Ka Wai Ola - Office of Hawaiian Affairs, Volume 25, Number 1, 1 January 2008 — GRAMMY GREATNESS: THE WINNER IS ... HAWAIIAN MUSIC [ARTICLE+ILLUSTRATION]

GRAMMY GREATNESS: THE WINNER IS ... HAWAIIAN MUSIC

lf demand is great enough, a category for Hawaiian vocal music could be a possibility By Liza Simon | Public Affairs Specialist Out of 50 Hawaiian albums entered for national Grammy consideration, the five chosen nominees comprise three selections by instrumentalists and two by vocalists. This raises the likelihood that the winner of the Best Hawaiian Music Alhum at the 50th annual Granuny Awards Feb. 10 will onee again be devoid of 'ōlelo Hawai'i - an outcome that has persisted since the first Hawaiian music Grannny was awarded four years ago. The trio of instrumental albums are all klhō'alu style: Ka Hikina 0 Ka Hau by Keola Beamer, Treasures of Hawaiian Slack Key Guitar by various artists and He'eia by Cyril Pahinui. The two vocalist selections are Hawaiiana by Tia Carrere and Hawaiian Blossom by Raiatea

Hehn. While all these artists have ardent followings, loeal mele fans have cited the dominance of slack key Grannny finalists in wondering if the Granmiy judges, predominantly from the U.S. continent, aren't opening their ears to Hawaiian language lyrics. "The Grammy organization itself has no agenda. When it comes to highly subjective music taste, we're kind of like Switzerland - the neutral player," said Ben London, executive director of the Recording Academy Pacific Northwest Chapter, the national organizer of the Granmiys. Nevertheless, Recording Academy members, who cast Granmiy ballots, this year included 18,000 music professionals, out of whieh only 150 were Hawai'i residents. The majority of voters are likely to be more familiar with slack key music because it is widely distributed by record labels based on the U.S. continent and is often put into airplay rotation alongside new age or easy listening genres on eonglomerate radio groups, London said.

Because the Recording Academy nieni-

bers are responsible for seeking out the nominated albums in the final phase of balloting, the Granmiy organization may turn to Internet streaming in order to make the judging process a little easier - with the result that the music of Hawaiian Granmiy hopefuls will be easier to ftnd. As it stands now, there are 108 Grammy categories. Recording Academy member-judges use their own discretion in selecting no more than 12 categories for

voting purposes. According to London, this year's voting reflects a greater overall diversity of taste than in previous years. In the "Best Alhum" category, there is a crosssection of rappers, rockers and crooners, he noted. The category for Best Hawaiian Alhum is open to all island-based artists who meet minimum qualifications, such as credit for a retailed product and a minimum of 12 tracks per release. Tracie Young of the state Department of

Business, Eeonomie Development and Tourism, whieh helps to promote the loeal music industry, said the desire to see Hawaiian music gain notoriety beyond loeal shores drove Hawai'i residents, including members of the loeal Hawaii Academy of Recording Arts, to successfully wage the campaign for a Granimy for a Hawaiian category. To bring more informed island perspectives into the voting process, Young encourages all qualified Hawai'i residents to consider becoming Recording Academy members before the next early December deadline. Formerly, Hawaiian artists were lumped in with the World Music category, meaning they would compete against gypsy guitarists, African drunmiers and other players of ethnic-based traditional music for the big prize. There is no money that comes with a Granmiy, but the academy's Ben London says Grammy success - even a nominahon, inevitably translates into a bump in sales and radio airplay for artists. "If you are a recording artist, a Grammy also means the highest accomplishment possible in the eyes of your music industry peers." London said the Grammy organization is aware that many Hawaiian music fans are eager to see the creativity of Hawaiian language lyricists get some nahonal recognition. With enough popular demand, the organization might facilitate this by adding a category exclusively for Hawaiian vocal music, he added. In the nieantime, he says the Hawaiian nominees at the awards ceremonies are eelebrated with a special Hawaiianthemed reception. While the CBS telecast of the Granmiy awards from Staples Center in Los Angeles will present the Hawaiian Granmiy off-air, the results will be announced during the television program. "The talent of the Hawaiian musicians is just amazing," said London. "The nominees receive tickets to the big show and their presence is so vibrant, they ensure that all of Hawai'i is a winner." I

ISLAND MUSIC SCENE • MELE 'AILANA

Grammy Award winning ieon Cyril Pahinui. - Pholo: Courtesy of Chelle Pahinui