs live shows six days a week. The band offers Musician Jobs and Music jobs across the world.
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