Innovation and entrepreneurship in the cultural and creative sectors in Trinidad and Tobago | Presented at USST Shanghai, China by Kris Granger
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Kris Granger visited the University of Shanghai for Science and Technology and presented on Trinidad and Tobago's creativity culture, using the Creative Sector as a case.
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Innovation and entrepreneurship in the cultural and creative sectors in Trinidad and Tobago | Presented at USST Shanghai, China by Kris Granger
- 1. Presented by Kris Granger Graduate Student, Arthur Lok Jack Graduate School of Business, The University of the West Indies
- 2. Structure of Presentation • Innovation in a creative context • The Cultural and Creative Sector in Trinidad and Tobago • The development of innovation within the cultural and creative industries – Carnival – Music – Steel Pan • Projected growth avenues for the sector
- 3. Innovation in a Creative Context • R&D of New Products • Innovations in business models • Repurposing of offering to be provided in a different medium • Use of new technology platforms to change the way products are used, created, delivered or marketed • New ways of producing products
- 4. Description of Cultural and Creative Sector in Trinidad and Tobago • Carnival, Costuming and Design • Music • Steel Pan Instrument and Band Performances
- 5. Trinidad and Tobago Carnival
- 6. Trinidad and Tobago Carnival “Trinidad and Tobago is known as a world leader in theorganisationand presentation of carnival festivities both in Trinidad and Tobago and in other cities across the world. The local Masquerade sub-sector, which focuses on design, production and presentation of costumed bands, has become one of the key drivers landscape of Trinidad and Tobago… in the Carnival business
- 7. Trinidad and Tobago Carnival creative activity …Having emerged primarily as a and a sociocultural practice, the Masquerade industry has now evolved to also become a substantial contributor to the local economy during the Carnival season. In addition, Carnival festivities are viewed as a potentially viable and sustainable global economic industry supported by talent, expertise, skills and knowledge that are almost exclusively indigenous to Trinidad and Tobago. Carnival is, in this context, considered Trinidad and Tobago’s most important cultural export.”
- 8. Carnival Facts • An annual country-wide festival • It has inspired the structure of several carnivals throughout the region and world • More than 29 carnivals in the United States, seven in Canada, more than 52 in England, and four throughout Europe are the product of Trinidad and Tobago’s Diaspora • T&T is known as a world leader in organisingand delivering high-class carnivals • Carnival visitor arrivals have grown by over 60% in the last 10 years • Carnival has had over 40,000 yearly visitors who spend approximately US$28 million, over 10% of the annual visitor expenditures for T&T
- 9. Innovations & Entrepreneurship in Carnival – Case Study • There are over 450 Mas Bands in Trinidad and Tobago comprising – Large Bands – Medium Bands – Small Bands • Each band operates as a full time business organisation • Most recent macro-innovations include: – – – – International Online Registration for Masqueraders The interplay between costume design and fashion design Constant re-analysis of the Value Chain Interrelating Carnival with other aspects of Entertainment/ Tourism throughout the year • Points on Entrepreneurship – Carnival is a feeding ground for promoters, decorators, event planners, musicians – Each year there is a growing series of events in the months leading up to Carnival
- 11. Tribe’s Innovation Culture • Tribe has been able to transfer its brand into an Entertainment Industry household name throughout the Caribbean
- 12. Tribe’s Innovation Culture • Refining its offering to the masquerader each year • Customisation of costumes • Identification and capitalisation of new markets
- 13. Tribe’s Innovation Culture • Technology Platform – Provides worldwide registration – Online Payments – Customer Tracking and Customer Profiles – Personalised Customer Interaction (worldwide scheme) • International Design Consultancy
- 16. Island People’s Innovations Parties and Promotional Events T-shirt Line Event Management Services Event Management Training Carnival Presentation
- 18. New Look of Carnival Costume design by local fashion designer and winner of Project Runway Season 9, Anya Ayoung Chee for Tribe Carnival 2012 Costume design depicting the theme Beasts, Butterflies and Bacchanal for Tribe Carnival 2013
- 19. The Trinidad & Tobago Music Industry
- 20. Trinidad & Tobago’s Music Industry The local industry has its own, very strong identity derived from the country’s very diverse ethno-cultural population. It has created more genres than any other country in the region, including: Calypso Soca Rapso Extempo Groovy Soca Brass Bands Parang Chutney Hindustani Classical Chutney Soca Soca Parang Gospelypso
- 21. Kes The Band
- 22. Flashback (2008)
- 23. The Kes App
- 24. The Kes App
- 25. Achievements in innovation from 2008-2012 • Fast rate of innovation • Internationalisation • International Commercialisation
- 26. Kes on New York Television
- 27. Kes performing in Japan and China
- 28. The Steel Pan
- 30. The Steel Pan • • • • Trinidad and Tobago’s National Instrument Invented in the 1930’s Brought to fame in the 1940’s Invented by Trinidadian Winston “Spree” Simon • The PHI pan or Percussive Harmonic Instrument (an electronic, multi synthesising instrument) was invented by Department of Electrical Engineering Laboratory, Faculty of Engineering, UWI St Augustine on Jan 31st 2008 • The steel pan app for iPadwas launched on Nov 18th 2011
- 31. Conclusion • T&T has been slow (but steady) in innovations until the last decade • But bursts of innovation have been happening throughout the Creative and Cultural Sector, allowing for quick “catch up” • The sector has been very influential around the world • Avenues for growth: – – – – Through technological platforms Through effective branding of Trinidad and Tobago Carnival Through internationalisation of music and artistes Through continued diversification
- 32. Thank You
Notes de l'éditeur
- Good Morning and Nee Hao. All protocols observedThis presentation focuses on the Creative and Cultural sector in Trinidad and Tobago, and how it has moved along the innovation and entrepreneurial roadmap
- The presentation is structured as follows:We will discuss how innovation and entrepreneurship will be looked at in the creative context.I will lend some insight into the Cultural and Creative Sector in Trinidad and Tobago.And shed some light on the different industries within the sectorAnd I’ll conclude by discussing some projected growth avenues.
- According to Nesta, a UK based innovation development organization, an analysis of innovation within the creative sector is difficult to discuss from a macro perspective, and may not be an accurate reflection of what’s taking place in the sector.A more accurate discussion would be one that discusses innovation from the firm level, from the individual organizations’’ perspective. In this regard this presentation views innovation in terms of organizations’’:Research and Development of new productsInnovations in business modelsRepurposing of offering to be provided in a different mediumUse of new technology platformsAnd new ways of producing products
- For the purpose of this presentation, we describe Trinidad and Tobago’s cultural and creative sector as being threefold:Carnival and DesignMusicThe birth and growth of the steel pan
- Slide 5I’ll begin with the discussion of Trinidad and Tobago Carnival… “The greatest show on earth”…
- Slide 6Trinidad and Tobago is known as a world leader in the organisation and presentation of carnival festivities both in Trinidad and Tobago and in other cities across the world.The local Masquerade sub-sector, which focuses on design, production and presentation of costumed bands, has become one of the key drivers in the Carnival business landscape of Trinidad and Tobago.
- Having emerged primarily as a creative activity and a socio-cultural practice, the Masquerade industry has now evolved to also become a substantial contributor to the local economy during the Carnival season. In addition, Carnival festivities are viewed as a potentially viable and sustainable global economic industry supported by talent, expertise, skills and knowledge that are almost exclusively indigenous to Trinidad and Tobago. Carnival is in this context considered Trinidad and Tobago’s most important cultural export.
- Here are some quick facts about Carnival:•Carnival is An annual country-wide festival•It has inspired the structure of several carnivals throughout the region and world•More than 29 carnivals in the United States, seven in Canada, more than 52 in England, and four throughout Europe are the product of Trinidad and Tobago’s Diaspora•It is The largest generator of revenue in the sector•T&T is known as a world leader in organizing and delivering high-class carnivals•Carnival visitor arrivals have grown by over 60% in the last 10 years•Carnival has had over 40,000 yearly visitors who spend approximately US$28 million, over 10% of the annual visitor expenditures for T&T
- Carnival is bursting with opportunities for innovation, and quite recently these opportunities are being taken advantage of:•There are over 450 Mas Bands in Trinidad and Tobago comprising–Large Bands–Medium Bands–Small Bands•Each band operates as a full time business organisation•Most recent macro- innovations include:–International Online Registration for Masqueraders–The interplay between costume design and fashion design–Constant re-analysis of the Value Chain–Interrelating Carnival with other aspects of Entertainment/ Tourism throughout the year, and quite recently fashion design•Points on Entrepreneurship–Carnival is a feeding ground for promoters, decorators, event planners, and musicians–Each year there is a growing series of events in the months leading up to Carnival
- There are 2 major players in the Trinidad carnival arena, they are carnival bands Tribe, the ultimate Carnival Experience and Island PeopleNow, for those of you who have never heard of Carnival in any context, Trinidad and Tobago carnival is a country-wide observation of a street parade of enormous capacity.Carnival Bands, like Island People and Tribe register, in many cases, THOUSANDS of masqueradors to “Play Mas” with them.This is no observation of an hour long parade… this is being in the centre, fully costumed, jeweled and made up to jump, sing, walk, dance and PAR-TIC-I-PATE IN THE FESTIVAL FOR TWO WHOLE DAYS. The entire country is virtually shut down to participate in carnival in one way or the other… and the world is invited.
- Now, how has TRIBE innovated? Tribe has been able to transfer its brand into an entertainment industry household name throughout the Caribbean.Moving from being just a Carnival Band to the promoters of the most sought after, most well attended events in the country throughout the year.And in 2012, Tribe took control of the Miss Universe Franchise in Trinidad and Tobago. I’d like to take this opportunity to congratulate my Chinese colleagues on an AMAZING year, having hosted and won the Miss Word 2012 Pageant (Yu Wenjshia) and of course that mind blowing performance in the London Olympics.
- Tribe prides itself on a culture of innovation, boasting of a refinement of its offering every year.Registered masqueadors can enjoy customization of their costumes.And a few years ago, tribe, through effective R&D identified and capitalized on a new market and launched the Band BLISS-“Same vibe different tribe”
- Tribe has an integrated technology platform that Provides worldwide registration via its online GUIOnline paymentsCustomer profiles and CRM through its TLC (Tribe Loyalty Card)And personalized interactionAnd finally the designers of Tribe’s costumes offer international design consultancy for designers in Miami, London and Australiaend of tribe
- Lets talk a little bit about island people mas now.
- Last Year, Island People made Carnival History, and used …Facebook to do something that has never been done before.After IP launched their costumes, they were heavily criticized ! Their customers did not like them at all.Here is a review of one of their costumes:“My problem with IP wasn’t that they were outside the box with execution…”And this is how they responded to the general discontent“Thank you for the constructive feedback. We value the opinions of our loyal masqueradors…”IP subsequently went to work redesigning a Trinidad and Tobago carnival GAME CHANGER.
- But that wasn’t the first time they changed the game. IP grew from a bed of innovation.Derrick lewis, founder and CEO of IP, created the brand from a T-shirt lineIn order to sell the t-shirts, Derrick and his brother Dane threw a series of parties and events to promote the brand.It turned out that people liked the parties more than the T-shirts and began requesting the event management services of Island People, This eventually led to a partnering with the ALJGSB in the development of an event management-training programmeAnd then, in 2005, they were approached by investors (Montai etc) for the creation of a carnival band… Island People Mas*End of IP*
- All that said, T&T carnival has innovated its way into a package that is being delivered worldwide:Trini musicTrini designersTrini performersTriniMasHere are some examples of Trinidad and tobago inspired carnivals in Notting hill, Japan and Australia
- And here’s a look at some promo’s for Trinidad and Tobago Carnival in very recent time. On the left is the highly sought after release by Project runway winner, Anya AyoungChee, and on the right is one of Tribe’s promo’s for this year’s presentation, themed Beasts, Butterflies and Bacchanal. (end of carnival)
- I’ll take you now, through a discussion of the journey the Trinidad and Tobago music industry has made.
- July 2012 marked the 100th anniversary of the first Calypso ever recorded (Colombia Records 1912). Since then Trinidad and Tobago has consistently created and recreated genre after genre.CalypsoSocaRapsoExtempoGroovaSocaBrass BandsParangChutneyHindustani ChutnySocaSocaParang and Gospelypso
- One of the biggest innovators and outstanding flag bearers of the Music Industry in Trinidad and Tobago is Kes The Band. Kes has done a great deal to push the industry forward and carry our genres around the world; he has perpetuated the Soca, Groovy Soca and Pop Soca genres. He has performed throughout the Caribbean, Europe, Asia and North America and he has made Soca music available worldwide.
- Not too long ago however, our music industry was not the fast moving trajectory it is today. Allow me to read an excerpt from the BBC’s website on the state of our music, in 2008 Trinidad's music. pirates of the CaribbeanBy Robert Plummer Business reporter, BBC NewsAs the latest soca music blares out from huge speakers at popular Trinidad nightspot Smokey and Bunty's, one song stands out more than most.Crazy's latest tune is the pirates’choice in TrinidadIt begins with a voice saying: "Hello Suzy, I have your $100 phone card here for you."Then it launches into an unlikely tale of a man being pursued by a woman who only wants him because he can afford to subsidise her mobile phonehabit.“Phone Card”, by veteran performer Crazy, is one of the most controversial new tunes in the run-up to next month's Trinidad and Tobago carnival, because of the double meaning in its lyrics.The Trini tendency to pronounce the word "for" as "fuh" means that the song's seemingly innocent refrain, "She only want me fuh card", ends up sounding blatantly sexual.Street vendorsThe tune has already made its mark in the charts published in two newspapers, the Sunday Punch and the Bomb. The only thing is that there is no legitimate way of buying it at the moment.If you go into one of the rapidly dwindling local record shops and ask for it, you will be sadly disappointed. Yet the main shopping area in central Port-of-Spain is full of street vendors with illegal copies.
- Kes is one of the T&T pioneers that has changed the consumerism culture in our music. In just 4 years, we’ve moved from a state of heavy piracy and lack of availability, to internationally available, digitally downloadable music, comparable to the US and UK industries. Kes recently launched his iphone app allowing for access to music, photos, videos, latest news, live performances and other features. The app also facilitates e-commerce for kes’s music
- Here are a couple more screen shots for the KesAp
- So we just saw examples how our creative and cultural industries have achieved Fast Rate InnovationInternationalization andInternational Commercialization
- Here is Kes performing in Japan and China
- Now what would a discussion on Trinidad and Tobago’s innovations be without a quick look at the Steel pan, the only acoustic instrument invented in the 20th century
- Here it is being used as part of a full steel orchestra
- Here are some quick facts about the Pan (read slide)Leslie Ann
- To summarize it allT&T has been slow (but steady) in innovations until the last decadeBut bursts of innovation have been happening throughout the Creative and Cultural sector, allowing for quick “catch up”The sector has been very influential around the worldWe are now in a position to identify that some Avenues for growth include:GrowthThrough technological platforms, like with TribeThrough effective branding of Trinidad and Tobago Carnival, Ensuring the association of Carnival with Trinidad and Tobago through internationalisation of music and artistes And Through continued diversification
- Thank you very much for listening Shay shay .Are there any questions?