Harnessing the diaspora through embracing cultural heritage of artists
Audiences are becoming ever more fragmented; glocalisation has allowed for more movement across the world whilst presenting more opportunities for success in local markets. By engaging with their cultural heritage artists have an authentic route to connecting with the diaspora’s established community spread across many regions.
The power of identity, to act as a unifying element that can bring audiences closer to their favourite artists is often overlooked. To see yourself represented and a part of your identity reflected in an artist allows for a deeper formation of community.
An artist who has recently found immense success by showcasing his cultural identity in his music and visuals is Hanumankind. The Indian-born artist has seen major success with his latest track “Big Dawgs” which has garnered more than 11.5 million streams on Spotify whilst maintaining the top spot on the Viral Songs Global chart since July 26. The track and music video perfectly encapsulates how embracing cultural heritage can create distinct and powerful moments. Humankind filmed the video in Ponnani, inside the “Wall of Death” This visually stunning video and the engaging track immediately sparked virality, highlighting the power of culturally significant references to reach a wide audience.
“Even beyond the South Asian diaspora, there’s a mutual admiration among fans for the breakthrough artist. Creators are posting videos where, within the span of seconds, you can witness their features shift dramatically from doubt to confusion and finally appreciation. (One called it “The HARDEST Music Video I Have EVER SEEN!”)” (Rolling Stones interview)
Viewing the diaspora as a significant audience to reach allows for growth in developing markets, but success in this space goes deeper than just expanding reach. Live Nation promoter Menna Dief speaks on the importance of reaching this audience.
“Success, for me, isn’t confined to a single tour or concert. It’s about connecting the diaspora with their cultural roots— allowing people who haven’t been in touch with their language or culture to enjoy their music and a simple night out with people from the same background.
We are making local Arab talent accessible to the diaspora. It is part of our journey and our mission as a company to provide an experience for those who can’t take flights to the region to listen to their favourite Arab artists.” (Cosmopolitan Interview)
When discussing how culture can act as a device for connection, it's important not to see this as a fad or trend and to understand that this takes a level of respect and acknowledgement of history that comes with representation. An artist who has been embracing their cultural heritage through their music is Nemhasis, the Palestinian Pop act who despite backlash from her previous label has stayed true to representing her culture in her music, giving space for underrepresented communities to be shown in a light that feels genuine.
Another artist who has embedded their cultural history into the narrative of their music is Bashy. The West London-based artist returns to the music industry after a decade with an album laden with references to his connection to the Windrush generation, the plight and triumphs of Caribbean and African people living in the UK. Through this narrative, Bashy has created a project that feels important and despite the time away from the medium, his perspective in the music feels current and authentic.
The industry is trying to lean more into the strong relationship between artists and their fans, with an emphasis on cultivating super fans. I believe that to build core fans connections, bonds that go deeper than the music need to be formed. Culture, heritage and history can be a powerful catalyst for an artist to build this relationship. We must treat these representations of identity with respect and dignity, it is not a one-size-fits-all approach but when authenticity is prioritised, real community and connection can emerge.
