Caribbean Export OUTLOOK 2016

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.”

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.

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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