Frames
Part III examines who world music audiences are and what draws them to Orchestra Baobab and AfroCubism. This chapter sets the scene by offering an ethnography of world music performance venues in Europe and North America. Orchestra Baobab and AfroCubism have performed at Bonaroo, Jazz à Marciac, and WOMAD. They have shared venues with Prince and fun., classic and avant-garde jazz, and Nigerian funk. Venues experiment with how performers can fit into and expand their market niche and image (e.g., cutting edge, worldly, charitable) as they look to attract the most (and right kind of) audiences. The chapter argues that heterogeneous performance frames do not just help redefine the world music genre culture. They offer a path to the label’s destruction—and the music’s reconstruction as a more mainstream genre culture.