SEVEN THINGS JAMAICA CAN AND SHOULD TO DO BOOST ITS DOMINANCE IN MUSIC,TOURISM AND CULTURE

Recently it was announced that Jamaica’s economy grew by 2% for the last quarter of 2016 and I was passing a security guard at a local supermarket who uttered “I hope we get some of the 2%”. Implying that he expects to immediately benefit by way of his salary from the 2% growth. In the same week, I read where the Hon. Prime Minster Andrew Holness said abroad that: “Tourism is God’s gift to Jamaica, it is our oil.”
He is on a journey to transform the local tourism industry as he addressed international stakeholders including Israeli business tycoons, Cruise line operators, and other global cruise industry officials. The Prime Minister must be commended for his continued efforts to stimulate growth. However, I saw that statement as an oversight of Jamaica’s most important god given resource, which is the spirit of the people and the power of the Jamaican culture expressed in varied forms. The regular man on the road with all his natural abilities and inclinations does not understand sophisticated economic terms such as: “an increase in GDP,” and his immediate question is how he will be able to take care of his family.
It is against this backdrop that I unpack seven things Jamaica can and should do to improve the creative economy, our ability to compete, and further, dominate the tourism and creative industries while giving dignity to the common man.

There are some veteran skeptics who may argue that the Grammy’s voting process excludes Jamaicans, and as a result, they have no interest, but I see it as easier to join in the process than to complain about being left out. My first recommendation is for all members of JARIA, JACAP, JAMMZ and any other Jamaican musical organizations in Jamaica to register as active Grammy voters and pay their dues of United States One hundred dollars each year to participate in the process of voting in the Grammy’s reggae category. If you have contributed technically or artistically to 12 digital releases you can join the recording academy and participate in the process of deciding who wins. The promotion and control of this niche category in the Grammy awards should be seen as a matter of national cultural security, tourism’s security and overall national development for Jamaica. Additionally, music tourism is also essential to Jamaica’s development and should not be seen as separate entities. The Reggae category in the Grammys is a tool to be used for improving both the local music industry and adjoining tourism sector due to the worldwide attention that comes to Grammy winners and their inspirational roots each year. Already many artistes, their label executives and other international industry leaders such as Beyonce, Rihanna, Alicia Keys and Drake visit Jamaica (sometimes more than once per year) for the inspiration from Bob Marley’s home country to make their music more authentically spiritual. They spend top dollars to shut down hotels on the island for creative retreats and for their teams to record music each year. What the world seem to know without Jamaica’s knowledge is that the island from whence seven unique genres of music came adds spiritual value to the symphonic vibrations of the top chart sellers. The entire Jamaica, lead by the Ministry of Culture, the relevant musical organizations such as JARIA and other music interests should use the technologies at their disposal, such as online petitions, and go-fundme accounts, and the powerful voice of the artistes to get the high-level meetings. The attention and action of the Grammy gatekeepers should be sought to air the Reggae award live at the Grammys on American Cable Television for the millions of viewers worldwide.
We saw where international television performance worked for Tessanne Chin now known as the “the Bread and Butter Chinita Goodas” as she brought worldwide attention to Jamaica when she entered “The Voice” on NBC. Each week people got more interested in Tessanne’s story and that her story included Jamaica brought much pride to her and the island of her birth. Tessanne has since upgraded herself from an add-on crooner on concerts to a highly sought-after headlining international act without the assistance of another hit record since her smash single “Secret Hideaway” which was released before she entered the competition. Her predicted success ignited much cultural pride which was recognized quickly by at least one media company that bought the rights to air the voice locally. She was and still is heavily supported by multinational corporations through advertisements and endorsement deals. The lasting effect of internationally telecasting Jamaica’s talent and culture should be further assessed, properly valued and monetized by the practitioners and governing bodies way before others do. There are many more talented people like Tessanne in Jamaica who should be making themselves ready to release projects worthy of worldwide recognition and support. Using the Grammys and pop culture telecasts as much as the Grammys and pop culture uses Jamaican culture should be seen as a mutual transaction that Jamaica should offer up more talents to increase the benefit.

A big part of tourism’s success is dependent on the attraction and interaction with the local people. To sell a visitor a reclusive experience away from the population does a great disservice to the humanity of Jamaicans. The effects of this will see people being left out. When people are left out of an experience, they rebel and cause trouble. Tourists may continue to enjoy the niceties of the all inclusive resorts, but they will be more than happy to share and interact with the vibrant energy of the Jamaican people which is not replicable. Some skeptics may say: “but the cities are violent,” and that may bear some truth in a society where people feel left out. However, in an all inclusive nation where the possibilities are opened up, and members feel like they are a part of the commercial community they will begin to behave as if they have a stake in the welfare of the nation. Whenever people unite behind a common purpose, the results are simply magical.

If I had reason to visit Cuba for example, as a tourist- my aim wouldn’t be just to see the beaches. I would want to hear the language and see the culture of the people. It is what dignifies every nation to see visitors come and partake in their everyday experiences. It says that you are one of us and the emotional benefit in sharing improves both the visitor and the locals. In spite of the many advances, humans have made we still have a need to connect with one another. I recall as a child when tourists would come to Buff Bay Portland to buy patties and Jerked meat. The simplicity of purchasing a patty or chicken in brown paper was taken for granted by us who could have it daily, but to the tourists, it was an experience to have a loaf while walking next to the sea. This kind of simplicity for sale should come back to the small towns in Jamaica, to restore the dignity that comes from commercial activity to rural Jamaica and Jamaicans. It will also leave in the mind of foreigners that a trip to Jamaica comes with energetic, fun and reasonable Jamaicans.

Recently, I was shooting a music video recently next to a park in Kingston, and without invitation, people gathered out from everywhere to view the performance of the artiste, not because he was popular but because he was performing. Every progressive society is marked by its city’s vibrancy. Whenever people enter a city, they first look for the height of the skyline and then as they settle in their hotel room, the search for the city’s pulse and expression, which must come in the form of art and culture by the people. In New York, this is fashionable on the subways and the trains from Brooklyn to Uptown Bronx. I have seen where at each stop a new singer, dancer, impersonator, or mime artist would enter the train and perform for tips to the next stop. I have seen tourist cities where walkways were lined with painters and mime artists and even some eccentric guy with a rat on his shoulder doing a show. In the cultural villages in lower Manhattan, you may find poets and poetry houses along with the ever popular comedy clubs and theaters on Broadway. The roadway from Half Way Tree to New Kingston can afford much expansion to accommodate more than just bootleggers who may be found 24 hours a day on the same pathway. If I were a tourist or a local visitor to the city, I would be more inclined to donate to a performer who gave me a street dance show on my journey than to give an opportunist who downloaded a song or video illegally. Having this spatial accommodation for artists will improve the authenticity of the Jamaican people’s expression, and overall can make the people of the city happier. It would cost much less to expand the sidewalks than it would take to build a theater, and inspired happiness may even bring on the possibilities and powers to build and rebuild the derelict performance spaces.

For years the nobles and well to do would want the order to mean silence, and they have through their political connections legislated away the verbal expression of Jamaica’s rich musical culture since the 1960s. The sleeping patterns of the landed gentry should not take precedence over the expansion of Jamaica’s creative forms. When people are silenced, they become violent because they teach themselves that the only way to be heard is by force. Too long has the talents of our nation been squandered and suppressed in the name of law and order. Imagine the missed advancements because we haven’t nurtured the developments of inner city black enterprise. What has been silenced reveals as much about our country as what is told. We are as successful as our slowest member, so if Jamaica is to thrive, there needs to be greater accommodation for silenced voices and different sub-cultures without disturbing those who are uninterested. It is for this reason that I ask the leadership in the Senate, councilors, mayors and members of parliament to make legislation for the joyful noises in the subcultures that exist in Jamaica. If people are made into criminals for practicing art into the night, then that paralyzes holistic community development. Let the sound system culture grow. People from as far as Japan flock Jamaican studios, and sound system dances with big money to pay for “dubplate” records every week because they recognize the value added quality of a “dub” from a Jamaican artist. Additionally, the growth of the Jamaican culture requires space, practice, and tolerance. As the culture grows, we will it find it more sophisticated with better artistes and intelligent business minds, as we have begun to see the recent Ph.D. Dancehall university graduates and business people who started off as apprentices to their parent’s sound systems.

Declare Kingston a “Party City” and Montego Bay a “City of Festivals”.

Already both cities have active night lives that have been tapered down since its hay day in the 80s, 90s, and early 2000s. There were more clubs, street sessions, theaters and festival offerings to satiate the ever changing taste of locals, curious tourists, and international media who visited these cities to capture the language, spirit, and music in Jamaica as late as the early 2000s. Like visitors to Las Vegas or Magic City who’s primary purpose is usually for the gambling and party life, the renaming of Kingston to the Party City will see a new kind of visitor to the island’s first city who’s sole intention is to party. Kingston was declared a “Creative City of Music” by UNESCO, but being part of Unesco’s creative city network has a lesser effect than being part of the worldwide network of party thrill seekers who spend freely on party necessities. With all due respect, I hardly believe that party goers use UNESCO for reference when looking for the next hit place to visit. Getting the right semantics optimizes the city’s Google search engine. Likewise, St. James, which is known historically to have one of the longest rebellions lead by National Hero Sam Sharpe is poised for a cultural revolution if hands and hearts come on board with the people in mind. Now known as the tourist capital, Montego Bay should become the city where investors and promoters from all over the world come to stage their international festivals. The hotels, cruise and festival infrastructure, is already there in western Jamaica to accommodate visitors in large amounts, and numerous locations could be marked and expanded for such occasions. Getting the language right in labeling the city is of vital importance to create this impression of welcome to festival planners. There is also an underclass and informal economy that is stimulated from free party spenders and festival ravers. The monies spent on parties and festivals not only goes to the more “well off” club owners or promoters, but it contributes to small and medium enterprises like community hairdressers, barbers, pop-up shops and importantly to the school expenses of a cane vendor’s child or the next night’s dinner for a family and so on. If the economic structure creates a way for Jamaicans to be constructively creative and better their lives, then the otherwise disenfranchised youth will for sure see that there is much more fulfillment to come from being creative than to risk one’s life being a criminal. Certainly, the members of parliament and councilors who’s love for the poor is always made clear in their speeches can afford to invest in simple legislation and sharpen the language of the city to increase creativity and independence for their constituents.

This is already happening in some hotels in Montego Bay. However having this for the less inclusive hotels in Kingston will give visitors guided services to the hottest weekly night spots, especially if they should get a well-trained driver who knows his way around the town. Kingston has the most parties each night in the whole Caribbean named after each day of the week. A unique depiction of the rich Jamaican culture may be experienced in safe and authentic urban environments. It is the only part of the dancehall culture that can never be duplicated elsewhere. Fun is guaranteed for both the young and young at heart with a penchant for creative expression. With new movements and creative activity coming out of these street dances each night the returning visitor will be treated with a new experience every time. It is in the interest of both the dance promoters and hotel owners to give visitors the best access to this unique experience that cannot be duplicated at the hotel nightclubs or entertainment halls. It will add value to both the tourism product and the local entertainment scene.

Finally, the historic Tom Redcam Library has become less relevant to researchers and students alike in the age of the internet where students may browse the entire Library of Congress on their mobile device.
If people are still going to the Tom Redcam Library in droves after school or on Saturday mornings to research homework, they should stop. It is a waste of time and resources. Expanding the library into a Music and Sports Museum showing the curated history of Jamaica’s music, sporting power, and its value-added impact on the world’s music, politics, and popular cultures will reap tremendous benefit on opening day. It will increase national pride and set the pace for tourists to take advantage of the new 3D experience. The value added confidence to a child who can view his/her cultural excellence and understand the experiences and legacies that he/she has inherited and is benefiting from is the foundation of great ideas like Disney World. I saw recently where a dancehall artiste, inspired by his experience in Canada asked on twitter what was the contribution of the creative and cultural sectors to the Jamaican economy. He is yet to get an answer. Currently, there is not even a website available with this information. This kind of statistic should be easily available to Jamaicans and visitors alike, so that we who wish to make meaningful contributions may know the strengths and weaknesses. I also recall a life-changing moment when I found out that Harry Belafonte was inspired by local market women in Jamaica when he made the world’s first platinum-selling album “Calypso.” Harry Belafonte then used his success to give students from Kenya scholarships to study in America; one such student was Barack Obama Snr. It was while on that scholarship by Harry Belafonte that Barack Obama was conceived and later became president of the United States. Children – more than education need inspiration, but when both come together, magic happens in their minds. Creating a place to increase awareness of cultural legacies will build value on a national identity that I believe would see Jamaica sophisticate itself within a generation. People will become more responsible and disciplined if they are aware of the need to carry the baton they took from the ancestors who had life much harder. They will see the need to run with the baton as far as they can, doing as much as they can with alacrity for the betterment of the nation. Jamaica is a great country. This is highlighted and communicated when we excel on the world’s stages such as the Olympics. We must instill daily reminders into the propaganda of the culture, lest we lose the spirit of who we are. When children understand the greatness from which they came in spite of circumstances they will begin to act with will and purpose. Jamaican children with an inspired purpose can and will change their world through their creativity, imagination, and inspired action. Thus, improving and maintaining Jamaica’s dominance in the creative sectors for many generations to come.

Donovan Watkis is an artiste manager, author, and cultural artige’.

you may email responses to [email protected]