Cuban Hip-Hop Goes Global: Orishas' A lo cubano

Abstract

The hip-hop group Orishas provides an incisive example of the new terms of Cuban cultural production in the post-Cold War diaspora. They began their dizzy ride on the wave of global fascination with Cuban culture with the debut album A lo cubano (1999), in which they compromised with international market forces while attempting to maintain their cubanía, their own sense of Cubanness. This first release is remarkable for its commercial success not only abroad but also at home. While the music, lyrics, and videos associated with the album revel in cultural symbols only fully appreciated by Cubans who survived the worst years of the Special Period, they also commodify Afro-Cuban culture, making it palatable to a range of international listening publics.