New Ambiance signees Bassekou Kouyate & Ngoni ba play The Triple Door on March 16, 2010.
Recession or no recession, things must be going well for Sub Pop: first they spawned Hardly Art, and now they've added a new member to the family, Next Ambiance, a new label imprint which Sub Pop formed in partnership with The Best Ambiance host Jon Kertzer. Next Ambiance will specialize in world music, which makes sense if you've heard The Best Ambiance, a weekly radio show on KEXP that specializes in African and Afro-Caribbean music (it's on every Monday from 6-9 p.m., if you're curious).
The first album to be released on Next Ambiance comes from Malian band Bassekou Kouyate & Ngoni ba, it will be called I Speak Fula, and it will be available digitally on December 1. Considering all the music media outlets that have spent the past couple years salivating over white, Western artists who play with polyrhythms, African percussion instruments and otherwise blend pop music with traditional African styles, it seems logical for a label like Sub Pop to take it a step further and create a world music imprint. Hopefully, this label will provide an avenue through which all the people who love bands like Vampire Weekend can discover African music made by African bands, not just white hipsters' pop interpretation of it.