The Music Industry

20 04 2010

Introduction

(Beres Hammond)

The importance of music as a cornerstone of cultural life in developing countries is well understood. The production of local popular music has grown from its roots in long-established local culture, and has emerged in many countries in the developing world to become a significant economic industry through the wider spread of live music practice, local and national broadcasting, the establishment of a domestic recording industry and eventually, for some participants, access to the international music market. This process originates with the fact that production of music for economic gain can provide a relatively accessible avenue for individuals and groups to move into the cash economy. Many of the performance skills will already have been acquired, and capital requirements and barriers to entry are relatively low. Typically individuals or groups begin with live performance for payment, and, if they are successful and motivated, they may move into broadcasting or recording for the local market. In many countries throughout the developing world, small-scale recording companies have sprung up over the years, serving local broadcasting networks and retail outlets.

Mento, Ska, Rocksteady, Reggae, Dancehall and all other Jamaican music forms have a very deep rooted history. Jamaicans can trace their musical roots to around the time of 1655 when the English had assumed control of Jamaica. After capturing the island from the Spanish, they continued to expand on the existing slave trade. Until the 19th century the English imported several thousand of enslaved Africans to the Jamaica and with the Africans came new languages, new religions, new music, different cultures, beliefs and ways of life.
The British realized very early that African traditions especially singing, dancing and drumming were vital in retaining their spirit of freedom. They were also fearful that these African rituals could be used as calls to rebellions and uprisings. As a measure of control, legislation was passed in 1696 which forbade large gatherings, prayers, singing, drumming or other forms of celebration. However, despite the oppression, the Africans held close to their traditions and learned how to secretly pass these traditions down through the generations.

The interaction between Europeans and Africans created a new language which evolved into Jamaican Creole or Patois. This language was used in most Jamaican folk songs.

Jamaica Folk Music

Jamaican folk music is probably the earliest form of Jamaican music and can be characterized into different groups. Ring games and nursery songs which carries a distinct European influence, and other forms like kumina and tambo, where the influence is clearly African. In between, are revival and mento and the performance style is always African. Before Jamaican independence, folk music was looked down upon in Jamaica and was not included in the education system. It was characterized as being lower class and was only performed by the working class. Post independence saw the acceptance of folk music and is today a common fixture at national events.

Mento in Jamaica

The early 1900’s saw the rise of Mento in Jamaica. Mento is a Jamaican folk music form that features acoustic instruments such as an acoustic guitar, banjo, hand drums and a rhumba box.

The 1950’s was the golden age of mento, which greatly influenced and led to the development Ska. Ska combines elements of Jamaican mento with American Jazz and rhythm and blues. After World War II, many Jamaicans obtained radios and frequently listened to American jazz and rhythm and blues that was brought to the island by American naval officers stationed there. In the 1950’s however, Americans began listening to rock’n roll instead of jazz and R and B, and Jamaicans yearned to hear the jazz and R and B which they had come to love. In an effort to recreate the music, producers such as Clement ‘Coxone’ Dodd, Prince Buster and Duke Reid which were at the time sound system operators, began producing recordings. One theory is that ska was created in a recording session by Prince Buster who instructed the guitarist to change the emphasis on various beats. The guitar began emphasizing the second and fourth beats in the bar, giving rise to the new sound. The drums were taken from traditional Jamaican drumming and marching styles. To create the ska beat, Prince Buster essentially flipped the R&B shuffle beat, stressing the offbeats with the help of the guitar.

Ska

At the time, Ska lyrics were largely influenced by the Jamaican rudeboy culture. Rudeboys was the name given to poor Jamaican youth who could not find employment, but would sometimes be hired by sound system operators and promoters to crash the parties of other promoters. They were also sometimes referred to as dancehall crashers.

When these rudeboys starting dancing a little slower to the music, the tempo of the music changed and became slower. This was the birth of rocksteady. Rocksteady is characterized as being slower than ska with a more prominent bassline. It is often said that, Alton Ellis was responsible for the music when he released the song ‘rocksteady’. The rudeboy culture was even more prominent during the rocksteady period and most of the lyrics revolved around love and the rudeboy lifestyle.

Rockready

Rocksteady only lasted 2 years and led to the advent of reggae. Reggae emerged around 1968 and is commonly used to refer to all popular Jamaican music. When the tempo of the music began to slow down the music form known as reggae was created. The word reggae with regards to music comes from the song ‘Do the Reggae’ by the Maytals. Other theories about the term reggae have caused a little confusion surrounding the origin of the word.

Reggae Music

During the seventies and eighties, reggae achieved international acclaim with the success of groups like “The Wailers” and movies like Jimmy Cliff’s “The Harder They Come”. In 1985 ‘The Best Reggae Album’ category was added to the Grammy Awards. During this period reggae began to take a new form that came to be known as dancehall.

The term dancehall comes from the spaces in which popular Jamaican recordings were played by local sound systems. The music is characterized by a deejay singing and toasting (or rapping) over raw and danceable music riddims. The rhythm in dancehall is much faster than in reggae, sometimes with drum machines replacing acoustic sets.

80’s Dance Hall


The importance of music as a cornerstone of cultural life in developing countries is well understood. The production of local popular music has grown from its roots in long-established local culture, and has emerged in many countries in the developing world to become a significant economic industry through the wider spread of live music practice, local and national broadcasting, the establishment of a domestic recording industry and eventually, for some participants, access to the international music market. This process originates with the fact that production of music for economic gain can provide a relatively accessible avenue for individuals and groups to move into the cash economy. Many of the performance skills will already have been acquired, and capital requirements and barriers to entry are relatively low. Typically individuals or groups begin with live performance for payment, and, if they are successful and motivated, they may move into broadcasting or recording for the local market. In many countries throughout the developing world, small-scale recording companies have sprung up over the years, serving local broadcasting networks and retail outlets.

Issues

Over the last fifty years the music industry has experienced some substantial technological changes in the ways in which music is produced, distributed and consumed. In particular the development of new formats such as the long playing record, the audio-cassette, the compact disc and so on, have led to significant structural changes throughout the industry’s value chain. But the effects of these developments have been relatively minor in comparison to the potentially far-reaching impacts on the music industry of the revolution in communications technologies which began a decade or so ago and which is still unfolding. The digital revolution in music – the capacity to store musical sounds as computer files, to copy and reproduce them on personal computers, and to transmit them over the internet – is having profound effects on all participants in the music business, from the songwriter and recording artist through to the ultimate consumer


Earnings

According to IFPI data, sales of recorded music in Jamaica in 2000 amounted to $US2.2 million, or approximately $US0.90 per head of population. This placed Jamaica as ranked 71st in world record sales in that year. Sales have declined sharply since 1998, when the overall value of record sales was $US9.9 million.

The music industry in Jamaica provides employment and income for somewhere between 6 and 12 thousand people, or about 1 per cent of the employed labour force. The industry has been a means for artists and workers with little or no formal education to enter the cash economy. Thus it has been a source of hope for many, though not surprisingly only a relative few will actually succeed. At the local level the music industry has provided an injection of funds into many poor communities, with consequent second and subsequent round spending effects. As Witter (2002) points out, the future earning power of the industry will depend not only on collections from already published work which is taken up on the international market, but also from developing new forms of music to command a share of the constantly changing market for popular music.

The Jamaican government has recognised the music industry as part of its development strategy as spelt out in the National Industry Policy. The future growth of the industry will be enhanced by strategic policy measures to assist Jamaican artists and producers, for example through targeted concessions in some indirect taxes.

Current Dancehall





Publishing

3 04 2010

http://www.jacapjamaica.com/

The Printed word can be traced back in Jamaican history to the early 1700s. It was not until 1693 that the Licensing Acts that had so strictly regulated printing were loosened and within a very short time printers spread all over England. Edna Manley encouraged a lot of the writers in this period, some of whom are George Campbell, Ken Ingram and M.G.Smith. In the early 1940s Louise Bennett began making her mark using Jamaica Dialect Versus was published  in Kingston in 1942. The 1960s saw the emergence of a body of novels for children rooted in the Jamaican experience. Writers such as VS Reid, Andrew Salkey and Everard Palmer were the main proponents. Jean D’ Costa is a later addition to this group. Two major developments occurred in the seventies.

  • The birth of female writers – Jamaican Woman 1980 edited by Pamela Mordicai and Mervyn Morris.
  • Dub poetry New Poets from Jamaican Edited by Kamau Brathwaite.

Some downfall has occurred though such as the falling of sales as a result of the global recession and the recent loss of lucrative government publishing contracts by some of its members.

Industry Overview

A number of challenges have faced the undercapitalized regional publishing firms. It is difficult to make the transition from traditional print based operations to electronic publishing technologies. The most recent statistics on e-books sales released by the Association of American Publishers, in conjunction with the International Digital Publishing Forum in September 2009 show triple digit growth, with sales for 2009 up by over 176 per cent.

Over 794, 634 estimated new titles were published worldwide in 2002. About one third sold in the US, 1.6 billion sold in 2001 with the estimated figure between 2.9 -2.3 billion. Estimated earnings in the US is estimated at 23 billion. There has been an increase in the purchase of used books. Used book industry in the US reached 2.2 billion and over 111 million books in 2004. Used books accounts for over 8.4 % of total consumer spending on books.

Not the end of Publishing





Architecture Industry

3 04 2010

The Government recognizes the important contribution the Construction industry makes toward sustainable economic development. In that regard, it is committed to the pursuance of policies that encourage that and facilitate the growth of the construction sector. Present policy initiatives include:

  • Support for human resource development through HEART/NTA, UTECH, UWI and on-the-job training (e.g. Lift up Jamaica);
  • Targeting of the sector for special employment generation and poverty alleviation programmes;
  • Ensuring the availability of materials, plant and equipment through the growth of the local materials and aggregates industry, and through a liberalized trade regime;
  • Creating an enabling regulatory framework;
  • Enabling fair competition for Government contracts through the establishment of clear procurement guidelines and laws administered by the National Contracts Commission (NCC);
  • The establishment of the National register of contractors through the NCC;
  • The establishment of the Infrastructure Committee of the Cabinet to, inter alia, directs policy development and implementation within the industry.

(Ward Theatre)

There is however a need for a policy paper that links all the various elements, and expresses clearly the government’s policies for the industry. The Construction Policy seeks to outline the Government’s vision for the sustained growth and development of Jamaica’s Construction Industry. This industry contributed approximately 9.5% to the Gross Domestic Product in 2003 and employed some 88,150 persons in 2003. While playing a critical role in Jamaica’s economic development, it has faced a number of challenges in terms of human resource development, improving industry performance and competitiveness, improving public sector coordination, utilisation of advances in information technology (IT) and other technologies and the adoption of measures which promote sustainable development.

The government is determined that deliberate steps must be taken towards the achievement of greater international competitiveness and commitment to international best practice.





Film Industry

3 04 2010

PURPOSE

To create an umbrella for Jamaican film incorporating and utilizing all the disparate sectors of the film industry in the areas of:

  • Production
  • Archiving
  • Screening
  • Training

ADMINISTRATIVE STRUCTURE

The Jamaica Film Academy will be established as a legal entity, non-Government organization, managed by administrative body acting under instructions from an Executive Board.

TRAINING & PRODUCTION BASE

The JFA will provide space for studios, artist and crew offices, equipment storage, editing and post-production.

FILM FINANCE

The biggest obstacle to production of Jamaican films is financing.  The JFA will seek sources of funding to establish a Cultural Industries Film Fund by:

  • Institutional funding
  • Sponsorship
  • Venture Capital
  • International Funding
  • Donations

ACADEMY ACTIVITIES

  • Production of at least 4 Feature Films per year
  • Training: Expanding role of existing film schools & studios (CPTC, CARIMAC, PBCJ, JIS)
  • Targeting script writers: Inviting screenplays via annual competition
  • Encouraging documentary and short film productions by young/new film makers
  • Hosting Workshops, seminars, conferences, etc.
  • Marketing:  Distribution of Jamaican films via film festivals, film market expos, internet, direct sales at airports, craft shops, hotels, video stores, etc.
  • Investment: Encouraging investors by lobbying for government tax incentives
  • Supporting the upgrading and streamlining of the National Film Archives, Jamaica Audio-Visual Archives (PBCJ), Jamaican National Archives and film archives of the JIS to accommodate the establishment of a comprehensive Jamaica Film Archive.
  • Formally establish and develop criteria for a National Film Awards/Hall of Fame.
  • Review existing structures and legislation governing film, with a view to consolidate, enhance and maximize the benefits.

FUTURE PLANS FOR JAMAICA FILM ACADEMY

  • Introduce an annual film scriptwriting competition as part of the JCDC Festival competition, with the winner/s receiving funding to make the film/s.
  • Establish a film bank for licensing clips/footage.
  • Appoint a new film making class/teacher in an existing school to teach film making as well as script writing, to pave the way for Jamaican film makers of the future and ensure there is no lack of film makers and script writers.
  • Introduce a programme to give a video camera to each parish in JA, and teach one member of the community (a school teacher?) to make films via a one-week or weekend course.
  • Offer special and new Incentives for films makers to come to Jamaica,such as links with airlines offering special rates for directors/producers in return for on-screen promotion with advertising to the film community.
  • Providing special services to work with film makers and guide them through the whole process of coming to Jamaica to make a film,  helping with contacts for production teams, lighting, contacts, etc.

RATIONALIZATION OF GOVERNMENT FILM ENTITIES

Government presently has several entities and agencies with film production capacity.  These include the JIS, CPTC, CTV and PBCJ.  The Ministry also operates the Culture Division, the National Heritage Trust, the Institute of Jamaica, the National Library and the National Gallery, all of which have responsibility to highlight and preserve Jamaican culture. These agencies and divisions presently operate without an overall plan that prioritizes the use of cinema in preservation of Jamaican culture. The JAMAICA FILM ACADEMY will utilize all these available government resources to co-ordinate and work on major national film projects and the rationalization and use of these resources.

Reinvention of Cinema

The cinema used to be a major source of entertainment of audiences in the region before the advent of television. Cable accelerated the erosion of the market for cinema. However, as in other markets, the reinvention of cinema through cineplexes (multiscreen plus other entertainment and casual dining) pitched at a higher price point than traditional cinema has seen resurgence in attendance. Cinema competes with the DVD rental market which is driven largely by pirated material for first run productions. Indeed, pirated DVDs and music CDs are sold openly on the streets of towns and cities in the region. In recent times, there have film festivals held in Jamaica, Trinidad and Tobago and Barbados, with growing audience participation. Some films from the festivals have found their way into the Pay Per View cable channels.





Media Industry

3 04 2010

Introduction

The history of Radio Jamaica is extricably bound with the origin of radio broadcasting inJamaica. Radio broadcasting began in 1939. The first station, VP5PZ, was madepossible through the use of the equipment of a local ‘ham’ operator named John Grinan,who, in compliance with wartime regulations, handed his equipment over to the Government.

Initially, there was one broadcast per week, lasting one hour from Mr. Grinan’s home at 2 Seaview Avenue, St Andrew; but after May 1, 1940, a small staff was employed and daily broadcasts began on June 3, 1940.

Under the weight of public criticism at the high cost of running the station, decision was taken by the Government to issue a license to a private company to provide broadcasting services. A license was granted in 1949 to the Jamaica Broadcasting Company, a subsidiary of the Re-diffusion Group, London.

This license gave the company the right to operate regular broadcasting and re-diffusion services, and the Jamaica Broadcasting Company took over the operations of ZQI on May 1, 1950. Commercial broadcasting began on July 9, 1950, using the call sign, “Radio Jamaica and the Re-diffusion Network”, and the well-known RJR was born.

(Radio Personality “Francois” – Fame FM)

At the beginning of the twenty-first century, Jamaica supported a vast variety of media, ranging from daily newspapers to weekly shoppers, from news and editorial content to publications dedicated to spreading the word about the ample Jamaican culture. Jamaica had three daily newspapers: the Daily Gleaner , theObserver and the Star , an afternoon tabloid put out by the publishers of the Gleaner . The ‘s coverage of local news, sports and features was regularly of high quality, and the paper knew and was unafraid of expressing its voice. The Observer was founded in the early 1990s and was published in a tabloid format with a broadsheet bent. Both the Gleaner and Observer put out a Sunday paper.

By the end of the 1960s, it was evident that media was going to play a key role in the establishment of nationhood. According to information obtained on the Web site of the Caribbean Institute of Mass Communication (CARIMAC), the problem was that most of the people working in the media were “outsiders” lacking in any kind of Caribbean perspective. So, in 1969, the Jamaican government started looking into the idea of putting a regional media-training center on the island, in an effort to correct the problem. Finally CARIMAC was located at the University of the West Indies (UWI) at Mona, and it followed certain principles. The program had a theoretical basis and a foundation in the Caribbean environment; it included courses in social sciences and communications, as well as in Caribbean studies. In addition, it gave practical training in mass media, concentrating on writing, interviewing, and production. The program was also designed to address the needs of media at all levels. With help from a variety of international and national agencies, the one-year degree program in mass communications was established at UWI-Mona in October 1974, with 31 students in the course.

Read more: Jamaica Press, Media, TV, Radio, Newspapers – newspaper, television, news, circulation, stations, papers, number, print, freedom, mass media, broadcasting http://www.pressreference.com/Gu-Ku/Jamaica.html#ixzz0mmRWxFcq

New Development in the Media World





Interactive & Leisure Software (Games & Animated)

3 04 2010

Digital content and applications produced by the creative industries include the output of the computer games industry, web sites, digital video arts and digital film and television production covering text, graphics, special effects, animation and post-production. Digital content and applications are also produced in the fields of new media, music, architecture and design, and education and health (DCITA 2001).

The interactive Leisure Software industry over the last thirty years moved from a cottage industry to one dominated by publicity owned global publishers selling to mass market.

The industry is divided in to Console (video games); devices plugged into television and are played using joypads and PC (computer games); is open which is a general benefit. Publishers pay no fees and seek no permission to make PC games.

The leisure software now surpasses the gross revenue of cinema admission or video rental in a lot of developed countries. The video games market is now worth over 15 million $US. The USA, Japan and UK are the world leaders in terms of consumption.

One of the key studies is the PricewaterhouseCoopers Entertainment  and Media Outlook, which provides global analyses and market forecasts for 14 industry segments, including television networks (broadcast and cable) and distribution (station, cable, and satellite), filmed entertainment, recorded music, video games, radio, books, newspapers and magazine publishing, as well as advertising, theme and amusement parks, and sports. It estimates that the global trade was worth $1.2 trillion in 2003 and that it will rise to $2.2 trillion in 2012.

The PWC 2008 report also indicates that as a share of the global creative economy, digital and mobile distribution will rise from 5 per cent in 2007 to 11 per cent in 2012, the equivalent of $234 billion. Data for 2007 shows that the recorded music industry is the forerunner with digital revenues accounting for 15 percent of the industry. The next biggest impact on the creative sector is from the newspaper industry with 7 percent. Films and Books attract 3 and 2 percent from digital revenues.

The PWC 2008 report also indicates that as a share of the global creativeeconomy, digital and mobile distribution will rise from 5 per cent in 2007 to 11 percent in 2012, the equivalent of $234 billion. Data for 2007 shows that therecorded music industry is the forerunner with digital revenues accounting for 15percent of the industry. The next biggest impact on the creative sector is from thenewspaper industry with 7 percent. Films and Books attract 3 and 2 percent fromdigital revenues.

http://www.caricom.org/jsp/single_market/services_regime/concept_paper_creative_sector.pdf

Few Products

  • Nintendo Wii
  • 8 wonders of the world
  • Tomb Rider
  • Ghost Master

The game industry is technology driven and depends on the continued introduction of faster more graphically sophisticated hardware. It is an inherently dynamic industry subject to technology and product life cycles of limited duration. Online gaming is virtual worlds is far more than new form of entertainment, it is also a new kind of cultural form, from which is emerging real creativity, real economic value and real relationships.

Editors at Game Developer magazine, the leading video game industry publication, have released the results of its eighth annual Game Developer Salary Survey (2009), calculating an average American game industry salary in 2008 of $79,000, a 7% increase from 2007’s figure of nearly $74,000.

Programming: programmers are the highest paid talent next to high-end businesspeople, with an average annual salary of $85,024. Experience pays in this role, as those with greater than six years of experience earned 26% more than the average annual salary.

Art & Animation: artists – averaging a $69,532 salary, nonetheless, 28% of art directors reported lower salaries than the previous year. But these more experienced, higher status artists also tend to earn at least 35% more than those with less experience and lower title.

Game Design: averaging $67,379, design positions sprouted an average $3,730 over last year. As with many roles, region makes a difference, given that West Coast designers make on average $8,283 or 12% more than the rest of the game designers in the country.






Performing Arts Industry

3 04 2010

Industry Cluster

Visual and Performing Arts Jamaica, one of 10 clusters formed with the support of the Private Sector Development Programme (PSDP), is attempting to ensure that the lessons learned and conveyed by Jamaica’s musicians are assimilated by their creative kinsmen in film & television; theatre: dance; the visual arts (e.g. ceramics, painting, jewelry) and writing/publishing.

Many individuals and businesses in the visual & performing arts already collaborate. For instance, dramatists employ the services of visual artists for their sets; film and television professionals engage actors and dancers; the creations of playwrights and screenwriters are shot for television or the big screen… etc. However, there remains considerable scope for individual entities for practical collaboration (e.g. making joint representation for policy changes that will benefit painters, writers, and dancers etc., and creative collaboration e.g. actors and dancers working with artists to create new, exciting works… Similarly, through collaboration, members are able to express their concerns and issues to government and other stakeholders in one voice, thereby increasing their chances of positively influencing public policy.

In the case of Visual & Performing Arts Jamaica, as the cluster is named, one issue of broad concern is the shortage of adequate performing space in Jamaica. There are precious few purpose-built stages in Jamaica, and where such exist they are primarily in the Corporate Area.

The cluster approach will allow for the provision of specific and illustrative economic data on the various groupings which fall under the Visual and Performing Arts Cluster. This should allow for improved assessment of the cluster’s contribution to national development.

http://www.jamaicatradeandinvest.org/news_505.html

Theatre Production






Fashion Industry

3 04 2010

Introduction

The fashion industry as defined by the NES includes fashion design, assembly and support services including jewellery and accessories. It is among the least competitive of the eight priority sectors under the NES in terms of exports but has the potential for turnaround on Jamaica’s reputation as a country with strong creative talents. It can also make available, gainful employment to many who do not fit into the traditional commercial sectors. The industry is seen as a way for the less advantaged groups — based on economic or education level — who may not have access to traditional employment opportunities to find work.

Activities

The Jamaica Fashion and Apparel Cluster was formed to facilitate the growth and development of new and existing micro, small and medium enterprises in the industry. It promotes the collective interest of its members and has the ultimate goal of improving the competitiveness of Jamaica’s fashion and apparel industry. We are part and parcel of the Private Sector Development Programme funded by the Government of Jamaica and the European Union and our aim is to enhance the competitiveness of the industry in the local and international marketplace. Our operations focus on streamlining the sector by introducing an organizational structure that will achieve cohesiveness, improved communication, cooperation, and business management skills. Special emphasis is placed on increasing the market share of the stakeholders and on general human resource development.

We provide for the benefit of our members:

  • A structured, efficient system conducting activities aimed at achieving new levels of performance, international standards and sustained profitability.
  • Opportunities for achieving goals otherwise unachievable on an individual basis.
  • Access to funding and other forms of support from developmental organizations.
  • Advocacy and outreach

Caribbean Fashion Week Launch 2009

Our Resources…

  • Business and Technical Assistance
  • Fashion and Design Services
  • Pattern Development
  • Business Development Advice

Main Issues opportunities for Growth & Development

  • Building capacity
    Education and Training: Workshops Conferences and Field Trips
  • Marketing and Promotion
    Trade Show Participation, fashion shows, retail promotions, joint ventures
    Institutional collaborations
  • Product development
    Collection development, trend forecasts, sourcing material solutions

Style Week 2009





THE ART & CRAFT INDUSTRY

3 04 2010

Introduction

Craft as a productive activity is often seen as an effective means of creating sustainable income, livelihoods and nurturing small, medium and micro-enterprises in Jamaica. This is essentially because it has the unique potential to draw on existing cultural, existing resources and human capital. It is also an accessible industry with low entry levels both in terms of skills and capital requirements, and because it is often home-based, allows for flexibility in terms of childcare, household and in the rural areas, agricultural production.

Craft also offers the opportunity for the expression and preservation of cultural heritage and has ‘soft’ benefits in the form of self-development, self-esteem enhancement and the building of life skills.

The ACTAG (Art & Culture Task Group) report defines craft as: “the production of a broad range of utilitarian and decorative items manufactured on a small scale with hand processes being part of the value added content. The production of goods utilises an array of synthetic and natural material” and often draws on traditional skills.

Craft in Tourism

The Activities

The Authentic Jamaican Gifts & Craft Cluster (AJGCC) was set up in November 2007 through initiatives involving the PSDP, the Jamaica Business Development Centre (JBDC) and the Jamaica Trade & Invest (JTI) – formerly JAMPRO, to consolidate and promote the business development of Jamaican craft producers, and the authenticity and ethnicity of their products in domestic and international markets.

The Impact

The range of products in the sector can be generally described as reflecting a high creative content. However, the products are not necessarily high in their technical intensity. Usually, the process is labour intensive or not mechanised. But, as the section on workforce shows, these producers are usually one-worker establishments.

Employment figures / GDP Contribution

The median workforce size of craft producers is one worker. This says that half of all the producers in the sector do not employ any worker. Typically, the workforce is very small across industries in the sector. 75% of all producers do not employ more than three (3) workers. Souvenir and home & garden items industries account for most of the sector employment. This is a good reason to target these industries in order the maximise leverage from employment creation policy initiatives. Comparison with the RAA (1998) study suggests employment in the craft sector shrank in the past 10 years. The estimate in this study is 2936, down from over 9,000 (RAA, 1998). this drop is commensurate with the overall contraction in manufacturing sector, from 13.9% of GDP and 50,365 workers in large manufacturing establishments to 8.5% and 41,039 workers between 1998 and 2008 (BOJ and STATIN website). Training contributes to productivity (Bartel, 1991) and there is more emphasis on productivity to maintain output when employment shrinks.

Revenue earning

The industry size is measured in two units: the number of craft producers in the sector and the installed capacity of craft producers. Sales units and revenues are also indicators of industry size; the estimate of craft producers in the sector is about 10479. This estimate indicates a reduction in the size of the sector in number of craft producers from 1,714 to 1047 between 1998 and 2009. This decline is quite likely given that there is major fallout in the manufacturing sector over the last two decades. Sales in the sector are estimated at 1.3 million units per month. This volume amounts to revenues of $350.7 million per month for the sector. Not many producers in the sector actually export, 11.0%. Exporting is a sign of business development given the processes that must be expertly negotiated in order to penetrate and maintain market presence overseas. Exporters are therefore expected to be some of the more developed producers in the sector.

Main issues

The vast majority of producers have a workforce that lacks formal job specific training. A lot of the hiring is done within the family and the ‘know how’ is passed on between generations within families. Some of these businesses started as hobbies and continue as weekend jobs. Except through self initiative, no formal setting exists to demand professional development. Creativity and inspiration are elevated above technical knowledge in the product development and the production process. Excess capacity is an indication of saturation of market demand, supply side bottlenecks in bringing products to market, or failures to find and penetrate new market. Special attention is recommended for the items with this weakness There is very little import penetration in craft products and hence little leakage in production income accruing to the sector. The average imports as a percentage of inputs is 9.6%. However, up to 75% of the producers has import penetration ratio of 0%. 77% of the sector does not have adequate working capital. The normal cycle for working capital financing, based on the receivables turnover period, is 30 days. Up to 35% of producers have gotten some kind of public mention in recognition of the work they are doing in newspaper articles, 35% trade shows and 14%  through some kind of industry award.

Opportunity for Growth & Development

Peer and other industry or market recognition is a sign of a business making stride in quality or in bringing products that make positive impressions on the market. The most frequently mentioned organisation is JBDC: 7% of producers referred to contacts with this organisation for product development, 8% for marketing assistance, 10% for training and 3% for finance.

IN an effort to promote Brand Jamaica, the Jamaica Business Development Corporation (JBDC) in association with the clusters of the Private Sector Development Programme (PSDP) is hosting its Annual Christmas village, Kumba Mi Yabba. Kumba Mi Yabba evolved from the traditional Devon House Craft Fair and has been staged every year since 2001 under the auspices of JBDC. Now recognised as the premier Jamaican shopping experience at Christmas time, the JBDC has managed to stage the event with support from partners who share the vision of the development and promotion of Brand Jamaica.

Main Issues opportunities for Growth & Development

Jamaica’s Art Industry

  • Deal only in original that it considers to be unique or rear
  • It is primarily a second-hand market, where old object often increase in value
  • Buyers of art, only buys the object and not the copyright to it
  • The art market is a deal economy where each transaction is unique
  • There are 18 commercial galleries in operation in Jamaica (located mainly in Kingston, St. Ann and St. James)
  • There is only 1 art museum in the island (the national gallery of Jamaica – its main business is the guard our national collection and celebrate new works; as it does not buy nor sell art)
  • The art market is dominated by an elite few, which include collectors, curators and gallery owners, who determine which artist and artistic style should be promoted
  • Few barriers / restrictions exist, therefore many individuals are able to buy sell and give away art privately

5 Main Challenges / Limitation

  • Jamaica lack the business entrepreneurs (traditional and creative) needed to invest in the creative industries
  • Jamaica lack the familiarity needed with law and finance governing the creative industries
  • Jamaica lack supportive politicians that are needed to promote and develop laws to encourage and develop the creative industries
  • Jamaica depend mostly on traditional services and its manufacturing industries and hardly on its CE or IP for its taxes
  • As far as any developing country establishes a creative sector, developed countries either get further ahead, or simply move in and take control.

Others

  • Data on the creative economy is fragment and difficult to collate
  • Creative product can be difficult to qualify (e.g it is easy to value a DVD or a machine, but difficult to value the copyright or patent in them)
  • The export and import of the creative products are absent from trade statistics because they are not subject to customs and taxes

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Advertising Industry

3 04 2010

Introduction

There are four very influential inventions that have shaped the media and thus the advertising industry – the printing press, radio, television and the Internet. The printing press made the wide dissemination of information with words on paper possible, mainly advertisements in newspapers and magazines. Selling material had to be created and advertising agencies were born.

Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favourite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive.

If you ask most people what is meant by “type” of advertising, invariably they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing, type of advertising refers to the primary “focus” of the message being sent and falls into one of the following four categories:

  1. Product-Oriented Advertising
  2. Image Advertising
  3. Advocacy Advertising
  4. Public Service Advertising

Achievements

The first advertising agency, Volney B. Palmer, was opened in Philadelphia in 1841. By 1861 there were 20 advertising agencies in New York City alone. Among them was J. Walter Thompson, today the oldest American advertising agency in continuous existence. Radio became a commercial medium in the 1920s.

The effect of the television on the advertising industry and the way products were sold was remarkable. Advertising agencies not only had to learn how to produce these mini movies in units of 30 and 60 seconds, they had to learn to effectively segment the audience and deliver the right commercial message to the right group of consumers.

Cable television was the next great innovation, offering a greater variety of channels with more specific program offerings. That allowed advertisers to narrowcast. Before the advent of cable television, the networks attempted to reach demographics by airing at different times throughout the broadcast period. Soap operas were broadcast during the day to reach women, news in the evening to reach an older target audience.

Impact

There is a major cultural shift occurring in how people use media for entertainment, news and information. Many traditional media outlets, such as newspapers and major commercial television networks, are seeing their customer base eroded by the emergence of new media outlets (such as advertising banana chips at a fashion show). The Internet has become the major driver of this change. In particular, a number of important applications tied to the Internet are creating new media outlets and drawing the attention of many, mostly younger, consumers

Advertising Industry trends reflect the dynamics of the advertising industry and its contribution to the economy of the country. The advertising industry plays a significant role in contributing to the global GDP or the gross domestic product. Advertising industry trends suggested that advertising expenses with regard to magazines in the beginning of 2007, escalated by 7.1% as compared to the first half of 2006. The same period witnessed a decrease in the expenses on magazines dealing with business articles, reports and business statistics by as much as 5.2%. A survey conducted on the advertising industry trends also suggested that total amount spent on advertising pertaining all categories of media registered a reduction by 0.3% in the first three months of 2007 as compared to the last quarter of the 2006. The advertising analysis report conducted on advertising industry trends observed that approximately 19.2% was spent on magazines during the first 3 months of 2007. There was an increase by 0.9% as compared to the hike registered last year during the same time.

Employment & GDP contribution

Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately 57 countries in terms of economic growth worldwide. This ratio was found to be unaltered in the years 2005 through 2006.

In addition to generating revenue for the country, it also provides employment facilities to individuals directly associated or indirectly associated with the advertising industry.

It was found that in Florida alone, the total number of jobs available in the outdoor advertising segment or outdoor advertising related segment was 10,000 in the year 2001. It is believed that there will be a decrease in the number of jobs, the job count going down to 7,600 by 2010. The decline can be attributed to diversification in other industries. The Gross revenue product or the GRP was found to be $405 million in the year 2001 and is expected to be $457 million by the year 2010. Statistics also suggest that the real disposal income in the outdoor advertising industry as in 2001 was $264 million which is likely to rise to $311 million in 2010.

Revenue Earnings

Online advertising industry is expected to be stable and manifest an upward trend in the year 2007. This trend is likely to continue till 2011. The compound annual growth rate is anticipated to increase by 17.4% during this period( 2007 through 2011) and touch the $197.11 billion mark. Every industry in the US economy use the Online advertising tool for marketing products. The different sectors yield revenues and add to the GDP or the gross domestic product. Online advertising tools can be used in several sectors as enumerated below:

  • Banking
  • Real Estate
  • Steel
  • Mining
  • Paper
  • Plastic
  • Software
  • Biotechnology
  • Health Care
  • Agriculture, etc

It is assumed that by the year 2008, the revenues generated in the Online advertising industry, as a result of searches, will amount to $5.7 billion. Online advertising industry is growing by leaps and bounds. The Online advertising industry is reckoned to improve further in the years to come. Expenses incurred on Online advertising industry is gradually increasing. Reports suggest that in the year 2003, the Online advertising industry yielded revenues equal to $1.9 billion, which escalated to $2.3 billion. The year 2007 will be a witness to several alternative means of advertising other than the conventional tools of marketing. Advantage of Online advertising industry is that an individual has the liberty to browse through the different products on offer and can also compare prices from the comfort of ones office or home. Online Advertising industry can use the Internet as a marketing tool for different spheres. Whether an individual wishes to sell, buy relocate etc, the real estate marketing sites can be accessed. There are several instances when the Internet can be made an effective marketing instrument.

Outdoor advertising industry plays an important role in determining the economy of any country. Outdoor advertising is a very cost effective way of putting across one’s product to the common people. Statistics have indicated that the growth in the revenue due to outdoor advertising industry was approximately 5.5 billion in the year 2002. This sale record in the outdoor advertising market is predicted to go up to around 12.4 billion in the year 2009. Revenues also increased to $298 million in 2002 which escalated by 9% in the year 2005. It is anticipated that this figure may go up to $324 million in the next few years.

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Main Issues opportunities for Growth & Development

Jamaica’s Art Industry

  • Deal only in original that it considers to be unique or rear
  • It is primarily a second-hand market, where old object often increase in value
  • Buyers of art, only buys the object and not the copyright to it
  • The art market is a deal economy where each transaction is unique
  • There are 18 commercial galleries in operation in Jamaica (located mainly in Kingston, St. Ann and St. James)
  • There is only 1 art museum in the island (the national gallery of Jamaica – its main business is the guard our national collection and celebrate new works; as it does not buy nor sell art)
  • The art market is dominated by an elite few, which include collectors, curators and gallery owners, who determine which artist and artistic style should be promoted
  • Few barriers / restrictions exist, therefore many individuals are able to buy sell and give away art privately
  • The art market is estimate to be worth

5 Main Challenges / Limitation

  1. Jamaica lack the business entrepreneurs (traditional and creative) needed to invest in the creative industries
  2. Jamaica lack the familiarity needed with law and finance governing the creative industries
  3. Jamaica lack supportive politicians that are needed to promote and develop laws to encourage and develop the creative industries
  4. Jamaica depend mostly on traditional services and its manufacturing industries and hardly on its CE or IP for its taxes
  5. As far as any developing country establishes a creative sector, developed countries either get further ahead, or simply move in and take control.

Others

  • Data on the creative economy is fragment and difficult to collate
  • Creative product can be difficult to qualify
    (e.g  it is easy to value a DVD or a machine, but difficult to value the copyright or patent in them)
  • The export and import of the creative products are absent from trade statistics because they are not subject to customs and taxes

http://www.youtube.com/watch?v=_FRklu-5To8

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