Caribbean Export OUTLOOK 2016 - 2017

OUR COMPETITIVE ADVANTAGE

There is also Spanish and Portuguese reggae and music like mumbaton and reggaeton, which share common roots with soca and reggae. In addition, there is a growing market for Caribbean music in China.

youngest population in theworld. While Internet penetration rates for the continent remain low, according to the International Telecommunication Union, there are specific countries where the number is higher and rising. These include Nigeria, Egypt, Kenya,Morocco, SouthAfrica, and Madagascar. One of the best strategies to access the market is to identify an established promoter, booking agent or publicist who can serve as a conduit for entry. In addition to booking shows, the promoter will be in a position to organise radio airplay, showcases and media tours to familiarise the target demographic with the artiste’s music. While the Internet is an important tool, taking a holistic approach that also focuses on opening new avenues for touring and radio placement is critical to success. Finding newmarkets can also be about identifying niche areas in larger markets. For instance, it is entirelyplausiblethatthedemographiclisteningto reggaeinIndiamaybelargerthanthepopulationof theCaribbean. Right next to theCaribbean region, LatinAmericancountriesarebarelyseenaspotential markets,despitemanyyearsofbeingendmarketsfor EnglishmusicfromtheUS,UK,andCanada.There isalsoSpanishandPortuguesereggaeandmusiclike mumbaton and reggaeton, which share common roots with soca and reggae. In addition, there is a growing market for Caribbeanmusic in China. Another tool that can be very effective in reaching out to these new markets is collaborating and making connections with the arts community in the target country. In fact, given the traditional openness of the arts community to accepting new music and art, forming partnerships with visual

or dance artistes in a target market could be an excellent way to create buzz and awareness. This is, once again, made easier by the strong social media presence of most artistes. Another niche market that can be further exploited is the Caribbean Diaspora which is over 10.7 million.While they have been engaged around annual events, there is much greater potential in non-seasonal performances and in using the Diaspora as a connector to other people through social media and personal interactions. Second and third generation Diaspora members may love the music of their parents but may not knowhow to connect with emerging artistes from the Caribbean. Doing the research and understanding themarket that an artiste is targeting is the key to success. For example, some markets may consume more live music than others. Some markets are more traditional consumers of music through radio or album sales while others are fully digital. With so many potential avenues for reaching new markets, spending the time to research and approaching market penetration from a place of knowledge is the key to that elusive breakthrough. Billy Grant is the Managing Director of 2Point9 Records and Management, and a big proponent of emerging source talent markets. He sums it up best: “The key is, whatever music you aremaking, it has to have value in whatever market you are looking to sell it in. There are a number of ways of creating value, and those normally will involve a long-term creative strategy from the musician and his or her team.”

Shyamal Chandradathsingh is the Vice President of Investor Sourcing at InvesTT Trinidad and Tobago. He is also a professional musician and audio engineer, having worked with many top shelf artists in Trini- dad and Tobago. Having lived and worked in the United States, Canada, India and China, Shyamal has a wealth international experience and language skills which he brings to bear in his professional capacity.

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