SOUND CULTURE UNIVERSITY session1 presentation
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The Jamaican music industry is in recession, with declining sales and lack of support for artists. Major findings include a 10% decline in Jamaica's music sales from 2009 to 2010. Few current Jamaican singles or albums are charting internationally, while historic songs and non-Jamaican reggae artists dominate the charts. With the major label VP Records having a near monopoly, fewer resources are available to support new artists. The government provides some festival funding but not much direct support for the music industry. Solutions proposed include more labels, more government support to fill the void left by labels, and developing new international markets.
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SOUND CULTURE UNIVERSITY session1 presentation
- 1. JAMAICA MUSIC IN RECESSION Steven Jackson Thoughts on a bailout plan
- 2. Overview Where are we now possible solutions
- 3. Introduction âž² Music is an emotional subject but I try to make it as objective as possible in order to help others determine the reality as opposed to the perceptions. Why is music important. If for nothing else to earn money and employment for Jamaica.
- 4. FINDING âž² Most of the hottest 2010 singles are not earning; âž² 2010 albums are under-performing 2009; âž² Key artistes cannot tour to support music; âž² Record companies not bidding on hot local talent due to buy-out; âž² Government not filling space left vacant by labels;
- 5. Decline âž² Jamaica and region sales dipped 10 per cent in 2009 to some 9 millionUSD(IFPI) âž² 3 percentage points greater than worldwide dip due to DOWNTURN and PIRACY.
- 6. Observations Majority of charting reggae SINGLES are Jamaican catalogue hits on iTunes (largest internet store) Majority of charting reggae ALBUMS are from non Jamaicans
- 7. Ja'ns in top10 iTunes SINGLES charts 2010 âž² Kartel 1 spot (UK) âž² Cecile 1 spot (Canada) âž² Beenie Man 1 spot (UK) âž² Jimmy Cliff 2 spots (Germany , Switz) âž² Gyptian 9 spots (global) âž² Sean Paul 18 spots (global) âž² Shaggy 25 spots (global) âž² Bob Marley 54 spots (global) âž² Itunes has 7 living Jamaicans charting amongst 22 listed top 10 charts. Its good but only catalog hits are charting and it is dominated by Bob Marley.
- 8. ONLY 2 local current radio hits are charting Rum and redbull n Romping shop âž² NO, St8 jeans (russian) âž² NO, Gully no fear them (Mavado) âž² NO, Stronger (Cham Bounty) âž² NO, Messing with my Heart, (Wayne Marshall) âž² NO, Clarks (popcorn) âž² NO, Protect the People Ja (Riley) âž² etc
- 9. Tells you we are not earning from our current songs
- 10. Conversely itunes Top-10 Reggae ALBUM Charters include ➲ PATRICE -12 times worldwide ➲ Gentleman- 10 times ➲ Easy Star All Stars -9 times ➲ Katchafire- 5 times ➲ Damian Marley -4 times ➲ SHAGGY – 1 time ➲ (BOB MARYLEY – 70 times)
- 11. MOST OF THESE ALBUMS CHART IN DIASPRA US, UK, FRANCE. NONE IN JAPAN, SPAIN, AUSTRALIA etc.
- 12. THERE IS NO REASON THAT JA ALBUMS SHOULD BE ABSENT FROM 16 OF THE 22 LISTED COUNTRY CHARTS.
- 13. TURNING TO ALBUMS WHO SOLD THE MOST IN 2010?
- 14. TOP ALBUMS 2010 SOUNDSCAND MY EXTRAPOLATIONS âž² Distant Relatives at 140,000 units worldwide (SOUNDSCAN 2010 AND ESTIMATES) âž² MATISYAHU AT 40,000 for 2010 (SOUNDSCAN 2009 AND MY ESTIMATE ) âž² It means that Gyptian has <40,000 due to current rank at sixth on Billboard. âž² The Jolly Boys 30,000 (HARDING)
- 15. TELLS YOU âž² Sales are so poor, that 2009 albums are still out-charting new albums. âž² Recall 2009 was the worst year in a decade for music.
- 16. VISA WOES âž² Everyone knows that you support an album with a tour. âž² US market is largest âž² yet most of top deejays are visa less. âž² This impacts the market by reducing an album's saleability. âž² Many times you will know when someone is touring just by a spike in his iTunes sales in a certain market.
- 17. VP âž² The decline in reggae sales (compared with highpoint in mid 2000s) coincided with sale of Greensleeves to VP for 3.1 million pounds. âž² It resulted in a virtual monopoly which means that VP no longer has to enter bidding wars with local artistes who have the hot song to provide promotion etc.
- 18. Some artistes have avoided VP all together for either larger, smaller or self marketing ie. Kartel
- 19. KARTEL'S RESULTS âž² KARTEL's ONLINE popularity is twice that of âž² New Zealand based Katchafire and US based Easy Star All Stars. Yet he consistently undersells them. âž² It implies that Kartel is not maximizing his earning potential.
- 20. BUT SO ARE OTHERS SIGNED TO LABELS âž² NO MAVADO âž² NO TARRUS RILEY âž² NO BABY CHAM N BOUNTY âž² NO SIZZLA
- 21. CHART SILENCE IS NOT CONFINED TO DANCEHALL âž² 1 PETER TOSH âž² 1 GREGORY ISAACS âž² NO BUNNY âž² NO BERES âž² NO ALTON ELIS
- 22. GOVERNMENT RESP âž² Government offers some US$3 million each year to support festivals and major events including Jazz and Sumfest (dep. Director tourism) âž² Government found additonal US$10 million to support toursim followind Tivoli Invasion. âž² What support is government giving towards the music industry? âž² Music offers higher return than similar investments in telecoms a WIPO study stated prepared by local based VANUS JAMES.
- 23. CONCLUSION âž² Industry needs more labels âž² Government needs to fill void left by labels to market artistes. âž² Artistes need to find new markets. Eg a prominent artiste went to Japan last month and grossed about US$100k in 15 days.