mima africa report 2012
DESCRIPTION
This unclassified US State Department report by MIMA Media features the impact, press, social media strategy and statistics, photographs, quotations and endorsements from the MIMA Africa Tour with Leon Mobley.TRANSCRIPT
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CONTENT PAGE
SUMMARY 3
PRESS 4
PROFILE: MIMA 5
PROFILE: LEON MOBLEY 6
PROFILE: CHRISTOPH ALEXANDER GEISELER 7
WEEK 1: NAMIBIA 8-9
WEEK 2: MALAWI 10-11
WEEK 3: ZAMBIA 12-13
WEEK 4: SOUTH AFRICA 14-15
WEEK 5: MOZAMBIQUE 16-17
WEEK 6: ZIMBABWE 18-19
FACEBOOK TRENDS 20
ENDORSEMENTS 21
NEXT STEPS 22
CONTACT INFO 23
TABLE OF CONTENTS LIVING RHYTHMS
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DESCRIPTIONThe US Department of State provides funding for a 6-week MIMA Africa Tour in Namibia, Malawi, Zambia, South Africa, Mozambique and Zimbabwe featuring the drumming icon Leon Mobley and MIMA founder and filmmaker Christoph A. Geiseler.
PAS GOALS ADVANCEDStrengthen the international relations of the United States by increasing mutual understanding and engagement with youth through people-to-people dialogues and social media.
SPONSORSUS Department of Educational and Cultural Affairs (ECA)US Embassies in Windhoek NamibiaUS Embassy Lilongwe, MalawiUS Embassy Lusaka, ZambiaUS Consulate Johannesburg, South AfricaUS Embassy Maputo, MozambiqueUS Embassy Harare, Zimbabwe
MEDIA SUPPORTNational Geographic (NatGeo Music)Remo, Inc. USC Center on Public Diplomacy
SUMMARY LIVING RHYTHMS
SEPTEMBER 22 - OCTOBER 31, 2012 TOTAL
Budget $49,382
Countries 6
Press (print, online, radio and television features) 10
1-minute videos (produced by Christoph A. Geiseler) 25
Targeted Public Diplomacy (PD) events 40
Media students trained (in 4 countries) 59
Musicians trained (in 6 countries) 146
Live audience engagement (including musicians) 2303
Talking about this on FB (Likes, comments & shares) 2702
Video views on YouTube 4211
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PRINT & ONLINE
MIMAMEDIA.TV Custom broadcast platform for daily videos.
NATIONAL GEOGRAPHIC “What’s Hot” section of NatGeo Music website.
REMO, INCDaily videos for 80,000 Facebook fans /drummers.
USC CENTER ON PUBLIC DIPLOMACY CPD university blog homepage.
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5MISSION
MIMA Music, Inc. is a US-based educational nonprofit organization that uses music improvisation to engage and enrich communities around the world. From 2007-2012, MIMA worked with 16 American embassies on 4 continents.
MIMA uses a 2-prong strategy to reach local leaders, teachers and at-risk youth audiences through arts based songwriting and leadership programs to encourage healthy and just democratic communities. MIMA staff produce daily program videos and photographs for embassy social media channels (YouTube, Facebook, Twitter). The goal of a MIMA program is to implement a self-sustaining model that local trainees can replicate on their own.
BACKGROUND
Starting with a single after school music program in Trenton, NJ in 2004, MIMA founder Christoph A. Geiseler transformed MIMA into a global music and media network that includes projects on 5 continents, a proprietary teaching methodology and a train-ing academy in New York City. MIMA has received support from and worked with notable musicians and pulic figures that include Gilberto Gil, Prince, Leon Mobley, Pete Lockett, the Wailers, George Clinton, Bill Frisell, Robin Quivers, Leon Russell, Dr. Pau-line Oliveros, Dr. Cornel West, Dr. Lawrence Lessig and the late Mrs. Phoebe Jacobs.
MIMA has been featured on the BBC, Howard Stern Show, Tele-Madrid and NationalGeographic.com.
MIMA WE LOVE TO IMPROVISE
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BIO
Over the last 40 years, Mr. Leon Mobley has succeeded in bringing African drumming into contemporary mainstream music around the world and has performed and recorded with many major artists in all genres.
Mr. Mobley began playing African drums in 1967, studying for 10 years under the tutelage of seminal Nigerian master drummer Babatunde Olatunji. Following an early career as a child actor on the PBS show, Zoom, Mr. Mobley studied under the directorship of Senegalese master drummer Ibrahim Camara (former drum-mer for the National Ballet of Senegal). Among the many artists Mr. Mobley has worked with are: Ben Harper, The Dave Matthews Band, Jack Johnson, Mick Jagger, Quincy Jones, Santana, Michael Jackson, Macy Gray, Trevor Hall, Dirty Dozen Brass Band, Blind Boys of Alabama, Damian Marley, Jason Mraz, Madonna, The Fugees, Stevie Wonder, Gov’t Mule, Caiphus Semenya, Letta Mbulu, Miriam Makeba, Hugh Masekela, and more.
LIVING RHYTHMS JOB DESCRIPTION
Mr. Leon Mobley hosts music workshops for at-risk youth and stars in weekend performances at regional music festivals. Public master classes and recording sessions focus on adults, professional musicians and university students. Mr. Mobley inspires program participants to create their own self-sustaining programs, like “Rhythm Clubs” in Namibia.
LEON MOBLEY PROFILE
photo credit Evil Vince
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Over the last 10 years at MIMA, Mr. Christoph Alexander Geiseler pioneered the MIMA Method for music education, media production and group management, which he has taught to diverse groups, ranging from business leaders to at-risk youth in the United States, Africa, Asia, Europe, Central America and South America.
MIMA is the brainchild of Mr. Geiseler’s senior politics thesis at Princeton University (A.B. 2004, cum laude). He invented a method to film, edit and share 1-minute videos every 24 hours; he has produced over two-hundred 1-minute videos for spon-sors like the US Department of State, Condé Nast Publications, celebrities and luxury travelers. He speaks fluent English, Ger-man, French, Spanish and Portuguese.
LIVING RHYTHMS JOB DESCRIPTION
Mr. Christoph A. Geiseler films, edits and shares 1-minute videos every 24 hours during the tour. The videos capture the beauty of local musical cultures in Africa and start an interactive conversation through online social media channels. Mr. Geiseler also offers intensive media training workshops for local students and embassy staff so they can produce their own 1-minute videos.
CHRISTOPH ALEXANDER GEISELER PROFILE
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NAMIBIA
“Going to Ongwediva and seeing the blind children drum and dance was an experience that I didn’t think that I would receive in Africa. It was a beautiful thing to feel the love in the air, to see the people and get a chance to show respect for the way that their work was being shared and learned.” — Leon Mobley
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9 OPPORTUNITY Cultural exchange and youth engagement.
ACTION PAS Windhoek arranges 9 targeted PD events with Leon Mobley and Christoph A. Geiseler.
ONGWEDIVA1000 youth; 200 special needs kids; 40 dancers.
WINDHOEK45 youth; 11 media students; 10 adult musicians; final show for 100 people; national TV interview.
IMPACTNAMIBIA
VIDEOYouTube
viewsFB likes, sharesand comments
Link
“Leon’s arrival” 404 98 http://mimamedia.tv/?id=1http://www.youtube.com/watch?v=LC5prpcq5IQ
“Performance for 1000 Kids”
457 179 http://mimamedia.tv/?id=2http://www.youtube.com/watch?v=7mWTsb8Zeks
“Visit to a special school”
379 102 http://mimamedia.tv/?id=3http://www.youtube.com/watch?v=Rc4O_WXaO3w
“Good Morning Namibia”
178 29 http://mimamedia.tv/?id=4http://www.youtube.com/watch?v=SZVCAAD1s54
“Living Rhythms performance”
256 122 http://mimamedia.tv/?id=5http://www.youtube.com/watch?v=j4IsT5U2ZNU
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MALAWI
“I went to a music project in Lilongwe where the students made up their own songs... I want to help them build up their music scene over there. They need schooling and eduction in terms of how music is written: a music school where they teach instruments. They are open to learning. Music is a way of life for them.” — Leon Mobley
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11 OPPORTUNITY Cultural exchange and youth engagement.
ACTION PAS Lilongwe arranges 7 targeted PD events for Leon Mobley and Christoph A. Geiseler.
LILONGWE15 student musicians with Christoph, then Leon.
BLANTYRE200 adults at Blantyre Arts Fest (BAF); 50 adults at Mibawa; 20 BAF trainees; 2 news articles.
IMPACTMALAWI
VIDEOYouTube
viewsFB likes, sharesand comments
Link
“Anticipation” 81 28 http://mimamedia.tv/?id=6 http://www.youtube.com/watch?v=eosbINNJRp8
“Crossroads” 145 29 http://mimamedia.tv/?id=7http://www.youtube.com/watch?v=3AdhBWIroa4
“Sirius” 72 30 http://mimamedia.tv/?id=8http://www.youtube.com/watch?v=M0dmtBlgMDc
“Blantyre Arts Festworkshop”
96 36 http://mimamedia.tv/?id=9http://www.youtube.com/watch?v=u4lFsVJ7Z3M
“Blantyre Arts Fest performance”
98 31 http://mimamedia.tv/?id=10http://www.youtube.com/watch?v=IumSOrSR1iU
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ZAMBIA
“People were shocked by what we were able to do with the Sakala Brothers in just one week. The hotel was close to the workshop venue, the people in-volved all showed up on time and they were well organized. They took us out to a couple places where we could perform as guest artists. We look forward to going back and recording and touring with them.” — Leon Mobley
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13 OPPORTUNITY Cultural exchange and economic empowerment.
ACTION PAS Lusaka arranges 7 targeted PD events with Leon Mobley and Christoph A. Geiseler.
LUSAKA26 professional musicians complete 25 hours of training in 5 days, including the rehearsal of origi-nal music by Leon Mobley, a media course and a festival performance for 100 people. US Ambas-sador Storella makes a special visit on day 4.
IMPACTZAMBIA
VIDEOYouTube
viewsFB likes, sharesand comments
Link
“High hopes for a great group”
98 79 http://mimamedia.tv/?id=11http://www.youtube.com/watch?v=HqeICRp6Y5o
“The power of the Zambian drum”
132 40 http://mimamedia.tv/?id=12http://www.youtube.com/watch?v=44Z-JNwW3Us
“Bemba sayings and dances”
139 59 http://mimamedia.tv/?id=13http://www.youtube.com/watch?v=C01LgIT7Bd8
“Ambassador’s visit”
101 29 http://mimamedia.tv/?id=14http://www.youtube.com/watch?v=Jleb-_w8jLE
“Final performance” 114 40 http://mimamedia.tv/?id=15http://www.youtube.com/watch?v=8-pr8Ez8yVc
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SOUTH AFRICA
“South Africa is very rich with the ability to put on performances and the ability to have great recordings, but some unionizing needs to be done so musicians can have a chance to make a living off of what they do— again, the standards of the musicians are very high there and I enjoyed being there. I look forward to being able to return.” — Leon Mobley
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15 OPPORTUNITY Cultural exchange and youth engagement.
ACTION PAS Johannesburg arranges 6 targeted PD events with Leon Mobley and Christoph A. Geiseler.
SOWETO15 musicians at Soweto Performing Arts Center.
GUATENG20 students at GMA, 20 at Emfuleni, 200 at Smuts HS, 450 at East Rand High School, 20 at ERHS.
IMPACTSOUTH AFRICA
VIDEOYouTube
viewsFB likes, sharesand comments
Link
“Return to Soweto” 225 87 http://mimamedia.tv/?id=16http://www.youtube.com/watch?v=Db01jVJ9SWk
“Leon’s lesson” 164 37 http://mimamedia.tv/?id=17http://www.youtube.com/watch?v=ty21qjfdVIo
“Selaelo speaks” 145 169 http://mimamedia.tv/?id=18http://www.youtube.com/watch?v=EZ0ajGj2ikU
“Renowned reunion”
206 77 http://mimamedia.tv/?id=19http://www.youtube.com/watch?v=_7qLU2WRZq8
“Music motivation” 239 94 http://mimamedia.tv/?id=20http://www.youtube.com/watch?v=PVgO2w4Y47s
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MOZAMBIQUE
“These two brothers from the group called Wuchene had everything orga-nized. We were able to get a band going with drummers, singers, dancers and musicians. We had a performance out in the park and I got a chance to dance on stage with the group. Once again, the people traveled from very far away to work with us and were very open.” — Leon Mobley
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17 OPPORTUNITY Cultural exchange and social media training.
ACTION PAS Maputo arranges 7 targeted PD events with Leon Mobley and Christoph A. Geiseler.
MAPUTO50 deaf children; 50 adults at final performance; 30 adults at Chamanculo jam session; 20 musi-cians and 25 dancers at Wuchene Community rehearsal; 11 students over 2 days at social media class with Christoph; 5 musicians at MLK Center.
IMPACTMOZAMBIQUE
VIDEOYouTube
viewsFB likes, sharesand comments
Link
“Wuchene’s warm welcome”
140 107 http://mimamedia.tv/?id=21http://www.youtube.com/watch?v=Ec3knjOJ6r0
“Technique, tech-nique, technique”
87 25 http://mimamedia.tv/?id=22http://www.youtube.com/watch?v=5QF42Qd5ZzE
“Music is life” 120 94 http://mimamedia.tv/?id=23http://www.youtube.com/watch?v=jaZnfFEoAc8
“Final performance in Maputo”
125 42 http://mimamedia.tv/?id=24http://www.youtube.com/watch?v=cByX0kTIYbQ
“Final song for Leon”
82 72 http://mimamedia.tv/?id=25http://www.youtube.com/watch?v=KNSwun6Ywlo
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ZIMBABWE
OPPORTUNITY Cultural exchange and media training.
ACTION PAS Harare arranges 4 targeted PD events with Christoph A. Geiseler.
HARARE11 participants receive MIMA handbooks and learn how to film, edit and share a 1-minute video during the 2-day filmmaking course. Additional appear-ances: 20 students at Book Café; 1 newspaper interview; 1 radio interview on ZiFM.
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MIMA MEDIA TRAINING LEARN TO FILM, EDIT AND SHARE A 1-MIN VIDEO WITH CHRISTOPH GEISELER
Survey with 7 participants in Harare, ZimbabweSurvey with 8 participants in Maputo, Mozambique
MOZAMBIQUE ZIMBABWE
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DATA FOR COMPARISON
SEPTEMBER 26 - OCTOBER 31, 2012 Total likes(37-day
average)
New Likes (37 days)
Average # of fans “talking about this”
(37-day average)
Average % of fans “talking about this”
(37 days)
facebook.com/MIMAMusic 1143 110 325 28.47%
facebook.com/LeonMobley 803 114 119 14.86%
facebook.com/namibia.usembassy 1501 102 45 2.99%
facebook.com/US-Embassy-Lilongwe 2592 104 69 2.65%
facebook.com/usembassyzambia 5696 102 127 2.23%
facebook.com/USinSouthAfrica 25327 100 217 0.86%
facebook.com/U.S.EmbassyMaputo 3131 104 131 4.19%
facebook.com/us-embassy-harare 4600 105 256 5.57%
facebook.com/natgeomusic 36053 101 400 1.11%
facebook.com/remopercussion 80993 101 1370 1.69%
facebook.com/USCCPD 1631 102 22 1.34%
OBSERVATION MIMA and Leon Mobley posted Africa photographs and videos every day, whereas the other pages above shared the same con-tent infrequently. Every organization gained about 100 new FB “likes” over 37 days, regardless of # of posts or # of fans.
PAR
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SH
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ERS
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21“I’ve traveled around lots of different places in Zambia and every place I go I get to hear the music and the dancing that’s there. What we saw today is something that I’ve never seen before. I have to say it was wild. It was really in many ways outstanding. I think that Zambian music — if it’s going to catch on broadly and express itself broadly — has to connect beyond the borders of Zambia. I think what Leon Mobley was doing here with this group today was teaching them how to connect way beyond these borders.”
—Mark Storella, Ambassador, US Embassy Lusaka
“Thank you so much for the great photo and videos, Christoph. And a special thanks for your terrific work with the musicians, teachers, and children of South Africa. Like we discussed, for the children in that loud happy auditorium in East Rand, it was an inspiring day they will never forget. You and Leon are won-derful ambassadors for the United States, the power of music and our common humanity.”
— Earl Miller, Consul General, US Consulate Johannesburg
“We had a wonderful time with you and Leon and are deeply ap-preciative of your generosity and commitment to public service. We loved the program and the final show and remain very inter-ested in future collaborations.”
—Anthony Deaton, Public Affairs Officer, US Embassy Windhoek
ENDORSEMENTS US DEPARTMENT OF STATE
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LIVING RHYTHMS
OPPORTUNITY Living Rhythms has the potential to become a globally recognized brand, festival and yearly tour in Africa sponsored by the US State Department, produced by MIMA and hosted by Leon Mobley.
ACTIONIn 2013, MIMA will collaborate with embassies in Africa to host economic empowerment programs for professional musicians and NGO leaders to teach them to replicate best business practices in their music, nonprofit and media industries.
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MIMA & Co. Established 2000
MIMAMEDIA.TV & MIMAMEDIA.COM Christoph A. GeiselerFounder and [email protected]
MIMAMUSIC.ORGKevin WenzelExecutive [email protected]