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The change of cultural markets
 Covering the theme “New Configurations of the World: The impact on Management and Administration of Culture”, the debate on the change of cultural markets gathered different nationalities at the same table . Moderated by the north-american Olga Garay who works in New York with programmes related to the environment , health, cultural organizations and foundations which support the exchange between north-american and foreign artists. The debate covered issues like self-management practises and interactivity it also focused on realities of different places.
Andrés Morte from Spain, started the debate showing his point of view on new artistic trends and new means of promoting and diffusing them. He talked about the disorganization of Art saying that “chaos denies order and memory to reclaim adventure and cultural nomadism”. Different Art sectors divide artists into tribes which are organised according to what they like. They own their territory and are supposed to keep their cultural ecosystem away from danger He added that means of information shoud also be responsible for the country´s creative process, stimulating alternatives of culture and expressions of genuine arts.
“One ought to manage identities , how to expose this product to different markets, focusing on local realities instead of globalized ones. One needs to preserve the countrie´s “cultural ecology” and include new technologies. Digital networks and broadcasting systems should be accessible Every places is viable for creation and diffusion of cultural productions. Small creations will only occour if TV gives access to them. The cultural occupation must be self-managed ”, he continued.
According to Morte, the creation of markets follows the principles of culture´s food chain where the spectator is also creator and divolger . “Artists must be entrepreneurs of their own carrers, otherwise nothing will work. They have to learn to manage themselves. It´s unlikely that businesspeople will invest on something they don´t know. One must do away with hierarchic work and vanity so that we can give opportunities to the small ones”, he said.
Another reality
Shortly after that the promoter for film and music festivals and DJ Youssuf Mahmoud spoke. He was born in the United Kingdom but has lived in Tanzania since 1988 promoting the diffusion and creation of local music through the Zanzibar Festival. Their aim is to promote the aappreciation of african music and culture. According to him, Zanzibar is a cosmopolitan city, full of imigrants from other parts of Africa, India and Europe. Such mixture of peoples can be noticed in the language, architecture food creating a pathetic contradiction. Zanzibar is one of the poorest civilizations in the world, 80% of the population work but most of them have a salary of 1 dollar a day.
He wondered about the african personality. “Why do we import instead of using more local products?”. Most of the music played on the radio is american - from “boy bands” this happens due to many factors, one of them is actually the small contribution of local culture in big events promoted by the so called “globalized” radio stations of rap and hip hop. Currently, in 2004 he said that 80% of the radio pragrammes are locally produced.
In Tanzania, Youssuf tries to promote the creation of a network of projects, festivals and shows amongst local artists so that they can present themselves along with other european artists in different concert halls. This project aims at valuing traditional music , promoting connections and exchanges with South África not only in cultural-related issues but also in technical-related skills.
Festivais promoted by his work generate what he calls cultural tourism, touristic activities in Zanzibar actually mean the actual development process of the city and country. He also pondered : “How can we generate fonds to put up those film and music festivals?”. To him, festivals must be accesible to native local people and many times they have to be free of charge, or cost 50 cents for native people and US$ 3,00 for foreigners . “But can we make those projects happnen charging so little for the ticket ?”, asked Youssuf. “It´s a challenge”, he replied.
“Ford Foundation is a great support for the exchange of knowledge and promotion of Arts. But we need more money from international funds, embassies, international organizations. I, myself, actually do not make any money with those festivals still we get a lot of support. In joint projects with the tourism sector- hotels offer discounts and travel agencies organise economy packets to atract foreigners to the festivals”, he explains.
As regards self management practises defended by Andrés Morte, Youssuf believes that the artists have lots to do, and that they should not consider working on their own, they have to work in partnership with others, understand the Internet and learn more about marketing and production. “We have to develop production skills”.
An european experience
Dubi Lenz is from Israel and is a member of the board of directors for the EFWMF (European Forum of Worlwide Music Festivals). He also works for the public national radio and is the presenter of a talk-show on popular art. Dubi started saying that he is a typical lucky guy who likes his work and travels around the world. He added that the best thing about travelling is hearing different languages, talking to different people, touching them, learning about their traditions, learning about new instruments, sounds and old traditions . And“ we think about culture , speak culture, but do not produce culture”.
He talked about the independent network of european festivals . ( www.efwmf.org ), about Womex (Music Expo) and World Strictly, the former focusing on education and the struggle against prejudice and xenophobia. Dubi said that producers “sell dreams” and that his dream is to organise a joint concert with Palestineans and Israelis because music allows this kind of communication. “Music is the language in commun... I would like to put up a show with artists from 10 different countries... music is the only art which can penetrate walls”, he explained.
When asked about the term world music, Dubi said that this is theme for another debate and that it is simply a name invented by two record selling companies in England who did not know what to do with ethnical records. Now we are tied to this term. He came to the conclusion that world music is everything else that is not your own music. “To me, world music is the blend of rhythms of different nationalities”, he concluded.
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