Jamaica is known around the world for the pristine white sand beaches that bolsters its tourism product, as well as its track and field athletes who have contributed to building the island’s reputation as a track and field powerhouse. These are just some of the pockets of excellence that resides in Jamaica. In addition to those two contributors though, Jamaica is best known for its pulsating Reggae music which has carried the island’s flag multiple times around the globe over the last 40-50 years. In fact, Reggae is generally accepted as one of the primary magnets which has served to attract visitors to the island over the years, creating the mystique that singer Tony Rebel maintains that “a Reggae put Jamaica pon top.”
The fact is there aren’t many countries in the world where its music has the kind
of social and economic impact as Jamaica, and if we needed any reminders, twice
the United Nations Education and Scientific Council (UNESCO) made underlining
declarations. The first in 2015, when it declared capital city Kingston a
Global Cultural City, recognizing the capital’s contribution of six of the
island’s eight officially recognized music genres gifted to the world. The
second was in 2018 when it announced the granting of “Culturally Protected
Status” to Reggae Music.
One would have thought that not only should both announcements have been met
with vigorous responses from the Jamaican business and political communities,
but also that within the period, the island would have been further ahead in
terms of mining the opportunities that lay buried within its rich music
history. Instead, the very same biases that beset the music in the pre- and post-Independence
era are today still alive and active in the island.
In Track and Field athletics, we laud our athletes when they are successful, their
feats are often rebroadcasted, and the excellence celebrated. What may not be as
obvious is that these results are the products of systemic approaches to
harness and prepare these athletes over the years. While we acknowledge the
abundance of talent present within the Jamaica’s athletics cohort, that talent
is supported by our primary and secondary education system where sports is part
of the school program. This allows for systematic development at all levels.
Competition at the prep, primary and the secondary levels sifts out the
extra-ordinary and culminates in the National Trials that selects our best to
represent us on the National and International stages. Not so within our music
community.
In spite of Jamaica’s celebrated successes in music, less than 15 percent of
music revenues are realized by artistes. According to Song Embassy CEO,
Paul Campbell, Jamaican artistes leaves too much on the table as very few
artistes are aware of the US billion $ commercial music market as most have no
appreciation for the business-side of the industry. Songwriter Mikey Bennett
intimated that there is little or no preparation of our artistes that would gear
them towards excellence. Both were speaking on Yaawd Media’s Sunday Scoops
program recently.
For decades, our artistes have simply risen from the ranks of the underprivileged
and nothing prepared them for individual success or excellence. Very few of our artistes know how to write a song
or how to read music as in the main, only a handful of schools offer any kind
of music program. Further, most of our recording artistes have very little
appreciation for the business of music and depend on their own efforts and the
push that comes from an underlying desire despite the absence of any support
system. Add to that is the fact that poor academic results produce poorly
prepared graduates, and it is this pool that our artistes are produced.
Perhaps now would be a good time for a collaboration between the Ministries of
Education, Culture, and Tourism to look seriously at creating some solid policy
foundations upon which we can develop and exploit the full social and economic
benefits that reside within the music industry. At the Education level, this
would include making music part of the academic curriculum and would not only
build a positive domestic attitude towards music, but it would also make more
Jamaicans see music as a positive career choice.
At the levels of Culture and Tourism, cohesive and supportive policies could see
more Jamaicans participating in Tourism at the entertainment level instead of current
practice of importing Spanish speaking acts from Latin America to perform at
local hotels.
I believe that these are significantly “low-hanging” fruits that can be reaped without exhaustive cost to Jamaican taxpayers while providing significant benefits to the Jamaican economy. It is not sufficient that each year we regale our Music for a month and then return to our slumber. What is required is finding the correct leadership and the appropriate will.
Thanks for taking the time to read our blog, please leave your thoughts in the comment section below, we appreciate your feedback. We also invite you to check Sunday Scoops our Jamaican music streaming and commentary program every Sunday from 2-4pm on yaawdmedia.com feel free to share with your friends.