{"id":29773,"date":"2021-11-29T07:55:07","date_gmt":"2021-11-29T07:55:07","guid":{"rendered":"https:\/\/www.thepicpedia.com\/blog\/adobe\/global-rhythms-from-adobe-stock-audio\/"},"modified":"2021-11-29T07:55:08","modified_gmt":"2021-11-29T07:55:08","slug":"global-rhythms-from-adobe-stock-audio","status":"publish","type":"post","link":"https:\/\/www.thepicpedia.com\/blog\/adobe\/global-rhythms-from-adobe-stock-audio\/","title":{"rendered":"Global Rhythms from Adobe Stock audio"},"content":{"rendered":"
\n

Image source: Adobe Stock\/Barry B\u00f6deker\/Stocksy.<\/p>\n

The term \u201cworld music\u201d is deceptively simple, and means just what its name infers. World music\u2019s influence is just as large too with crossover hits ranging from Miriam Makeba\u2019s \u201cPata Pata\u201d (number 2 on the US charts in 1967) to Panjabi MC and Jay-Z\u2019s \u201cMundian To Bach Ke\u201d (which reached number 33 on the US charts in 2003).<\/p>\n

Now, and especially over the past year, globally focused music has emerged in a vastly different way, especially within the realm of technological advances and social justice movements. Inspired by this, the Adobe Stock team has named Global Rhythms (a nod to the ubiquity of compelling beats worldwide) as one of our 2021 audio trends.<\/p>\n

One of the major components of this trend is the \u201cdemocratization of music production,\u201d according to Cyrille Mailliard, head of music and artist services for Adobe Stock audio partner Jamendo.<\/p>\n

\u201cIt\u2019s getting easier and easier to really record decently, with a high quality, and a lot of different instruments,\u201d Mailliard explains.<\/p>\n

Access to suites of digital sounds has helped to push the trend forward. \u201cYou have instruments like balafon or marimba, for example, that one can hear more widely and often than before,\u201d says Mailliard. \u201cI think it\u2019s also linked to the fact that you can now access great sounding virtual instruments. You can have multiple instruments you didn\u2019t know about that you try, and then decide to add to your percussion, for example.\u201d<\/p>\n

While audio technology has opened a new world of sound for musicians, social media is doing the heavy lifting when it comes to cross-cultural exposure.<\/p>\n

\u201cEvery year, the world gets a bit smaller and a bit more connected,\u201d said David Slitzky, director of music development and special projects for Adobe Stock audio partner Epidemic Sound. \u201cAnd with that comes more accessibility and more curiosity about the world.\u201d<\/p>\n

\"\"<\/p>\n

Image source: Left: Adobe Stock\/Natalia Maca. Right:jim welch\/EyeEm.<\/p>\n

Rising mainstream interest in cultural discovery<\/h3>\n

This curiosity has grown with the powerful social justice movements of the past year. The increased global visibility of the Black Lives Matter movement has \u201creally encouraged people to educate themselves,\u201d Slitzky says.<\/p>\n

One subset of this cultural trend has been musical exploration \u2014 consumers are now \u201cmore open to discovering, embracing, and prioritizing not just new things, but the authentic reflection of new things,\u201d as Slitzky explains; \u201cmore and more people are approaching rhythms, sounds, and cultures that they might not have grown up with, with more openness and curiosity.\u201d<\/p>\n

Openness is at the heart of the Global Rhythms audio phenomenon, according to Mailliard \u2014 \u201cthe trend is paying tribute to cultural diversity, and the fact that we all are connected and that we discover each other\u2019s culture,\u201d he says.<\/p>\n

Industry heavyweights have also contributed to the rise of global music. \u201cThe global rhythm trend was inspired a lot by Beyonce\u2019s \u2018Black is King\u2019 video that was released earlier this year on Disney,\u201d says Thomas Spota, head of motion and audio at Adobe Stock. \u201cThat got me thinking about the importance of brands and advertisers not just catering to their countries but incorporating a lot of traditional music into rock or electronic, and having more of a global reach.\u201d<\/p>\n

\"\"<\/p>\n

Image source: Adobe Stock\/Milles Studio\/Stocksy.<\/p>\n

Global soundtracks in major brand campaigns<\/h3>\n

The trend in global rhythm has led to a variety of approaches from brands, each with a distinctive sound at the center. For Coca-Cola\u2019s post-COVID short, \u201cThe Great Meal\u201d, the brand opted for a wholly global focus \u2014 the short featured a worldwide cast of families cooking traditional dishes in their kitchens, set to Malian duo Amadou & Mariam\u2019s track \u201cSabali.\u201d<\/p>\n

Google went for a beat-driven style \u2014 \u201cIntroducing Google Workspace\u201d, creating the story of a remote team\u2019s progress to English-Ethiopian singer Izzy Bizou\u2019s intensely percussive \u201cWork,\u201d which also included a sample from the legendary Nigerian musician Fela Kuti.<\/p>\n

Some brands, like Allstate, have gone for an added retro feel \u2014 the insurance company selected an Edith Piaf tune for its \u201cSmooth\u201dspot, in which multiple drivers leave forgotten items atop their cars. Others have opted for a distinctly modern take \u2014 meal delivery service Grubhub selected a song by Bomba Estereo, a group known for their fusion of genres, as the featured track for its animated \u201cDelivery Dance\u201d commercial.<\/p>\n

\"\"<\/p>\n

Image source: Left: Adobe Stock\/\u4e16\u68ee \u5362\/EyeEm Right: Tasphong.<\/p>\n

For those in the music industry especially, watching this trend grow has been exciting. For Slitzky, it\u2019s the fusion aspect that stands out \u2014 the \u201chybridization of different global influences with other kind of popular styles and music,\u201d as he explains.<\/p>\n

Equally compelling are the trends within the trend, to which Maillaird is particularly attuned. \u201cFor example, Latin rhythm is really huge right now, in pop music \u2014 the reggaeton rhythm pattern,\u201d he says. \u201cIt\u2019s becoming the new standard \u2014 you can hear it everywhere.\u201d But what Mailliard finds particularly interesting has been observing the evolution of the Global Rhythms trend up close. \u201cYou get to watch the new musical cultures emerge,\u201d he says.<\/p>\n

Travel the world through sound with our curated selection of Global Rhythms audio clips on Adobe Stock.<\/p>\n<\/div>\n

Source : Adobe<\/p>\n","protected":false},"excerpt":{"rendered":"

Image source: Adobe Stock\/Barry B\u00f6deker\/Stocksy. The term \u201cworld music\u201d is deceptively simple, and means just what its name infers. World music\u2019s influence is just as large too with crossover hits ranging from Miriam Makeba\u2019s \u201cPata Pata\u201d (number 2 on the US charts in 1967) to Panjabi MC and Jay-Z\u2019s \u201cMundian To Bach Ke\u201d (which reached …<\/p>\n","protected":false},"author":1,"featured_media":29778,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"_links":{"self":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts\/29773"}],"collection":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/comments?post=29773"}],"version-history":[{"count":1,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts\/29773\/revisions"}],"predecessor-version":[{"id":29779,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts\/29773\/revisions\/29779"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/media\/29778"}],"wp:attachment":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/media?parent=29773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/categories?post=29773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/tags?post=29773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}