Can music be a key player to help diversify our economy? CEO of the Copyright Organisation of T&T (COTT) Josh Rudder thinks so–but says we need more live music events."Yes. But this question is a bit deeper than buying local music," he said in a recent Guardian interview.
"As a music licensing organisation, (we service) broadcasters, cable operators, and promoters or event organisers, who must acquire a licence to use both the local and foreign musical repertoire which COTT represents," explained Rudder.He said that the more local content these entities play, the more royalties will be earned by local music creators and publishers who are COTT members. Also, revenues can be earned from music in advertisements and local programming.
We like it live
Rudder noted that many T&T people prefer listening to live music rather than buying it. "This is not a sustainable means of income for artistes. We are more known for paying to attend events and listen to music. This is how we value music in our culture. So we need to create opportunities in the live performance sector," he believed.
He noted the changes in music sales technology and social media–buying tunes from websites like iTunes or accessing music via subscription-based solutions such as Deezer or Pandora.
Holistic model needed
Rudder said, traditionally, songwriters and music publishers, both locally and internationally, would be paid quarterly royalties for the use of their music. But he believed having a more "holistic" model was crucial to become more economically sustainable. He said this would include more performance venues, local content quotas on radio and a mechanism to ensure fair opportunities for music radio play.
"There is still a lot to be done to ensure a holistic framework is implemented, as it is not a 'one size fits all' scenario for the creative industry," said Rudder.
Soca, gospel two biggest money earners
He said there are currently two large markets for local music: soca and gospel, based on COTT members' royalty earnings. Soca is accessed mainly at Carnival time and gospel music is accessed throughout the year with a growing audience. He also mentioned underground reggae, hip-hop, rap and emerging markets of electronic dance music.
He noted support for local content is highly dependent on what broadcasters feed to the public, although Government, corporate T&T, and organisations like COTT also encourage local music.
Rudder suggested Government and private sector interests could actively talk with COTT and other creative sector stakeholders to find ways forward for local music. "It is about collaborating and trusting the experience that key practitioners can bring," he said. "We are too small of a twin island to be working fragmented and in pockets."
To corporate T&T, Rudder suggested using more local content in ads and on radio stations.
Not only talks, but action needed
Rudder said after consultations, there should be clear and decisive action.
"Creative industries practitioners have become weary of political agenda and interference. There must be a marrying of state, business, organisations like COTT...educational bodies and the creatives," he said.
He suggested the T&T Chamber of Industry and Commerce could be the driver of change by first establishing a Creative Industries committee. "Without input and support from the business community, we will be spinning top in mud," Rudder thought.
Piracy still rampant
Rudder said piracy–including online–remains a huge concern.
"Our copyright laws are strong as relates to key elements of music piracy, however, enforcement remains a major problem. In the past, COTT has conducted anti-piracy exercises with the TTPS, this has not been continuous. Until there is an Intellectual Property crimes unit within the police service that addresses these matters, illegal sale of music will remain a key concern. We must seek to determine a workable model that benefits artists in such a way that piracy is not seen as the solution. The model must be a multi-prolonged approach. We must become the solution."
'Trinis support party music, not local music'
Radio personality and soca artiste Adrian "Third Bass" Hackshaw did not mince words. He said buying local music is a patriotic act–and in T&T, there are few people like that.
"Trinis are not patriots, first of all. We never thought, growing up, (about) what true national pride means. Foreign was always seen as better, in terms of price and quality, than local. Especially now with the internet age we live in, one can order online cheaper, faster, and with no hassle," said Hackshaw.
He also noted that music sales worldwide have seen a drastic decline over the years, although some fans will still buy an artiste's CD to read the credits. "For those types of fans, there is a sense of pride in knowing they bought their favourite artiste's music. That is not the case here," he thought.
He believes local artistes are too accessible. "We see them for two months straight. For the Carnival season, is fete after fete, night after night we are seeing them perform the same songs. Why, then, go and buy it afterwards? Whereas in other genres, you're not sure to see Chris Brown or Lady Gaga live, so your only chance may be on TV, or if they happen to come to a concert in your area; so you will buy their album."
He says other genres offer more to their loyal audiences.
"I went to an Eminem concert and I thought I knew the songs. But he sang songs I never knew, and it was amazing to see and hear the thousands in Madison Square singing those same songs, word for word. They did not care if the songs were popular or if they played on the radio; they knew the songs because they'd bought the CD, had the album, and knew every song.
"You sing a song in Trinidad that an audience does not know, and you will flop. Trinis are non-patriotic...end of story. We do not support us, and we never will!
"Our idea of supporting an artiste is going and jumping and waving at a concert. We support concerts. Just take a look at Machel Monday," Hackshaw said.He said the Government does not see the creative industries as alternatives to oil and gas. "But oil gone, so let me see what's next," he taunted.
Hackshaw said Carnival as we know it needs to stop being seasonal. "Trini needs to be the island of Carnival 24/7. You could go to Tobago to relax. We should be the party island. Sell that to the world."