'SALSA NO TIENE FRONTERA': ORQUESTA DE LA LUZ AND THE GLOBALIZATION OF POPULAR MUSIC

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Abstract
This article discusses key dynamics in the globalization of popular music, more specifically the interplay between technology, social and commercial structure, and meaningful sound forms. It analyses Orquesta de la Luz, an all-Japanese salsa band, as an example of the transgression of ethnic, geographical, linguistic and national boundaries of Latin American music. The band demonstrated the intertwined nature of the global and the local, in addition to the historical formation of modern Japanese culture. Their worldwide fame derived from their musicianship, their synchronicity with the world music boom, and finally the diffusion of digital technology in popular music production and consumption. This article argues that economic and technological conditions are as much constitutive of the band's unique practices as are aesthetic ones. It then goes on to question the dichotomies, ‘universalism vs. particularism’ and ‘creativity vs. copy’. This discussion builds towards an examination of the relationship between purist aesthetics (hyperrealism) and the Japanese concept/method of learning; it also explores the notion of cultural authenticity that located the activities of the band. Paradoxically, Orquesta de la Luz demonstrated that Japanization does not necessarily imply synthesis with vernacular elements for purist musicians. Theoretically, this ‘becoming Other’ reveals a parallel capacity for self-exoticization and self-orientalization with respect to Japanese identities. Orquesta de la Luz's musical search for the roots of otherness is closely tied with the feeling among many Japanese youth for the loss of Japan's ‘genuine’ cultural identity. Another focus of this study, then, is to shed light on the relevance of exoticism in the band's foreign reception and to assess their Latino image in the Japanese context.

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