The Business of the Creative Industries. Music Part 1

When first entering the industry in the capacity that I hold, I was appalled, but not surprised, to learn that in our music industry most entertainers conduct business without a contract.

One such instance was where a promoter hosted an event and informed me that he would hire various artists to perform live at the event without a written contract. The above mentioned promoter has been in the business for over a decade and continues to conduct business in a carnivalesque manner. Artistes would arrive at any time and perform for any duration.

On another occasion a vocalist paid a producer for a “riddem”. When the tune was completed the promoter then sold it to other vocalist. Had there been a contract both parties would have been spared the stress and the cost of litigation.

Therefore it is clear that although a verbal contract binds the parties, they often find themselves in difficulties because many important clauses that would usually find their way in a written contract are not discussed or can be proven to exist. Where there is a dispute these written clauses are there to ensure certainty to what is expected of each party. At a later segment I will discuss “The Importance of the “Arbitration Clause”. I have also learnt that some artistes at times refuse to perform under written contracts under the misguided belief that the promoters are in need of them and they do not need the promoter. This type of unprofessional behaviour only encourages the stagnation of the industry and the entertainers themselves. At this juncture I admonish entertainers and those in the creatives industries to restructure their approach to the business of music. An entertainer must first appreciate that he/she is their brand. They must market their brand in the most effective way. Then he/she must have the right team to make this brand a success. We can all identify and appreciate professionalism and structure when doing business. This is the culture that our creative industries need to adopt as a whole. Since the enforcement of the speed laws in our country have recently seen how quickly a culture could change with the right reinforcement.

No one can deny that we make beautiful music, our artistes are seriously gifted and it is about time that our music gains the international respect that our Caribbean neighbours enjoy. But what is the difference between those international artistes that are successful and those that only enjoy “success” locally and occasionally at carnival events? Professionalism! They have incorporated the correct team into their business. No man is an island. Remember, in order to take our music to the rest of the world and achieve success, the entertainer must first be seen as professional. Take a look at those soca artistes that find themselves receiving international credence and then look at the local prestigious title winners who have not been able to get to the wider world to show their talents; what separates the two? Clearly they are all talented but they all don’t exercise the business acumen of the industry. Denise Plummer, a wonderful voice. An amazing artiste that held her own, and one of the most patriotic songs I’ve heard. I loved it. But I was saddened to learn that although she won the Calypso Monarch Title it was marred with the result of failing to have a contract with the songwriter. The Machel Montano v Dwight Yorke fiasco which rose its head at the end of this season would have been averted if the industry respected the value of a contract. Yorke would have been certain that he could not advertise Monk Monte performing at his fete in the absence of a written agreement between himself and DOUBLE M. Despite the allegations that they were friends Machel (and possibly his team) treated the situation in the manner it should be treated. This is the direction that the industry in heading, and rightly so. Had the culture of the industry been a professional one, Dwight Yorke would have been spared the public humiliation. So, I admonish the creative to think ahead, think globally, and think professionally. Register your business, build your brand and understand the true value of being an entertainer in this remarkably talented twin island republic. This approach would increase your professionalism and save (and make) you money in the long run.

Times are changing and you must ask yourself, where do you want to be in the race in this music industry? Change is inevitable…you must transform to stand up to the best of the best.