Cultural Ambassadors

I have written often about USA bands touring overseas. Most of the time, I approach the topic from a financial standpoint. There is money to be made on these tours. Music from the USA is respected and demanded around the world.

But what about looking at music exports from a different point of view? As cultural exports? In a recent NY Times article, journalist Fred Kaplan wrote about how jazz musicians went overseas on cultural exports in the 50′s & 60′s. These trips had a profound impact on foreign perceptions of the USA. They also caused people in foreign lands to examine their way of thinking.

The great thing about jazz bands were that most bands were made up of people of all races. This was during the civil rights movement where the US image was being severely tarnished. But there were the bands playing together. Creating beautiful music.

The second thing that these tours did was have people listening look inward. Fred Kaplan of the Times writes about how being confronted with a new style of music could be so liberating. Jazz music was really a commentary on democracy in a way. Within the beat and chord structure, a jazz musician had immense freedom to create beauty. I guess it would be similar to hearing a new band or seeing new artwork that causes you to look at the world in a slightly different way.

So is that still the case today? Is there a new, popular style of music that is distinctly USA? Do we send Brittany Spears? Would that do more harm? Would this work in the Muslim world? Were there any notable changes after the NY Philharmonic toured in North Korea in February of this year?

So of course I am thinking of the financial ramifications for cultural exports as well. Does the US Government continue to have the need? Would they be willing to fund such a tour? Are there opportunities to work with band managers to seamlessly work with the USA Government as well as foreign governments for a tour?

I thought this was another interesting way to approach the international tour for USA bands.

Collabo Update
Here is a neat collaboration. The rapper Nas will be doing a collabo with Fila to wear Fila during concerts and to help design vintage lines. In return, Fila will give financially to Nas’ tour , print, and tv ad campaign.

Stay tuned,
Erik
erikrostad.com