Grange unveils plans for institute for cultural practitioners

At Wednesday’s opening session of the Orville ‘Shaggy’ Burrell-led Island Music Conference (IMC), held at the Courtleigh Auditorium in New Kingston, Minister of Culture, Gender, Entertainment and Sport Olivia Grange announced plans to establish an institute for cultural practitioners, innovators, entertainers and creatives. The minister outlined that this “transformative initiative” is specially designed to professionalise, certify, train, and support Jamaica’s cultural practitioners.

In front of an audience overflowing with school children, Minister Grange declared that “this new era must be underpinned by strong cultural institutions and modern governance frameworks, and that is what we are about”.

In her welcome, Grange explained that the decision was taken this year that the fifth staging of the Jamaica Creative Career Expo would include a collaboration between her ministry and IMC, and it is safe to say that students almost outnumbered music practitioners on day one. They represented schools from across the island, and for many of them, it was their first time in the space, and they were eager to absorb all they could.

Pointing out that the industry has never been interfered with by Government, Grange, however, underscored that the Government must ensure that the infrastructure is in place to enable the industry.

“We must provide the institutions that will help to provide the training and development that is necessary to ensure that you become professionals. And so, students, young people, that’s why you’re here today. You have an interest in the industry. You are here today to be exposed to the professionals, to be exposed [to] those who have done well and to ask all the questions you wish to ask so you can learn that much more ... this is an occasion where you interact with the panellists and you ask all the questions you want,” Grange said.

It was the second time during her short and spicy welcome that the minister was addressing the students directly. The first time was at the end of her introduction, in which the organisers played the now-viral AI video of the minister dancing up a proverbial storm. In keeping with the light-heartedness of that moment, Grange challenged the students to a dance-off at the end of the session, and it turned out to be a blast.

Perhaps remembering her days as a dancer, Grange shared a bit of her own history in the music business when she co-managed Shabba Ranks, Patra, Cobra, and a young Damian Marley.

RECOGNISED INDUSTRY

“He was a little boy ... I was his first manager,” Grange shared. “However, I subsequently took a break from the industry so that I could be at the table, in government, to influence what is done for the industry. Usually, it’s referred to in Jamaica as an ‘informal industry’. But it’s no longer informal. It is strategic. And Jamaica intends to continue to lead the way in ensuring that we are recognised as an industry and not just your recreational activity.”

Outlining that this year’s focus reflects a critical shift in the music industry, Grange laid out the key areas to be highlighted: the future of music and careers in music, media and publishing.

“The future of music is not only about performing or producing, but it is about ownership, publishing, distribution, intellectual property, and the many professional pathways that exist. Many people do not realise that every song has value beyond its performance. Every time a song is played on the radio, streamed online, used in a film, or performed on a stage, it generates income through publishing. Publishing ensures that creators are compensated not once, but continuously for their intellectual property. So this is how wealth is created in the modern music industry. And it is important that you young people and practitioners understand the business of creativity ... from copyright interest and contract negotiation to publishing administration, capital evaluation, and global distribution.”

Wednesday morning’s session, which ran beyond its allotted time, was titled Mastering the Art of Influencer Entrepreneurship. Panellists included Grace ‘Spice’ Hamilton, Noah Power, Blaise Ffrench, and Jaii Frais, with Wayne Marshall as moderator and the voice of reason when necessary. It was interesting and informative to watch the various personalities at play as they interacted and shared their combined decades of experience in the music business. Both Spice and Wayne Marshall were at an advantage, having been in the industry and influencing even before the term influencer was a thing.

A memorable performance came from 17-year-old St Andrew High School for Girls student Maylyn Dillon, the 2017 winner of the Jamaica Cultural Development Commission Children’s Gospel Song Competition. IMC, now in its third year, ran from February 25 to 28 at the Courtleigh Auditorium in St Andrew.

yasmine.peru@gleanerjm.com