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Brasil Ao Vivo!: The Sonic Pleasures of Liveness in Brazilian Popular Culture

Sound and Pleasure2After a rockin’ (and seriously informative) series of podcasts from Leonard J. Paul, a Drrty South banger dropped by SO! Regular Regina Bradley, a screamtastic meditation from Yvon Bonenfant, and a heaping plate of food sounds from Steph Ceraso, our summer Sound and Pleasure series gets even louder with Kariann Goldschmidts work on live events in Brazil. Brasil Ao Vivo! –-JS, Editor-in-Chief

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Brazilians pray, cheer and celebrate in public and often in close physical proximity to each other.  From the nearly 3 million people that flocked to Copacabana Beach to hear Pope Francis lead a mass in 2013 to the huge crowds that regularly turn out for concerts at Maracanã stadium, Brazilians earn their global reputation for large-scale public events. Of course there is Carnival in Rio de Janeiro and Salvador; the largest LGBT Pride Parade in the world held in São Paulo; and then there is football.

The relationship between large-scale public events and sound hit home as the country reacted to the national team’s humiliating loss to Germany in the semi-final round of the 2014 FIFA World Cup. The world witnessed a different kind of public outpouring as the Brazilian public mourned. Within hours of the initial shock at the lopsided score, images of Brazilian football fans weeping and screaming in the stadium and on the street became a humorous meme with music and sound playing a prominent role. By the next day, most Brazilian football observers were taking pleasure in the public spectacle of weeping fans.  With the abundance of images featuring hysteria,  videos mocking the intensity of the crying went viral with dramatic musical scores. One observer proclaimed : “essa capacidade de rir de nós mesmos é uma das melhores qualidades”; the capacity to laugh at ourselves is one of our best qualities. That Brazilians express all varieties of emotions and annual passages together in public for everyone to witness, even when they border on campy excess, allow for everyone to feel the pleasures of community and the power of public performance.

"Abschlussfeier Maracana Fifa WM 2014" by Flickr user Marco Verch, CC BY 2.0

“Abschlussfeier Maracana Fifa WM 2014” by Flickr user Marco Verch, CC BY 2.0

All of this led me to believe that such a public culture has an effect on the aesthetics of what performance studies scholar Philip Auslander calls “liveness” in recorded music and related viral media. Auslander argues that the appeal of liveness for television broadcasts, concerts, and other stage performances allows audiences to feel the immediacy of the moment even if the presence of mediation, such as screens and on-air censorship, is obvious. The international spectacle of Brazilians emoting en masse, then, has a direct relationship with Brazilian sonic aesthetics. Nowhere, I argue, is this more prominent than in the (sometimes viral) popularity of live recordings.

That immediacy Auslander speaks of spreads to many aspects of Brazilian popular culture, including the popularity of concert DVDs and albums which are regularly listed among the most popular domestic recordings. In fact, concert records tend to be more popular than the studio albums that inspire the tour. These live albums often carry the designations Ao Vivo, live or MTV Acústico (the equivalent of the Unplugged albums popular in the United States), and they are often recorded in such a way so as to feature the interaction of the crowds. In place of the draw for authenticity (a value that permeates the MTV Unplugged recordings) is the love for community, and for experiencing big emotions together no matter how obviously they are mediated through cameras, microphones and other technology. Through the example of the continued popularity of live albums in Brazil, there is an opening for a different theorization for sounding liveness; in place of celebrating canonic performances and virtuosity, the valorization of liveness in Brazil reinforces the importance of crowds and the so-called “popular classes” at the root of the politicized singer-songwriter genre MPB or Música Popular Brasileira.

The pleasure and preference for live recordings also extends to social media. For meme chasers, a good example of this is Michel Teló’s 2011 hit “Ai Se Eu Te Pego.” The song and video were recorded ao vivo before a crowd dominated by young women. A close listen reveals that sounds of Teló’s female audience members are just as important as his voice  even if his voice is only slightly louder in the mix. There is barely a moment in the recording when the audience stops making itself heard; the engineering revels in their presence. This is especially obvious during the opening seconds of the track when Teló and his audience sing “Nossa, nossa / assim você me mata / Ai, se eu te pego / Ai, ai, se eu te pego” [Wow, wow / you kill me like that / Ah, if I could get you / ah, ah, if I could get you] in unison at nearly the same volume in the mix. When the accordion and electric bass (crucial instruments for the song’s forró style) finally enter over the screaming audience, there is a noticeable break in the tension set up by the audience and Teló singing together. Their cries, like those in other live recordings, illustrate Teló’s appeal to the crowd in that moment while also allowing other listeners to imagine themselves there.

Teló’s song went viral (as of this writing, the official version currently has nearly 580 million views on YouTube and over 72 million plays on Spotify), with alternate video versions teaching the song’s dance steps and others highlighting global football stars dancing and singing along to the song. At one point Neymar, the national team’s biggest hope for World Cup victory, sang with Teló in front of a crowd. In general, Teló’s live songs easily outpace his studio recordings in terms of virality, and, I would argue, that a major part of the appeal of “Ai Se Eu Te Pego” is its provenance in a concert setting. It is just as important that the screaming throngs of women are audible as it is for those dance steps to be easy and recognizable. The liveness of the recording is so important, in fact, that the screaming audience appears as sampled snippets in the Pitbull remix. In its viral form, Teló’s song united the popularity of live spectacle with Brazil’s enthusiasm for other live events, merging concert goers with football fans.

The popularity of Teló’s live song is not an isolated incident. Look, for example, at record sales figures for all time.  Two are live albums by artists who do not appear elsewhere on the list. Other albums that have sold more than 2 million copies in Brazil alone are by Roberto Carlos (Acústico MTV) and the teen pop/rock duo Sandy and Júnior (As Quatro Estações ao Vivo and Era Uma Vez… Ao Vivo). In 2011, five of the top ten albums in Brazil fit the ao vivo mode with little regard to genre: MPB stars Caetano Veloso and Maria Gadú are there alongside sertanejo artists Paula Fernandes and Luan Santana. In 2012, three of the top 20 best-sellers were live albums. Meanwhile,  DVDs of concerts in Brazil continue to be strong sellers. Thus, the communal pleasure palpable on-screen translates to that experienced in the home.

"Eric Clapton - Unplugged" by Flickr user Ian Alexander Martin, CC BY-NC-ND 2.0

“Eric Clapton – Unplugged” by Flickr user Ian Alexander Martin, CC BY-NC-ND 2.0

Compare this with the status of live records in the United States in the last few years where they have rarely seen any chart success. If anything, liveness continues in YouTube clips and Spotify Sessions but not in physical sales and downloads. This is probably because live albums for U.S. based artists are embedded with different values having to do with the rock authenticity rather than communal pleasure. These performances demonstrate the chops of the musician and valorize the concerts (and tours) as events. The double live albums from the 1970s such as as Frampton Comes Alive, Lynyrd Skynyrd’s One More From The Road, and Kiss Alive! hold a prized place in the classic rock canon, often as much for extended guitar solos rather as the screaming throngs of fans. In the late ‘80s and early ’90s live albums, especially MTV Unplugged, re-inscribed a love of liveness through acoustic instruments and songs that reached back into the roots of American popular music. Eric Clapton’s Unplugged (1992) even topped the Billboard album charts and won 6 Grammy awards including Album of the Year while other records such as Nirvana’s MTV Unplugged in New York and U2’s Rattle and Hum were multi-platinum hits. While there is the occasional top-40 live single, these songs are the exception to a genre of that has has moved liveness  to YouTube rather than streaming and MP3 markets.

SO! contributor Osvaldo Oyola has noted there is a tension between the efforts recording engineers often go through to make studio recordings sound as immediate as possible, and those that call attention to the recording process. Live records replace the need to sound polished with the need to sound spontaneous, often reveling in mistakes and banter. That immediacy is something I enjoy when listening to live recordings and it has a parallel for many people who participate in the reception of major events in real time through social media.

In Brazil, audiences enjoy the immense power of participation in live events.  As part of a larger work in progress I’m particularly fascinated by how this power and pleasure is mediated through the sonic experience of recordings and viral social media. Whether they are sharing tears over an international football loss or singing along to “Ai Se Eu Te Pego”  Brazilians extend Auslander’s liveness by prolonging and replaying the  immediacy of the crowds to experience that shared sonic moment, again and again.

Kariann Goldschmitt is a Visiting Lecturer in the Faculty of Music at University of Cambridge. Her scholarly work focuses on Brazilian music, modes of listening, and sonic branding in the global cultural industries. She has published in the Oxford Handbook of Mobile Music Studies, Popular Music and Society, American Music, Yearbook for Traditional Music, and Luso-Brazilian Review and contributes to the South American cultural magazine, Sounds and Colours.

Featured image: Adapted from “Gloria” by Flickr user Lourenço Fabrino, CC BY-NC-SA 2.0

tape reelREWIND! . . .If you liked this post, you may also dig:

Sound-politics in São Paulo, Brazil— Leonardo Cardoso

Calling Out To (Anti)Liveness: Recording and the Question of Presence–Osvaldo Oyola

Hello, Americans: Orson Welles, Latin America, and the Sounds of the “Good Neighbor“– Tom McEnaney

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Sound at IASPM-US 2014

For the second weekend in March, the U.S. chapter of the International Association for the Study of Popular Music (IASPM-US) will be holding its annual meeting at the University of North Carolina, Chapel Hill. Like sound studies, popular music studies is fueled by an interdisciplinary spirit, and many of the questions that currently occupy the popular culture corner of sound studies have much in common with those of us who take the study of music seriously. This year’s conference offers a unique theme, “Music Flows,” that centers around questions of water, flows, and liquidity. The conference theme also offers more expansive ideas to flows, including mobility, embodiment, sonic materialities, and ecology. While the theme may strike some as unconventional, it ends up being an excellent metaphor for those of us who study musical flows in fields that prefer static works and communities over transient ones.

The James Taylor Bridge in his native city of Chapel Hill, North Carolina

The James Taylor Bridge over Morgan Creek in his native city of Chapel Hill, North Carolina

Since this is a popular music conference, many of the papers at this meeting take musical texts as their focus (including mine); however, there are still many panels and individual papers that might interest scholars from a sound studies perspective. After all, sound travels better in water than in air, and following that logic, water and sound both feature waves. Indeed, there are papers that take the water waves and sound waves as their inspiration. Compare, for example, SO! guest writer Mack Hagood’s discussion of an early popular recording of water waves against Robin James’s philosophical theorizing about sound waves and Neo-Liberalism in the music of Ludacris. Similarly, many papers take their inspiration from the sounds that come from water or are performed in it: Peter Schultz specifically tackles the sound-design of watery environments in video games, while SO! guest writer Josh Ottum investigates the sounds from the floating garbage island in the middle of the ocean. These papers offer attendees the opportunity to consider the large theoretical consequences of changes to the water and waves in recordings.

Some papers approach water from a perspective focused on materiality and mediation. Craig Eley’s paper offers a historically grounded study of the hydrophone and underwater recording. Peter McMurray’s paper analyzes the problem of making music for watery environments and the challenges of water’s sonic conduciveness. For an athletic perspective on hearing music in the water, Niko Higgins talks about the music that swimmers use in their athletic training. These perspectives on liquid mediation offer a tremendous opportunity to expand sound studies beyond its general dependence on sounds that happen in the open air.

Beyond the more literal takes on the water in music flows, a large portion of the papers have taken their inspiration from the metaphor of social mobility, liquidity, and trade. There are panels and papers that emphasize transnational sonic flows, such as the panel “In and Out of Africa,” and Jason Robinson’s work on recording challenges in a transatlantic jazz collaboration. Two papers in particular deal with the role of African Americans in U.S. diplomatic relations: Darren Mueller’s paper on Dizzy Gillespie as a jazz ambassador, and Kendra Salois’s work on hip-hop diplomacy. Along a similar vein, Yvonne Liao specifically considers ports and their relationship to musical trade in Shanghai’s jazz scene. There is also a paper on the role of music as a social lubricant by Luis-Manuel Garcia that promises to be a real treat.

Megafaun serenades a Chapel Hill, North Carolina crowd, Image by Flickr user  abbyladybug

Megafaun serenades a Chapel Hill, North Carolina crowd, Image by Flickr user abbyladybug

There are also numerous papers that tackle flow and water as a metaphor in music-making and mediation. They include SO! guest writer Mike D’Errico’s study of embodiment and interactivity in digital media, Rebecca Farrugia and Kelly Hay’s study of women’s flow in a Detroit hip-hop scene, and Jonathan Piper’s paper on “sludge” metal. “Anointing Sounds” is a roundtable on music’s materiality and the sounds of religious experience through the Christian metaphors of “anointing” and “healing waters.”  Finally, for those scholars seeking the rare paper on record eaters and collecting, check out SO! guest writer Shawn VanCour and Kyle Barnett’s paper.
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Other highlights include a keynote by Louise Meintjes, whose book Sounds of Africa! took the musical recording process in studios as a serious object of study, and one of the last papers of the conference, Matthew Somoroff’s study of James Baldwin as a listener and ethnographer..

Finally, it is worth mentioning how many papers address sound studies’ long-standing relationship with soundscapes, ecomusicology, and the environment. There is a panel called “Ecologies of Place” with papers on ecologically-minded music from places as far flung as India, Iceland, Appalachian Ohio, and Canadian parks. There is also a panel on “Urban Soundscapes,” including Robert Fry’s paper on sound, music, and branding at a hot spring resort and Mathew Robert Swiatlowski’s paper on the boom box and the Walkman in urban space.

Many in sound studies cite Jonathan Sterne’s critiques of ocularcentrism in cultural criticism. This conference encourages us to think beyond the air and stasis and shift our focus to the possibilities of liquid metaphors in cultural change.

Scroll down for Kariann’s handpicked panels and papers of interest for sound studies folks perusing IASPM-US.  

Featured Image: One of Chapel Hill’s many ponds, at the Outdoor Education Center, Image by Flickr User Kat St Kat

Kariann Goldschmitt is an Adjunct Assistant Professor at New College of Florida and Ringling College of Art and Design. She holds a Ph.D. in Musicology from UCLA (2009) and was the 2009-2011 Mellon Fellow of Non-Western Music at Colby College in Maine. Her scholarly work focuses on Brazilian music, modes of listening, and sonic branding in the global cultural industries. She has published in The Journal of Popular Music Studies, American Music, Yearbook for Traditional Music, and Luso-Brazilian Review and contributes to the South American cultural magazine, Sounds and Colours.

"Franklin Street, Chapel Hill" by Wikimedia user Caroline Culler, CC BY 3.0

“Franklin Street, Chapel Hill” by Wikimedia user Caroline Culler, CC BY 3.0

Friday, March 14

9:30
“The Fluid “Field”: Recording and Performance in Transatlantic Collaboration”–Jason Robinson, Amherst College
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“Swimming What You Hear: The Music of Distance Swimmers”– Niko Higgins, Columbia University
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10:15-11:45
“In and Out of Africa: From Biodiversity to Cultural Diversity: Negotiating Cultural Sustainability, Difference, and Nationhood through World Music in France,” Aleysia Whitmore, Brown University
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“American Afrobeat: Perception and Reception of Antibalas in Nigeria,” Stephanie Shonekan, University of Missouri
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“African Sounds in the American South: Community Radio, Pan-Africanism, and Historically Black Colleges, 1950-1986,” Joshua Clark Davis, Duke University
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“Thinking the Anthropocene Through Sound ‘Apeman’: The Kinks’ Romantic Expression of Environmental Politics and the Paradox of Human Evolution,”
Sara Gulgas, University of Pittsburgh
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“Coming of Age in the Post-3.11 Waterscape: Music and Silence in Japanese Animated Cinema and Children’s Art,” Kyle Harp, University of California, Riverside
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“Sounds Like Garbage: Paddling Through an Island of Trash Toward a New Sonic Ecology,” Josh Ottum, Ohio University
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“Watery Textualities: The Perceptual Flow of Metric (Re)evaluation in Radiohead’s ‘Bloom,'” Michael Lupo, CUNY Graduate Center
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“Splash, Bubble, and Clink: Topic and Timbre in Aquatic Video Game Environments,” Peter Shultz, University of Chicago
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“Just Ludacris Enough: Wave-Forms & Neoliberal Sophrosyne,” Robin James, University of North Carolina-Charlotte
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12:00-1:30
Keynote Lecture: Louise Meintjes, Duke University
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1:45-3:45
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“Embodiment and Mediation: Riding the ‘Sound of Here-and-Now’: Locating Groove in Japanese Garage Punk,” Jose Neglia, University of California, Berkeley
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“Air Flows: Breath, Voice, and Authenticity in Three Recordings,” Greg Weinstein, Columbia College Chicago
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“‘Them boys kin shore tromp on the strings’: Down-Home Virtuosity in Rural Variety Radio,” David VanderHamm, University of North Carolina at Chapel Hill
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“‘Less Work, More Flow’: Embodied Interactivity and the Ecology of Digital Media,” Mike D’Errico, University of California Los Angeles
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1:45
“Secret Sonic Weapon on Record: Dizzy Gillespie and the Ambassadorial Politics of Jazz,” Darren Mueller, Duke University
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“The Costs of Being Fluid: Popular Music and the Lubrication of Social Frictions,” Luis-Manuel Garcia, Max Planck Institute for Human Development
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2:15
“Soft Power in Hard Times: Affect, Labor, and Ethics in US ‘Hip Hop Diplomacy,'” Kendra Salois, University of Maryland, College Park
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2:45
“Listening with Your Face: The Neo-colonial Politics of Underwater Music,” Peter McMurray, Harvard University
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James Taylor Bridge, Public Domain

So nice we put it twice, The James Taylor Bridge, Public Domain

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Saturday, March 15

8:30
“Voices of Americas – The Sound of the Radio Programs About Folk Music in Brazil and the USA under the Pan American policy (1936-1945)”–
Rafael Velloso, UFRGS/Brazil & University of Maryland
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“The Sound of Sludge: Groove, Materiality and Bodily Experience in Sludge Metal”–Jonathan Piper, Independent Scholar
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8:30-10:00
Urban Soundscapes
“I Can’t Live Without My Radio”: The Sony Walkman & the Stereo Boombox in the Urban Soundscape of the 1980s”–Mathew Robert Swiatlowski, University of North Carolina at Chapel Hill
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“Sounding Hot Springs: Music and Branding in America’s Spa City”–Robert Fry, Vanderbilt University
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“Hip Hop Flows (through Detroit): Women’s “Legendary” Work Mapping Marginalization and Sustainability in Urban Sonic Spaces”–Rebekah Farrugia, Oakland University, Kellie Hay, Oakland University
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10:15-11:45
“Mediating ‘Natural’ Sounds Going Deep: The Hydrophone and the History of Underwater Recording”–Craig Eley, Penn State University
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“Early Digital Waves: Irv Teibel’s Environments and the Psychologically Ultimate Seashore”–Mack Hagood, Miami University
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“Sigur Rós and the Soundtrack to Selling Planet Earth”–Matt DelCiampo, Florida State University
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10:45
“Port sounds: Jazz(-scapes) in 1930s and 1940s Shanghai,” Yvonne Liao, King’s College London
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1:45-3:45
Ecologies of Place
“Music, Dance, Theater, Water:  Environmental Justice and Ananya Dance Theatre,” Allison Adrian, St. Catherine University
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“Stone and Ice: Resonant metaphors of Jón Leifs ecological music in Iceland’s soundscape,” Leslie C. Gay Jr., University of Tennessee
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“Sounds of Recovery and Protest in Appalachian Ohio,” Brian Harnetty, Ohio University
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“Mediated Ecomusicological Flows: The Nexus of Sonic Materiality and Ecotourism in the National Parks Project,” Kate Galloway, Memorial University of Newfoundland
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2:45
“Music, Mobility, and Streaming: A Multimedia Lecture by the Killer Apps, Iowa City’s Best All-Mobile-Phone Cover Band,”Kembrew McLeod, University of Iowa and Loren Glass, University of Iowa
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"Cheerleaders, UNC, 1989" by Flickr user North Carolina Digital Heritage Center, CC BY-NC-ND 2.0

“Cheerleaders, UNC, 1989” by Flickr user North Carolina Digital Heritage Center, CC BY-NC-ND 2.0

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Sunday, March 16

8:30
“Tracking Edible Phonography: Record Eating, Collecting, and Musical Taste,” Shawn VanCour, NYU and Kyle Barnett, Bellarmine University
8:30-10
“Anointing Sounds: Holy Ghost Reservoirs in an Age of Mass Media (Roundtable),”  James Bielo, Miami University, Anderson Blanton, University of North Carolina at Chapel Hill, and Rory Johnson, Miami University
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11:45
“Voices Above His Head: James Baldwin as Listener and Ethnographer,” Matthew Somoroff, Duke University
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Chapel Hill's finest, WUNC, image by Flickr user Keith Weston

Chapel Hill’s finest, WUNC, image by Flickr user Keith Weston

The Sounds of Selling Out?: Tom Zé, Coca-Cola, and the Soundtrack to FIFA Brazil 2014

Sound and Sport2Welcome back to our summer series on “Sound and Sport.”  In today’s post, Kariann Goldschmitt discusses the gamechanging controversy over Brazilian musician Tom Ze’s commercial for Coca-Cola’s FIFA 2014. For an instant replay of July’s post click Josh Ottum‘s “Sounding Boards and Sonic Styles: The Music of the Skatepark” or of June’s post, click Tara Betts‘s “Pretty, Fast, and Loud: The Audible Ali.” For May’s post, click Melissa Helquist‘s “Goalball: Sport, Silence, and Spectatorship.”  This Thursday’s grand finale will continue our discussion of Brazil, with a podcast by Andrea Medrado entitled “The Sounds of Rio’s Favelas: Echoes of Social Inequality in an Olympic City” AND keep you on the edge of your seat with a bonus Olympic doubleheader post excerpted from David Hendy‘s recent Noise broadcasts for BBC Radio 4 on the sounds of Olympic crowds. And now. . .the sounds of FIFA’s sponsors. —J. Stoever-Ackerman, Editor-in-Chief

Tensions in Brazil have been running high as the the country ramps up preparations for next year’s FIFA World Cup. Brazil’s economy is one of the world’s strongest, but its middle class has suffered as economic growth has stagnated amid rapidly rising costs of living. Yet, FIFA demands that Brazil’s government spend large amounts of money to renovate stadiums and further bolster tourism-based services at the expense of everything else. This last June, news of another hike in transit fees was the final straw for many citizens and they took to the streets to protest corruption and the routing of public funds to tournament preparations while basic services suffered. Protesters argue that the country is burnishing its international brand on the backs of its citizens. It is thus no surprise that much of the Brazilian public is fed up with FIFA and its multinational partners. As a consequence, musicians who participate in World Cup-related ad campaigns risk damaging their relationship with the public.

In Spring 2013, the Facebook page of one of Brazil’s most eccentric musical iconoclasts, Tom Zé, was bombarded by negative comments. Unforgivably to some of his most ardent fans, Zé had lent his vocal talents to a Coca-Cola commercial that sought to connect Brazil’s oft-mythologized cultural diversity to the universals of the World Cup and Coca-Cola’s alleged populism. Zé inflected his delivery of the ad copy with an especially musical speaking cadence and rhythm. It was a peculiar take that drew on his signature vocal eclecticism.

The ad opens with Zé stating,

Muita gente se pergunta como vai ser a copa

A coca-cola vai falar como ela não vai ser

[Many people are asking themselves what this cup will be like

Coca-Cola is going to tell you what it won’t be like]

as the shot features a group of people smoothing out a giant kite with the Brazilian flag. There is a strong syncopated rhythm to Zé’s voice that matches the carnival samba drums (especially the caixa) that accompany the ad throughout. As it continues, the imagery matches what Zé describes, in either stills or brief shots, often recalling the frenzy surrounding world cups of the past. In a rapid cadence, he says:

não vai ser só a copa de vuvuzela, do vidente, da celebridade

da menina bonita, do jogadores com cabelo da moda…”

[it won’t be the Cup of the vuvuzela, the psychic, nor of celebrity

of beautiful women, nor of players with fashionable hair]

The synchronization of Zé’s rapidly rhythmic delivery over archetypal images of Brazil’s tournament excitement is crucial to the ad’s message. This passage mentions two icons of the 2010 tournament, the vuvuzela and the psychic (vidente) octopus, with accompanying images. In under four seconds, the camera jumps from a man holding a celebrity magazine (celebridade), a woman cheering (menina bonita), some player figurines (jogadores) and a boy with an elaborate buzz cut.  By aligning himself with an official sponsor of the upcoming tournament through ad copy that valorizes Brazil’s present, Zé also lent the sound of his voice to the sports-industrial complex, thereby opening himself up to accusations that he was a  “sell-out” (vendido).

Tom Zé - Todos os Olhos (1973)

Tom Zé – Todos os Olhos (1973)

Zé is famous for taking part in the tropicália of the late 1960s – a cultural movement that was most effective through popular music. Tropicália musicians bucked Brazilian musical conventions by blending imported rock ‘n’ roll with national music protest songs during a period when musical taste often indicated one’s support or disapproval of the military dictatorship. While most involved in tropicália eventually became Brazilian musical mega-stars (Caetano Veloso, Gilberto Gil, Gal Costa, Os Mutantes, and Mara Bethânia), Zé drifted to obscurity by rejecting many of the machinations of the record industry. He only found an international audience when David Byrne’s Luaka Bop Records released some of his music in the 1990s, the most successful of which was Fabrication Defect [Com Defeito de Fabricação] (1998). Due to his peculiar status, Zé disrupted fan expectations and threatened his brand when he embraced a corporate power so intricately connected to an increasingly unpopular athletic tournament.

The controversy surrounding the Coca-Cola ad took a turn towards farce when, on April 22nd, 2013, Zé released a free 5-song EP on his website titled Tribunal do Feicebuque – a clear play on the way that Brazilians tend to pronounce “Facebook.” Accompanying the songs was a parody of tribunal orders listing the performing and collaboration credits along with lyrics to the songs. Zé’s actions exposed how the incident was a different kind of sonically-driven sports spectacle – this time it was played out over social media, in Brazil’s most influential newspaper, in Tribunal references and fights with fans during his shows at Rio’s famed Circo Voador, and in the ensuing blog reviews of his shows.

The chaotic structure of the EP’s title track, while typical of Zé catalog, disrupts his fans’ claims of “selling out.” He employs a variety of sonically disjunct approaches, opening with the startup sound for Microsoft’s Vista OS before jumping into a psychedelic samba-rock tune with a staccato guitar and a brass section. Zé recorded his vocals over multiple tracks, at times simultaneously sung/spoken at a low pitch and sung at a high pitch. The first half is familiar – the voices trade between Zé and a female companion in something sounding like a duet over a samba-rock beat. The lyrics directly reference infamous moments when Brazilian audiences have turned on their musical icons thought to be too involved in international business influences.

Vendido, vendido, vendido!

A preço de banana

Já não olha mais pro samba

Tá estudando propaganda

[Sell-out, sell-out, sell-out!

The price of a banana

He no longer looks to samba

He’s studying advertising]

At the mid-point, rock gives way to a serious march and more voices enter (including famed São Paulo hip-hop artist Emicida) making the song’s structure more like a trial, complete with competing arguments, before returning to samba-rock under Emicida’s rapping. The song is creative and fun, but it is far from Brazil’s top-40 fare which often favors smoother genre blends and urban pop hits.

Given all of the attention paid to musicians’ efforts to supplement their meager income from digital sales and streaming royalties by forging partnerships with a variety of multinational corporations, it is a little surprising that Tom Zé’s participation in a Coca-Cola commercial would be this controversial. It is difficult to find a musician in Brazil that hasn’t benefitted from some kind of corporate sponsorship. Most artists accept funding from a granting arm of a national corporation (oil company Petrobras, major bank Itaú), license music to national ad campaigns, or embark on a more direct co-branding effort from the likes of mobile phone providers and skin care companies.

Tom Zé in 2008 performing in front of a Petrobras sign, photo used by CC license, Neto Silveira

Tom Zé in 2008 performing in front of a Petrobras sign, photo used by CC license, Neto Silveira

One of the hallmarks of the recent changes that have affected the music industry is that musicians rarely refuse opportunities for their music to be used as the soundtrack for mainstream audio/visual entertainment and advertisements. The practice is so common that one of the best-regarded music industry survival books explains possible changes to a musician’s brand when they participate in the advertising of other products. Instead of  “don’t license your music,” musicians should license their music in a way that will benefit their brand. It is rare for a song’s success among World Cup spectators to harm musicians; anthems that reflect well on the host nation(s) and express the energy of cheering crowds are a central feature of the tournament. Shakira’s “Waka Waka” actually bolstered her credibility among music fans across the African continent because it sampled Golden Sounds’ hit “Zamina Mina,” a popular song among hip-hop artists in Camaroon and Senegal.  In Zé’s case, he misjudged how the tournament and its corporate sponsors were being read by the Brazilian public just weeks before tensions exploded in protest. Indeed, as compared to other Brazilian artists who have recorded potential 2014 World Cup anthems, the reaction to Zé is unique.

As others have noted, television advertising played an important role in the June protest soundtrack. Protesters appropriated the song from a Fiat commercial (released just weeks after Zé’s Facebook episode) that explicitly connects cheering soccer crowds in the street to a new car.

The meaning of “torcer,” a common expression for “cheer” in both advertisements’ copy, is transformed back to its original meaning to wrench or twist thereby exposing the conflicts that have been exacerbated by Brazil’s preparations for the tournament and the sports industrial complex.

These crowds twisted an ad’s soundtrack to challenge the role of multinational agencies and corporations in Brazil’s skewed socio-economic priorities. Indeed, as Leo Cardoso wrote in Sounding Out! a year ago, some of these priorities include regulating sound in Brazil’s largest cities.

For both of these cases involving sonic responses to advertisements that explicitly seek to capitalize on excitement for the soccer tournament, their original intended meaning was twisted and wrenched, forcing musicians to re-evaluate their publics. In the current political climate, Zé found that musical sounds can be aligned with the FIFA World Cup, so long as they are about celebrating sport rather than its multinational sponsors.

Promotional FIFA 2014 Can, Image by José Roitberg

Promotional FIFA 2014 Can, Photo used by CC license, José Roitberg

Featured Image: Tom Zé in 2008 performing in front of a Petrobras sign, photo used by CC license, Neto Silveira

Kariann Goldschmitt is an Adjunct Assistant Professor at New College of Florida and Ringling College of Art and Design. She holds a Ph.D. in Musicology from UCLA (2009) and was the 2009-2011 Mellon Fellow of Non-Western Music at Colby College in Maine. Her scholarly work focuses on Brazilian music, modes of listening, and sonic branding in the global cultural industries. She has published in The Journal of Popular Music Studies, American Music, Yearbook for Traditional Music, and Luso-Brazilian Review and contributes to the South American cultural magazine, Sounds and Colours.


tape reel

REWIND! . . .If you liked this post, you may also dig:

“Sound-politics in São Paulo, Brazil”–Leonardo Cardoso

Quebec’s #casseroles: on participation, percussion and protest–Jonathan Sterne

Hello, Americans: Orson Welles, Latin America, and the Sounds of the “Good Neighbor”–Tom McEnaney

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