Ugandan Music in the Marketing Era The Branded Arena
David G. Pier offers an ethnographic study of the Senator Extravaganza traditional dance competition in Uganda, and the performers, marketers, and other actors who were involved in it. Pier illustrates the event as part of a broader moment in Ugandan and
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UGANDAN MUSIC IN THE MARKETING ERA David G. Pier
Ugandan Music in the Marketing Era
Ugandan Music in the Marketing Era The Branded Arena
David G. Pier
UGANDAN MUSIC IN THE MARKETING ERA
Copyright © David G. Pier 2015
Softcover reprint of the hardcover 1st edition 2015 978-1-137-54939-6 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission. In accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published 2015 by PALGRAVE MACMILLAN The author has asserted their right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire, RG21 6XS. Palgrave Macmillan in the US is a division of Nature America, Inc., One New York Plaza, Suite 4500, New York, NY 10004-1562. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. ISBN: 978–1–349–57961–7 E-PDF ISBN: 978–1–137–54697–5 DOI: 10.1057/9781137546975 Distribution in the UK, Europe and the rest of the world is by Palgrave Macmillan®, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Library of Congress Cataloging-in-Publication Data Pier, David G., 1975– Ugandan music in the marketing era : the branded arena / David G. Pier. pages cm Includes bibliographical references and index. 1. Performing arts festivals—Uganda. 2. Corporate sponsorship— Uganda. 3. Folk music—Uganda. 4. Beer—Uganda—Marketing. I. Title. PN1590.F47P54 2015 791.096761—dc23
2015017005
A catalogue record of the book is available from the British Library.
C on t en t s
List of Illustrations
vii
Acknowledgments
ix
Notes on the Writing of Bantu Language Terms
xi
Introduction Dance Promotion in the Marketing Era
1
1 The Senator Extravaganza as a Marketing Project
29
Interlude
53
Witnessing the Extravaganza
2 “Discover Our Land, Our Cultures”: The Musical Imagination of a Multiethnic Nation
63
3 Women’s Groups and Their Politics of Musical Promotion
85
4 The Music of a Senator Performance
115
5 Beyond the Senator Extravaganza: Marketing Ugandan Music to International Not-for-Profits
139
Conclusion The Branded Arena
171
Notes
177
Bibliography
183
Index
195
Il lustr at ions
Photos 1.1 Traditional beer gift at a brideprice ceremony 1.2 A traditional healer character in a drama by the group Birungi By’ensi 1.3 Mr. Senator st
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