Harding calls for more from artistes ... says information age not properly utilised

 Shereita Grizzle, Gleaner Writer

"There has been a paradigm shift in music; you do not just have one space anymore, and you have to have a grasp on as many things as possible."

Those were the words of veteran producer and studio engineer, Jeremy Harding. Harding was speaking on the changing music industry, urging young artistes and musicians alike to move in the same direction.

Harding was speaking at the Red Bull Info Session held at the Bob Marley Museum last Wednesday.

According to him, technology has caused the music landscape to become highly globalised, and persons interested in making a career from music should make learning how to manipulate today's technology their number one priority.

Smaller world

With the introduction of Facebook, Twitter and other social media, the world, according to Harding, is becoming increasingly smaller as more persons from across different regions become closer.

He went on to point out that this growing interconnectedness highlights the importance of networking and communication.

"Music has become so globalised that it will be hard for you to do everything on your own. Get in touch with other persons in your field, you will find that some of the best work in music has come from the collaborative effort of many creative minds," he said.

While agreeing that social media is indeed a powerful tool, Solid Agency's Marlon Bourke said collaborations are not a necessity since your work is almost guaranteed exposure in today's world.

"I agree to some extent, as artistes need to work with persons from different genres and across different cultures; but if music is so globalised, you don't necessarily need to do collaborations because it is easier to get individual exposure as it is," he said.

Success not guaranteed

When asked why more Jamaican artistes do not break into the international market since social media makes it easier, Bourke further explained that exposure doesn't guarantee career advancement.

"Getting your stuff out there is one thing, but for people to be drawn to it is another. Using these channels won't necessarily open up definite results, but it will put you on a level playing field. In today's world, if you are in the entertainment industry and you do not use social media, you are going to be left behind," said Bourke.

Up-and-coming dancehall artiste Stein agrees. He explains that social media is a very powerful tool in today's society.

"Any smart artiste or businessman in today's market should know that social media is a great tool. People live on Facebook, Twitter and Instagram. They are turning their attention to social media, so as an artiste, you need to learn how to use it so it works for and not against you," said Stein.

Harding also warned that with globalisation and improvements in technology, competition in the industry has increased; meaning musicians should think about making music for the international market.

"You have to be a lot more advanced in your approach and versatile in your thinking," said Harding.

"Instead of having an entourage of 10 or more men that serve no real purpose, build a team comprising of other creative minds. Bring more to the table if you want to be taken seriously; a true artiste always creates and thinks beyond today, and beyond Jamaica," Harding explained.