With continuing waves of the COVID-19 pandemic in different intensities around the world, the live music industry is only slowly finding its feet. But a group of festival organizers around the world have again rallied together to host the third edition of CULTURAS 360°, an annual global online music project, on March 26-27 this year.
The second edition of this global music festival was held online on November 27-28, 2021. The first edition was streamed live on March 27-28, 2021.
See my photo-essays on earlier editions of IndiEarth XChange in Chennai, and the pandemic lockdown activities of the Indian Music Experience museum in Bangalore.
The festival journey
In March 2021, nine international music festivals co-founded CULTURAS 360°, with 18 bands from around the world. By the second edition in November 2021, the Festival Collective grew to 14 members.
The hybrid initiative features virtual events and when possible, live performances. This ‘global-local online-offline’ model also helps sponsors and supporters get greater brand visibility and opens new business opportunities.
The Festival Collective now consists of Sunfest – London, Ontario, Canada; IndiEarth XChange / EarthSync – Chennai, India; Ollin Kan Festival – Mexico City, Mexico; MARE – Santiago de Compostela, Galicia; MMM Festival – Maputo, Mozambique; Kriol Jazz Festival – Praia, Cape Verde; WOMAD – Recoleta, Chile; Havana International Jazz Festival – Havana, Cuba; Artes á Rúa – Evora, Portugal; Concert Of Colors – Detroit, USA; Small World – Toronto, Canada; Musica Mundo – Belo Horizonte, Brazil; and WOMAD Roma – Rome, Italy.
The festival experience
“From the first edition itself, CULTURAS360° created the spirited wave of working together across borders and connecting artists and audiences worldwide,” explains Sonya Mazumdar, CEO and Director of EarthSync, in a chat with World Music Central.
With the first edition, production was challenging given the huge time-zone differences of the festival collective. “After the second edition, we had the ‘production manual’ in place, which made it much easier with the communication and production for this third edition,” she adds.
The CULTURAS360° team is pleased with and inspired by the consistently positive feedback from its first two editions. “Since the Festival Collective is spread across many countries, the artists in the festival line-up are able to reach a much larger audience,” Sonya explains.
The audience is in different and even new territories, and has resulted in new programming opportunities for the artists.
Pandemic impact
“Festivals are indeed slowly returning in 2022, but there could be some roll-backs in some countries depending on how the COVID situation fluctuates, dictating official guidelines,” Sonya cautions.
These changing guidelines are a huge challenge for festival organizers and venues. “This applies to timelines, planning, production, and costs. 2023 will definitely be clearer and more stable, with reducing risk increasing festival industry confidence,” she observes.
Artist lineup
The festivals in the collective decide which artists will be featured at the CULTURAS 360° festival.
The performing artists this year include Sonido Pesao (Canada), Jerry N The Resistance (Mauritius), Aila (Galicia, Spain), Como Asesinar A Felipe (Chile), Kune (Canada), Paulina y El Buscapie (Mexico), Polky (Poland/Canada), Raia: Planeta Campanica (Portugal), Rehmat-e-Nusrat (India), Remidas (South Korea), Roberto Chitsondzo (Mozambique), and Sangre Maiz (Mexico).
EarthSync is presenting three artists. They include Rehmat-e-Nusrat (India), supported by Amarrass Records, and Jerry N The Resistance (Mauritius), supported by Jorez Box, Mauritius.
ReMidas (South Korea) is supported by InKo Centre Chennai, a non-profit society supported primarily by TVS Motor Company and Hyundai Motor India. Other supporters include the Korean Association in Chennai and a host of Indian and Korean companies based in Chennai.
EarthSync is a music production house, documentary film producer, and a global, cross-cultural artistic collaborator. Its IndiEarth XChange initiative is India’s premier trade event for independent music and film communities.
The road ahead
CULTURAS 360° will continue its virtual editions this year. “But alongside that, starting in 2022, as and when the Collective’s on-ground festivals happen, there will be a CULTURAS 360° stage and artist performances,” Sonya explains.
The festival organizers have messages for the audience and aspiring artists as well.
“Please generously support the work being done in these long, difficult times for artists and the festival eco-system – the professionals who make festivals happen,” Sonya suggests.
“Keep the faith in the music you create, because it is your gift of music that keeps our faith – to remember who we truly are, to stay strong, and keep working towards a better future,” she urges aspiring musicians.
She also urges stakeholders, sponsors, and fans to support the efforts and participate in the work. “So many industry professionals and artists are striving to keep the music alive for everyone. Go to concerts if it’s possible where you live – buy tickets, donate, and spread the word,” Sonya signs off.
Author: Madanmohan Rao
Madanmohan Rao is an author and media consultant from Bangalore, and global correspondent for world music and jazz for World Music Central and Jazzuality. He has written over 15 books on media, management and culture, and is research director for YourStory Media. Madan was formerly World Music Editor at Rave magazine and RJ at WorldSpace, and can be followed on Twitter at @MadanRao.