Sadeke Brooks, Gleaner Writer
Robert Livingston of Big Yard says 50 per cent of Jamaican performers' products are geared towards the US market.
Jamaica is highly dependent on the United States and changes in their economy are likely to affect ours. And that includes the entertainment industry, which gets a significant part of its inflow from 'up North'.
The US has been experiencing downturns in its economy. There is ongoing debate over a possible recession in the American economy, due to the downturns in the housing sector and the troubles they are currently experiencing in their credit markets.
As recently as last Wednesday, US President George Bush signed a bill to put US$152 billion into taxpayers' hands in a bid to avoid a recession. Additionally, the US' gross domestic product (GDP) has declined significantly over the last year, due partially to the 'War on Terror'.
With such adversities facing the US economy there are questions about the ability of the Jamaican entertainment industry to sustain the pressure.
tighter budgets
Jerome Hamilton of Headline Entertainment says the impending recession will definitely affect Jamaica.
"It will definitely affect every significant industry in Jamaica. When people money tight they cut down on entertainment, because it is not a necessity," said Hamilton.
He says the downward turn of the US economy has been seen, and he expects it to continue. He believes that there will be a reduction in concerts and records sales, because the American people will be saving.
Hamilton says he foresees a shutdown in the US economy and warns that those in the Jamaican entertainment industry must be wary of this.
"Here, some people are more hard-headed in the business. We don't take world conditions into consideration and a lot of people will be in trouble. Many will be forced to close down," said Hamilton.
high income market
According to Hamilton, high-income Americans are not necessarily reggae supporters so only the more professional artistes will be able to keep their heads above the water.
Robert Livingston of Big Yard Music also believes the recession will have negative implications for the entertainment industry.
"US is the prime market for everyone. Fifty per cent of what Jamaican artistes do is geared to the US market. The other 50 per cent is geared to Europe and Japan. If their economy is bad it will affect us," he said.
He says the producers and artistes are heavily dependent on electricity, which is oil-based and quoted in US dollars. Livingston believes tours and festivals will also decrease as a result. He says the industry will face further problems because the equipment used in production is purchased in the US.
Tourism Minister Ed Bartlett is more optimistic on the matter, citing that the US is not experiencing a full-fledged recession. He says President Bush is making attempts to prevent the economy from crashing. He notes that the downward movement in the oil prices will further help to prevent such a crash.
Bartlett says that in the event of a recession, US travellers will prefer to spend their vacations in Jamaica because it will be more affordable to them. This is already panning out, as he said that based on projections by the American Society of Travel Agents Jamaica has been named as one of the preferred summer destinations. The destinations ahead of Jamaica are the United Kingdom, Rome, Cancun in Mexico and Paris, while Venice, Barcelona and Vancouver are ranked below.
Bartlett says this also means that those visitors will be in the country to support the festivals and entertainment events that we will be hosting in the summer.
However, he says the entertainment industry will face further problems because partners critical to staging events will be negatively affected. These partners include the production houses, airlines that offer discounted seats and sponsors.
Alicia Keys and Junior Reid perform at the American Music Awards in Los Angeles on Sunday, November 18, 2007. Collaborations between Jamaican and US performers are commonplace.- Contributed
