Palgrave Macmillan
In 2105, a multinational corporation, East African Breweries Ltd. (EABL), launched a traditional dance competition in Uganda, the Senator National Cultural Extravaganza. Across the country, local groups were called upon to perform their regional traditional dance styles, and also to compose and perform original songs and dances in praise of Senator Extra Lager, a brand of beer EABL designed specifically for poor rural markets. David G. Pier offers an ethnographic study of the Senator Extravaganza, and the performers, marketers, and other actors who were involved in it. Pier illustrates the event as part of a broader moment in Ugandan and African public culture – one in which marketing is playing an increasingly dominant role. He considers how geographical images of the traditional "village" and the cosmopolitan "town" are being artistically renewed and revised within contemporary economic, political, and technological articulations.
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http://www.palgrave.com/page/detail/Ugandan-Music-in-the-Marketing-Era/?K=9781137549396
