The greatest musician of the 70s in the U.S. remained undiscovered until a devout fan and journalist brought him into the light.
In the 1990’s these two men Stephen “Sugar” Segerman, a record store owner, and Craig Bartholomew Strydom, a music journalist, went out to discover the legend of Rodriguez and created a documentary titled “Searching for Sugarman” that won the Academy Award for Best Documentary Feature this year.
Segerman and Strydom were from South Africa, where Rodriguez had become an icon but not much else was known about the artist. “We didn’t have any information besides the record cover and the lyrics,” stated Segerman.
But the album spoke to the citizens in South Africa who were experiencing apartheid, racial segregation between whites and blacks, similar to the U.S. racism at the time. The album “Cold Fact” started its own movement which other musicians began basing their purpose on. “It’s like a voice told our musicians: there is a way out of [racism],” said Segerman.
The government of South Africa realized the influence “Cold Fact” had on the citizens. At the time period, the news was monitored by the government and there was no freedom of speech. “Cold Fact” implored the audience to stand up for what was right, and consequently the government began seizing records and scratching off particular songs before releasing the albums to the public.
In the 90s, Segerman released a CD version of “Cold Fact” in his record store. In the cover, he asked his audience if anyone had ever heard of Rodriguez and if they could help him locate the mysterious musician. That is when Strydom contacted Segerman, and the two decided to find Rodriguez. In South Africa, it was rumoured that he committed suicide on stage, and the two men set out to find whether the rumor was true or not.
They began their search with Clarence Avant, the owner of Suffix Records in the U.S. who produced “Cold Fact.” Avant had seen no money come in for the record sales in South Africa nor in America. “This is my man!” exclaimed Avant upon looking at the record, “I’ve never heard anything like it. Bob Dylan was mild compared to this guy. But Latin music wasn’t happening. We sold maybe six records in the U.S.”
The two men began reaching out in anyway that they could, including placing Rodriguez’s face on milk cartons. Eventually his daughter, Eva Rodriguez, saw a milk carton and called in. Immediately Strydom began asking questions “How did he die? Suicide?” Eva laughed and said “He’s alive, living in Detroit,” and warned the men that the fantasy might be better than the reality.
Segerman and Strydom flew into Detroit and met with the Rodriguez family. They found that Rodriguez was working as a construction worker, and living with his three daughters. “I would like to of kept making music, but nothing beats reality. I went back to work,” Rodriguez told Segerman and Strydom. Rodriguez had no idea what influence he had on South America.
He had been raising his three daughters and working an honest, blue-collar job. “He never said anything about being this poet. He spoke for the working class in the community, though,” said his youngest daughter, Regan Rodriguez, “My father always took me to ‘elite’ places. He took me to the top of buildings and said ‘look you’re just as big as everyone else.'”
On March 2, 1998 Segerman and Strydom took the Rodriguez family to South Africa to play a concert on March 6. His eldest daughter, Eva, stated “He went from a being an outcast to who he really was. I thought he would be bewildered [by the sudden fame], but there was only complete tranquility.” Rodriguez stayed and played six sold-out shows in 1998. “South Africa made me feel more than a prince,” said Rodriguez.
The family returned to Detroit, and continued their lives. “My dad says he has two lives. The carriage turned back into a carriage-bus or something,” laughed Eva. The youngest daughter, Regan, stated “He lives a very, very, very modest life. There is no excess. He still works hard to make ends meet. He’s rich in a lot of things, but not in material things.”
The majority of the money that Rodriguez has made from his newly discovered fame he has given to his family. He has lived in the same house in Detroit for 40 years. Rodriguez remained humble, and his daughters were not surprised.
Colleen Cummings is a second-year student majoring in English with minors in graphic design and journalism. She can be reached at CC763510@wcupa.edu.