Caribbean Export OUTLOOK 2016

In the case of the Caribbean, the onset of the

digital music industry has mirrored this trend

with the retail of CDs diminishing to the

point that there are very few retail points still

in existence but unfortunately, the digital sales

of regional music are nominal in comparison

to past achievements of physical music sales.

This is believed to be a result of the low levels

of penetration in the major digital distribution

channels and the absence of the development of

major players in the digital space regionally. Thus,

the CCIMU must encompass a business model

that is capable of penetrating the digital arena

addressing the e-commerce and digital services

needs that are expected to continually grow.

Aside from the music industry the other digital

platform poised for significant growth is the

region’s animation industry, following the

provision of outsourced services to international

animation companies. Currently leading the way

is Trinidad and Tobago, which forecasted in 2010,

growth of its animation industry by 12% and a

guaranteed return on investment for investors.

The development of a digital platform within

the remit of the CCIMU will be critical for a

successful data observation, the development

of business linkages and for the promotion

of generally ‘all things creative’ ensuring that

all artistes whether musician, art producers,

animators, fashion designers amongst others,

receive the financial benefits from the use of their

creative impressions.

What will be key however to the success of a

CCIMU will be the buy-in from the creative

stakeholders. Coke-Hamilton stressed that “it

cannot be another government-run entity” and

the drivers ought to be the players in the industry

coming together with a willingness to support

an institution that will work for them much

in the same way as the West Indies Rum and

Spirits Producers’ Association (WIRSPA) and

the Caribbean Banana Exporters’ Association

(CBEA). Although the business plan is yet to

be developed, the CCIMU is envisaged to be

a self-sustaining body based upon dues paid

and collected. The region has seen this model

work effectively with the Caribbean Hotel and

Tourism Association (CHTA), which is also

maintained by its members. As has been seen

in any institutional framework that has worked

well, members maintain the organisation that

represents their interests and advocates on their

behalf. With the CCIMU, creative professionals

must do something similar.

JoEllen R. Laryea is the PR, Communication and Marketing Advisor at The Caribbean Export Development Agency

and offers a wealth of international experience having worked with leading brands Nike, Sony and Apple.

Clearing the Hurdles