In last week’s article, I submitted that in an era when the country is experiencing economic decline, and opportunities for creating new employment opportunities are indeed slim, we must as a nation broaden our focus to explore the nurturing of growth in all potentially viable economic sectors. The music industry is one potentially viable sector that apparently does not enjoy the recognition as such. The lack of such recognition, I believe, is due in part to several weaknesses in the structure of the industry. In last week’s article I began to examine potential weaknesses relating to product that is marketed, the level of professionalism and integrity in the industry, and the identification and exploration of productive markets for St. Lucian music product. In today’s article, I continue the discussion on the level of cooperation in the industry, the need for effective management, and the role of government in facilitating growth in the sector.Cooperation Within the Industry
Most of the complaints that emanate from the mouths of musicians and performers, relate directly to a lack of cooperation and trust within the industry. To date, the industry have failed to pull together to form a Musician’s Association. Some suggest that the Hotels are quite divisive and play a major role is engineering the failure to form an Association. Other suggest that it is simply greed on the part of musicians. Everyone wants to undercut everybody else to get a job. Some individuals now finance three and four groups in the hotels, using economies of scale to compete on the basis of price. All of this have led to serious mistrust, bickering, name-calling, and back-stabbing.
The truth of the matter, is that the hotels are the biggest employers of musicians. Most do not care about quality, only cost. Most of the bands are offering the same (undifferentiated) product (yellow bird, Jamaica farewell, and a few old time calypsos and reggae). So groups get hired on the basis of cost. With more bands than jobs, it is a buyers market, and the hotels "call the shots". If fees could be stabilized, then hotels would be forced to search for quality product. This would have a positive effect on the industry in that groups would have to work harder at producing quality music to get hired - leading to an improvement in the standard of music.
What we are observing among the individuals in the industry is quite typical of situations where the resources are simply not enough to allow everyone to have a fair share. This phenomenon is exacerbated by the existence of very few alternatives. It is in the interest of all musicians in the industry to cooperate rather than fight each other. But when survival is the issue, it is hard to achieve "rational" behavior.
Effective Management
It is my observation that both events and artists in the industry are poorly managed. A strong music/entertainment sector cannot emerge without strong leadership and management. The need for management skills permeate all aspects of the music industry. Management of marketing activity, management of artists, management of events, management of image, management of money (cash flow), management of investments (in new equipment and materials), management of production and projects are all part of the landscape of the industry. Where are musicians getting those skills from? Most groups cannot go a bank for a loan because they more than likely cannot show a 5-year business plan with cash flow projections, re-investments strategies, market analyses, and like. The music industry is a business sector in which its participants, unfortunately, do not necessarily view it that way. In much the same way that other private sector institutions run workshops, hire people to manage operations, and train their staff, the music industry must follow suit. Recognizing the fluidity of the structure of the industry, the need for a coordinating body such as a Musicians Association becomes that much greater.
Support from the Government and the St. Lucian Audience
Last but not least, I am not aware of any organization that has developed and grown without support from its customers. First and foremost, the music industry cannot develop without patronage from St. Lucian audiences. We must recognize however, that such support is only achievable by giving St. Lucian audiences something valuable, something they want. Their support is not to be taken for granted. Many artists complain of the lack of support of local musicians by St. Lucians. As musicians, we must ask, to what extent are we responsible for this lack of support? Have we always been honest? Have we always provided value-for-money? What product variety do we offer the public? Do we offer quality performances? Healing this impasse, will require dual effort on both the part of the musicians and the public. Musicians will have to clean up their act - be on time, package good affordable shows, and offer variety. Then with good marketing, we can hope to bring people out. We must be aware, that we are competing for a share of a shrinking wallet, and that entertainment is not normally high on the priority list. We must offer something good to get people to rethink their budget allocations.
Support from government must be based on the recognition of a number of things: 1) the industry is a major potential foreign exchange earner; 2) the industry contributes to the perception of the country in the tourism sector. Also, the industry serves the tourism sector, 3) the industry provides significant opportunity for employment, particularly self-employment; 4) young men in particular, look to music as an avenue for creative expression, an escape from potential self-destruction, a way of earning a living, and a vehicle for achieving a feeling some sense of self-worth (its cool to be a musician). The music industry must be recognized for its value as a retardant of social decay.
The St. Lucian government already provides musicians with concessions on import duty for equipment which is good. Some other possible initiatives include: the negotiation of bilateral agreements with other OECS/Caricom countries to allow musicians to stage performances in each other’s countries without the need for work permits and possibly tax free. Another initiative could be the set up a Council for the Performing Arts. Musicians could have their creative projects partially or fully funded depending on the marketability of the project. Further, the government could guarantee loans for the production of recording projects (export product). Obviously the government should engage in meaning dialogue with the industry to determine how best it could be of assistance.
I have only scratched the surface of an area that is virtually ignored as a major contributor to our national economy. The industry, however, must not wait for officials to come to the realization of its worth on their own. The music industry must actively lobby for recognition, the same way fishermen, garment manufacturers, small businesses, banana farmers, retailers, etc., all lobby for better legislation to facilitate their interests. But first, musicians must heal the rifts within the industry. Then while lobbying, they must simultaneously seek to become more professional, improve their skills at performing and managing music with all of its various dimensions, and must actively seek to break out of the domestic market and become more regionally and internationally focused. It is my hope that the discussion would continue, and that our government would do what is within its capability to facilitate a renewal in the industry thereby providing an opportunity for another group of citizens to make a meaningful contribution to our social and economic development.
