Apparently we are entering the period of 'World Record London' which aims to break 20 records ahead of the Olympics. The attempt was started by a 24 hour hug-a-thon at London's St Pancras Station last Thursday.
The onslaught of the greatest sports fest on earth means that all of us living in the British Isles will have the opportunity to gain more understanding of the rest of the world over the next few months...and the rest of the world should equally have an opportunity to find out more about what makes us tick.
Naturally the team here at matters Musical HQ are particularly interested to see how this new found cultural awareness manifests itself through music. We specialise in world music and dance but are also able to provide acts representing the 'Best of British' - anything from Mediaeval minstrels to contemporary bands offering covers of hits from the new wave of Brit-pop groups.
During the 201o World Cup we were called upon to provide many an African drummer for events, and we wonder whether this level of enthusiasm for the exotic will be replicated. Will there be an overwhelming demand for Andean pan pipes, Chinese lions, Eastern European musicians, Gospel choirs, Indonesian Gamelans, Koto players, Mariachis, Old Time Americana groups, qanun virtuosi, Spanish guitarists, ukuleles, West Indian acts and yodellers? Not to mention Brazilian music, Davul and Zurna, French musette, Hula dancers, Japanese Taiko drummers, Louisiana Cajun outfits, New Orleans style marching bands, pipa players, Russian balalaikas, tabla specialists, vivacious flamenco groups, xylophones (or at least marimbas) and Zulu performers?
Hard to believe that all this, and more, can be found on our own fair shores isn't it?
Music brings colour to our lives: it can be joyful, melancholic and evocative; it can open our minds and nourish our senses; it can inspire and motivate; it can define continents, cultures, and times in history. So whenever an Olympic Gold medal winner stands proudly on the podium - fighting back tears as their National Anthem is played - spare a thought for the contribution that music has made to their sense of identity and their journey towards excellence and the ultimate sporting achievement.