Ethnomusicology Essay 3

This Time for Africa

Shakira's hit song “Waka Waka (This Time for Africa)” was released on May 7th, 2010, and is

the official song of the 2010 FIFA World Cup1. This song is an interesting example to which we can

look at Arjun Appadurai's musical theory contained in “Disjunction and Difference.” In particular, this

song is a great example to illustrate Appadurai's five-dimensions of global cultural flows. These

cultural flows, ethnoscape, technoscape, ideoscape, mediascape, and financescape allow us to look at

different aspects of globalization's impact on our world2. In the case of “Waka Waka (This Time for

Africa)” we are able to better understand the meaning behind the suffix of these five “scapes,” and see

how they can conflict with one another.

Appadurai's choice to add the “scape” suffix to his five terms which encompass his theoretical

framework is confusing and a peculiar choice. The suffix itself if most well known through the work

“landscape,” and it means “'an extensive view, scenery,” or “a picture or representation.3'” One way to

understand part of what Appadurai means by infusing his theory with this suffix, is to understand how

landscapes are fluid, but at the same time stagnant. A landscape itself rarely changes: features of

landscapes such as trees, buildings, hills, or even mountains themselves remain in place. However, if

one were to commission ten artists to depict that same landscape, their resultant works would be vastly

different. The scenery itself may not change, but the interpretation and the viewpoint of the spectator

can turn the unchanging landscape into a fluid and intangible object. How this relates to Appadurai's

1 "Waka Waka (This Time For Africa)."En.wikipedia.org.

2 Arjun Appadurai, "Globalization" & "Disjunction & Difference"

3 -scape. Dictionary.com.
five “scapes” is how the same idea, or in this case piece of music, can be seen completely differently if

looked at in slightly different perspectives.

In terms of globalization, the World Cup is truly a worldwide event, and a great opportunity to

see different cultures and ideas interact through the sport of soccer. Due to the popularity of the event,

people across the globe travel to the host country to watch it unfold. This movement of people is one of

the central ideas of ethnoscape, and this diversity of people is shown in Shakira's song through the

sheer number of genres which seem to permeate throughout the song.4 From the music video itself,

before the lyrics even begin we can hear several instances of African and Cameroonian vocal chants,

accompanied by a much more modern steady kick drum pattern.5 There are countless instruments used

in this song from many parts of the world as well. There is a very interesting temporal contrast between

the instruments used in the song: while it sounds similar to “African” music with the conga drums and

rhythm sticks, it is only topical. The song itself is carried by more modern instruments like the drum kit

and the electric guitar as well as the western style vocals.

While the song itself does not provide much interesting material with regards to technoscapes

nor mediascapes, there is an interesting clash between financescapes and ideoscapes present. The clash

itself is as follows; while the song itself appeals to the themes of inclusiveness, unity, and social

progress, it seems like financial interests overshadowed the ideological value the song could have had.

As it turns out, many South Africans were upset with the song because they felt like it should have been

performed by an African artist, since it is a song about self-empowerment.6 In actuality, the song's title

and lyrics are heavily influenced by a traditional soldier song called “Zamina mina” and encourages

4 "Shakira - Waka Waka (This Time For Africa)

5 "Waka Waka (This Time For Africa) By Shakira And Freshlyground Songfacts

6 World Cup 2010: Shakira's Official Song

one to strive to their goals with the determination of soldiers on the battlefield.7 In the end, it seems that

financial pressures overshadowed their ideological counterparts, since while on the surface it seems to

include several multinational groups around the world, all the key players in its inception, production,

and dissemination were non-African companies.8 Shakira was chosen to sing the song due to her

worldwide appeal and “exotic” roots in order to sell more records.

Backstreet Africa

Patterson and Kelley's “Unfinished Migrations” focuses mostly on the African diaspora

worldwide due to the transatlantic slave trade and other disruptive forces. While diasporas are created

mostly due to misfortune and signal an upcoming difficult period in that group's history, it also allows

for otherwise impossible mixings of people. The group of people who were oftentimes forced to leave

their homeland contain fond memories of the places they came from, and after settling in a new region,

will try to rebuild some of what they had before. Their impetus to reinvigorate their culture will

naturally be influenced greatly by their new home, and their new home will naturally be affected by the

visitors. With regard to music, this effect is very evident and oftentimes revolutionizes the music scene

in the new “home” country. While there have been many types of diasporas in human history due to

wars or famine, the African slave trade is easily one of the most influential especially with regards to

music. African music had such a different flavor than the majority of the world's music at the time, such

that a whole era of funk type music was born.9 Popular music genres like pop, funk, reggae, jazz, and

blues to just name a few are examples of the mixing of multiple styles into one. This is one type of

7 "Zamina Mina (Zangalewa)."

8 "Waka Waka (This Time For Africa)."En.wikipedia.org.

9 Patterson, Kelley. Unfinished Migrations
form diasporic music can take, but it is also possible to keep both styles separate, yet integrated

beautifully into a single piece. Alex Boye's submission for the #BestCoverEver contest is one such

example of filtering each style to create something unique.

Alex Boye's music is a clear example of how mixing cultural music styles can create new styles

which are refreshing and otherwise incapable of forming. Boye “Africanizes” hit American pop songs

by adding African themes, instruments, and chants. His cover of Backstreet Boys song “As Long as

you Love me” is a great juxtaposition of both styles through its sound and visuals. His singing style,

especially in this particular example, forgoes clearer pronunciation for a more African sounding lyric

track. Instead of the western style backup singing, which harmonizes particular words or phrases, he

chose not to sing in english at all. The visuals he chose for this video as well clearly differentiates

between Western and African styles. Many of the instruments are in the African style, while also

including microphones, a fidget spinner, and a disco ball. He balances both aspects extremely well, and

neither seems dominant, while bringing out the strong points of each style. He was extremely

meticulous in the creation of the video as well: almost every Western element he includes, there is a

corresponding African element.10

10" Backstreet Boys - As Long As You Love Me

 Bibliography

-scape. Dictionary.com. Dictionary.com Unabridged. Random House, Inc. http://www.dictionary.com/browse/-scape

(accessed: November 4, 2017).
Arjun Appadurai, "Globalization" & "Disjunction & Difference" Print. 4 Nov. 2017.
"Backstreet Boys - As Long As You Love Me (Afro-Pella Style) Alex Boye' #Bestcoverever
Contest." YouTube. N. p., 2017. Web. 4 Nov. 2017.
Patterson, Kelley. Unfinished Migrations: Reflections on the African Diaspora and the Making of the
Modern
World. African Studies Review. African Studies Association Vol. 43, No. 1, Special Issue on the Diaspora (Apr., 2000), pp.

11-45. http://www.jstor.org/stable/524719 .Accessed: 19/02/2011

"Shakira - Waka Waka (This Time For Africa) (The Official 2010 FIFA World Cup™ Song)."YouTube. N. p., 2017. Web. 4
Nov. 2017. https://www.youtube.com/watch?v=pRpeEdMmmQ0
"Waka Waka (This Time For Africa) By Shakira And Freshlyground Songfacts."Songfacts.com. N. p.,
2017. Web. 4 Nov. 2017.
"Waka Waka (This Time For Africa)."En.wikipedia.org. N. p., 2017. Web. 4 Nov. 2017.
"World Cup 2010: Shakira's Official Song 'Waka Waka' Fails To Impress South
Africans."Telegraph.co.uk. N. p., 2010. Web. 4 Nov. 2017.
"Zamina Mina (Zangalewa)." En.wikipedia.org. N. p., 2017. Web. 4 Nov. 2017.