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Womex is like the festival of holidays in a way...
Womex is a fantastic collection of music from all over the world.
The fact it's coming to Cardiff is a fantastic chance for Wales.
Millions of people, and hundreds of artists from all over the world will be there...
It's really exciting! Womex is finally coming to Wales...
Everything is changing, now is our chance...
The horse is waiting, get on it, let's start riding!
What is world music?
I went to meet Owen Cob, world music expert!
How would you define world music?
It's a very difficult term to describe.
It started in a pub in London in 1987.
Paul Simon had a big hit with 'Graceland' which included music from South Africa.
Labels started releasing original music from South Africa...
...Trying to find a better way to market the music, they came up with the term 'world music'.
It's a marketing term for record shops.
Basically, it's something that's not Anglo-American, mainstream...
How popular has world music become in Wales and generally over the UK?
During the 80's, music from South Africa became very popular...
...Things like Cajun and Cuban became popular...
You tend to see phases...
The biggest problem is that many people don't hear it.
Which band from Wales conveys world music?
I would say 'Nain Bach'
They've been traveling outside of Wales...
With a new album on the way, I think they'll be performing outside of Wales on a much bigger stage.
The process of bringing Womex to Wales started in 2008.
'Cerdd Cymru' was formed in order to attract the festival.
They fought against cities such as Paris, London and Dublin, but Cardiff won.
Why is it so important that Womex is coming to Wales?
In order to discover people from Wales?
For us, it's important to bring these things to Wales.
This is the first festival and international arts exhibition to come to Wales.
We're very excited to be able to bring this to Wales.
It's also open to the public, which means our audiences here are able to see Welsh music side to side with world music...
...Which is also important to us internationally.
I'm sure many have found Irish and Scottish CD's in music shops all over the world...
...But perhaps never find anything from Wales!
Attracting Womex here is a part of making sure people are aware of our talents here in Wales.
Why has Welsh music not been exposed to other countries as such then?
Being confident in telling the world 'We're Welsh, this is what we have to offer...'
...We have a culture of confidence through the Welsh language, and the world needs a chance to see what we have to offer...
...As opposed to singing to ourselves, which is also a good thing of course!
But we should be confident in telling the world who we are!
Dafydd Roberts traveled the world with the folk band 'Ar Log' during the 70's and 80's...
Chief executive of Sain records.
Dafydd has been going to Womex for years to promote Sain's bands.
He was also a part of the team to ensure Womex came to Wales.
Do you think Womex will open doors for us here in Wales?
Yes, it most certainly will.
The people who come along to Womex understand music, and take interest in world music.
They haven't heard much music from Wales.
They'll still hear music from across the world, just because Womex is in Wales, doesn't mean there'll be a big focus on Welsh music...
We tend to think of the successful world as Anglo-American.
The people who come along to Womex know differently!
There are bands traveling the world who play in their own language, and they don't worry about it...
110 countries purchase CD's in the world, and only a handful worry whether they're in English or not!
There's a big world out there, interested in what we have to offer.
Will there be a big chance for bands from Wales?
It's very competitive.
There's 30 places, with around 4,000 artists applying to showcase their music.
There's a panel of 7 picking the artists.
The fact it's in Wales will not impair with their choice!
However, there will be the addition of another stage called 'Gorwelion'
If the artists haven't been successful for the showcases, they'll be considered for this stage.
How many will be performing on that stage then?
Two artists from Scotland, 2 from England, 2 from Ireland and 3 from Wales.
If there's only 3, how can Welsh bands benefit from having Womex in Cardiff?
There's a marketing fair with artists, companies, labels...Showing what's on offer.
There's definitely enough work out there.
There was plenty of work for 'Ar Log' when we stopped playing as a band in '83.
Work has already started to help Welsh musicians prepare for the event.
The Arts Council of Wales has already been helping Welsh artists.
They've been funding trips abroad. Gwyneth Glyn has recently been to India.
I went over there to research the possibility of working with other artists.
I came across a fantastic musician from Mumbai.
We spent a week listening to each others' music and sharing ideas.
A collection of songs grew from there.
We felt by the end that these songs were worth recording.
And so, we recorded an album!
I have high hopes for Womex this year.
Maybe we suffer a lack of marketing initiative...
Folk music has been represented in a very stereotypical way.
This is now a chance to show what folk artists are producing in Wales.
...Not only the traditional folk artists.
A concert will open the festival in October.
The person in charge of presenting the best of Welsh music to the world is Cerys Matthews...
You'll be portraying Wales to the rest of the world, that's quite the task!
In a way, I've been doing it for over 20 years.
I took Catatonia to Australia and Japan where audiences were expecting you to represent Wales!
I've been enjoying these roots I got given by chance as I was born here in Wales.
I went to a Welsh school in Abertawe, I was taught all these songs, and taught to enjoy music.
In a way, it's an easy task for me.
All I have to do is open the door to a new audience.
To the English, Africans, Koreans, Chinese...
That's what we're going to do!
I'll have amazing musicians playing with me on the evening, such as Gwenno Gibbard.
We've already been practicing so we can relax a little on the night.
We've spoken a bit about folk artists, but what about the other musicians?
Everyone will benefit from Womex...
...I have my own radio show, and I play all sorts of music.
So, you'll be able to see all sorts of artists at Womex this year.
Don't just expect folk music, there will be all sorts of music there.
If you're interested in music, make sure you go to it!
If it feeds back into the arts in Wales, they'll benefit as well.
Just opening up to the English industry would be fantastic for the arts in Wales.
Things have changed a lot in Wales recently.
Everyone has to tighten their belts!
The more experience and education you can have on how to become a professional, the better.
If the standard of the artists go up, the enjoyment of the audience will also go up.
Bringing Womex to Wales will cost 1.2 million.
Economists have estimated it'll be worth 2 million for the city.
Arrangers hope more than just money will be left once the festival is over.
Womex is just a part of the journey.
It's some sort of catalyst for a long term change.
It'll probably take 10 years before we realise what we achieved by bringing Womex here.
I hope more people from Wales will hear not only our music but music all over the world together.
And to understand how the world music industry works.
And how we as a language, along with any other have the right to rule stages in Los Angeles, Rio, Melbourne...
Womex will start in Cardiff on the 23rd of October.
For a chance to win a pair of tickets to the opening concert, go to our website.