Ka Wai Ola - Office of Hawaiian Affairs, Volume 26, Number 6, 1 June 2009 — Nā Hōkū gala hopes to help music industry in hard times [ARTICLE+ILLUSTRATION]
Nā Hōkū gala hopes to help music industry in hard times
By Liza Simūn Public Affairs Specialist In the midst of an eeonomie downturn, it's understandable that many galas would become casualties of bottom lines and shrinking budgets. But not the Nā Hōkū Hanohano Awards ceremony - the show will go on for Hawai'i's Grammy-like awards lune 9 in its former home at the Sheraton Waikīkī, whieh is set to weleome lumi-
naries of the loeal music industry with their various humble backyard roots and beloved legacies. Even if the evening indulges a taste for elegance, event organizer Hawai'i Academy of Recording Arts says the expense is well worth the reward of honoring deserving music professionals. "In this challenging eeonomie climate, where hotels have less than 60 percent occupancy, it's turning out that the musicians who play by the pool are the first to get the boot. And what a shame, since it was the musicians and their sound who put Hawai'i on the world map to begin with," said HARA board member Pali Ka'aihue, a Hōkūaward winning recording artist and a nominee in this year's competition. "In addition to challenges of landing a steady gig, musicians are up against so many changes in the digital age in trying to get their music heard and their product out the public," Ka'aihue added, noting that CD sales are down and radio stations hmit airplay of recording artists by sticking to set playlists. To bring harmony to these sour notes in the music biz, HARA has
added several special features to the usual Nā Hōkū Hanohano fare of award presentations, music and dance performances and tributes to loeal music heroes. To begin with, the theme of the evening will be unity. "For the most part, we all wala'au with eaeh other in the music scene. We are not exclusive with our audiences. We all work with one another anyway. So we want the awards night to show that rather than running parallel, we work with eaeh other," said Ka'aihue. Sprinkled between award presentations, the evening will feature unusual pairings of musical acts - old with new, traditional with eontemporary. Ka'aihue said to expect some surprising juxtapositions including Amy Hanaiali'i with Ledward Ka'apana and Mike Ka'a'awa, Sean Na'auao with Rebel Souljaz, and Diana Aki with Holunape. "This year there is a striking mixture of respected icons with newcomers vying for awards in the same category. Right alongside the Cazimeros, there are newly formed groups like Mānoa Voices, fresh off their first
recording," said Ka'aihue, who sees this as evidence that the annual awards ceremony gives music-industry newcomers a goal to work toward, mueh as the Merrie Monarch competition does for hula perfonners. In fact, for the second consecutive year, Ka'aihue said that a Tokyo production company will invite the top Hōkū and Merrie Monarch winners to be the featured stars of a televised eelebration of Hawaiian music in lapan. "Getting a Hōkū award is so exciting. It's a springboard for developing creative new venūires," said Ka'aihue. This year won't be the first time that the Hōkū awards shine a spotlight on the sense of 'ohana that pervades Hawai'i's close-knit music scene. In addition to showcasing noted music makers, it's become known for giving props to behind-the-scenes and often unsung talent: audio engineers, hner notes writers, graphic arts designers, to mention a few of the honorees in categories that have grown to 26 this year. Then there's the amhienee of the ceremony itself: While artists are encouraged to bust out their best aloha wear (should they be called up
to the podium to deliver an acceptance speech), they maintain a hang-loose attitude, judging from the exchange of lei, the hugs, and the intimate talk story caught under the camera hghts in the live telecast, though always better enjoyed in person, according to Ka'aihue. "The one moment that stands out for me was when Israel (Kamakawiwo'ole) was performing on stage and whatever iift he had with the Makaha Sons was no longer a problem. All of a sudden, (the Sons) got up from their seats, went to the stage and they played together. It was the first time in years they performed as one. There wasn't a dry eye in the house," said Ka'aihue. HARA is also addressing hard eeonomie times for musicians by deploying Internet technology to help promote the pubhc profile of Hōkū nominees this year. For the first time, the winner of the Favorite Entertainer of the Year award will be selected by votes cast on the HARA web site, whieh offers biographical notes and musical selections of nominees. "Instead of just voting for a high profile name or a friend, tliis gives the
public a ehanee to get to know artists a little better," Ka'aihue said of the online voting, whieh ended May 18. Favorite Entertainer of the Year is the only category decided by a vote from the public; all other nominees and finalists are chosen by HARA, whieh has a membersliip liniited to Hawai'ibased music industry professionals. hi view of the eeonomie challenges facing the music business, Ka'aihue said HARA board members are discussing ways to expand their kuleana into year-round web-based promohon of loeal arhsts and their products. Ka'aihue said organizers of the Hōkū awards want to be in step with the new reahties of the music business, where consumers prefer downloads to CDs. "Some of the established loeal music labels are on the forefront and know how to play in the digital arena, but for some of the kūpuna, used to bringing a box of manapua to the radio stations and talking story for an hour with deejays about their new record, it is sad to see the days are gone forever. But we have to reahze that changes are here to stay and make adjustments," Ka'aihue said. Along with forward-looking technology, HARA is also making changes at this year's award ceremony that pay tribute to Hawaiian tradition. There is a now special category for kī hō'alu music. In the past, recordings of Hawaiian slack key vied for honors in the same category as instrumental music. "That did not do jushee to oin talented slack key players," said Ka'aihue. Also, for the first hme, the telecast of the ceremony wih make liistory by presenhng awards for Haku Mele, Hawahan Language Perfonnance and Hawaiian Album of the Year in 'ōlelo Hawai'i with Enghsh subhtles. "This is a big night to dress up and be part of an event that makes Hawai'i so special," said Ka'aihue, adding that it is the biggest event of the year for the performing art that brings so many people together. "Go to the beach and you hear people playing guitar together. The parents know Kalapana or C&K. The kids will know the lawaiian stuff well. But everyone knows at least a few hnes of all the songs. That's how mueh we share the music." ■
www.oha.org/kawaiola MELE 'AILANA ■ ISLAND MUSIC SCENE
32nd annual Nā Hokū Hanohano Awards Tuesday, June 9 Sheraton Waikiki For tickets or information, eall: 593-9424 email: info@nahokuhanohano.org visit: nahokuhanohano.org īhe awards ceremony will air live on K5 Television at 7:30 p.m.
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