Local Cuban artist Amanda Martinez says Canada needs to start marketing its international artists.

Global Beats

Toronto is one of the most diverse cities in the world, but are we still supporting a diverse range of music?

BY: Lenny Stoute

LIVING IN MULTICULTURAL

T-dot, you might figure that world music is the soundtrack of our lives. But you would be wrong, and a quick go-round with local radio and TV channels would rid you of that misconception.

However, that was not always the case. From the early to mid-’90s, world music was riding a high wave in Toronto. Reggae and African music were dominant, but the sounds of Brazil and Latin America were being heard and bhangra was bringing hybrid South Asian music into play.

Lizzy Mahashe was part of that first wave of African performers. Working with Pan-African unit Siyaka, Mahashe brought the sound of Joburg’s shebeens to Toronto’s dancing feet, and they were the better for it. Currently at work on a new album titled Celebrate, she’s the grand dame of African music.

“I feel African music is getting less attention than 20 years ago,” says Mahashe. “It doesn’t help that we all had such hopes for [radio station] Flow 93.5. That it would follow through and play African music, but all they have is one African show, and the majority of what they play is R&B and hip-hop.

“Nothing against that [music], but they get lots of other exposure. We were given to believe 93.5 would promote world music. That hasn’t happened. Apart from the college stations, there’s no support, and unfortunately, no club has come up to replace the Bamboo as a central base for world music.

“There’s a reasonable flow of international acts coming in and world music events at Harbourfront and AfroFest are certainly well-promoted, but not that many local acts benefit from those.”

African music has retreated to the burbs, says Mahashe, to intimate events like weddings and other celebrations where they’ll hire a couple of local acts. She decries the fact that no local promoters have come up from the community to create a venue, without which, she says, the scene will continue to stagnate.

Juno nominated Humble, born Simon Jonathan Vassell, is at the head of the newest wave of reggae artists.

Juno-nominated Humble is at the head of the newest wave of reggae artists. He shares a global background with many Toronto world music artists. Born in the United Kingdom to Jamaican parents, he moved back to Jamaica and lived in St. Elizabeth before coming to Toronto. He has been making music in Toronto for five years, but he can still see the scene through a newcomer’s eyes. Humble maintains a significant presence in Jamaica, where he’ll be completing his sophomore album due this spring.

“The reggae market in Toronto is growing, but not as quickly as I would like it,” says Humble. “This is unfortunate as it’s causing a lot of reggae talent to have to move to other places in order to make it. What I see taking their place is a lot of second-generation players of Jamaican parentage getting into the scene. In terms of how we’re seen in Jamaica, I think the Toronto scene is getting more talked about and getting a little more respect. On the island, they know about Toronto musicians like Steel, Blessed and myself.

“Once you get approval in Jamaica, then you’re really on the road. My path will be to really establish myself in Jamaica, maybe live there again for a while, and then return to build on my Jamaican reputation. It’s easier to get to the next level if you’re part of the scene on the island.”

Amanda Martinez could be the poster girl for Canadian world music. Born in Toronto to Mexican and South African parents, she studied in Mexico City and was exposed to a myriad Latin American styles. She returned to Toronto and tapped the local Cuban musical community for backing on her debut album Sola. This was doable because of the large pool of Cuban musicians in town, a feature found in few North American cities.

“Toronto is a good world music town because people here really celebrate each other’s culture,” says Martinez. ”Something unique and inclusive develops here because everyone’s open to different styles, and there’s such a wide variety of culture to experience.

“Unfortunately, Canada’s rep as a market and incubator of world music isn’t so strong,” says Martinez. “I attended a major conference in Spain last year, and I’ll just say Canada was woefully underrepresented by the government people responsible for that. This is nothing new; the actual marketing of world music from one of its richest sources has always been problematic.”

Adam Soloman is a 2005 Juno Award winner and a double winner at TAMA.

Martinez believes the solution is for the music to be promoted globally via video and concert DVD exposure, and as a platform for funding for a travelling caravan of Toronto world music performers showcasing at festival events around the world.

Like Mahashe, Adam Solomon was part of the first wave of African musicians to settle in Toronto. Originally a member of the Afronubians, the guitar virtuoso went off to form Tikisa, one of Canada’s best-known and loved African acts, which tours regularly across the country. Solomon is an icon of the African music scene and remains one of its most successful artists.

This most courtly native of Kenya put aside his deep concern for family caught in the conflict there to offer his take.

“Not so many African musicians are coming here to [Toronto] now, partly because of changes in the immigration policies. There are pockets like Lula Lounge, but it’s a shrinking scene. I think it will stay like that until a world music club opens downtown.

“Also, the club scene in most African countries is vibrant in a way people here can’t believe. Any decent musician can make a living in his country, sometime even without leaving his city. Maybe the word has spread and the African music scene in Canada doesn’t look so attractive. Also, you can’t ignore the impact of hip-hop on the youth of every culture.”

Solomon notes even name acts like himself and Madagascar Slim couldn’t make it without playing outside Toronto as much as possible.

“Lots of people tell me I could do much better if I moved to the U.S., but this is my country and I want to make a mark here.”