Dirk Schade interviews Claudia Frenzel

Originally from Thuringia, freelancing music journalist (radio and print). Was working as music editor for seven years at the national radio RBB Radio Multikulti and now working for RBB/ WDR Funkhaus Europa. At Radio Multikulti she was in charge for several DJ shows, including a monthly Brazilian music show hosted by DJane Grace Kelly Mendonca.

She also worked for many years as a promoter and producer of ​​intercultural projects.  She produced several projects dealing with music in the past years, such as the German-Israeli exchange project “ILanD“, music programming for “Kulturstadion” during the IAAF World Championships in Athletics 2010 in Berlin, music programming Fête de la Musique Berlin since 2008 and was jury member for several cultural events in Germany such as Rudolstadt Festival, Germanys biggest festival for World and Roots music. She is specialized in Israeli music and World music. With her colleague Elina Tilipman she just founded the artist agency WIAA – WANTED! International – artist affairs which is consulting, promoting and touring music and also are developing concepts for special productions and musical exchanges. “Music is a language everyone understands,” she says.

How interesting is music from Brazil for the music journalists and German radio stations?

In general its probably just interesting in mainstream coherences, for a station like Funkhaus Europa it is in general as we present pop music from all over the world. I think other stations just deal with “clichés” of Samba and Bossa Nova and just known names as Gilberto Gil or Seu Jorge.

What can musicians from Brazil do to catch the interest of the German media?

Hm, good question: If I had an answer I could get rich, probably J. I think in general the German mainstream media is looking mainly to the markets in UK, USA and maybe some other places. The whole media is, as we know, not interested in the small stories. Of course is something is requested by the audience they will provide it. Of course, things needs to happen in Germany to be presented to the German media and audiences. If an artist is not touring in Germany it’s no story – but if there are shows happening it can be….

How important are digital media for promoting artists in Germany/Europe? Should people also use the traditional elements like CD‘s or print advertising?

Personally, I’m a fan of the new age. I think you can present bands as good (even better) digital than physically. I think it’s also more eco-friendly, as we know lot’s of CDs are just send around the world but never heard…. I know some older journalists are still not noticing what they are not getting physically, but this is just a matter of time I guess.

How would you recommend Brazilian artists or agents get started in Germany?

Have a plan – keep in mind, only because you’re known at home, you’re starting as a new act in Europe. Have a plan, what is your goal and audience, be realistic and know that it’s about investment in the beginning…. Hook up to existing events to present yourself (Fete de la musique) or take part in music fairs with a presentation of your country (like WOMEX, Babel Med, PopKomm, Reeperbahn etc). Have a strong marketing plan and strong local people for that.

When you think of Brazilian music, what artists come to mind? Do you have any musical favourites from Brazil?

As I started to  work  in the World music scene Brazil was never a big attraction to me – as I only had in mind the mainstream cliché about Samba and Carnaval. My very good friend and DJ Garce Kelly presented me music from the north of Brazil (Forró) and much more so I think I know much more about Brazilian music today. If I think about Brazilian music today, I have name like Fernanda Abreu, Bebel Gilberto, Marisa Monte, Chico Buarque, Sergio Mendes, Olodum, Tom Ze etc.