MIMA MIMA 1
2012 ENVOY REPORT Produced and published by christoph@mimamedia.com
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CONTENT
TABLE OF CONTENTS LIVING RHYTHMS
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
SEPTEMBER 22 - OCTOBER 31, 2012 Budget
TOTAL $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
DESCRIPTION The 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.
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PAS GOALS ADVANCED Strengthen the international relations of the United States by increasing mutual understanding and engagement with youth through people-to-people dialogues and social media.
SUMMARY
LIVING RHYTHMS
SPONSORS US Department of Educational and Cultural Affairs (ECA) US Embassies in Windhoek Namibia US Embassy Lilongwe, Malawi US Embassy Lusaka, Zambia US Consulate Johannesburg, South Africa US Embassy Maputo, Mozambique US Embassy Harare, Zimbabwe MEDIA SUPPORT National Geographic (NatGeo Music) Remo, Inc. USC Center on Public Diplomacy
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PRESS
PRINT & ONLINE
MIMAMEDIA.TV Custom broadcast platform for daily videos.
REMO, INC Daily videos for 80,000 Facebook fans /drummers.
NATIONAL GEOGRAPHIC “What’s Hot” section of NatGeo Music website.
USC CENTER ON PUBLIC DIPLOMACY CPD university blog homepage.
MISSION 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 training 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. Pauline Oliveros, Dr. Cornel West, Dr. Lawrence Lessig and the late Mrs. Phoebe Jacobs.
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MIMA has been featured on the BBC, Howard Stern Show, TeleMadrid and NationalGeographic.com.
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WE LOVE TO IMPROVISE
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 drummer 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.
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photo credit Evil Vince
LEON MOBLEY PROFILE
BIO 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 sponsors like the US Department of State, CondÊ Nast Publications, celebrities and luxury travelers. He speaks fluent English, German, French, Spanish and Portuguese. LIVING RHYTHMS JOB DESCRIPTION
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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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WEEK 1 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
YouTube views
FB likes, shares and comments
“Leon’s arrival”
404
98
http://mimamedia.tv/?id=1 http://www.youtube.com/watch?v=LC5prpcq5IQ
“Performance for 1000 Kids”
457
179
http://mimamedia.tv/?id=2 http://www.youtube.com/watch?v=7mWTsb8Zeks
“Visit to a special school”
379
102
http://mimamedia.tv/?id=3 http://www.youtube.com/watch?v=Rc4O_WXaO3w
“Good Morning Namibia”
178
29
http://mimamedia.tv/?id=4 http://www.youtube.com/watch?v=SZVCAAD1s54
“Living Rhythms performance”
256
122
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VIDEO
IMPACT NAMIBIA
Link
http://mimamedia.tv/?id=5 http://www.youtube.com/watch?v=j4IsT5U2ZNU
OPPORTUNITY Cultural exchange and youth engagement.
ONGWEDIVA 1000 youth; 200 special needs kids; 40 dancers.
ACTION PAS Windhoek arranges 9 targeted PD events with Leon Mobley and Christoph A. Geiseler.
WINDHOEK 45 youth; 11 media students; 10 adult musicians; final show for 100 people; national TV interview.
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WEEK 2 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
YouTube views
FB likes, shares and comments
“Anticipation”
81
28
http://mimamedia.tv/?id=6 http://www.youtube.com/watch?v=eosbINNJRp8
“Crossroads”
145
29
http://mimamedia.tv/?id=7 http://www.youtube.com/watch?v=3AdhBWIroa4
“Sirius”
72
30
http://mimamedia.tv/?id=8 http://www.youtube.com/watch?v=M0dmtBlgMDc
“Blantyre Arts Fest workshop”
96
36
http://mimamedia.tv/?id=9 http://www.youtube.com/watch?v=u4lFsVJ7Z3M
“Blantyre Arts Fest performance”
98
31
http://mimamedia.tv/?id=10 http://www.youtube.com/watch?v=IumSOrSR1iU
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VIDEO
IMPACT MALAWI
Link
OPPORTUNITY Cultural exchange and youth engagement.
LILONGWE 15 student musicians with Christoph, then Leon.
ACTION PAS Lilongwe arranges 7 targeted PD events for Leon Mobley and Christoph A. Geiseler.
BLANTYRE 200 adults at Blantyre Arts Fest (BAF); 50 adults at Mibawa; 20 BAF trainees; 2 news articles.
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WEEK 3 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 involved 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
YouTube views
FB likes, shares and comments
“High hopes for a great group”
98
79
http://mimamedia.tv/?id=11 http://www.youtube.com/watch?v=HqeICRp6Y5o
“The power of the Zambian drum”
132
40
http://mimamedia.tv/?id=12 http://www.youtube.com/watch?v=44Z-JNwW3Us
“Bemba sayings and dances”
139
59
http://mimamedia.tv/?id=13 http://www.youtube.com/watch?v=C01LgIT7Bd8
“Ambassador’s visit”
101
29
http://mimamedia.tv/?id=14 http://www.youtube.com/watch?v=Jleb-_w8jLE
“Final performance”
114
40
http://mimamedia.tv/?id=15 http://www.youtube.com/watch?v=8-pr8Ez8yVc
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VIDEO
IMPACT ZAMBIA
OPPORTUNITY Cultural exchange and economic empowerment. ACTION PAS Lusaka arranges 7 targeted PD events with Leon Mobley and Christoph A. Geiseler.
Link
LUSAKA 26 professional musicians complete 25 hours of training in 5 days, including the rehearsal of original music by Leon Mobley, a media course and a festival performance for 100 people. US Ambassador Storella makes a special visit on day 4.
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WEEK 4
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
YouTube views
FB likes, shares and comments
“Return to Soweto”
225
87
http://mimamedia.tv/?id=16 http://www.youtube.com/watch?v=Db01jVJ9SWk
“Leon’s lesson”
164
37
http://mimamedia.tv/?id=17 http://www.youtube.com/watch?v=ty21qjfdVIo
“Selaelo speaks”
145
169
http://mimamedia.tv/?id=18 http://www.youtube.com/watch?v=EZ0ajGj2ikU
“Renowned reunion”
206
77
http://mimamedia.tv/?id=19 http://www.youtube.com/watch?v=_7qLU2WRZq8
“Music motivation”
239
94
http://mimamedia.tv/?id=20 http://www.youtube.com/watch?v=PVgO2w4Y47s
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VIDEO
IMPACT
SOUTH AFRICA
Link
OPPORTUNITY Cultural exchange and youth engagement.
SOWETO 15 musicians at Soweto Performing Arts Center.
ACTION PAS Johannesburg arranges 6 targeted PD events with Leon Mobley and Christoph A. Geiseler.
GUATENG 20 students at GMA, 20 at Emfuleni, 200 at Smuts HS, 450 at East Rand High School, 20 at ERHS.
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WEEK 5
MOZAMBIQUE
“These two brothers from the group called Wuchene had everything organized. 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
YouTube views
FB likes, shares and comments
“Wuchene’s warm welcome”
140
107
http://mimamedia.tv/?id=21 http://www.youtube.com/watch?v=Ec3knjOJ6r0
“Technique, technique, technique”
87
25
http://mimamedia.tv/?id=22 http://www.youtube.com/watch?v=5QF42Qd5ZzE
“Music is life”
120
94
http://mimamedia.tv/?id=23 http://www.youtube.com/watch?v=jaZnfFEoAc8
“Final performance in Maputo”
125
42
http://mimamedia.tv/?id=24 http://www.youtube.com/watch?v=cByX0kTIYbQ
“Final song for Leon”
82
72
http://mimamedia.tv/?id=25 http://www.youtube.com/watch?v=KNSwun6Ywlo
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VIDEO
IMPACT
MOZAMBIQUE
OPPORTUNITY Cultural exchange and social media training. ACTION PAS Maputo arranges 7 targeted PD events with Leon Mobley and Christoph A. Geiseler.
Link
MAPUTO 50 deaf children; 50 adults at final performance; 30 adults at Chamanculo jam session; 20 musicians and 25 dancers at Wuchene Community rehearsal; 11 students over 2 days at social media class with Christoph; 5 musicians at MLK Center.
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WEEK 6
ZIMBABWE
OPPORTUNITY Cultural exchange and media training. ACTION PAS Harare arranges 4 targeted PD events with Christoph A. Geiseler.
HARARE 11 participants receive MIMA handbooks and learn how to film, edit and share a 1-minute video during the 2-day filmmaking course. Additional appearances: 20 students at Book CafĂŠ; 1 newspaper interview; 1 radio interview on ZiFM.
MOZAMBIQUE
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Survey with 8 participants in Maputo, Mozambique
MIMA MEDIA TRAINING
ZIMBABWE
Survey with 7 participants in Harare, Zimbabwe
LEARN TO FILM, EDIT AND SHARE A 1-MIN VIDEO WITH CHRISTOPH GEISELER
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PARTNERS
SPONSORS
HEADLINERS
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%
FACEBOOK TRENDS DATA FOR COMPARISON
OBSERVATION MIMA and Leon Mobley posted Africa photographs and videos every day, whereas the other pages above shared the same content infrequently. Every organization gained about 100 new FB “likes” over 37 days, regardless of # of posts or # of fans.
“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 wonderful 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 appreciative of your generosity and commitment to public service. We loved the program and the final show and remain very interested in future collaborations.”
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—Anthony Deaton, Public Affairs Officer, US Embassy Windhoek
ENDORSEMENTS
US DEPARTMENT OF STATE
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NEXT STEPS
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.
ACTION In 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. Geiseler Founder and CEO christoph@mimamedia.com
MIMAMUSIC.ORG Kevin Wenzel Executive Director kevin@mimamusic.org