Global Hip-Hop and the People Behind the Tables (P.B.Ts)
November 11, 2009
By Marissa A. Gutiérrez-Vicario
Global hip-hop was alive and well in New York City on October 29, 2009, during the famous annual CMJ festival. Like the opening to any other hip-hop showcase, the DJ (DJ Boo) spun a diverse mix of the old school and the contemporary. Slowly, hip-hop aficionados and curious CMJ pass holders began to flood the floors of the 92YTribeca, where the music was loud and the energy even louder. However, unlike any other hip-hop showcase, Nomadic Wax and the Bloom Effect brought together some of the world’s finest underground performers, spanning nine different countries and four different continents, from Amsterdam to Accra, all brought together by the evening’s boisterous host, Blitz the Ambassador, representing Ghana.
Unlike any other hip-hop aficionado, I found myself with two other Nomadic Wax supporters, behind the merchandise table, representatives of the ten-year old hip-hop record label. Benjamin Herson founded nomadic Wax in 1999 after an initial journey to Senegal where he stumbled upon a very vibrant and active local hip-hop scene in Dakar. Ten years later, the record and production company has expanded to include the work of over sixty different artists, now including many outside of Africa.
There are several advantages and disadvantages to being a merch girl. The advantage is that one feels completely immersed in the experience, being there from practically start to finish. I met up with the other volunteers right about when Nomadic Massive, a highly energetic nine band person from Canada, Haiti, and France was completing their sound check and later on in the evening, as the final act, saw them wrap up the showcase. Yet simultaneously, a “Person Behind the Tables” (or more affectionately known as, the P.B.Ts) get to enjoy concerts from a different perspective and have the opportunity to assess the crowd’s overall reaction to the performers. For instance, we were flooded with CD requests from Coolooloosh, a hip-hop duo from Israel who seemed to be a real favorite of the crowd.
Yet the best part of being a P.B.T, is the appreciation one receives throughout the evening. Blitz the Ambassador made sure to interject his commentary with shout-outs to the P.B.Ts and announcements to support the artists. The artists themselves were the most appreciative. At Versaris, making their first visit to the US ever from Spain, and who had commenced the evening, made sure to come through and greet us. La Melodia, a duo from Amsterdam, definitely one of the favorites of the P.B.Ts, gave us hugs and wished us well. By the end of the evening, all of us had collected the autographs of almost every set of performers for the evening, another unknown perk of being a hidden, yet respected, P.B.T.
As with anything, a word of caution: there is one great disadvantage to being a P.B.T. It is vital for anyone seriously contemplating becoming a P.B.T to take the following into consideration. While one can definitely attempt dancing behind a merchandise table, it is not advised. For instance, while the rest of the crowd was free to jump, sway, and stomp to the incredible beats of Morocco’s Alfaress, us P.B.Ts were confined to careful swaying. While others were partying with La Melodia, us P.B.Ts were selling CDs and Nomadic Wax t-shirts. Although we don’t regret it in the least and took our mission very seriously, on the extreme end, it can be considered a hip-hop lover’s nightmare. A nightmare where one is at an incredibly fun concert and being exposed to a diverse new set of underground performers, only to look down and find that your feet have sunk into the earth and you can no longer move in a way that the music truly deserves.
All in all, my first P.B.T. experience was well worth it: the six hours we were behind the tables felt maybe like one or two. There was never a dull moment — all of the artists in the showcase were well selected and were immensely enjoyed by the crowd. The crowd itself was fantastic; while they may not have understood the lyrics of each performer, they responded in the universal language of dance and cheering. Personally, I was exposed to the world of the P.B.T.s, whom I now know not to simply walk by, but acknowledge them for having some of the best seats in the house.
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