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Why the time is now for foreign language hits

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Why the time is now for foreign language hits

At a time of Brexit and divisive world politics, something has happened with the UK chart.

Axar.az reports citing BCC.

While other European countries and America have traditionally been more open to music in languages other than their own, the British charts have been fairly resistant to anything not in English.

Following the 2017 global success of Despacito there seems to have been - with a little help from Justin Bieber - a sea change.

Since then Little Mix, Cardi B and DJ Snake are just some of the acts to have charted with music either partially, or entirely, in Spanish.

And it's not only Latin stars, but K-pop artists who are jumping in on the act too - with boyband BTS sweeping awards shows, achieving two number one albums on the US Billboard chart, and selling out London's O2 last month.

Krys says cultural migration has also had an impact: "You have about 15 million Spanish-speaking people in [the USA]. Everything about the culture starts shifting: it starts with food and then TV and other mediums.

"We now have a Latin actress as the highest paid on US TV," he says of the Colombian Modern Family star, Sofia Vergara.

"There is more interest now in what other people and cultures are doing," he says. "For a long time most pop music has been rooted in blues and R 'n' B, but you get tired of music all sounding the same. I think people that create music, whether it's K-pop or Latin music, are giving audiences something new, but which still sounds familiar."

"K-pop has also filled a huge gap in the market for groups," says Waitt. "With Fifth Harmony and One Direction gone, there's no one really stepping in to give us that group dynamic, which I think young people want.

"K-pop almost feels like the second coming of the girl group and boy band renaissance that was started by the Spice Girls, N'Sync, and Backstreet Boys".

Date
2018.11.21 / 22:22
Author
Axar.az
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