COURTESY OF PUTUMAYO WORLD MUSIC
The illustrative work of Nicola Heindl, pictured, is part of the listener-friendly packaging of Putumayo World Music.
Global beat
Putumayo brings the world
to America, a song at a time
It's been businessman Dan Storper's intention to bring the world to America, whether through his clothing and handicraft line at first, or now with the music that has captivated him so.
The independent Putumayo World Music label, established in 1993, grew out of the same-named clothing company Storper founded in 1975 and sold in 1997.
"It's a continuation of the goal I had when I was importing handicrafts from Latin America in the mid-'70s here in New York," Storper said by phone from his office. "It's bringing back cultural elements that people would appreciate."
It was through his globetrotting that he was introduced to the music of the areas he visited. That rich variety of sound would lead him to become one of the major marketers of world music, and give Putumayo World Music its longevity. It's celebrating its 10th anniversary this year and a special two-CD set has been released to mark the occasion.
The label has produced more than 100 CDs, the bulk of them themed compilations, whether joined by a common region or genre. In 1998, Storper started recording select solo artist albums, and three years later, the label received its first Grammy nomination for Miriam Makeba's "Homeland." Fellow African artists and label signees Habib Koité and Oliver Mtukudzi, Storper said, will receive his attention over the next year or two.
To help spread the gospel of world music, Storper launched the "Putumayo World Music Hour" in 2000, the first commercially syndicated world-music program that can be heard on more than 120 commercial and non-commercial stations in the United States, Canada and the Caribbean. Co-hosted by Storper, the program airs on KIPO-FM, Hawaii Public Radio, at 3 p.m. Saturdays.
JACOB EDGAR, vice president of product development and head of A&R, helps Storper find music for both the show and the label. Storper says the show is "a wonderful outlet to help promote an audience" and notes that 70 to 80 percent of the music played does not come from the Putumayo compilations.
"My own personal evolution, from a listener's perspective, came when I was growing up in the '60s, and seeing and hearing a band like Sergio Mendes and Brasil '66 on the TV and the radio," Storper said. "I also remember hearing artists like Miriam Makeba and Hugh Masakela, African musicians who had some crossover appeal in America.
"Music has the ability to transport people, and with Putumayo, I was able to connect music, culture and travel."
With liner notes, pronunciation guides and photos accompanying each release, it was always Storper's intention to present this generally melodic music in as accessible a form as possible.
In 2002, Storper also started the Putumayo Cross-Cultural Initiative, a non-profit that promotes cross-cultural understanding and community building by using world music, experiential learning and the arts to inspire children and families to learn about other cultures.
"A portion of the proceeds, 1 percent net sales for all world compilations received at the end of this year, that money will be used to bring multicultural education to school programs," he said, adding that the label also developed a curriculum in world music for schools.
Putumayo World Music, available in specialty shops nationwide, also can be found at 40 zoo and natural history museum stores, including the Honolulu Zoo's.
The label's "Islands" collection featured HAPA's "Olinda Road" as one of its tracks, and Storper promises to have a Hawaii music compilation by the end of 2004, saying that whenever he or Edgar travel, "We look for music that is both representative and accessible enough that will serve as a good opener for a general audience.
"Music has carried me along through thick and thin. While it can help people rise above poverty, illness and war, I feel personally grateful that it's improved my personal outlook and understanding other people. It's helped me inside and out."
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