Thread by @FunkButcher

Nuns in a Dublin monastery dancing to South African dance music! 😅👏🏾🔥 Pound for pound investment almost always starts with cultural exchange. All of these viral videos are broaching the export experience of “niche” sounds that are otherwise deemed non-commercial.

Music can hit spaces FIRST that the respective makers of the genre may not be able to reach. I traveled the world based on music I made or played on my radio show which peaked interest. That’s how international markets for music are now built.

You can’t force those exchanges though. They will occur naturally but I don’t think people understand how the cultural impact of music then goes on to shape whatever ideas we have about a community. The thing that’s holding up the transference of trade is scared bookers.

For many reasons music from South Africa is being invested in. But is that being followed up by establishing infrastructure for the music and IP to flow BOTH ways or is talent just being siphoned from the region.

Not just talking about this record either.

Brokering better trade and international relationships based on exciting new music which can not be replicated and more importantly is infectious! African and Asian markets are there to be explored.

Don’t always look to established spaces. Be bold!

This coming off the back of BTS being the biggest act in the world and the majority of their catalogue being in South Korean. I don’t think it’s always a prerequisite that lyrics have to be understood in music because they can be felt..... e.g like Ladysmith Black Mambazo

Need to see much more “risks” being taken and TBF it’s not really a risk if the music has developed a following and trend online. Proof is there it will work. Time to build reciprocal relationships in these new global territories.

I always listen to music with my DJ ear. Fortunately because I produce as well I can identify what I like but also what works irrespective of whether I like it personally or not. Some music just works but the infrastructure has not been built around it to sustain it.