Cartoon Network's adult animation bloc Adult Swim decided long ago that recycling the criminally underrated shows cast aside by other networks would never be enough to make its name in the crowded cable multiverse. So it went on the offensive, not just by creating new programming but also partnering with the coolest music labels and artists working today.
This time around, it has searched for Swim-friendly sonics outside of the United States. In South Africa, to be exact, which is home to an explosive hip-hop scene. Well, it's also the location of Ubisoft's sequel shooter Far Cry 2, but that's an ancillary collaboration, as Williams Street A&R and Adult Swim creative director of promotions Jason DeMarco explains in Listening Post's interview below.
"Ubisoft approached us for a promotion," DeMarco says, "and it fit well with our plans."
The plan is African Swim, the channel's latest album, which is available for free download from Adult Swim's official site. Featuring the finest in South African hip-hop and continuing in the bloc's tradition of gratis online music, African Swim is both a promotional tool and a killer peek at that continent's stellar sonic output.
Wired.com: How did this project come about?
Jason DeMarco: It was something we had been thinking about for a long time. We were mulling ideas for more free Adult Swim online albums and came up with the idea to do one centering around African rap. I had been following the scene as best I could from over here for a while. I lovedthe idea of trying to expose some of this music which is still such a vibrant and driving force on that continent.
Wired.com: Why only South Africa?
Jason DeMarco: We decided on South Africa because of a few factors. It has a very vibrant hip hop scene that's only getting bigger and is ripe for exposure. Many of the other rappers weconsidered throughout Africa were in countries that we logistically couldn't shoot in. And in South Africa, we were able to hook up with Ghetto Ruff, a well-respected label that plugged us into a number of amazing artists there.
Wired.com: Any concerns over mashing this musical celebration of South Africa with a first-person shooter set in Africa? Were you worried about mixed messages?
Jason DeMarco: Well, Ubisoft approached us for a promotion, and it fit well with our plans. The mission of Far Cry 2 is to catch an arms dealer, but the promotion works since the game replicates beautiful African landscapes. The album itself celebrates the latest and greatest hip-hop artists of Africa, which Adult Swim hand-picked for African Swim.
Wired.com: Swim is the hippest programming bloc on Earth, mostly because you've worked with indie music labels like Definitive Jux, Stone's Throw, Ghostly International and more.
Jason DeMarco: African Swim is next in the line of our free albums, and we approach each of them as important pieces of creativity that support and help define the Adult Swim brand off-channel. Music has always been a deep part of Adult Swim from shows like Dethklok to albums like Dangerdoom and to our on-air bumps. Our past online albums like Definitive Swim, Chrome Children and more have done so well for us. But we felt ready to branch out from the indie zone with this album. We have more collaborations coming up with some of our favorite labels and artists. But we're going to keep doing this stuff as long as people keep liking it.
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