T&T will be represented by a diverse group of performers at the upcoming South by Southwest Music Conference and Festival (SXSW) in Austin, Texas. On March 5, these artistes treated guests to an interesting evening of music as ASK Promotions, led by music manager and CreativeTT board member Stephen Howard, held a pre-SXSW showcase at the Central Bank Auditorium, Port-of-Spain.
The T&T contingent will be appearing in Texas under the banner, T&T presents Callaloo. The artistes and genres appearing at the event which takes place from March 13 � 22, are calypso king Mighty Sparrow, soca stars Machel Montano and Shurwayne Winchester, East-West world fusion group Mungal Patasar & Pantar, the parang group Los Alumnos de San Juan, spoken word artist Desmond Morgan, steelband ensemble Codrington Pan Family and hip-hop artiste Trinidad James.
Of those named, the Mighty Sparrow, Montano and James were all unable to perform at the showcase.
To Trinidadian ears, the artistes selected represent an eclectic mix from the many genres present and unique to T&T, however, the major music markets look at this collectively as world music, and T&T will have a showcase evening on March 21 at the Karma Lounge, a popular club in downtown Austin, for each act to display its wares for about 45 minutes for music executives, international booking agents and other interested industry folk.
The SXSW web site says: "In the beginning, SXSW was thought to be more of a rock/pop-focused festival. Today, every genre of music is represented including an ever-growing presence of World music, confirming that Austin is the Live Music Capital of the World." This squelches arguments made by local music pundits who questioned the demographic spread of the line-up, ultimately chosen by music industry veteran Todd Puckhaber, in charge of music booking, programming and venues at SXSW. Puckhaber, who was here last year for the ASK-produced AMMBCON music conference, revealed some of the surprising choices, from a local point of view, of acts to participate and the reasons for their inclusion.
He noted that there are hundreds of rock bands coming to SXSW, so that any local act replicating American pop would not even be considered. Puckhaber believes that Los Alumnos de San Juan would have a connection to the Tex-Mex population and the Latin music sector. It's about making an impact in a crowded space beyond the norm. Mature spoken word artist Dennis Morgan was another Puckhaber favourite, and rightly so as he commanded the stage at Central Bank with the presence of a seasoned thespian.
Speaking to Howard after the showcase revealed further rationale behind the interesting artist choices and the effort at making the trip to Texas a reality. Admitting that many local artistes were reticent to work with him because of his frankness and perceived reputation, he recognises that there is a belief among local musicians that they can compete easily in the international pop, R&B and rock world. "The reality is a bitter pill to swallow. It is easy to work with what you know. Showcases are not concerts, audience size is less important than who is watching you. SXSW has the eyes to see that spark of difference and the people to help to make that leap up the ladder to success."
The buzz factor is another thing that matters, hence the inclusion of Trinidad James who famously flamed out after a meteoric rise in the hip-hop world. Puckhaber and Howard believe that the "macco factor" would add to the quality and quantity of the crowd at the SXSW showcase event. Already, the listings site Austin360 has blogged that among the huge names appearing at the fest among thousands of artistes is James'. Similarly, Montano's and Sparrow's inclusion, with their attached celebrity, would add to the buzz and redound potentially to T&T.
Local participation at the major music conferences is not new, T&T contingents and acts having already visited SXSW as well as other major music industry market meetings Midem and Womex in the past with some fleeting success, either individually or under the auspices of governmental agencies like Eideco, Tidco and TTEnt.
The opportunity to perform at SXSW, the largest music conference in the largest music market in the world, was universally heralded by the artistes who recognise the potential benefits in expanding the reach of local music internationally.
Arts and Multiculturalism minister Dr Lincoln Douglas noted in his feature address that his ministry has funded over $1 million towards the artistes' expenses to get to SXSW.
CreativeTT is facilitating a potential contingent "for the purposes of networking, capacity building and representing T&T's music industry.
Howard noted that CEO Ria Karim and interim board chair Donna Chin Lee are spearheading that aspect of the build-up. This public-private partnership may be the beginning of a trend to symbiotically work towards desired goals of success in the music industry internationally.
The hustle is on, and the country must look forward to gauging the results.
n The T&T contingent leaves for Texas on March 19.
What are SXSW, Midem and Womex and why are they important to T&T?
South by Southwest (SXSW) is a set of film, interactive, and music festivals and conferences that take place early each year in mid-March in Austin, Texas, United States. It began in 1987, and has continued to grow in both scope and size every year. It is the largest music market in North America. With 72,000 registrants and artistes in attendance, SXSW is one of the most effective channels for promoting business to professionals connected in the music, film and interactive industries. The 2015 edition runs from March 17�22.
Midem is the acronym for March� International du Disque et de l'Edition Musicale, (translated as International Record and Music Publishing Market.) Midem provides a forum for business talks, political and legal discussions. Held annually in Cannes, France, it is a market where global distribution and music deals are sealed. It also is a platform for showcasing new artistes, musical trends and music-related products. Midem 2015 will run from June 5-8.
In the late 1990s, Midem expanded to the Latin American and Caribbean region with Midem Latin in Miami. Florida. In 1997, T&T under the auspices of Tidco sent a contingent including Andre Tanker, Sharlene Boodram, Machel Montano & Xtatik, Blak Mayl, H2O Phlo, General Grant, Choco, Ajala, Colin Lucas, Ataklan, Tony Prescott, David Rudder, SuperBlue and 3Canal.
Womex (short for World Music Expo) is an international world music support and development project based in Berlin, whose main event is an exposition held annually in different locations throughout Europe. It integrates a trade fair, showcases, conferences, film screenings, networking sessions and awards. Musicians and their labels have the possibility to make contacts for international touring and album distribution. Womex 2015 will be held in Budapest from October 21�25. 3Canal, along with 12 the Band and special guest Mungal Patasar & Pantar, appeared at Womex 2007. Kes the Band appeared at Womex 2012.