CREATE

CARIBBEAN EXPORT DEVELOPMENT AGENCY - CREATE 03Music - EMERGENCEOFEXCELLENCE

Paul is CEO of the Playmaker Group based in the United Kingdom with clientele featuring AEG Live, BBC, Nike and Sony. The St. Lucian-born agent is especially interested in working to develop West Indian talent and has represented artists including Damien and Stephen Marley. Jason and Sarah Dasent are fully aware of the significance of having this vital UK partnership instituted for the success of Emergence to be realized. The Dasents dream of Caribbean music being fully integrated mainstream. It is a vision beyond calypso, soca, reggae and dub, genres that the region is perhaps most widely recognized for, extending outside the narrow brand profile to include jazz, pop, gospel and other artistic styles also found in the Caribbean. “I long to hear Caribbean music played mainstream on international radio stations,” Jason Dasent yearns. “Not only during the West Indian hour but alongside other international artists in the same genre as part of mainstream radio. Not the occasional star either,” he adds, “but everyone.” It is a position also shared by Caribbean Export but with the unmistakable understanding that we need to get the product and the branding right. “Creating opportunities to develop and showcase the talent and brand of the Caribbean is not only about attending tradeshows but also about building developmental relationships,” expresses McNair. “We need to not only look outward but inward to those examples of excellence and make them part of the development of the creative product of the region.” Jason Dasent knows a challenge associated with this international market infiltration is the consistency of the product. Between the neighbouring countries “quality varies” and this is also the case between music genres. Identifying Barbados, Jamaica and Trinidad & Tobago as progressing, these counties still do not achieve the greatest consistency to the product that is so vitally needed. Dasent reiterates the challenge of all budgets not being equal and notes the impact of financial restrictions in some territories as a setback. “Funding is lacking” and there are “no concessions in music” in many instances. It is financial support that has somewhat delayed the full-scale launch of Emergence. The Emergence Tour is slated to cover 20 major cities throughout Europe, before moving on to Australia, Asia and culminating in the United States. The tour is now scheduled to commence in 2014 once funds are available. The Emergence artists will keep changing so the project does not become stagnant. With the growth of the artists through the project, the talent will regenerate every 2 to 3 years as previous artists develop and move on. “We are providing a gateway for the future stars and superstars of the Caribbean, we are creating opportunities.” Jason and Sarah speak of the talent in Emergence with an inherent pride. They have created a “family environment” where everyone takes care of each other and together they anticipate great success. After the initial local and regional launches, Emergence will then promote the artists outside the region “once (they are) market ready.” For each of the artists from various creative industry sectors, more than raw talent will be necessary. Readiness will not only take into consideration skill and capability but lifestyle deportment. The future is bright for Studio Jay and the Emergence team. They have embraced the changing face of the music industry and look forward to making Caribbean music accessible through various platforms other than CDs, such as via streaming or downloading through internet portals. The approach will be consistent in other segments of the creative industries as well. “As the industry advances and changes, we will advance and change with it.” Continually improving and doing so as a united entity, the Dasents are answering the call to be excellent. *

Liberally commending Caribbean Export for encouraging collaboration between regional contacts, Dasent stated that being able to attend international exhibitions coordinated by the Agency with other regional industry partners was “worthwhile, even before international contacts were established.” This is because venues such as WOMEX (World Music Expo) provided an environment for fostering not only international but regional contacts and partnerships. Noting that there is “no equivalent to WOMEX in the Caribbean” regional delegates utilize these opportunities to solidify relationships with each other. “Bringing the region’s creative minds together to share experiences and ideas is high on the Agency’s agenda,” according to Chris McNair, Manager of Competitiveness and Innovation, Caribbean Export. “Building a regional brand for the creative industries which becomes synonymous with the Caribbean the same way Reggae and Bob Marley is with Jamaica, is all part of us ensuring collaboration is encouraged and fostered.” Dasent is “grateful” to have had the opportunity to also attend Study Tours and professed he attained “lots of results in Berlin, Manchester and Paris.” There is “tremendous potential” in these markets, although the producer discovered that he would also need to present his country, people and culture, all unknown to some of the attendees. “They didn’t know of Trinidad and Tobago, where we are, who we are. I had to educate them, raise awareness of our country, let them know our country produced the only musical instrument invented in the 20th century, the steel pan drum.” The international experience would play a pivotal role for Studio Jay in redefining his business. Changes to Dasent’s business model implemented subsequent to the exhibitions have made Studio Jay “more competitive internationally.” Previously using Sonar music software, in 2012 Studio Jay switched to Pro Tools software, the new world standard platform. By making this switch, Dasent was able to enter foreign studios and “immediately get to work.” Due to using the same interface as his international counterparts, they now “spoke the same language.” Dasent continues consistently updating the studio using the latest software and hardware technologies and enhancements available. The seeds planted during his international travels with Caribbean Export would bear rich fruit in other areas for Dasent as well. New partnerships with Guadeloupe would be established in Paris and perhaps most significantly, Dasent would secure a UK agent for Studio Jay and affiliated artists. Ray

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