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.

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

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

CREATIVE INDUSTRIESMUSICCRAFTDESIGNFASHION FINE ARTSSOFTWAREPUBLISHINGVISUAL ARTSADVERTISING FILM & VIDEO ARCHITECTUREBROADCASTINGART & ANTIQUES COMPUTER GAMESPERFORMING

ARTS

DIVERSITY

NeedsStrategies

Threats

OPPORTUNITYProduct Diversification

Global MarketsE-Commerce

PRODUCT

GoodsServicesLocations

Experiences Personalities

BRAND JAMAICACREATIVE INDUSTRIES

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

BRAND JAMAICA

COMPETITIVE ADVANTAGESHUMAN RESOURCES

DIVERSE CULTURE

GEOGRAPHY

THREATSMISMANAGEMENT

CULTURAL IMPERIALISM

TRADE IMBALANCE

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

BRAND JAMAICAHEARTBEAT

SKAROCK STEADY

REGGAEDANCEHALL

KEY CONTENT MARKETSBRAND JAMAICA

GLOBAL SOUTH

LATIN AMERICAMEXICO

SOUTH AFRICAAUSTRALIA

CHINAINDIA

SINGAPOREMIDDLE EAST

TRADITIONALJAPAN

USCANADA

UKFRANCE

GERMANYITALY

NETHERLANDSSWEDENBRAZIL

STRENGTHS

ORGANIC GLOBAL BRAND APPEALESTABLISHED LIVE TOUR CIRCUIT

EXTENSIVE TALENT BASEDIVERSE PRODUCT LINEEXTENSIVE CATALOGUE

MARKET HISTORY

SWOT ANALYSIS

STRENGTHS

JAMAICAN SOUND

GLOBALLY RECOGNIZED GENRE

STATE OF THE ART RECORDING STUDIOS

EXPERIENCED PRODUCTION SKILLS BASE

INTERNATIONALLY EXPERIENCEDDOMESTIC FILM INDUSTRY

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

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

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

TRANSNATIONAL MARKETS

ADVERTISING-ENDORSEMENTS

FILMS & SOUNDTRACKS

ANIMATION

CHILDREN’S MARKET

POSITION AS ENTERTAINMENT MECCA

THEMED RESORTS-THEMED ATTRACTIONS

VACATION PACKAGES

OPPORTUNITIES

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

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

• 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

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.

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.

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

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

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

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

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

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