As The World Spins

Brandweek, July 17, 2000 by Becky Ebenkamp

We just can't get away from this "fusion" word, what with all the new subcategories it's creating in food and music. For the latter, globalization and technology are generating new genres and wider listening audiences, says The Intelligence Factory, New York. A few musical notes:

* Hip-hop papi: If 1999 was the year of Latin pop, then 2000 might just be the year of Latin rap. As Ricky Martin and Marc Anthony fade from the spotlight, rappers Vico C, El General and Lisa M are poised to take over the charts. The door was opened for these budding superstars by the late Big Pun, who in 1998 became the first Latino solo rapper to sell more than a million albums. According to the Recording Industry Association of America, sales of Latin audio and video products increased 10% to $627 million last year, from $570.8 million in 1998. Latin CD shipments totaled 37.7 million, a 17% increase.

* Watusi, oui!: In France, artists and producers are blending traditional African sounds and modern dance beats. Electronica artist Frederic Galliano recently released collaborations between European dance-music producers and African artists. The recording features tracks with pulsing bass lines and steady kick drums combined with electronic music and traditional African songs.

* What's next? New Fusions: Following rap- and country-pop, other hybrid genres will pop up. Witness tap-hop, which blends the technical mastery of tap dancing with the pulsing beats of hip-hop. Exchange Program: Western pop influences have long been heard in the output of Japan's Shonen Knife and other Asian artists. As the Asian-American population grows, sounds from Asia will blend into U.S. pop. Roll Over, Britney: The wild popularity of teen idol-driven bubblegum will burst, giving way to a new wave of old-fashioned rock 'n' roll.