J-Clippa on the set of "Check My Walking" Music Video
Written by: Ford Publicity
Music is considered the Universal language, these days you can hear songs in Spanish being played on commercial English popular radio stations, by such artists as Pitbull or Marc Anthony. Dance European tracks sung in German, Dutch, Italian and more, are normally heard on radio. Yet, there is one musical culture considered the origin of most rhythm in our society today that hasn't had much of a breakthrough in receiving commercial radio play; African music.
Of course there are shows, or hours dedicated to African music, but it is hardly fused into the popular radio shows. For argument sakes, lets define African music as any music by an artist born in Africa, sung in a local native language and/or mixed with English. Thinking about it, how many times have you heard what has been defined as African music on your favourite radio station? The only one I can remember, was a recent one entitled "Waka Waka" by South American songstress Shakira, which I'm sure you'll agree we can't really call African music. It was a commercial song anthem to market the World Cup, held in South Africa this Summer. Digging more into this discussion, lets learn more about how some young artists born in Africa, yet residing in North America are trying to break into the music market.
Artists born in Africa, but reside in North America find it hard to tap into the commercial music industry. Slim Flex, a Ghanaian-born 24 year old, who lives in Toronto, Canada is highly popular within the Ghanaian community for his Hi-Life songs, sung in his native language of Twi. In addition, he is an English R&B singer, with songs comparable to hit artist such as Usher and Justin Timberlake. Although Slim-Flex has this exquisite versatility, the identifyible characteristics associated with him in the music industry, is solely as an African artist. It is not to be said that he is any way rejecting his African identity, but rather he finds it harder to break into the commercial music industry as a "Canadian" artist.
"It is tough, I'm talented and I want my music on commercial radios, I want my music videos to be played on Much Music and MTV, but it's hard because I have an accent, I just came to Canada and I'm known mainly for Hi Life music." - Slim Flex
J-clippa aka Osagyefo, another Ghanaian artist who lives in Toronto, Canada, is a Hip-Life artist (mix of hip-hop with tradition African rhythms), is signed with Hype Records. He sings in his native language of Twi as well as English. His debut single entitled “Check My Walking”, has an official music video shot and produced in Toronto ( music video link). “Check My Walking” is sung in a mix of the languages Twi and English, which makes it a fusion track. Although “Check my Walking” was shot in Toronto , Canada, it is now considered “World Music” according to industry standards. Rejected by Much Music, the high quality video is welcomed on a new music video program produced by African Movies and Entertainment Television (AMET TV). Thankfully, another Canadian based African Television network will be launching by 2011 entitled TelAfric Network Television that will bring showcase African music videos, and artists across North America.
Artists as Slim Flex and J-Clippa will have to work hard to get recognition in the music industry as popular North American artists. Akon is the perfect example of what can be done. Prior to the super stardom he has now, he was the "African artist" who crept into the Hip Hop industry. Presently, he is on top of his game as a successful platinum Global selling artist with his own record label and the biggest current star under his wings; Lady Gaga. Akon has paved the way in music for all African artists, but the question remains; is there room for another African artist to make their way to the top? Must they conform to music industry standards as Akon did? Or can they be authentic to their craft, and be accepted on commercial popular radio?
About Hype Records:
Hype Records is a Toronto-based label, that is home to some of the hottest International artists in Hip Hop, Hip Life, R&B, Gospel and Afro Pop. Hype Records is a private music company, established in 2009 that is dedicated to the diffusion of African Popular Music in North America. www.hype-records.com
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