| Kwaito - What Happened to It? | ||
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The Threat of GlobalisationThere's no question that globalisation is generally the ally of the South African musician; the logistically small informational distances between different parts of the world allows him (or her) to more easily spread their sound further - picking up fans, sometimes continents away. The problem with this is that influences can be imported just as easily as exported. Just like anything else that enjoys even a mediocre level of success and popularity, the rise of gimmick-ridden marketing became more and more prevalent in the Kwaito scene. In addition to the tactics used to sell albums, it is commonly noted that Kwaito began losing what made it unique as a musical style. The introduction and over-abundance of industrial dance music in Kwaito tracks meant that a lot of Kwaito became indistinguishable from techno and trance musics. This was a trend started by international pop music in the late 90s to early 2000s and adopted by Kwaito. Both the marketing tactics and the shift in musical style can have their roots traced back to the international music industry. Struggling Musicians Have More SoulIt's happened again and again; the dark, brooding and soulful musician struggles to the top of the populairty-pile producing songs that cut to the core, songs that speak to the individual in a poignant, precise voice. Once he's reached the top of both critiacl and mainstream success, something happens. The songs start losing a step or two. No longer do they touch you the way they once did. They no longer say anything. The music is still good, and is more than adequate as a background cd, something to set the mood at a party or braai, but it is no longer the masterwork it once was. Creedance Clearwater Revival, Marilyn Manson and many many others are all examples of this happening. Unfortunately it appears that the same thing happened to kwaito. Kwaito artists found a modicum of success and respect on the local scene - with artists like Kwaito king, Mandoza, even finding fans overseas - and along with that success, so grew their egos until they'd largely forgotten where they'd come from and what their music was meant to be saying and instead devolved into obscenity-spitting neanderthals with concern for little more than popularity and fame.
The Sad Truth About KwaitoKwaito is - while not a failed genre of music - far from having achieved the level of success it was touting as having the potential for when it first appeared on the local music scene. The irony is that Kwaito was probably prevented from becoming truly famous and successful through the obsession with that fame and success clung to by Kwaito artists. Their need for fame could have prevented their ability to achieve it.
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