I am a product of a globalized world. Growing up in a different culture than the one I was born in and now living in yet another distinct culture, I find myself immersed in a tapestry of diverse experiences. This exposure to multiple backgrounds not only opens doors but also strengthens my belief in the fundamental similarities that connect us all. Among these universal aspects of human experience, one shines brightly: music.
Introduction
It’s Spring 2013. I find myself in Siem Reap. Over breakfast, our chaperone informs my friends and me that we will be meeting local students our age at a nearby middle school. Nervousness fills the air as we board a shuttle bus, passing by the vibrant congregation of tuk-tuks and motorbikes who greet me with “Yo yo yo” and “Wassupmanigga”, amusingly. Arriving at the school, four boys enter and exchange hesitant greetings with us, the unfamiliar visitors. With no phones allowed, the bus ride begins in silence. Maybe it’s because the Cambodians speak limited English, or maybe it’s because we Westerners speak no Khmer. Maybe it’s because we’re all 13. I sit quietly, observing the world outside the window, finding fun in creating imaginary parkour sequences with my fingers, leaping over red roofs, currency exchange signs, and clusters of parked bikes.
Seeking a spark, our chaperone scrolls through radio stations until a song breaks through the quietude. Its timeless intro compels each of us, one by one, to nod our heads, some even snapping their fingers — Cambodians and Westerners alike. It dawns on me, with a touch of ignorant surprise, that the Cambodians know this song too. The opening lyric rings out, “Do you remember?” and in perfect unison, we all shout, “AH!” The bus erupts in laughter and an explosion of daps. Regardless of our origins, when Michael Jackson asks if you remember, even a bus filled with kids of different races — White, Black, Asian — harmonizes with that signature breath. In this moment, all barriers melt away. We spend the remainder of the ride transitioning from “Billie Jean” to “They Don’t Care About Us,” our voices intertwining like we’ve known each other our whole lives. The day unfolds with sports, traditional dance performances, and a shared feast — all punctuated with random bouts of “AH!,” creating a little inside joke.
“Music is a world within itself
With a language we all understand
With an equal opportunity
For all to sing, dance, and clap their hands” — Stevie Wonder
I.
I cherish that memory deeply. The overwhelming sense of universality that enveloped us truly illuminated that experience. Despite being from different corners of the world, we discovered our shared humanity. It was a moment of pure connection. I am constantly chasing that feeling. However, as I reflect on that memorable incident, I can’t help but wonder how it might sound to future generations — a story from the past where everyone knew the same song, even if its lyrics were in a language foreign to some. While global connectivity has undeniably grown in the last decade, it doesn’t always translate to a universally embraced musical taste. “Remember the Time” may be the exception, but I am here to argue that if a similar instance were to happen today, our quick connection through an American song might not be as assured.
In this increasingly interconnected world, the music landscape is undergoing a remarkable transformation. The rise of glocalization, the tailoring and advertising of goods and services on a global or near-global basis to increasingly differentiated local and particular markets, has emerged as a powerful force shaping the music industry. No longer does English-spoken music dominate charts across countries. Instead, a wave of cultural diversity is surging through the music scene, as artists from diverse nations claim their rightful place at the pinnacle of success. This phenomenon celebrates the richness of cultural expressions and defies conventional notions of what constitutes musical success. In this article, we embark on the glocalization in music, exploring its profound implications, and the boundless potential it holds for the future of the global music landscape.
II.
A remarkable trend has taken hold in multiple countries, including Britain, France, Germany, Italy, Poland, and beyond. In these nations, the top 10 songs of 2022 overwhelmingly featured local domestic artists, signalling a notable shift in musical preferences. Africans, Asians, and Latin Americans are experiencing this growth as well. The rise of homegrown talent is becoming more attractive to listeners outside of the United States, emphasizing a renewed appreciation for nationality and its place in the race for global attention. This evolving musical landscape is reflected in the streaming industry, where local music is commanding an ever-expanding slice of the pie. As streaming platforms continue to gain popularity and accessibility reaches new heights, listeners are exploring the rich catalogues of artists from their own countries and regions. The streaming charts are now dominated not only by international hits but also by the flourishing music scenes within each country. For example, in Germany, streaming platforms have become a gateway to the vibrant world of German hip-hop, with local artists captivating audiences with their distinct styles and lyrical prowess. Similarly, in Nigeria, the Afrobeat genre has gained global recognition through streaming, propelling Nigerian artists like Burna Boy and Wizkid to new heights of success. Latin American listeners are savoring the infectious rhythms of reggaeton and Latin pop, streaming the music of artists such as Bad Bunny and J Balvin, who have become household names far beyond their home countries. This expanding influence of local music on streaming platforms not only reflects a shift in listeners’ preferences but also provides a platform for artists to reach global audiences without compromising their cultural identity.
III.
This is uniquely a phenomenon of the 2020s. COVID caused music industry actors to reframe their priorities due to cancelled tours and live shows. Global firms have had to reevaluate and reprioritize their resources, leading to a renewed focus on local talent. The limitations imposed by the pandemic have accelerated the recognition of the value and profitability of investing in local artists, fostering a stronger emphasis on nurturing and promoting homegrown talent. As a result, we find ourselves in an era where streaming technology, combined with the consequences of the pandemic, has reshaped the priorities and strategies of global music companies. The cost efficiencies and changing dynamics have incentivized greater investment in local resources, ultimately amplifying the influence and success of local music on a global scale. Despite the enduring cultural influence of the American music industry, it is not impervious to global competition. While American music has long held a dominant position on the world stage, the rise of glocalization and the increased accessibility of streaming platforms have created new opportunities for artists from diverse backgrounds to reach global audiences. The global music landscape is evolving, with listeners embracing a wide range of musical styles and genres from all corners of the world. As such, the American music industry must adapt and embrace this newfound diversity to remain relevant and competitive in the global market.
Conclusion
In this rapidly changing musical landscape, the shifting dynamics of glocalization and the rise of local talent signal a remarkable transformation. As the global music industry navigates the challenges of staying competitive, the emergence of generative AI presents a thought-provoking solution. With the ability to create sung translations, AI technology holds the potential to bridge language barriers and unlock new avenues of global connectivity. By embracing this innovative tool, the industry can foster cross-cultural collaborations and expand the reach of music, ensuring its continued relevance and competitiveness in an increasingly interconnected world. The future of music lies in embracing the power of technology to transcend linguistic boundaries and forge deeper connections between artists and audiences worldwide. As artists, recognizing the importance of language diversity can be a key factor in becoming a player in the global music game. Learning different languages can open doors and ultimately pay off in establishing a place in the music game.
P.S.: MIDNATT’s release of a “Masquerade” in English, Korean, Japanese, Chinese, Vietnamese, and Spanish, utilizing AI vocal technology, raises intriguing possibilities. However, the success of such an endeavor hinges on MIDNATT’s genuine understanding and fluency in these languages. If he takes the time to master them, he has the potential to soar to unprecedented heights of stardom.
