I heard them before I saw them. Walking to my apartment in Moscow’s Tverskoy District, I noticed a pulsating mass of sound in the distance. Turning the corner, I found a huge swath of light blue and white and—no longer separated by tall Stalinist architecture—was able to clearly make out the sounds of Spanish. Flanked by the Izvestiia building (the former mouthpiece for the Soviet government), Argentinian soccer fans had taken over nearly an entire city block with their revelry. The police, who have thus far during the tournament been noticeably lax in enforcing traffic and pedestrian laws, formed a boundary to keep fans from spilling out into the street. Policing the urban space, the bodies of officers were able to contain the bodies of reveling fans, but the sounds and voices spread freely throughout the neighborhood.
Moscow is one of eleven host cities throughout Russia for the 2018 FIFA World Cup, which runs from June 14 to July 15. Over one million foreign fans are expected to enter the country over the course of the tournament, and it is an important moment in Vladimir Putin’s attempt to reassert Russia’s power on the global stage. Already, it has been called “the most political tournament ever,” and discussions of hooliganism, safety concerns, and corruption have occupied many foreign journalists in the months leading up to the start. So gloomy have these preambles been that writers are now releasing opinion pieces expressing their surprise at Moscow’s jubilant and exciting atmosphere. Indeed, it seems as though the whole world is not only watching the games, but also listening attentively to try to discern Russia’s place in the world.
Thus it comes as no surprise that the politics of sound surrounding the tournament have the potential to highlight the successes, pitfalls, and contradictions of the “beautiful game.” Be it vuvuzelas or corporate advertising, sound and music has shaped the lived experience of the World Cup in recent years. And this tournament is no exception: after their team’s 2-1 win over Tunisia on June 18, three England fans were filmed singing anti-semitic songs and making Nazi salutes in a bar in Volgograd. That their racist celebrations took place in Volgograd, formerly known as Stalingrad and the site of one of the bloodiest battles of World War II, added historical insult and even more political significance. The incident has shaped reception of England fans and their sounds across the country. As journalist Alec Luhn recently tweeted, police cordoned off singing England supporters in Nizhny Novgorod after their victory over Panama, ostensibly keeping the risk of hooliganism at bay. The incident stands in stark contrast with the police barrier around the Argentina fans, who were being protected not from supporters of other nationalities, but rather from oncoming traffic.
England fans in Russia sing songs…behind a line of police. Part of the reason there hasn’t been any hooligan violence pic.twitter.com/RwXz8XtLHf
— Alec Luhn (@ASLuhn) June 23, 2018
More than anything, however, sound has facilitated cultural exchange between fans and spectators. In recent years, historians and musicologists have paid more attention to the multivalent ways musical exchanges produce meaningful political and social understandings. Be it through festivals, diplomatic programs, or compositional techniques, music plays a powerful role in the soft power of nations and can cultivate relationships between individuals around the globe. More broadly, sound—be it organized or not—shapes our identity and is one of the ways by which we make meaning in the world. Sound, then, has the potential to vividly structure the experience of the World Cup—a moment at which sound, bodies, individuals, and symbolic nations collide.
At the epicenter of all of this has been Red Square, Moscow’s—and perhaps Russia’s—most iconic urban space. The site of many fan celebrations throughout the World Cup, Red Square’s soundscape brings together a wide variety of national identities, socio-economic considerations, and historical moments. To walk through Red Square in June 2018 is to walk through over five-hundred years of Russian history, emblematized by the ringing bells and rust-colored walls of the Kremlin; through nearly eighty years of Soviet rule, with the bustle and chatter of curious tourists waiting to enter Lenin’s tomb; and through Russia’s (at times precarious) global present, where fans from Poland join with those from Mexico in chants of “olé” and Moroccan supporters dance and sing with their South Korean counterparts. The past, present, and an uncertain future merge on Red Square, and the sonic community formed in this public space becomes a site for the negotiation of all three.
In the afternoon of June 19, I walked through Red Square to listen to the sounds of the World Cup outside the stadium. At the entrance to Red Square stands a monument to Grigory Zhukov, the Soviet General widely credited with victory over the Nazis in World War II. Mounted upon a rearing horse, Zhukov’s guise looms large over the square. In anticipation of that evening’s match between Poland and Senegal at Moscow’s Spartak Stadium, Polish fans were gathered at the base of Zhukov’s monument and tried to summon victory through chants and songs (Poland would end up losing the match 2-1.) Extolling the virtues of their star player, Robert Lewandowski, the fans played with dynamics and vocal timbres to assert their dominance. Led by a shirtless man wearing a police peaked cap, the group’s spirit juxtaposed with Zhukov’s figure reiterated the combative military symbolism of sporting events. Their performance also spoke to the highly gendered elements of World Cup spectatorship: male voices far outnumbered female, and the deeper frequencies traveled farther across space and architectural barriers. The chants and songs, especially those that were more militaristic like this one, reasserted the perception of soccer as a “man’s sport.” Their voices resonated with much broader social inequalities and organizational biases between the Women’s and Men’s World Cups.
From there, I walked through the gates onto Red Square and was greeted by a sea of colors and hundreds of bustling fans. Flanked by the tall walls of the Kremlin on one side and the imposing façade of GUM (a department store) on the other, the open square quickly became cacophonous. Traversing the crowds, however, the “white noise” of chatter ceded to pockets of organized sound and groups of fans. Making a lap of the square, I walked from the iconic onion domes of St. Basil’s cathedral past a group of chanting fans from Poland, who brought a man wearing a Brazil jersey and woman with a South Korean barrette into the fold. Unable to understand Polish, the newcomers were able to join in on the chant’s onomatopoeic chorus. Continuing on, I encountered a group of Morocco supporters who, armed with a hand drum, sang together in Arabic. Eventually, their song morphed into the quintessential cheer of “olé,” at which point the entire crowd joined in. I went from there past a group of Mexico fans, who were posing for an interview while nearby stragglers sang. The pattern continued for much of my journey, as white noise and chatter ceded to music and chants, which in turn dissipated either as I continued onward or fans became tired.
Despite their upcoming match, Senegalese fans were surprisingly absent. Compared to 2014 statistics, Poland had seen a modest growth of 1.5% in fans attending the 2018 World Cup—unsurprising, given the country’s proximity to Russia and shared (sometimes begrudgingly) history. Meanwhile, Senegal was not among the top fifty countries in spectator increases. That’s not to say, of course, that Senegalese supporters were not there; they were praised after the match for cleaning up garbage from the stands. Rather, geography and, perhaps, socio-economic barriers delimited the access fans have to attending matches live as opposed to watching them from home. With the day’s match looming large, their sounds were noticeably missing from the soundscape of Red Square.
Later that evening, I stopped to watch a trio of Mexico fans dancing to some inaudible music coming from an iPhone. Standing next to me was a man in a Poland jersey. I started chatting with him in (my admittedly not great) Polish to ask where he was from, if he was enjoying the World Cup so far, and so on. Curious, I asked what he thought of all the music and songs that fans were using in celebrations. “I don’t know,” he demurred. “They’re soccer songs. They’re good to sing together, good for the spirit.”
Nodding, I turned back toward the dancing trio.
“You are Russian, yes?” The man’s question surprised me.
“No,” I responded. “I’m from America.”
“Oh,” he paused. “You sound Russian. You don’t look Russian, but you sound Russian.”
I’d been told before that I speak Polish with a thick Russian accent, and it was not the first time I’d heard that I did not look Russian. In that moment, the visual and sonic elements of my identity, at least in the eyes and ears of this Polish man, collided with one another. At the World Cup, jerseys could be taken off and traded, sombreros and ushankas passed around, and flags draped around the shoulders of groups of people. Sounds—and voices in particular—however, seemed equal parts universal and unique. Emanating from the individual and resonating throughout the collective, voices bridged a sort of epistemological divide between truth and fiction, authenticity and cultural voyeurism. In that moment, as jubilant soccer fans and busy pedestrians mingled, sonic markers of identity fluctuated with every passerby.
I nodded a silent goodbye to my Polish acquaintance and, joining the crowd, set off into the Moscow evening.
Featured Image: “World Cup 2018” Taken by Flickr User Ded Pihto, taken on June 13, 2018.
Gabrielle Cornish is a PhD candidate in Musicology at the Eastman School of Music. Her research broadly considers music, sound, and everyday life in the Soviet Union. In particular, her dissertation traces the intersections between music, technology, and the politics of “socialist modernity” after Stalinism. Her research in Russia has been supported by the Fulbright Program, the Glenn Watkins Traveling Fellowship, and the Cohen-Tucker Dissertation Research Fellowship from the Association for Slavic, East European, and Eurasian Studies. Other projects include Russian-to-English translation as well as a digital project that maps the sounds and music of the Space Race.
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Goalball: Sport, Silence, and Spectatorship— Melissa Helquist
Note: all translations of quotations from linked media are the author’s own.
In early March, viewers of the Argentine public television cooking show Cocineros Argentinos were treated to a jaunty bit of live interstitial music as the program returned from a commercial break. In keeping with the day’s Italian theme, a small band consisting of an accordion, violin, and sousaphone played a lively but simple minor-key melody in a brisk tarantella rhythm. “Those boys can play anything,” one of the hosts remarked approvingly. The other observed, “It’s the hit of the summer!”
These sixteen seconds of seemingly innocuous instrumental music on a government-sponsored television program sparked a minor firestorm in the Argentine press. One channel wondered whether they were deliberately “picking a fight with [President] Mauricio Macri,” while another categorized the musical selection as “polemic.” Social media voices in support of the embattled president called for Cocineros Argentinos to be cancelled. Ultimately, the program’s directors apologized to the public for having “bothered or disrespected” their viewers with “ingredients that do not belong in the kitchen.”
How could a bit of instrumental, pseudo-Italian kitsch cause such an uproar? Understanding the offense – for the musical selection was indeed intended as an obscene insult to the nation’s president – requires a bit of a dive into the history and culture of Argentine politics, protest, and sports fandom. The “hit of the summer” of 2018 in Argentina is not a pop song, but a chant that started in a soccer stadium, and has become a viral sonic meme, multiplying across social media and fragmenting into countless musical iterations. By early March, listeners in Argentina heard a clear meaning in this melodic sequence, and no singer was necessary to hear the words it invoked: Mauricio Macri, you son of a whore.
The melody comes originally from a source that expresses quite a different political sentiment. In 1973, after eighteen years of forced exile, ousted populist president Juan Domingo Perón was allowed to return to Argentina, and was shortly thereafter re-elected president. Perón died in office ten months later and was succeeded by his vice president and third wife Isabelita. Isabelita’s reign would soon devolve into an infamously brutal military junta, but in 1973 populist national fervor was running high in the country, and the airwaves were full of catchy, simple patriotic marches:
“Es tiempo de alegrarnos” (“It is time for us to be happy”), by Raúl “Shériko” Fernandez Guzmán, is full of optimism for what Perón’s return means for the country. The second stanza celebrates: “I see that my people returns once more to laughter / It’s that my country has begun to live again / Pain and sadness are left behind / The days of happiness and bliss have returned.”
It’s a sentiment that would be difficult to find today in a country where political discourse is polarized and acrimonious. Macri was elected in November 2015 on a platform that was largely about undoing the policies of the decade of Peronist administrations that preceded him (his party itself is called “Cambiemos” [Let’s Change]). Since coming to power, Macri’s party has pursued a neoliberal agenda that has been increasingly unpopular with the working and middle class. Cuts to state subsidies have made the cost of utilities and mass transit skyrocket, and groups from truck drivers to teachers have organized large-scale protests in response to the austerity measures and budget cuts to the public sector. In response to these increasingly fervent protests, Macri has even authorized violent police repression of crowds. In short, as of the beginning of 2018, he’s politically embattled and a target of widespread criticism from a wide range of sectors.
Yet the “hit of the summer” is not merely an ironic repurposing of an old bit of patriotic musical fluff in a time of unrest. In fact, as the phenomenon first went viral, most Argentines were unware of the music’s original source, which had been a fleeting fad. Instead, the melody had lived on and been transformed through the great repository of popular musical memory that is Argentine soccer culture.
Soccer fandom in Argentina is a full-throated affair. As Kariann Goldschmitt has observed in the case of Brazil, the soundscape of mass gatherings in the soccer stadium, and the affective charge of crowds experiencing the collective pain of loss or the exultation of victory, is a fundamental ingredient of popular identity in Argentina. But it is not the commercial, mediatized end of what Goldschmitt calls the “sports-industrial complex” that is primarily influential here.
Rather, hinchadas, or fan clubs, pride themselves on being able to sing loudly throughout the match, arms extending in unison, typically accompanied by bombos (bass drums), trumpets, and other loud instruments. Fan clubs pride themselves on the variety and creativity of their cantitos – the ‘little songs” that repurpose popular melodies with new lyrics that praise their own side, and insult their opponents’ lack of fortitude. Any memorable melody is fair game: for example, fans of Creedence Clearwater Revival’s “Bad Moon Rising” might have found the cantito that Argentina embraced during the 2014 World Cup vaguely familiar. In the decades since its release, “Es tiempo de alegrarnos” had been used periodically by the clubs of several teams, in variants whose unifying factor was the use of the obscenity “la puta que te parió” (literally, “the whore that birthed you”) for emphasis.
It was San Lorenzo’s fans who gave the cantito a new life in politics, during a match against Boca Juniors. The connection between Boca and President Macri was obvious for fans of both teams; Macri began his political career as the president of that team. When San Lorenzo fans felt they had been the victim of biased refereeing, the song began: “Mauricio Macri, la puta que te parió…”. All four phrases of the melody repeated the same words.
Unusually for a soccer cantito, the chant was soon picked up by the fans of another team, River Plate, who used it in similar circumstances when facing Macri’s Boca Juniors, their archrivals. Even more unusual, though, is the life that the chant has since taken on outside of the soccer stadium, where it is directed at the President not due to his association with his former club, but because of growing discontent with his political career. In the last weeks of February the cantito, now popularly known by its initials as “MMLPQTP” was heard in concert halls, basketball stadiums, and even in a crowded subway station (where, despite fare prices that have risen at eight times the rate of inflation, service remains irregular and delays are common). Journalists covering the phenomenon began to refer to it as “el hit del verano,” or “the hit of the summer.”
Using the English-language “hit” made clear that the allusion was not merely to the season (February is, of course, summer in the southern hemisphere, and a popular vacation time for Argentines) but to the seasonal nature of pop music consumption. The popular music critic’s thinkpiece seeking to define the essence of the summer song, celebrate it or lament its banality is almost as much of a trope as the phenomenon of the hit summer song itself. The sonic zeitgeist of summer 2018, these journalists suggested, could best be defined not with a breezy club banger, but with the hoarse and irate voices of a nation embroiled in an economic crisis that would make idle days at the beach unthinkable for many of its citizens.
There were attempts to curtail the spread of MMLPTQTP: the national referee’s association debated suspending future soccer matches if the chant broke out, characterizing it as potentially “discriminatory” speech (some cantitos do traffic in racist, anti-Semitic, and homophobic epithets, and referees have suspended games in the past to control them). In the end, no such suspensions occurred, perhaps because soccer fans and other musicians alike had already realized that the MMLPQTP chant had re-signified its melody so strongly that the lyrics were no longer necessary. One political cartoonist pointed out the referees’ conundrum perfectly: “They’re not singing the lyrics, sir, just humming the music,” the referee observes, asking, “should I suspend [the game] anyway?” Faced with the specter of censorship, Argentines embraced the full expressive potential of non-linguistic sonic signifiers, and the democratic possibilities of virally distributed, user-created content. A sonic meme was born.
The term “meme” was coined by Richard Dawkins, who used it to mean a basic unit of information analogous to a gene, only for information or ideas. I use the term here, though, in keeping with the more contemporary popular usage, to refer to user-generated humorous content – generally captioned images — shared online. Meme sharing sites often provide templates to help users easily generate variations on a theme. In this case, the structural template was a melody and two simple chords (which musicians helpfully transcribed and shared, both in standard Western notation and instructional video formats).
Musicians of all backgrounds flocked to Twitter, Facebook and YouTube to riff on MMLPQTP. In a catalog too long to list in its entirety here, a greatest hits compilation might include solo versions for piano and charango, covers in popular genres from blues to cumbia to metal. Argentines with a strong sense of national identity might prefer tango, but Brazilian-style Carnival samba also made an appearance (playfully invoking the possibility of censorship with Spanish “subtitles” that replace the offending phrase with “la la la”). And thus finally, scandalously, the hit song made its way to national television on a cooking show, where despite its transformation into an Italian-style instrumental ditty, the sting of its insulting words was still clearly heard.
The viral success of instrumental versions of MMLPTQP is a prime example what ethnomusicologist Anne Rasmussen has recently called “the politicization of melody.” In music’s potential to comprise and thus link simultaneous linguistic and non-linguistic codes lies its ability to render those linguistic codes superfluous. These linkages provide the potential to signify political messages through melody alone, opening up possibilities for protest that are more difficult to prevent through legal means (broadcasters’ obscenity clauses, for example), or easier to circumvent through technological means (amplified instruments). It would be easy to overstate the durability or pervasiveness of such linkages, however. One need only look back to that same melody’s entirely differently politicized origin, which is today largely forgotten or seen as a curiosity, to imagine that the linkage between the melody to “Es tiempo de alegrarnos” and its current manifestation of partisan abuse might one day fade from popular memory like the one-hit wonders of summers past.
Featured Image: Screencapture from “Monumental MMLPQTP”
Michael S. O’Brien is an assistant professor of music at the College of Charleston. He has been conducting ethnographic field research on music and cultural politics in Argentina since 2003. His article examining the use of thebombocon platillo in Carnival music, soccer fandom, and political culture is forthcoming in the journal Ethnomusicology this fall. He has also published research on protest music in the U.S. in the journal Music and Politics and Smithsonian Folkways Magazine.
Welcome back to the final article in our three-part series, Radio de Acción. Special thanks to you, our readers, and to editors Jennifer Stoever and Neil Verma at Sounding Out! for hosting this addition to a burgeoning field of Latin American critics and producers who are changing the way we hear radio as history, as theory, and in practice.
Over the past several weeks we have tried to bring you into the multiple worlds made possible by radio in Latin America. If you missed our previous posts, please find Alejandra Bronfman’s stunning history of radio in the Caribbean here, and Karl Swinehart’s fascinating study of Aymaran-Spanish radio here.
Both of these critical approaches set the stage for Carolina Guerrero’s extraordinary work with radio in the Americas. An executive director and co-founder of Radio Ambulante—a program that fellow co-founder and novelist Daniel Alarcón calls “This American Life, but in Spanish, and transnational”—Guerrero’s post takes us behind the scenes of her show to consider how the sounds on radio come to life for us as listeners, and the significance of hearing someone’s words in her or his own voice and language. For more Radio Ambulante after you finish reading and listening to Carolina’s post, please visit their website and download their podcasts.
–Guest editor Tom McEnaney
In late 2007, novelist Daniel Alarcón was hired by the BBC to produce a radio documentary about Andean migration in his native Peru. He spent 10 days traveling around the country, from the highlands to Lima, conducting interviews in both English and Spanish, talking to a wide range of people with very personal stories about migration. But when Daniel received the final mix from London, he was disappointed to find that the editor had privileged the English language voices, and left out many of the most compelling Spanish language storytellers. Daniel was left with a question: what if there was a space for those voices on the radio waves? What would it sound like?
Over coffee in San Francisco in January 2011, Alarcón and I decided to create that space, inspired by US public radio shows like This American Life and Radiolab, which had no Spanish counterpart. We knew that poignant, fun, surprising, unique, sometimes sordid, sometimes romantic, absurd and incredible stories we often heard in Latin America were out there, just waiting to be reported. We knew that they would make great radio. And we knew there was an audience—in Latin America and the US—that wanted to hear it. The result became Radio Ambulante.
We began by asking many of our print journalist friends in Latin America to share stories with us. We sent them links to stories from some of our favorite American radio programs, and then contacted a few bilingual independent radio producers here in the US, and asked them for advice on the basics of radio production. Many directed us to Transom.org, which was an absolutely essential resource.
In March of 2012, we launched a Kickstarter campaign. All we had was an idea and a sampler with less than 45 minutes of audio—and still, we managed to raise $46,000 with the support of 600 backers. The success of this campaign was a huge confidence boost, and we knew we were on to something. We used this money to produce our pilot season.
Since then, we’ve worked with more than twenty different producers in more than a dozen countries. These are the characters that emerge from Radio Ambulante stories: a transgender Nicaraguan woman living with her Mexican wife in San Francisco’s Mission District; a Peruvian stowaway telling his harrowing tale of coming to New York in 1959, hidden in the hold of a tanker ship; the Chilean soccer player who dared challenge the authority of General Pinochet; a young Argentine immigrant to North Carolina, trying to find his way through the racially charged environment of an American high school. Taken together these voices create a nuanced portrait of Latino and Latin American life:
PERSONAL STORIES FOR ALL EARS
Now in our third season, we’ve been working hard to create a group of trusted producers and editors across Latin America; people we can turn to with an idea, people we know we can trust with our limited time and resources; reporters we can send to Cuba, send to Honduras, send to Venezuela, and be certain they’ll come back with usable tape, and a good story. We want these first time producers to become long-term contributors.
That’s the case of Camila Segura, Radio Ambulante’s current Senior Editor. She had no prior experience as a radio producer when she reported her first story for us in 2012. That piece, El otro, el mismo (The Other, The Same) is about two men, one Colombian, one Argentinian, who not only share the same name, but who look almost identical. From this coincidence, the story becomes something much stranger, funnier, more subtle, and ultimately quite moving:
We want the listener to be able to relate and identify with the characters, to feel what they feel. A good Radio Ambulante story should be universal and shouldn’t have an expiration date.
One story from our first season captures this universal quality. In 2011, River Plate, one of the most famous soccer clubs in South America, was relegated to the Argentine Second Division. This event shook the entire nation, and anyone who listens to this story could relate to the sadness and pain that the protagonist is feeling. Two years later, the story still has that raw power:
HOW WE SOUND
Martina Castro, Senior Producer, has designed most of Radio Ambulante’s sound, finding the balance between music and sound effects in order to support the voice of the main characters. As she explains,
There are many kinds of pieces that make it to Radio Ambulante. Sometimes the story is focused on one person and their experience: something that happened long ago. Like with Mayer Olórtegui in Polizones (The Stowaways), and the story of how he and his friend Mario jumped aboard a ship headed to the United States. There is no substitute for a dynamic storyteller like Mayer. He not only recreates moments, sometimes even imitating the sounds of what he heard, but he remembers the emotion of what happened, and really feels deeply what he is talking about, like when his voice breaks up at the mention of saying goodbye to his friend Mario.
Other, more symphonic, multi-voiced pieces provide a different kind of production challenge. The script must showcase the many characters, while giving the listener enough grounding so as not to get lost. A particularly successful example is our award-winning piece “N.N.”, about Puerto Berrio, Colombia, by reporter Nadja Drost. Nadja gathered recordings of this river town, and conducted interviews with many locals, always focused on the issue of the floating, anonymous dead and the town’s strange relationship with these bodies. The music in a piece like this is only meant to support those real-life sounds and characters, and a repeated melody serves as a ghost-like echo of the dead, those voices we never hear.
We use music carefully to shift the mood, to mark the end of a section, and to alert the listener that something new is coming. The music is also meant to break up chapters of a story, give us a moment to reflect on what we just heard, or to indicate when something is about to change. There are examples in Yuri Herrera’s “Postcard from Juárez,” produced by Daniel Alarcón. It tells the story of Diana la Cazadora, or Diana the Hunter, a vigilante who set about killing bus drivers in one of the world’s most violent cities, allegedly as revenge for years of misogyny and sexism.
In this particular story, we were able to do something that the English version (produced for This American Life) could not: read in the original Spanish the letter that the supposed killer sent the local Ciudad Juárez newspaper explaining her actions. We had this read by Lizzy Cantú, a Mexican journalist who’d worked with us before, and then distorted her voice, to give it that dark ambience. The listener is supposed to feel the grim violence in those words: the desperation.
In three seasons producing the show, we’ve learned that the craft of radio comes from listening, and that the most challenging aspect of producing radio is not in the technical details of recording those voices or sounds, but in the story itself.
The most basic building block of a good radio story is a good interview. The technical aspects of gathering sound are less important than phrasing the questions to get vivid, almost filmic answers, full of details that set the scene.. As Executive Producer Daniel Alarcón explains,
We ask our reporters to push interviewees to describe scenes in great detail, to unpack moments. Our interviews can last two hours or more, and many are surprised that we go so in depth. We like our reporters to circle back, and then circle back again, so that we’re sure we’re getting the most vivid version possible of a given story’s crucial moments.
We ask our reporters to write colloquially, to imagine they’re telling the story to a friend at a bar. It’s important to have immediacy in the language, an expressive tone that can seem almost improvised, even when it isn’t. The emotional impact of radio is that it feels as though a secret is being shared. The script and the production should always be in service of this intimacy.
Before a script is final, it’s shared with other editors on the team around the globe (California, Colombia, Puerto Rico, Chile), mixed, edited, soundtracked, and refined through hours of collective work online.
While creating our own sound and storytelling style, Radio Ambulante is constantly experiment with different formats and looking for new ways to interact with our listeners. We’ve done three live radio shows, in Los Angeles, San Francisco, and New York. In addition, we’ve produced two English Language specials, and partnered with writers and animators on hybrid multimedia storytelling. With our partners at PRI, we’re developing a new interview series, and are working with Latin American universities and media outlets to teach more journalists to use radio. Our hope is that Radio Ambulante’s success will mean more innovative radio work in Spanish, and more experiments in the possibilities of bilingual radio.
Carolina Guerrero is the Executive Director of Radio Ambulante. Before getting into journalism, she was a promoter for cultural and social projects, creating a bridge between organizations in three different continents. She has worked with public and private institutions in several countries, for which she has designed and overseen festivals, art exhibits, teaching workshops and fundraising events. Carolina is a John S. Knight Journalism Fellow at Stanford University 2014-15. She is the proud mother of León and Eliseo. (@nuncaduermo)
All images courtesy @radioambulante on Twitter
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“Chicana Radio Activists and the Sounds of Chicana Feminisms”-Monica De La Torre
Welcome 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).
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.
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.
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.
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