Why Beyoncé’s ‘Lion King: The Gift’ suggests a new direction — and a new challenge
in 2018, but it hasn’t done much for the profile of the gqom artist Babes Wodumo in the States.
“To work the U.S. is big money — even getting music onto radio in New York alone might cost you upwards of $100 or $200 grand,” he said. With the path so treacherous and the cost so high, why even try? To the extent that North American stars like Drake and Lamar have engaged with African sounds in the past, they have often done so on outlier releases. Drake channeled both afrohouse and afrobeats on, but the release was dubbed “a playlist,” and thus partially walled-off from the rest of his catalog. Similarly, Lamar pushed gqom on a movie soundtrack which sits apart from his endlessly dissected albums.
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