Cannes Lions
BBC STORYWORKS, London / EMIRATES / 2019
Overview
Entries
Credits
Background
Although contemporary Nigerian superstars like Davido and Burna Boy have found success all over Sub-Saharan Africa, for the most part, the African music markets are very regional, and local artists that are huge in Kenya can be completely unknown in Ghana, while what’s big in the night-clubs of Durban would most likely clear the floor in Lagos.
One of the most unifying styles of 20th century African music was the Congolese ‘soukous’, which evolved from Congolese rumba in the 1960s. One of the core ingredients of this was known as the ‘sebene’ - an instrumental bridge, normally an uplifting guitar solo - about two thirds of the way through, where the pace would pick up, while dancers would come out and wow the crowd. This is what inspired us to use Congolese Soukous and the 'sebene' as a foundation for the track.
Execution
The intention was to create an uplifting, pan-African track that personified the vibrancy of contemporary, urban Africa while avoiding outdated western ideas of African music and genuinely resonate with the African audience. Written and produced by Kenyan musician Blinky Bill for the campaign, he was able to put his twist on original lyrics supplied by the creative agency, to integrate the brand naturally.
After identify a unifying style – the sebene - we wanted to introduce a rhythm that was modern, whilst trying to avoid any one regional sound. Following much research of the melodic structures behind the year’s biggest African club tracks we used South African and Nigerian sonics as a base.
Starting minimally, then building, incorporating layers of percussive and ideophonic ideas from different regions to enhance the ‘pan-African' theme, in particular the ‘Highlife Rhythm’ of West Africa combined with Central African percussive ideas during the second chorus.
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