CREATIVE SOUNDS Ltd. has made its name in Jamaica as one of the premier advertising agencies and production houses. Although noted for its exploits in the commercial creation business, its management team has decided to step within the unpredictable roller coaster boundaries of reggae music production and artiste management.
The entity opened its doors as a production house in 1982 to widespread speculation that Kingston could not handle another production house seeing that the few already present catered adequately to the advertising dollar.
A bit stubborn, Creative Sounds faced the dangers and managed to not only hold their own, but to step a notch or two above some of their competition, and stamp their names into our musical ears with some unforgettable jingles.
Among them are all the Red Label jingles since 1987, the Berger 404 advertisements since 1995, Petcom Cookie Gas advertisements, Digicel Flexicards, and Burger King advertisements.
Now, Creative Sounds Ltd wants to repeat history by stepping into another challenge. They have decided to run the risk of entering into the unpredictable music business. A giant step for an ad agency, but they are loaded with confidence that it will work.
BROADEN OUR SCOPE
"We feel that the time has come to broaden our scope, and we want to do it in music production," explains Paul Carroll, Creative Sound's Chairman and CEO. This, as he outlines, will include among other things the building of rhythms, the recording of artistes, and the management and booking of artistes of their choice.
"Whereas in the advertising business it is less risky, the horizon in the music business is limitless," he continues. There is greater scope for development with this and we feel that the name that we have developed in the business will allow us to make it."
'Making it' in the dancehall/reggae business as everyone knows does not happen by fluke. It takes a concentrated effort, determination and sheer guts. As Carroll points out however, they don't expect everything to flow smoothly, as nothing in business ever does.
"We are expecting that hitch that every new artiste or company faces in the beginning stages. It may be hard to get airplay sometimes, or for our artistes to get recognised but we are prepared to deal with it," he contends. The process to artiste management has already started. To date they have roughly 11 artistes under their umbrella with completed demos, who are looking to branch out into the big times. Four music videos from their compilation CD have already been shot, and are soon to be released on local cable stations.
THE RIGHT AMOUNT OF TALENT
"These (artistes) are people with the right amount of talent and the right attitude to work with," Carroll adds. These factors he points out, are what he feels will make Creative Sounds different from other artiste management companies who only go after what the industry calls 'brand name' artistes.
"We will be the type to work with any young talent, as long as they fit the bill-- if you sound good, can fit properly on a rhythm, whether you are a dub poet, deejay, singer or otherwise, as long as you have the attitude and aptitude, we will work with you. If you are willing and able to help yourself, this is the place for you."
The dream according to Carroll, is to change the business a bit and allow fresh faces with real talent an easier passage into the business. As the industry players know, 'breaking in' on one's own is a draining task.
"We want to set up a company that is fair and profitable, and that handles the affairs of the artistes to their satisfaction. We will be one company that artistes can approach easily, and one that they don't need any special links to get to present themselves. As long as they have the talent and the right attitude, they will be heard."
