THE EDITOR, Madam:
THIS LETTER is in regard to the articles appearing in The Gleaner regarding the recent International Federation of the Phonographic Industry (IFP) report. Let me say first that I love reggae music in all forms. I too lament the recent downfall of the recording industry, but am most disturbed by the proposed half-hearted 'solutions' to this problem.
Besides tourism, reggae music is Ja's number one industry. The loss cannot be taken lightly, and the problem deserves very serious consideration. It is ludicrous to assume that bringing those who pirate music to justice will solve this complex issue. Litigation, in my opinion, would only serve to stifle the music industry more. Jamaica and the recording industry must recognise that the only salvation is in world-wide promotion.
In the beginning, Ja was the only market for the sound and the industry supported itself based on numbers. Since the dawn of cassette players illegal (pirate) mix-tapes have been available; the CD-burning phenomenon is merely a natural extension of this process. Starting with Island Records and continuing with Virgin, Heartbeat, and countless other labels, the music began to catch on worldwide in the late 1960s early 1970s. The volume of sales increased astronomically, but so did the cost of production and promotion. International customers expect a higher grade of production value than the indigenous population.
Recently, several things have happened to harm this very creative industry. One, copyright laws have been changed and the use of classic (c.dodd, etc.) riddims has drastically reduced. Stifling an already cash-strapped industry which for years had counted on the economy of the process recreating or sampling riddim for the latest hits. The production values (which the international audience requires) has fallen noticeably as more and more producers have to create their own riddims using mostly electronic (quicker) means.
The effect of the lack of production values on the music cannot be underestimated. The international audience strongly prefers the reggae music that is produced by ensembles of hard-working musicians (mostly from 1960s - through mid-1980s). Re-issues from this period sell incredibly well and, in most cases, far more than the current music. The amount of touring reggae bands from the island has drastically reduced over the last 10 years. We're down to basically Toots, Yellowman, and Luciano here in the United States. These touring reggae bands are/were the de facto ambassadors of Jamaica tourism music to the world and their impact on those industries cannot be ignored.
My solutions? One, leave the pirates be. My point is the producers of reggae music are now locked into a dependency on foreign distribution and from this standpoint sales on the island are insignificant except for the value of promotion. Seen in this light, the media pirates are harmless and only serve to spread the music further.
Two, ask Mr. Coxsone Dodd and others to make their music available for a 'reasonable' share of the profits, and provide approval for their use in an expedient manner that will not harm production schedules or otherwise make their use impossible.
Three, the Ja government should eliminate all import and export taxes on Jamaican music. Remember when Bob used to press his own disc? That industry does not exist anymore due to tariffs and taxes.
Four, money needs to be spent on international promotion of Jamaican artistes. Right now, Dancehall is on the verge of busting into the American R&B/rap scene. This needs to happen to secure a future for the international industry, but it just won't happen without money.
Five, dancehall artistes need to perform worldwide with live bands in large venues, much like what Buju is doing currently, to win new audiences.
Six, I truly believe if producers had a little more money then it could be spent on more studio time on actual musicians and create an atmosphere much like the creative, and profitable, period of reggae that directly preceded the dancehall phase.
Finally, if the music industry fails, interest in all things Jamaican will decline including tourism. Then where will we be? Please pay attention people; this is a serious matter.
I am, etc.,
CHRIS MOHR
E-mail: cmohrhmrowe.com
Via Go-Jamaica
