brand jamaica
TRANSCRIPT
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BRAND JAMAICACREATIVE INDUSTRIES AS AN ECONOMIC STRATEGY
Secretaries of Culture and Development to the State of São Paulo
in partnership with the
UNITED NATIONS DEVELOPMENT PROGRAMME South-South Cooperation Special Unit and the
Development Committee of the City of São Paulo
INTERNATIONAL FORUM ON CREATIVE ECONOMY DECEMBER 5, 2007
SAO PAULO, BRAZIL
ANDREA DAVISJAMAICA ARTS HOLDINGS/INTERNATIONAL INNOVATE INC.
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JAMAICA• VIBRANT CULTURAL AND CREATIVE MECCA
• OUT OF MANY ONE – CULTURAL DIVERSITY
• RESILIENT ENTREPRENEURIAL SPIRIT
• WORLD REKNOWN TOURIST DESTINATION
• REGIONAL MEMBERSHIP-CARICOM
• ISLAND STATE WITH COLONIAL HISTORY
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NEW WORLD ECONOMYKNOWLEDGE BASED ECONOMIES
INTELLECTUAL PROPERTY AKA CULTURE IS BIG BUSINESS
GLOBALIZATIONCOMMUNICATION NETWORKS
EMERGING MARKETS
TECHNOLOGYDIGITAL
INTERNET
REGULATIONSTRADE RULES FOR SERVICES & GOODS
MARKET ACCESS
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CREATIVE INDUSTRIESMUSICCRAFTDESIGNFASHION FINE ARTSSOFTWAREPUBLISHINGVISUAL ARTSADVERTISING FILM & VIDEO ARCHITECTUREBROADCASTINGART & ANTIQUES COMPUTER GAMESPERFORMING
ARTS
DIVERSITY
NeedsStrategies
Threats
OPPORTUNITYProduct Diversification
Global MarketsE-Commerce
PRODUCT
GoodsServicesLocations
Experiences Personalities
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BRAND JAMAICACREATIVE INDUSTRIES
POTENTIAL VALUE ADDEDCULTURAL IDENTITY
NATIONAL HERITAGE
SELF DEFINING
POTENTIAL VIABILITYPRODUCT DIVERSIFICATION
DIGITAL DISTRIBUTION
JOINT VENTURE INITIATIVES
FOREIGN EXCHANGE EARNINGS
IMPROVED TRADE POSITION
JOB & WEALTH CREATION
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BRAND JAMAICA
COMPETITIVE ADVANTAGESHUMAN RESOURCES
DIVERSE CULTURE
GEOGRAPHY
THREATSMISMANAGEMENT
CULTURAL IMPERIALISM
TRADE IMBALANCE
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BRAND JAMAICA INSPIRED
SOUTH AFRICAN FRANCHISE (6)
SALES UP 20% IN PART DUE TO RASTA LINE
ITALIAN NESTLES
#3 BRAND TOPS 1 BILLION EU
RASTA LINE PRICES START IN THE U$HUNDREDS INTO U$THOUSANDS
CABLETV ADVERTISEDDANCEHALL
COMPILATION
172 SHOPSWORLDWIDE
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BRAND JAMAICAHEARTBEAT
SKAROCK STEADY
REGGAEDANCEHALL
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KEY CONTENT MARKETSBRAND JAMAICA
GLOBAL SOUTH
LATIN AMERICAMEXICO
SOUTH AFRICAAUSTRALIA
CHINAINDIA
SINGAPOREMIDDLE EAST
TRADITIONALJAPAN
USCANADA
UKFRANCE
GERMANYITALY
NETHERLANDSSWEDENBRAZIL
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STRENGTHS
ORGANIC GLOBAL BRAND APPEALESTABLISHED LIVE TOUR CIRCUIT
EXTENSIVE TALENT BASEDIVERSE PRODUCT LINEEXTENSIVE CATALOGUE
MARKET HISTORY
SWOT ANALYSIS
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STRENGTHS
JAMAICAN SOUND
GLOBALLY RECOGNIZED GENRE
STATE OF THE ART RECORDING STUDIOS
EXPERIENCED PRODUCTION SKILLS BASE
INTERNATIONALLY EXPERIENCEDDOMESTIC FILM INDUSTRY
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WEAKNESSES
INADEQUATE INTERNATIONAL LABEL PARTNERSHIPS
LACK OF STRONG GLOBAL LABEL/DISTRIBUTION-MARKETINGLACK OF BRAND MANAGEMENT IE ISLAND
FRAGMENTED GLOBAL DISTRIBUTIONLIMITED MARKET PENETRATION
FRAGMENTED MARKETINGINADEQUATE NUMBER OF QUALITY MUSIC VIDEOS
SPORADIC INDIVIDUAL CAMPAIGNSSHORT TERM PLANNING
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EMBRYONIC TO WEAK INFRASTRUCTUREINDUSTRY & PUBLIC SECTOR
LACK OF EMPIRICAL DATAFORMALIZED VALUE INDICATORS
PERFORMANCE MEASUREMENTS IE CHARTS/CERTIFICATION
LIMITED MANAGEMENT SKILLSBUSINESS DEVELOPMENT
TALENT MANAGEMENTEVENTSBRANDS
INADEQUATE EDUCATION & TRAINING OPPORTUNITIES
PERFORMANCEPRODUCTIONMANAGEMENTMARKETING
MEDIA
WEAKNESSES
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OPPORTUNITIES
EMERGING MARKETS – GLOBAL SOUTH
DIGITAL DISTRIBUTIONITUNES/RINGTONES/ONLINE DOWNLOADS/CABLE/WIRELESS
BRANDED INTERNET PORTAL
E-COMMERCE
JOINT VENTURE LABEL DEALS MERCHANDISINGFASHION/DVDS/GAMES/SOFTWARE/MEMORABILIA
PUBLISHING MUSIC & BOOKS
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TRANSNATIONAL MARKETS
ADVERTISING-ENDORSEMENTS
FILMS & SOUNDTRACKS
ANIMATION
CHILDREN’S MARKET
POSITION AS ENTERTAINMENT MECCA
THEMED RESORTS-THEMED ATTRACTIONS
VACATION PACKAGES
OPPORTUNITIES
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LACK OF POLITICAL WILL & ENABLING ENVIRONMENT
ECONOMIES OF SCALE
EXCESSIVE BUREAUCRACY
EXCESSIVE TAXATIONIMPORT TARIFFS/INCOME TAX/DOUBLE TAXATION
HANDICAPPED TRADE POSITIONSGLOBALIZATION = WTO/GATT/TRIPS/WIPO
MARKET ACCESS/TECHNOLOGYFUNDING
ABSENCE OF INDUSTRY INCENTIVES
INADEQUATE IPR PROTECTION/ENFORCEMENT
LACK OF COHESIVE INTEGRATED GOVERNMENT PLAN, POLICY OR BUDGET FOR CREATIVE INDUSTRIES
DEVELOPMENT & PROMOTION
THREATS
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PIRACY
TRANSFER OF TECHNOLOGY UNCOMPETITIVE ACCESS ie BROADBAND COSTSVIDEO QUALITY
IMPORT/EXPORT TARIFFS ON EQUIPMENT/RAW MATERIALS/GOODS
INADEQUATE ACCESS TO CAPITAL RESOURCESVENTURE CAPITAL/GRANTS
CONSUMER PREFERENCE FOR FREE MUSIC
LOSS OF ARCHIVES
LACK OF STRATEGIC MEDIA PLATFORMRESTRICTED AIRPLAY/MARKET PENETRATION
THREATS
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• DISTRIBUTION VIA LICENSING• LIMITED RETURNS AND PRODUCT CONTROL
• PROMOTION VIA TOURING• LIMITED MARKET PENETRATION
• RAW MATERIAL EXPORT• INADEQUATE VALUE ADDED REALIZED
• ENTREPRENEURSHIP AND INFORMAL FINANCING• INADEQUATE EMPIRICAL INDICATORS
TRADITIONAL JAMAICAN MUSIC BUSINESS MODEL
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RECOMMENDED STRATEGIESMUSIC INDUSTRY
CREATE NATIONAL RECORD COMPANYA&R-PRODUCTION-VIDEOS-MARKETING-TOURS-DISTRIBUTION-MERCHANDISE
DEVELOP PRODUCT FOR LIVE AND DIGITAL DISTRIBUTION
FORMALIZE INDUSTRY LOBBY
SECURE RESOURCES AND TECHNICAL ASSISTANCE FOR INSTITUTIONAL STRENTHENING
BUILD BUSINESS CAPACITYTECHNICAL ASSISTANCE-MARKET RESEARCH-TRAINING
EDUCATE TO INFORM DECISIONSCONSULTATIONS-MARKET RESEARCH-WORKING FRAMEWORK
FOCUS COMMUNICATION AND MARKETING
MAXIMIZE SECTOR LINKAGES FILM-FASHION-VISUAL ARTS-TOURISM ETC.
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RECOMMENDED STRATEGIES
MARKETING
BRAND MANAGEMENT
POSITION NATIONAL BRANDSIE INTERNATIONAL REGGAE DAY FESTIVAL
PUBLIC EDUCATION CAMPAIGN
IMPROVED MUSIC VIDEO QUALITY
BRANDED E-COMMERCE WEBSITE/PORTAL
INTEGRATED MARKET DEVELOPMENT
INTEGRATE MARKETING CAMPAIGNS
POSITIONING ON INTERNATIONAL MEDIA PLATFORMS
REGIONAL AND INTERNATIONAL INDUSTRY TRADE SHOWSIE CARIBBEAN MUSIC EXPO – CARIBBEAN FASHION WEEK - MIDEM – MAGIC ETC.
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RECOMMENDED STRATEGIES
TRADE
TRADE AGENDA INFORMED BY INDUSTRY
STAKEHOLDERS
MOBILIZE FORMAL CREATIVE INDUSTRIES COALITION
PROVIDE FRAMEWORK FOR CREATORS TO EVOLVE-INTERACT-TRADE FREELY
FACILITATE INDEPENDENT DISTRIBUTION
FACILITATE DEVELOPMENT AND ADOPTION OF POLICIES AND APPROPRIATE MEASURES TO EMPOWER THE INDUSTRY AND PROTECT-
PRESERVE-PROMOTEJAMAICA’S CULTURE AND CREATIVE INDUSTRIES
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RECOMMENDED STRATEGIES
TRADE
INITIATE AND STRENGTHEN STRATEGIC ALLIANCES
FOCUS GLOBAL SOUTH COMMUNICATION & TRADEEMERGING MARKETS
STRENGTHEN INTERNATIONAL COOPERATION &
SOLIDARITYCRNM/CARICOM/UNITED NATIONS NETWORK/WIPO/WTO etc
ENCOURAGE REGIONAL AND GLOBAL SOUTH DIALOGUE
MULTILATERAL/BI-LATERAL AGREEMENTS DOUBLE TAXATION/CULTURAL TREATIES
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RECOMMENDED STRATEGIESIP LEGISLATION-INSTITUTIONAL
STRENGTHENING
AMEND & ENFORCE COPYRIGHT ACTEXTEND PROTECTION TO 100 YEARS
ADOPT INTERNET TREATIESCOPYRIGHT REGISTRATION
ENACT LEGISLATION re E-COMMERCE
BRAND MANAGEMENT INFRASTRUCTURE
INCENTIVES FOR MUSIC-MODERN FILM-MAKING
INSTITUTIONAL STRENGTHENING INDUSTRY LOBBY/INTERNATIONAL REGGAE DAY FESTIVAL/CARIBBEAN MUSIC EXPO/
CARIBBEAN FASHION WEEK/JACAP/RIAJAM/JFM/JIPO/etc.
TRADEMARK AND PROTECT NATIONAL BRANDS
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RECOMMENDED STRATEGIESEDUCATION & TRAINING
SCHOLARSHIPS/GRANTSINTERNATIONAL AND DOMESTIC APPRENTICESHIP
PROGRAMMES
EXPAND AND STRENGTHEN TRAINING OPTIONSPerformance-Management-Production-Support Services
EXTEND INTERNATIONAL LINKAGESASSOCIATIONS/INSTITUTIONS/EXPERTISE
LABELS/DISTRIBUTORS/MEDIAMULTILATERAL/BI-LATERAL ie
UNDP/UNCTAD//UNESCO/WIPO/WTO etc
PUBLIC SECTOR TRAINING MINISTRIES/AGENCIES– TRADE-CULTURE-ENTERTAINMENT-IT-
APPARELCUSTOMS – LINE OFFICERS-MANAGEMENT
JUDICIARY – COURT OFFICERS/POLICE
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RECOMMENDED STRATEGIESINTERNATIONAL STRATEGIC ALLIANCES AND
PARTNERSHIPS
INCREASE MARKET ACCESS
IMPROVE ACCESS TO TECHNOLOGY
ACCESS TO SPECIALIZED EDUCATION AND TRAINING
ACCESS FUNDING AND VENTURE CAPITAL FINANCING
CREATIVE ECONOMY EDUCATION TARGETTING PRIVATE-PUBLIC AND FINANCIAL SECTORS
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CONCLUSIONS
INTELLECTUAL PROPERTY AKA CONTENT IS FUNDAMENTAL TO A VIABLE INFORMATION SOCIETY AND KNOWLEDGE BASED
ECONOMY
JAMAICA IS A GIANT IN GLOBAL CULTURE
JAMAICAN MUSIC & CREATIVITY IS A GLOBAL PHENOMONON AND INTERNATIONALLY RECOGNIZED EXPORT PRODUCT
CREATIVE INDUSTRIES LOBBY SHOULD INFORM AND GUIDE ASPECTS OF GOVERNMENT ACTIVITY FROM TRADE TO
CULTURAL POLICY
NEW TECHOLOGIES AND MEDIA PRESENT UNPRECEDENTED OPPORTUNITIES FOR JAMAICA TO COMPETE EFFECTIVELY
IN THE GLOBAL MARKETSPACE
TECHNOLOGY CAN BE BOUGHT…CULTURE MUST BE CREATED PROTECTED PACKAGED PROMOTED MANAGED AND PRESERVED