Kwaito and Globalization
The homogenization of Kwaito with American rap music, due to Globalization, is viewed by Kwaito artists as a threat to the preservation of their local South African music credibility. Thus, Kwaito artist focus on maintaining an emotional link between customer and brand. This explains why Transnational corporations are much less interested in homogenizing or Americanizing Kwaito music because true Kwaito represents and dictates South African experience. Americanizing Kwaito, as is many artists' opinion, can potentially dilute the substance Kwaito was originally based on.
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