Worldwide Music Armando Perez — is Mr. Worldwide Pitbull’s real name. The musical globetrotter who in less than a decade grew to be too hot to trot transformed from being a hip hop superstar into an overnight all night party pop sensation. Pitbull is also a musical business genius in his ability to incorporate the world of music with a flair for commercial business.The Cuban-American rapper had teamed up with marketing Lopez Negrete Communications and Dr Pepper Snapple Group in Dr Pepper – “Let’s Have A Real Good Time/Vida 23 feat . The effect and end result goes beyond Dr.Peppers drink.
The end result has ripple effects into lifestyle branding with bold living and bold taste targeted not just for Hispanic consumers but for the Worldwide consumer.
Pitbull Inc, Mr. Worldwide as a musician has done something new. Mr. Worldwide has seamlessly demonstrated the success of crossing global cultural boundaries through party and dance music. This instantly generates a global connection for the immediate or future promotion of consumer products by branding them with a catchy worldwide music meme.
It is not surprising that Pitbull, Mr. Worldwide teams up with Bollywood actress and singer, Priyanka Chopra in her latest music video.”Exotic”. in which the music of Miss World and Mr.Worldwide is on fire.
Priyanka Chopra former Miss India and Miss World 2000 like Pitbull also wants to break down cultural stereotyping and barriers in worldwide music. Although making the crossover from Bollywood to Hollywood seems to be part of Priyanka’s career move, teaming up with rapper Pitbull lets her display an eclectic musical style fusing with a contemporary worldwide music culture through the language of party music.
In a most recent union with Mr. Worldwide, Priyanka Chopra released a video single called Exotic.
Priyanka Chopra’s previous CD single In My City featured rapper will.i.am.”In My City” debuted on 13 September 2012 on the NFL Network’s Thursday Night Football . Then soon after the song was released to Nokia Music Store for digital downloads and the making of the CD single.
Worldwide music and consumer branding of products work hand in hand. As global culture gets more eclectic and unified through digital downloading of music, it helps sell products, promotes tourism , defines lifestyle branding and builds a movement towards belonging to The World, rather than to geographical boundaries.
Frances Moore, IFPI chief executive, in an IFPI report, “Digital Music Report 2013, Engine of a Digital World” notes that” digital services that are developed and licensed in recent years are growing at a rapid rate and International digital services such as itunes , spotify and deezer just 2 years ago were in 20 countries “. Today Moore notes that they are now present in 100 countries which include, “fast-growing emerging markets, such as Brazil, India and Russia with the potential to drive future growth.”(p.5. To Read More Source: http://www.ifpi.org/content/library/DMR2013.pdf)
She goes on to note that the impact of music is the generator of the internet economy and is far reaching. Moore comments that, music is a “driving technology, helping sell devices, fuelling economic growth with a ripple effect far beyond the limits of the recorded music market.” . Music she says not only meets consumer needs but has ” monetized the digital marketplace.” (p.5)
Pitbull’s collaboration with Priyanka ‘s single “ Exotic” is reflective of making worldwide music for the World and not music representative of any one country. The catchy world party music theme, “Exotic” is a form of worldwide music. It may get stigmatized as being too commercialized but it follows in this wave of future growth between countries such as Latin American and Asian countries.
Moore projects ” at least eight of the top 20 markets are expected to see growth.These include Australia, Brazil, Canada, India, Japan, Mexico, Norway and Sweden.” (p.6 http://www.ifpi.org/content/library/DMR2013.pdf)
The speed at which music gets to be globally catchy has been empowered by music video streaming services such as You tube , Vevo and Warner music sound (p.9 http://www.ifpi.org/content/library/DMR2013.pdf)
Making worldwide music and developing a world culture with the inevitable ripple effect of the promotion of consumer needs and branding have many challenges .
The challenges are not merely global but also lie internal within countries. For instance the challenge for Priyanka Chopra is not merely the crossover from Bollywood to Hollywood but it might also be the challenge of achieving an acceptance from her own country’s boundaries for artistic expression and freedom. There are internal cultural expectations for gender role appropriateness while not all of India is receptive to modernization having Western overtones.
India is a country with diverse stratifications that are regional, political, communal, religious and economic. Bollywood itself is a North Indian centric representation of India and Bollywood is representative of only a small and affluent percentage of India’s artistic arena but not the whole.
Bollywood without doubt has been a driving artistic force in making that crossover into the worldwide music arena bringing along with it stereotypes and popular world intrigue for Bollywood theatre, dance, fashion and food.
The last time we saw an eclectic transition was when Ravi Shankar merged with the Beatles and popularized the fusion of classical Indian music with western rock. That fusion of worldwide music continues to penetrate into many music genres to this day.
Copyright © Anuppa Caleekal
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