For many years, African music has often been categorised under the broad term "world music" in the Western music industry. While this label aims to bring global sounds to a wider audience, it sometimes groups together diverse and distinct musical traditions under a single heading, limiting how we understand the full depth of these cultures. Awesome Tapes from Africa (ATFA), a label founded by Brian Shimkovitz, has been instrumental in presenting a broader and more authentic view of African music. By sharing unaltered recordings from across the continent, ATFA allows listeners to engage with the true diversity of African soundscapes.
Photo credit: Awesome Tapes From Africa
Moving Beyond Generalisations in African Music
Brian Shimkovitz launched the Awesome Tapes from Africa blog in 2006 after spending time collecting cassette tapes in West Africa. His motivation came from a desire to share the music he discovered in street markets and urban centers, which he felt was underrepresented in Western countries. He noticed that most African music available in the U.S. and Europe was presented in a very general way, with little focus on the many distinct musical traditions across the continent. Shimkovitz wanted to create a platform where this diversity could be appreciated.
“Most awareness in the States about African music was quite general,” Shimkovitz observed, pointing to how many unique styles were overlooked in favor of more mainstream or familiar genres. Through ATFA, he sought to show the vast range of subcultures, genres, and movements that exist in Africa, each with its own story to tell.
Preserving Authenticity Through Original Recordings
One of the core principles behind Awesome Tapes from Africa is the decision to share complete, unedited tapes. Shimkovitz chose not to curate or modify the music, allowing the tapes to be experienced as they were originally created and heard in their local environments. This approach offers a fresh perspective on African music, giving listeners a direct connection to the sounds as they are performed and enjoyed across the continent.
“I wanted to make something immediate and simple that would let people hear the music without leaving my own fingerprints,” Shimkovitz explained. By maintaining the original recordings and album art, ATFA ensures that the music speaks for itself, preserving the authenticity and cultural context in which it was made.
Photo credit: Awesome Tapes From Africa
Highlighting Africa's Musical Subcultures
While many labels focus on popular African genres that are already familiar to international audiences, Awesome Tapes from Africa takes a different approach by shining a spotlight on lesser-known subcultures and local music movements. Shimkovitz describes the music as “less-easy-to-define and/or blink-and-you-miss-it music movements that exist by the thousands across every country on the continent.”
Through this, ATFA offers a rich and varied look at the music of Africa, presenting not only the more familiar genres but also those that reflect the dynamic and evolving soundscapes found across different regions. This attention to detail and diversity helps to expand the listener's understanding of African music and its many forms.
A Transparent and Fair Approach to Music Distribution
Another important aspect of Awesome Tapes from Africa is its commitment to fair relationships with the artists. Aware of the challenges faced by African musicians in reaching international markets, Shimkovitz ensures that the artists receive fair compensation for their work. ATFA operates on a 50/50 profit-sharing model, directly benefiting the musicians who contribute to the label's growing catalog.
Shimkovitz’s goal is to create a platform where African music can thrive on its own terms, giving artists the recognition and financial support they deserve. He notes, “I wanted to approach the label with a new paradigm that would hopefully create positive and more equal relationships between foreign label and local artists.” This commitment to fairness is key to ATFA's ethos, fostering trust and collaboration with artists.
Photo credit: Awesome Tapes From Africa
Celebrating the True Diversity of African Music
By sharing full albums without alteration, and highlighting lesser-known musical traditions, Awesome Tapes from Africa presents a more complete and authentic view of African music. From subcultures and niche genres to new and emerging styles like amapiano, ATFA helps listeners discover the wide variety of sounds that exist across the continent.
Awesome Tapes from Africa is a unique label that expands our understanding of African music beyond broad categories. By focusing on authenticity, fairness, and diversity, the label provides an invaluable platform for African artists to share their music with the world, offering listeners a deeper appreciation of the richness and creativity that defines African music.