WILL POWER HIP-HOPS ACROSS LESOTHO

UNCLAS SECTION 01 OF 02 MASERU 000167

SIPDIS

DEPT ALSO FOR AF/S, IIP/SEG (MICHAEL BANDLER)

E.O. 12958: N/A
TAGS: OIIP SCUL PREL EAID LT
SUBJECT: WILL POWER HIP-HOPS ACROSS LESOTHO

REF: SMITH-BANDLER E-MAILS (MARCH-JUNE 2008)

MASERU 00000167 001.2 OF 002



1. SUMMARY: From May 6-12, American Hip Hop Artist Will Power
conducted a high impact, dynamic program in the Kingdom of
Lesotho on the history of hip-hip music. In his numerous
events, ranging from university lectures to rural jam sessions
to live mass audience performances, he projected a vitality,
ease, and hip edge which helped to link the immensely popular
hip-hop youth culture in Lesotho with the United States in the
consciousness of many of our mission's target groups. Mr.
Power's broad understanding of modern American culture and his
ability to use music and performance to deliver messages on
HIV/AIDS, equality, diversity, and mutual understanding helped
advance U.S. Mission and USG goals in the Kingdom. High points
of the program included a free concert combining Will's live
performances with those of local talent, raucously enjoyable
lectures and performances at local schools, and interactions
with local musicians in the mountain village of Semonkong. For
any post seeking to reach out to youth, artistic, and general
audiences through the powerful medium of hip-hop, Will Power is
an excellent ambassador of the genre who will not only charm all
of post's contacts, but teach lasting lessons on the diversity,
richness, and funky coolness of American culture. This was one
of our most successful speaker programs in recent years. END
SUMMARY.


2. Below is Embassy Maseru's official review of Will Power's
speaker program:


A. NAME OF SPEAKER AND DATE OF PROGRAM

NAME: Will Power, a performer, playwright, musician, and
educator credited as a pioneer in the genre of "Hip-Hop Theater"

PROGRAM: Will Power conducted a cultural program on history of
hip-hop in Maseru and Semonkong, Lesotho, on May 6-12, 2007.


B. BRIEF SUMMARY OF THE TOPICS, VENUES, AND AUDIENCES ADDRESSED

During an intense five programming days in Lesotho, Embassy
Maseru's Public Affairs Section (PAS) arranged: 1) presentations
for Will Power at the National University of Lesotho, Machabeng
High School, the American Room at the State Library of Lesotho,
the American International School of Lesotho, and the U.S.
Embassy; 2) media interviews and guest DJ spots on People's
Choice FM radio, Joy FM radio, Lesotho Television and various
print publications; 3) a full-day workshop with young local
musicians and actors; 4) a free concert for hundreds of
participants combining the performances of Will Power and his
workshop participants; 5) interactions with local popular music,
choral, and dance groups in the rural village of Semonkong
during an outreach visit; and 6) a recording session with a
local hip-hop band.

The topics addressed during the program included: 1) the history
of hip-hop and the social conditions which led to its inception;
2) the relationship of hip-hop to self-empowerment and
story-telling traditions; 3) new genres of expression such as
"hip-hop theater"; and 4) the United States as the birthplace of
this music form.

Will Power's sessions were located at:

-- Lesotho Sun Hotel Ballroom (free public performance).
Audience: The general public, approximately 180.

-- National University of Lesotho (lecture on the history of
hip-hop).
Audience: University students, approximately 20.

-- Machabeng High School.
Audience: High school students, approximately 200.

-- The American Room at the State Library of Lesotho.
Audience: Local artists and hip-hop fans, library staff and
patrons, approximately 40.

-- The American International School of Lesotho.
Audience: Students, grade K-8, approximately 100.

-- Maseru Club Hall.
Audience: Workshop participants, approximately 15.

-- Semonkong High School and Lodge.
Audience: Local traditional performers, approximately 40.

-- People's Choice FM and Joy FM Studios.
Audience: Radio DJs and media professionals, approximately 15
(plus thousands of radio listeners).

-- U.S. Embassy Public Diplomacy Room.
Audience: U.S. Embassy local staff, approximately 40.

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C. AUDIENCE SIZE

According to the estimate above, this program directly reached
approximately 650 individuals. However, through effective use
of the mass media through traditional interviews and guests DJ
slots, the audience size for this program was actually several
thousand.


D. EFFECTIVENESS OF THE SPEAKER IN COMMUNICATION OF INTENDED
MESSAGES TO TARGET AUDIENCE

On the topic of hip-hop, we could not have hit the mark more
precisely than we did with Will Power. Post would like to thank
IIP for finding this excellent speaker and cultural ambassador.

As a remarkable educator as well as entertainer, Will Power was
able to charm and seize the attention of his audiences from the
first moments of his presentations. Using freestyle rap and
urban dance moves to begin his sessions, he instantly
differentiates himself from the "typical" U.S. Embassy speaker.
As hip-hop is a topic which youth audiences already associate
with and enjoy, he has a natural advantage in getting and
maintaining their attention. While not overstating the case of
hip-hop being an American art form, his personal story of
growing up in Southern California and listening to music coming
out of the New York scene made this point clear.

From the U.S. Ambassador and senior officials to rural
traditional dance musicians, Will's charisma was infectious.
Throughout his trip, he drew from recently learned lessons about
Basotho culture in his lectures to localize his content. Using
hip street language with many audiences, Will is an articulate
and thoughtful presenter. His constant interaction with the
audience, a mainstay at all of his presentations, was also
highly effective. He also excelled at rural events, during
which he used impromptu performances to cut through linguistic
as well as cultural barriers.

In sum, this was a great program.

QUALITY OF IIP SUPPORT

Embassy Maseru greatly appreciates IIP's support during the
entirety of this program. The lines of communication between
our post and Program Officer Michael Bandler were open,
effective, and constant. As a "PD-light" post with limited
resources, Embassy Maseru is delighted to have been offered this
opportunity. We were in frequent communication with IIP
regarding Will Power's schedule and requirements, and
appreciated IIP's pre-departure coordination with Mr. Power.


F. IMMEDIATE RESULTS/IMPACT

As a program which promoted the understanding of a popular youth
cultural phenomenon and an American art form, Will Power's
speaker program helped Embassy Maseru fulfill its Mission
Strategic Plan goal of promoting mutual understanding, and also
demonstrate the ability of using music and performance to
deliver broader messages on HIV/AIDS, equality, and diversity.

Through the use of radio appearances and live shows, Will
Power's program had Maseru buzzing. Through interacting with
local talent and incorporating them into his show, he had a
direct impact on key influencers of Lesotho's youth. Through
explaining the origin and evolution of hip-hop, he also
explained how a music form often associated with negative
phenomenon such as exploitation of women, profane language, and
violence has, in fact, many positive attributes that can be used
as a positive force within society.


G. PRESS PLACEMENT REPORTING

Embassy Maseru arranged media interviews and guest DJ spots on
People's Choice FM radio, Joy FM radio, Lesotho Television, and
various print publications. We feel that the radio interviews
were particularly effective as Will Power was able to play some
of his music selections and interact with the DJ's effectively.
We estimate that the viewership of Lesotho Television is
approximately 30,000, and the radio programs on which Will Power
participated have an estimated listenership of about 10,000
each. An article on his program was also printed in Informative
Newspaper, which has a circulation of about 5,000.
MURPHY