Today, funk lives in many places, with its heavy bass and syncopated grooves finding way into many nooks and crannies of music. The sound influenced contemporaneous hip-hop, funk and electronica, along with acts around the globe, while current acts like Chromeo, DJ Stingray, and even Egyptian Lover himself keep electro-funk alive and well. A key distinguishing factor of electro-funk is a de-emphasis on vocals, with more phrases than choruses and verses. In the 1980s, electro-funk was born when artists like Afrika Bambaataa, Man Parrish, and Egyptian Lover began making futuristic beats with the Roland TR-808 drum machine - often with robotic vocals distorted through a talk box. Both Collins and Clinton remain active and funkin', and have offered their timeless grooves to collabs with younger artists, including Kali Uchis, Silk Sonic, and Omar Apollo and Kendrick Lamar, Flying Lotus, and Thundercat, respectively. Legendary funk bassist Bootsy Collins learned the power of the one from playing in Brown's band, and brought it to George Clinton, who created P-funk, an expansive, Afrofuturistic, psychedelic exploration of funk with his various bands and projects, including Parliament-Funkadelic. Of course, many other funk acts followed in the '60s, and the genre thrived in the '70s and '80s as the disco craze came and went, and the originators of hip-hop and house music created new music from funk and disco's strong, flexible bones built for dancing. As David Cheal eloquently explains, playing on the one "left space for phrases and riffs, often syncopated around the beat, creating an intricate, interlocking grid which could go on and on." You know a funky bassline when you hear it its fat chords beg your body to get up and groove.īrown's 1965 classic, "Papa's Got a Brand New Bag," became one of the first funk hits, and has been endlessly sampled and covered over the years, along with his other groovy tracks. The Godfather of Soul coined the phrase and style of playing known as "on the one," where the first downbeat is emphasized, instead of the typical second and fourth beats in pop, soul and other styles. With 1.1 billion views and counting, it’s safe to say Pedro Capó’s “Calma” has been a huge hit not only for the artist, but also for Puerto Rico’s national beer.It's rare that a genre can be traced back to a single artist or group, but for funk, that was James Brown. Featured as part of the song’s chorus and video, Medalla Light, the country’s staple brew, has resonated far beyond the Island’s shores, paving the way for the brand’s expansion across the Caribbean, the US mainland, and beyond.īrewed by Cervecera de Puerto Rico, Medalla Light approached its export plans with a budget-friendly but extremely effective strategy - hijacking another of the Island’s successful international exports: music.īy integrating the brand in both lyrics and video of the song, the collaboration between the artist, Sony Music and the brand’s creative agency, DDB Latina Puerto Rico, made Medalla Light internationally known with 0 advertising dollars. Additional versions of the song featuring urban artist Farruko and Grammy Award-winner Alicia Keys proved the world was thirsty for the hit, as do the hundreds of multilingual covers found on Youtube.įour weeks as the most popular song on Youtube and leading Billboard positions showed how music can be a powerful vehicle to position a local brand on a global stage. This professional campaign titled 'The beer you’ve been singing to in Pedro Capó's "Calma"' was published in Puerto Rico in July, 2018. It was created for the brand: Medalla Light, by ad agency: DDB. This Content medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 3 years ago.Songtext Poesia Acústica 6 - Era Uma Vez 「Songtext」
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