With ‘World Music’ it’s often quite hard to write something original yet that also fits in the the obvious stereotype that the client has envisaged. Whether it be typical ‘Chinese music’ or ‘African Music’. Either culture has a rich and varied amount of styles within it’s own culture, and some of them would be vastly different from what the client expects.
In cases such as this I tend to write a melody or two in a specific traditional style, while maintaining a ‘bed’ instrumentation that is more contemporary. As with this track written for a few ads for Chinese New Year, there are a few more traditional instruments such as the Ney flute and the Gu-Zheng, but the overlying aspect of the track is more that of contemporary electronica.