Q&A: Cabo Verde’s Singer ELL Cosme Keen On Going Global
Cabo Verde is known for its great music tradition. But what of more contemporary artists? Do they have a shot of fame? Fame maybe, but not so much fortune if they remain in the small archipelago off the coast of Senegal.
Even Cabo Verdean music legends such as Cesária Évora didn’t achieve full fame and compensation until they left the country. Now, newcomer ELL Cosme, who has just released the third single from his upcoming album, is at this career crossroads.
ELL Cosme’s first single ”Koza Sab” took over Cabo Verdean radio nationwide in a matter of days of its release. The term, which means “something sweet,” has become very popular. His second single, “Amor Na Club,” became a club hit, playing on dance floors on all nine (inhabitable) islands of Cabo Verde.
Now, ELL Cosme has come back with a slower number, a love ballad called “I Love You More,” that has already generated major attention in Cabo Verde.
ELL Cosme was born 25 years ago on the Cape Verdean island of São Nicolau, one of the Barlavento (windward) islands with a population of just over 12,000 and an economy that centers around agriculture and fishing. Much of the population of São Nicolau is rural.
After spending much of his childhood in São Nicolau, ELL Cosme moved with his family to the larger island of Sal, a major tourist destination, and then eventually to Santiago to live in the capital, Praia.
While music was something that always fascinated him, it was in Praia that it took hold of him. As a teenager he performed in various hip hop crews, including one named Dear Flow that achieved moderate recognition.
Looking to learn more about the business of music, Cosme took a second job as the drive time DJ at one of the city’s popular radio stations, Cidade FM 91.1 Cabo Verde. There, for a few hours every day for three years he was immersed in music, music from all over the world.
Being there only further fueled his own musical ambitions. He started writing rhymes for hip-hop songs and RNZouk lyrics. RNZouk is a musical combination of American R&B and a West African musical form called Zouk.
“I wanted to do something different,” says ELL Cosme. “I love American R&B, hip hop, even some Rock. And I love the musical traditions I grew up with—so why not put it all together.” ELL Cosme combines languages as well, singling in English, Portuguese, and the two major dialects of Cabo Verdean Creole.
“Koza Sab” was written by ELL Cosme and features a rap break by fellow São Nicolau artist Matchu. ELL Cosme also penned “Amore na Club” and “I Love You More.”
ELL Cosme talks to AFKInsider about life as an artist in Cabo Verde and his international dreams.
AFKInsider: Tell us about your new single, “I Love You More.”
ELL Cosme: This song is a different direction for me. In the past, I have only done RNZouk and Ghetto Zouk (a mix of hip hop and Zouk) but this is Kizomba (a dance and music originating in Angola). It took more time and more patience to put this song together but it marks an evolution for ELL Cosme.
https://www.youtube.com/watch?v=SsXjrspG0G8
AFKInsider: Why is Kizomba so hot right now?
ELL Cosme: It’s hot because you can dance together as a couple, close to each other with body contact and it speaks of love. So it’s romantic but it has a rhythm makes you dance. It’s hot in Cabo Verde, Angola, and is growing in popularity in Europe–countries like France, Luxemburg, Switzerland, Portugal, even Austria.
The Cabo Verdian community in the U.S. is listening to Kizomba, so eventually it might catch on across the country.
AFKInsider: Is it hard for Cabo Verdean artists to break into the U.S. market?
ELL Cosme: Yes and no. It is not hard because there are huge Cabo Verdean communities in the U.S. so you can breakthrough with that community. But it can be harder to reach the general population in the U.S.–hard but not impossible.
You have to have money to promote the song and present a good quality song. Music is something strange; you can make music and don’t expect anything from it and it gives you everything and goes to everywhere you can imagine. Or you can spent a lot of time on a song and give it everything and it does nothing.
AFKInsider: This is your third single to be released over a period of about eight months. When do you expect to drop your album?
ELL Cosme: Before the end of 2015–and I am ready to get more of my music out.
AFKInsider: What are some of the challenges being an artist in Cabo Verde?
ELL Cosme: It is very difficult to be an independent artist in Cabo Verde. It can be very expensive to record, to make videos, to do promotion.
Considering the average salary in Cabo Verde is 14,000 esc ($145 US), it can take a person a long time to record just one song or to make a video. On average studio time can cost a person about 3000 esc per hour, but you also have to do the mix and then master the recording, which costs extra. It costs from 20,000 esc ($207 US) and up to make a video. The average video is around 40,000 esc ($415).
Also, when local artists perform they are paid very little or are expected to perform for free. So even once you have put music out it’s hard for local artists to make a living. It is only when you relocate out of Cabo Verde do you get paid more money to perform in Cabo Verde.
Lastly, there is no real mentorship in Cabo Verde. No one wants to help you out if you are a new artist. I had to teach myself almost everything. I listened to a lot of music, dissected the music, watched what happens in the studio and then I taught myself. It would be great if artists had mentors who can help guide them.
The CDs don’t sell. People pass the music on to one another or they do free downloads. If you don’t make it internationally you won’t make any money.
AFKInsider: But Cabo Verde is known worldwide for its music.
ELL Cosme: Yes, but mainly for traditional music.
AFKInsider: Are there many record companies?
ELL Cosme: There are a lot of underground record companies, but the big ones just about six. Still, the problem is there is not much money to be made from recording here in Cabo Verde.
AFKInsider: What are the rewards of being an artist in the country?
ELL Cosme: The fact that you are doing something to make your people happy, that is a biggest reward for me. I also want to show people you can start from nothing and still make it, that no matter how poor you may be you can dream and have your dreams come true. This is important for me. I never thought as a child that one day I would hear my music on the radio, see my videos on TV. I want young kids today to think this is possible for them as well.
AFKInsider: Is the country supportive today of its musical artists?
ELL Cosme: Cabo Verde is known for its musical greats, but most of them became beloved after they left Cabo Verde, such as Cesária Évora, Ildo Lobo. The local municipalities all have cultural departments that do hire artists for certain events and some have started programs to help fund the artists. But still for the most part you are on your own. But I think this can also be a strength, because if you do make it you can do well wherever you go.
But if you don’t have money yourself you never really get anywhere. You can have all the talent in the world and you don’t have money you won’t get support.
AFKInsider: What is next for you?
ELL Cosme: Keep doing singles, do my album, and then promote the album and go for an international audience; my goal is to go international.