Jamaica is more complex and has more fiery spirit than any place else on earth. The country is young, but solid; it’s a place with soul, sounds and talent. The culture runs deep and has been amalgamated, hijacked and revered around the world.

The island has produced greats like Bob Marley, who was not just an entertainer: he was a prophet and today is a legend with a massive, loyal following across the continents. Asafa Powell is not just an Olympic athlete: he’s the fastest man in the world! Goldeneye is more than Ian Flemings’ home: it is the birthplace of the world’s most famous British secret agent - James Bond. In truth and fact, the Jamaican saying we likkle but we tallawah (we are small but formidable and strong) has never been more evident in the past few years, as the creative industries have reaffirmed Jamaica’s dominant position on the global map.

WHEN MUSIC HITS…

The past year was an incredible one for Jamaican reggae/dancehall music. Jamaica’s impact on the global music market has never been more multi-faceted and far-reaching with such a visible and immediate impact. Sean Paul’s success, for instance, has defined his place in the industry as more than a reggae star: he’s the first official global pop star from the Caribbean. More importantly, he is thoroughbred Brand Jamaica - pure talent, pure energy, pure creativity and pure success!

But that is not all there is to Sean Paul’s success. Behind the scenes, he is supported by a cadre of persons, professionals who are 100% Jamaican, his band, his management team of Jeremy Harding (2 Hard Productions), Jerome Hamilton (Headline Entertainment) and Steve Wilson (Mystic Urchin).

Harding, who knows about the potential of Jamaican music on an international scene, comments:

“The gates are wide open, the music is already mainstream. There is no learning curve to overcome… We have major airplay. All the big labels know our music will sell and they are now always looking our way for new talent. We are on their radar.”

The halo effect of a single Jamaican’s success radiates far and wide - and not just in one sector. The beauty of the creative industries lies in the natural synergies that crop up and support one another.

DESTINATION JAMAICA

Each year, Trace Magazine dedicates an issue to the one locale deemed hip and hot enough to demand attention, generate advertising revenue and sell magazines. Last year, Jamaica was that destination, and it delivered on all counts.

Models, musicians, photographers and production crews were all locally sourced for the two-week effort. What the magazine got was a sampling of Brand Jamaica at its finest, and the issue produced proved to be as sexy as our supermodels, as hard core as our dancehall artistes, and as multifaceted as our stunning scenery.

As anticipated, the readership embraced what was showcased, and this feature proved one of the magazines most successful issues. The issue’s cover featured Sean Paul and Jamaican super model Kimanee Wilson. A prodigy of Pulse Models, Kimanee has booked contracts with Oscar de la Renta, Ralph Lauren, Levi and others. Amazingly Kimanee’s success isn’t a novelty: she’s part of a growing number of Jamaican born and bred international supermodels. 

The island’s leading model agencies have successfully landed Jamaicans on the catwalks and covers of all the leading magazines. Pulse alone has five of the world’s leading supermodels under its management – Jaunel McKenzie, Kimanee Wilson, Nell Robinson, Carla Campbell, and Nadine Willis. Their campaign covers the gauntlet of fashion from fantabulous hip hop gear Fubu to Uber upper crust Gucci and the everyday accessibility of Gap. 

Growing in tandem with the modelling industry is Pulse’s Caribbean Fashion Week and Saint International’s Style Week. Both are lauded by many as the Caribbean’s premier fashion events, and they serve as international platforms for Jamaica’s fashion designing talent. Designers, photographers, make-up artists, and stylists can all showcase their skills while interacting with players in the international and regional fashion industry.

Still, in what can be described as its infancy stage, the fashion industry is developing handsomely. Pulse has taken its model management business regionally. And, both Saint International and Pulse have broken into the realm of television production.

The film industry has traditionally been the quiet giant of the creative services industry. Offering picturesque film locations, highly skilled film crews, as well as attractive incentives for film and music producers, Jamaica’s quiet giant is rapidly awakening. The island has provided breathtaking backdrops for photo shoots and video productions, and varied film locations.

As a result, some of the world’s movie favorites have been shot on location in Jamaica. Remember the cult classic The Harder They Come that invigorated the British Broadway scene? This has been followed in quick succession by other hits such as:

Last year alone, over 1,200 Jamaicans were employed in the film sector, and over 144 film projects came through the island; and the prospects remain favourable, especially because of the synergies between film and our world- renowned music. Natalie Thompson, founder and director of Cinecom Productions, has been in the film industry for over 20 years, and she sees a clear link between our music and our visual industry.

“Film has to piggyback on music. Because, really when you think about it, the music is already very visual. The ites (red), green and gold of the Rastafarian culture is visible in the music”, says Thompson. “Because of music our culture is already out there, that’s why we’re known. Now, we just have to persuade private investors and government that film can do it too.”

And film is doing it, says Thompson: “We have a small talented core of young film makers who are moving forward, making films and utilizing new media.” Jamaica’s place in the creative industries arena is secure, and the island is set to take over the world.