Caribbean Export OUTLOOK 2016 - 2017

Clearing the Hurdles

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.

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