By Liliana Ramirez
"The goal of the festival is to provide a well-rounded experience that goes beyond music, allowing attendees to deeply engage with global cultures”
Copyright: Rainforest World Music Festival
The Rainforest World Music Festival (RWMF) in Sarawak, Malaysia, is more than just a music event, it’s a celebration of culture, world music, nature, and community. Music Cities Events Magazine we speak to Sarren Michael Abu, the Events Director at the Sarawak Tourism Board, to delve into the origins, challenges, and vision that have converted the RWMF into the globally renowned festival it is today, from the festival’s beginning 25 years ago until its current status as a role model in environmental sustainability.
How did the idea for the Rainforest World Music Festival originate, and what was your vision for the festival when it first started?
The Rainforest World Music Festival (RWMF) began in the late 1990s to showcase Sarawak's rich cultural diversity. The vision was to create a unique festival that would bring together traditional and Indigenous musicians from around the world, all set against the backdrop of the Borneo rainforest.From the onset, the festival aimed to celebrate cultural diversity, promote cultural exchange, and emphasise the importance of preserving traditions and conserving the environment. Since its inception in 1998, RWMF has grown into a globally renowned event, attracting thousands of visitors while staying true to its mission of celebrating music, culture, and nature.
What are some of the biggest challenges you've faced in organising a festival of this scale in a unique location like the Sarawak rainforest?
Organising a festival in the Sarawak rainforest has its challenges - which include dealing with unpredictable weather, managing logistics in a suburban location, ensuring reliable internet connectivity, addressing accessibility issues, and navigating the cultural diversity and sensitivities of the artists involved.
Copyright: Rainforest World Music Festival
The festival is known for bringing together traditional musicians from diverse cultures. How do you select the artists and ensure a balanced representation of global music?
The selection process is meticulous, focusing on curating a diverse lineup of traditional musicians who are deeply rooted in their cultural heritage. At the same time, Sarawak Tourism Board (STB) remains committed and dedicated to empowering and supporting emerging local talents, ensuring a harmonious fusion of global music and local artists, and offering attendees an enriching and immersive cultural experience.
Can you share some memorable moments or performances from past festivals that have stood out to you and why they were significant?
One of the most unforgettable moments was from this year's festival by the renowned Kitaro. The Japanese musician captivated the audience with his mesmerising soundscapes and a profound message about the healing power of music. Kitaro emphasised how music can soothe and unite people, a sentiment that resonated deeply with the crowd. The atmosphere was electric, with attendees visibly moved by the performance, creating an experience that was both emotional and memorable. This powerful connection between Kitaro's message and the audience's response perfectly encapsulated the festival's ability to foster unity and healing through music.
The Rainforest World Music Festival offers workshops, instrument lessons, documentaries, crafts, and local cuisine. How do you curate this vibrant cultural experience, and what is your goal in creating such a diverse program?
The RWMF curates a dynamic cultural experience by incorporating a wide range of activities, including day workshops, instrument lessons, documentaries, crafts, and local cuisine. The goal is to provide a well-rounded experience that goes beyond music, allowing attendees from all ages and walks of life to deeply engage with global cultures. By integrating these diverse elements, the festival aims to enhance understanding and appreciation of various traditions, enriching the overall experience and fostering meaningful cultural exchanges.
Environmental sustainability is a crucial concern, especially in the context of the Sarawak rainforest. How have you integrated sustainable practices into the festival's operations over the past 25 years?
Over the past 27 years, the RWMF has prioritised environmental sustainability by embedding responsible tourism into every aspect of the festival. The festival has progressively enhanced its sustainability efforts, integrating innovations such as a waste composting machine and charging stations powered by solar energy. Moreover, RWMF is dedicated to educating attendees on eco-friendly practices, ensuring that the festival not only reduces its environmental footprint but also promotes responsible tourism in the Sarawak rainforest.
Beyond the festival, the EcoGreen Planet initiative—funded by a portion of ticket sales and sponsorships—further offsets the festival’s carbon footprint. This initiative not only mitigates environmental impact but also supports reforestation and the ecological health of Sarawak. Through a 5-year MOU with the Sarawak Forestry Corporation (SFC), 10,000 trees will be planted by 2027, reinforcing STB's commitment to sustainability and responsible tourism.
Copyright: Rainforest World Music Conference
How do you engage with the local community in Sarawak, and what impact has the festival had on the region, both culturally and economically?
RWMF engages with the local community in Sarawak by involving local artists, and artisans, and showcasing traditional crafts and cuisine. Community-based tourism is central to the Sarawak Tourism Board’s mission, and the festival empowers local talent while fostering cultural exchange. Economically, the festival brings a significant boost to the region by attracting thousands of visitors, supporting local businesses, and promoting tourism. Culturally, it celebrates Sarawak's rich heritage, strengthening community pride and helping preserve its cultural identity.
The festival is known for being family-friendly, with activities designed for both children and adults. How do you cater to such a diverse audience, and what has been the response to this inclusive approach?
RWMF firmly believes that cultural experiences should be accessible to everyone, regardless of age, and that music is a universal language that unites people. The festival accommodates its diverse audience by offering a variety of activities for both children and adults, such as interactive workshops, educational events, and family-friendly performances. By curating performances that resonate across generations, RWMF fosters a shared sense of connection and joy. This inclusive approach has received positive feedback, with attendees appreciating the festival’s ability to create a family-friendly atmosphere that ensures enjoyable experiences for all age groups.
Copyright: Rainforest World Music Festival
In what ways has the Rainforest World Music Festival adapted to shifts in the global music landscape and the growing interest in world music?
RWMF has adapted to changes in the global music landscape by diversifying its lineup to include a wide range of genres and artists from various regions, reflecting the growing interest in world music. The festival integrates new musical styles and collaborations between traditional and contemporary performers. By staying connected with international music networks and trends, the festival ensures it remains relevant and vibrant in the evolving music scene. Additionally, the festival has embraced digital marketing, enhancing its global reach and engagement through social media, email campaigns, and online advertising. This strategy connects RWMF to a broader audience and ensures a strong presence in the digital space.
Looking to the future, what are your aspirations for the festival, and how do you envision it evolving in the coming years?
Looking to the future, the RWMF aspires to evolve far beyond a celebration of music. The vision is to transform the festival into a dynamic platform that integrates cultural and environmental initiatives, reinforcing Sarawak's commitment to responsible tourism, sustainability, and greening efforts. This year, the inaugural Rainforest Youth Summit (RAYS), an offshoot of the RWMF, advocates engaging the youth in discussions on sustainability, cultural preservation, and global responsibility.
Additionally, the festival will continue to intensify its greening initiatives, focusing on conservation efforts, tree planting, and minimising its environmental footprint. The festival is poised to become more than just a musical event; it will serve as a hub for dialogue, education, and action on the critical issues facing our rainforests and their communities. By embracing innovation and championing these causes, the festival seeks to strengthen its role as a leader in responsible tourism and a catalyst for positive change, all while highlighting the rich diversity of Sarawak to the world.
Copyright: Rainforest World Music festival
Did you enjoy exploring how the Rainforest World Music Festival (RWMF) is using music and community-based tourism to promote environmentally sustainable practices in Malaysia? Are you interested in the new possibilities available at the intersection of music and places?
Then keep exploring our Music Tourism Hub and join us at the upcoming Riyadh Music Cities Convention 2024 where we’ll be exploring the most exciting music initiatives and innovations from across the the world.
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