In the ever-evolving landscape of music festivals, expos and conferences, the Atlantic Music Expo (AME) has emerged as a shining example of resilience and adaptability. As we sit down with Gugas Veiga, the dedicated and visionary Director of AME, it becomes clear that this event is not just a festival; it’s a celebration of culture, a symbol of unity through music, and a testament to the unwavering spirit of Cape Verde.

To embark on a journey into the origins of AME, we must rewind the clock by a decade. Gugas takes us back to those early days. “It all began because the previous Minister of Culture, he was a musician. And it was a dream that he had. And with José da Silva and with Piranha, Womex, they put this project together“. This dream, carefully nurtured by passionate individuals who shared an unwavering love for music, ultimately flourished into a transformational event.

In 2012, the groundwork for AME was laid. What began as preliminary preparations gradually crystallised, culminating in the eagerly awaited inaugural edition of the expo in 2013. Cape Verde, a nation steeped in musical history, was poised to fling open its doors to the world.

The ambitious endeavour of hosting an event of such magnitude necessitated substantial resources. The early years of AME were not devoid of challenges, as Gugas reminisces about the initial financial support that set the wheels in motion. “The Minister of Finance believed in the project. So, he supported it with 200,000 euros to start. And they got some money also from the business sector, private sector, so to build and launch the first edition“.

Nonetheless, the essence of AME transcends mere financial considerations. It embodies a spirit of collaboration and cultural exchange. Cape Verdean culture, with its multifaceted influences and rhythmic diversity, stands at the core of the event’s identity. Gugas and his dedicated team were fully cognisant of the profound cultural significance, even when faced with financial constraints.

As the years rolled on, AME encountered shifts in leadership and funding. Gugas recalls, “After five successful editions, in 2018, a change in government nearly led to its closure“. The ominous threat of closure loomed, but the fervour for music and the preservation of cultural heritage remained unshaken.

Confronted with this pivotal juncture, a consortium comprising ten companies entrenched in the cultural and musical sphere rose to the occasion, giving birth to the Associação Cabo Verde Cultural. “We got together 10 companies that work in the cultural and musical sector. And we went to talk with the Prime Minister,” Gugas recounts. Their resolute determination and unified front left an indelible mark, persuading the Prime Minister to pledge continued support for AME, albeit with reduced funding. The proposition was clear: “We’re going to give you around 90,000 euros and you guys look for the rest.” A formidable challenge, but Gugas and his team were more than up for it.

In the face of adversity, AME discovered its greatest strength in unity. Local sponsors rallied to champion the cause, bridging the financial chasm and ensuring the expo’s unwavering continuity. “We ended up getting around 150,000 euros. And we did it in three months,” Gugas proudly attests. This collective endeavour bore witness to the profound love for music and an unwavering belief in AME’s transformative prowess, a testament to the Cape Verdean community’s unyielding spirit.

The journey of AME stands as a testament to the resilience of Cape Verdean culture and its unwavering commitment to sharing its musical treasures with the world. As Gugas reflects, “I believe this market has everything to grow and everything to continue“. AME transcends being just an event; it is a living tribute to the enduring spirit of Cape Verde’s cultural heritage, firmly established on the global stage.

“The Expo and its showcases have had a significant impact“, he continues. “Cape Verdeans have an innate love for music, and this event manages to break traditions. Typically, locals go out mainly on weekends, especially on Fridays, Saturdays, and Sundays. It’s rare to see people going out on weekdays like Tuesdays or Wednesdays”. However, during AME, a remarkable transformation occurs. People embrace all forms of music, transcending local boundaries and embracing global sounds. Gugas observes, “Cape Verdeans have a deep love for music, and that’s why AME makes so much sense in our country“.

AME’s mission extends far beyond a mere appreciation of music; it’s about dismantling barriers and fostering cultural exchange. The Expo acts as a magnet, drawing musicians, industry professionals, and music enthusiasts from every corner of the globe. In an increasingly divided world, AME stands as a symbol of unity through music. “It has expanded the musical horizons of the country, exposing them to music from all over the world“, Gugas asserts passionately. It’s a unique event because it’s open to everyone, free of charge, not limited to delegates or those who can afford tickets. The street showcases create an atmosphere that defies quantification. Gugas believes, “Because if you don’t bring the world to Cabo Verde, there’s a lot of people here that have no chance of seeing the world“. AME serves as a cultural gateway, democratising access to diverse musical experiences. It’s not just about bringing international artists to Cape Verde; it’s about presenting Cape Verdean artists to a global audience.

Gugas acknowledges that organising an event of this magnitude in Cape Verde comes with its own set of challenges, even with the technical prowess of local professionals. “It’s a challenging endeavour for several reasons,” he concedes. While the local talent and technical resources are present, certain limitations and resource gaps persist. Nevertheless, Gugas finds reassurance in the local businesses that can adeptly handle sound, stages, lighting, and even LED displays. There’s also a dedicated, albeit small, team of young professionals managing logistics. While the occasional oversight may occur, lessons are learned from every experience, and Gugas is content with the team they’ve assembled.

However, the challenges didn’t end there. “This year, we faced the added challenge of working with very short notice,” Gugas reveals. “The government’s green light for the event came just under two months before the scheduled date“. Moreover, the government pledged only 50% of the required funding. Yet, against the odds, AME’s team managed to pull off the event in a mere month and three weeks.

As they look ahead, early preparations for the next year’s edition are already on the drawing board. “So, in summary, it’s a demanding job, but we’re fortunate to have partners who believe in our work and see tangible results“, Gugas remarks. Nonetheless, one of the most significant challenges they face is securing sponsorships.

For AME, preserving its independence is fundamental. Charging for tickets would fundamentally alter the essence of the event. Their belief in showcasing artists on the streets, where the local population can actively participate and create a positive atmosphere for the performers, is invaluable. This sets AME apart from other events that are often exclusive to delegates or those with financial means. The open, inclusive approach is cherished, and they are determined not to compromise it.

Yet, the vision extends even further. “It’s truly a great pleasure to witness the impact of AME expanding beyond Cape Verde“, Gugas enthuses. The joy lies in seeing their work replicated in other countries. For example, Visa for Music in Morocco is thriving, and a similar initiative has emerged in Senegal. Plans for similar events are also in the works in Angola and Mozambique. This global recognition and influence bring immense satisfaction to Gugas and all those engaged in the Expo.

“AME attracts a significant number of African artists and agents“, Gugas explains. While this edition had a lower turnout due to the timing, they typically see a robust presence of African artists, agents, and festival representatives. There’s a palpable sense that the relationships between African countries are strengthening. In the past, Cabo Verde primarily looked towards Europe, but today, they are witnessing a growing connection between African nations.

In Gugas’ opinion, better organisation is the key for public organisations aiming to succeed in hosting such events. He emphasises, “The quality of talent and musicians is undoubtedly present in many regions. The issue often lies in the lack of effective organisation“. To thrive, meticulous planning, a strong support team, clear objectives, and their unwavering pursuit are imperative. Many events falter due to last-minute planning, and Gugas believes that improved organisation and preparation are paramount. Additionally, investing in academies and education across all facets of the music industry, including agents, managers, and the press, is essential for long-term success, as exemplified by the success story in Nigeria.

The global COVID-19 pandemic presented an unprecedented challenge to events worldwide, and AME was no exception. “We did 2018, 2019, then the COVID came, we stopped,” Gugas reflects. The interruption caused by the pandemic was a severe blow, but it did not dampen the spirits of the AME team.

In the spirit of resilience, AME persevered, shifting gears to navigate the new reality. “Last year, we did in Mindelo. For the name not to die, we wanted to have something even, it was a month different than April. It was in June, but it happened“. Despite the odds, AME continued to resonate with audiences, even in a slightly altered form.

As Cape Verde gradually emerges from the pandemic’s shadow, AME looks ahead to a promising future. “Now we are going back to the normal month that’s June and together with Kriol Jazz Festival“, Gugas says. “We’re also very excited about the 10th edition of AME next year, and we’re aiming to make it even more special. We want to expand and bring in more journalists and industry professionals. Our goal is to have more showcases and provide a platform for artists to shine. We’re currently brainstorming and will start preparations in two weeks. So, there will be some exciting changes and developments to look forward to“.

The financial aspect is indeed challenging, but their primary goal is to become independent and not rely on government or political support. They’re actively seeking funding from around the world to achieve this objective. They want AME to be a sustainable event with continuity. Gugas believes that this market has immense potential for growth, and it’s essential to keep pushing the boundaries.

As we wrap up our conversation, the passion in Gugas’ voice is palpable. He is not just the Director of AME; he is its heart and soul, embodying the spirit of Cape Verdean culture, music, and resilience. AME’s journey is a remarkable one, and its future shines brightly, a beacon of cultural exchange and unity through the universal language of music.

Photos ©: Cristiano Barbosa