Exploring the Global Soundscape: The Legacy and Future of Putumayo World Music

Introduction:

Welcome to my interview with Jacob Edgar to learn more about the world of Putumayo World Music, a unique record label that has redefined how we experience global music. Founded in 1993, Putumayo has carved a niche for itself by celebrating cultural diversity through music, making it accessible to audiences worldwide. In a recent podcast, I sat down with Jacob Edgar, a key figure behind the label, to discuss its origins, evolution, and vision for the future.

https://www.youtube.com/watch?v=WhBv8ihOgws

The Origins of Putumayo

Putumayo was founded by Dan Storper, who initially operated retail stores selling crafts and clothing from various cultures. The idea of a record label emerged when customers inquired about the music playing in his stores. Jacob Edgar joined Putumayo in 1998, after studying ethnomusicology, and became the label's "roving musical explorer." He traveled globally, curating music that resonated with Putumayo's mission: to bring the sounds of diverse cultures to a broader audience.

Jacob Edgar, Putumayo World Music

The Unique Approach to Music Distribution

What sets Putumayo apart is its unconventional approach to music distribution. While traditional record labels focused on large record stores, Putumayo tapped into alternative venues like bookstores, gift shops, and even hotels. This strategy allowed them to reach audiences who might not typically seek out world music. Jacob recalls finding Putumayo CDs in unexpected places, such as hardware stores in Brooklyn, which highlighted the label's innovative marketing techniques.

The Visual Identity and Brand Consistency

A key factor in building the Putumayo brand is its distinct visual identity. Collaborating with artist Nicola Heindl, the label established a signature folk-art style for its album covers. Today, while they no longer commission new artwork, they continue to leverage Heindl's original creations, adapting them for a contemporary audience. This visual consistency has helped reinforce Putumayo's brand recognition and appeal.

Music as a Cultural Expression

At its core, Putumayo believes that music is a reflection of human culture and experience. Jacob emphasizes the importance of celebrating cultural diversity, stating that their mission is to showcase music from various backgrounds, including American roots music like blues and salsa. In a world increasingly dominated by artificial intelligence in music production, Putumayo remains committed to preserving the human element in music creation.

Curating a Diverse Soundscape

Jacob spends countless hours listening to new music, navigating the overwhelming influx of global sounds. He highlights the importance of identifying songs that align with Putumayo's aesthetic—music that is professionally produced, accessible, and carries a positive message. This careful curation ensures that each compilation resonates with audiences and invites them to explore new cultural experiences.

Adapting to the Streaming Era

The shift to digital and streaming has transformed Putumayo's business model. While the label once thrived on physical CD sales, it has now embraced a digital-first strategy. Jacob shares that Putumayo Discovery, their digital record label, releases two new compilations each month, allowing them to adapt quickly to the changing landscape of music consumption.

Shambhu featured on Putumayo's Dream World

Putumayo World Music included my song Reflections in their collection - Dream World – Soothing Songs from Around the Globe, a gentle soundtrack for bedtime, reflection, and quiet moments. From the cool stillness of Nordic harmonies to the warm textures of West African kora and Indian mantras, this is a beautiful album that offers a peaceful pause to a hectic world.

Playing a Pivotal Role

Putumayo World Music is playing a pivotal role in bringing global music to mainstream audiences. Its unique approach to distribution, commitment to cultural diversity, and innovative adaptation to digital platforms ensure that it remains a beloved brand in the music industry. As listeners continue to seek authentic cultural experiences through music, Putumayo stands ready to guide them on their journey. Check out their music today on Bandcamp.

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