TBI Q&A: Drew James
Drew James has rejoined WOMAD NZ this year as Artistic Director, a decade after he was first part of the crew as a producer.
In this TBI Q&A he talks about about how the three day celebration of global culture generates opportunities for New Zealand, Taranaki and NZ artists.
"New Zealand has the strength of western, Pacific and Maori roots, with increasing ethnic diversity. Europe, in particular is looking our way to discover new and unique sounds and artists. Our artists that do get into the international touring circuits are New Zealand's ambassadors."
- #WOMADNZ: Follow live updates via the twitter feed below from WOMAD NZ, New Plymouth, 18-20 March.
What is WOMAD about, and why is it important to stage it in NZ?
WOMAD is an extraordinary celebration of music and culture from around the world. Using the universal language of music WOMAD creates a journey of discovery for audiences of all ages and cultural backgrounds. For one weekend New Zealand is a microcosm of the world in which we all live.
WOMAD brings musicians and artists to New Zealand that might not otherwise tour here, and places our New Zealand artists alongside to create a line-up that could only happen in New Zealand as part of a WOMAD festival.
When and why did you join WOMAD NZ as Artistic Director?
I developed a passion for the philosophy and concept of WOMAD as the first producer for the WOMAD Festival in Auckland in 1997 and 1999.
I was appointed as Artistic Director for TAFT (Taranaki Arts Festival Trust) in June 2010. My role includes WOMAD New Zealand and the Taranaki International Arts Festival.
You were previously involved as a producer for WOMAD, in 1997 and 1999. How has the festival grown and evolved since then?
The major change in presenting WOMAD New Zealand in Taranaki is the beautiful and functional environment of Brooklands Park and Brooklands Bowl. It has become a destination festival with audiences travelling from around New Zealand, and is well supported by the local community, funders and sponsors.
The internet and social networking developments has increased access to knowledge and understanding of world music artists throughout the world, and our audiences are discerning and open to new sounds and cultures.
What have you been up to in the meantime!
I have worked with the New Zealand International Festival as Community and Education Coordinator, and freelance producer and events manager, before taking up a position with Whitireia Community Polytechnic as Dean of the Faculty of Arts until 2006. I was the Director of the ERUPT Lake Taupo Festival in 2008 and 2010.
What does your role as Artistic Director involve?
I work closely with WOMAD UK and WOMADelaide to select the international touring party, and am responsible for programming the NZ artists for WOMAD.
What’s involved in preparing for the festival?
Bringing together the funding, sponsorship, artistic programme, logistics and marketing is all inter-related. The TAFT team have been producing WOMAD since 2003, and it has become a well-oiled machine and we are always looking for ways to improve each year.
What do you do during WOMAD?
I will have an overview of the artistic programme, and troubleshoot any issues that might arise. I will also host a number of international guests, artists, management and media.
What have been some of the challenges so far?
For me, coming into an established team has meant that I have had to learn that I don't have to do everything myself!
What are some of the highlights for this year?
I am really pleased with the overall programme, but especially satisfied with the New Zealand programme. I believe it represents some of New Zealand's most diverse artists, some established, some emerging, but all fantastically talented and with their own unique voices.
What have you been personally involved in changing or adding to this year?
We have added the Dance Zone, a dance workshop space featuring Brazilian capoeira, samba and maculele, and Chinese Dragon dance, so the audience can get involved and learn some new moves.
WOMAD is about celebrating the world's many forms of music, arts, dance and culture.
How do you select musicians and artists to represent NZ?
I spend a lot of time listening to music and seeing as many live gigs as possible. We have over 200 applications for WOMAD and I take make sure I consider each one. It is important to have an balance of artists and styles to appeal to a wide audience. We work with WOMAD UK to shortlist down to the final line-up.
How does WOMAD generate opportunities for NZ, the Taranaki region and NZ artists?
Artists featured at WOMAD definitely have an advantage when approaching other world music touring circuits and festivals internationally. It is a respected quality brand. New Zealand has the strength of western, Pacific and Maori roots, with increasing ethnic diversity. Europe, in particular is looking our way to discover new and unique sounds and artists. Our artists that do get into the international touring circuits are New Zealand's ambassadors.
For Taranaki WOMAD brings a huge boost to the local economy, and many people have been introduced to the Taranaki region through WOMAD.
What do you hope the ‘audience’ takes away from it?
I just hope the audience takes away a great time! Time spent with family and friends in one of the most beautiful festival locations in the world, inspired by the amazing music and atmosphere of WOMAD.
What’s your big idea for 2011?
My big idea is made up of many ideas. I am looking forward to thinking about the WOMAD 2012 programme with a 12-month lead in, and presenting my first programme for the Taranaki International Festival of the Arts in August 2011.
Further information:
WOMAD New Zealand 2011 takes place at New Plymouth’s Brooklands Park and TSB Bowl from 18-20 March. Tickets are available through Ticketek 0800 TICKETEK or www.ticketek.co.nz.
For more information and the full line-up and programme for WOMAD New Zealand 2011 visit www.womad.co.nz.
Live updates from #WOMADNZ.
