- CARLINGTON WILMOT/FREELANCE PHOTOGRAPHER
It was a school event but not necessarily schoolroom behaviour at the St. George's Barbe-Q, held on Friday, April 22, at the Police Officers' Club, Hope Road, St. Andrew.
Kesi Asher, Staff Reporter
WITH SPONSORSHIP coalitions and bans being bandied about, the Wisynco Group has proposed rating local concerts much in the same way that movies are classified, based on content. It is not an entirely new thought, as a representative of the Ministry of Information said although a rating system is not currently in place, it has been suggested that one should be implemented.
With many a CD bearing the stark black and white 'Parental Warning: Explicit Lyrics', it is not inconceivable that live shows with artistes whose recorded material has earned the labelling should be rated to keep out the youngsters.
Zachary Harding, director of marketing at the Wisynco Group, said the idea is to change conventional models of sponsorship by rating shows so that the audience is more aware of what to expect. Sponsors will also be better able to decide whether or not to sponsor a show. "We are looking at it as a new model, where we work with the entity and then publicise the appropriate rating so that people can choose whether to participate in it or not," said Zachary Harding.
Wisynco is heavily involved in Jamaican entertainment, especially dancehall, through its Bigga and Wata brands.
FAMILY-ORIENTED SHOWS
Currently, family-oriented shows are normally so advertised and also often have a lower price for children. Among other factors, the customary very late start to dancehall shows implies that they are for adults. Wednesday's 'Back 2 School' concert at Jamaica College in St. Andrew featured noted performers such as Wayne Marshall, Fat Joe, Mario and Tami Chynn, but the early afternoon start, as well as the concert's marketing, indicated that it was geared towards schoolchildren.
Fantan Mojah, banned by the six-organisation strong Coalition of Corporate Sponsors after his performance at Western Consciousness in Westmoreland earlier this year, says a show which starts late in the night and goes until early morning is evidently for adults. In light of this, there would be no need for a rating system. "Big people show a big people show," said Fantan Mojah.
However, with a mixture of artistes on a particular show, such as the Beenie Man Summer Sizzle in Clarendon last Saturday, which presented a range of performers from Beres Hammond to Lady Saw and Jimmy Cliff to Beenie Man, an overall rating could become problematic. In addition, advertisements for some shows, such as next Thursday's Infiltration Launch Party for Assassin's debut album at the Mas Camp Village in New Kingston, already cary the slogan 'Adults 18 and over'.
There is strong support for a concert rating system. George Walker, general manager of Hype TV, said individuals and companies alike have the right to spend and earn money. He emphasised that local cable television companies Hype TV and RE TV, which are heavy on entertainment content, are rated 'Mature' by the Broadcasting Commission.
"The audience has a responsibility to themselves and their children to monitor content and media," Mr. Walker said.
Tara Playfair-Scott, marketing manager of Cable and Wireless Jamaica Limited, which is a member of the Coalition of Corporate Sponsors, extended the proposal to sound systems and printing the ratings on flyers for a particular event. Playfair-Scott says that having alcoholic drinks on sale at a show where there are under-aged patrons is inappropriate and reflects badly on sponsors, parents and promoters. She blames that on the Jamaican culture, which allows minors to attends some events without proof of age.
RATINGS ON SHOWS
"Putting a rating on shows will help people make a more conscious choice on the type of event that they are willing to attend," Playfair-Scott said.
Clyde McKenzie, a director of Shocking Vibes Limited, is in favour of any mechanism to ensure a certain level of decorum for the appropriate audience.
"The real thing for me is how these shows affect impressionable children, that is why I would support a rating. Adults should be allowed to entertain themselves anyway they please, as long as no damage is involved in the process," McKenzie said..
Singer Oniel from the group Voice Mail feels that a rating system would benefit the music industry. He believes that placing the specific rating on an advertisement for the event would make it better for people who wanted to know exactly what to expect. "If you want to go, you free to go," Oneil said. He feels that it would also benefit sponsors, as "sponsors just protect them name and them image."
However, deejay Lady G believes that a rating system is unnecessary, because the mere fact that an event such as dancehall show speaks for itself. "From yuh hear the artiste you know what the show is about," said Lady G. She also feels that it is not fair for the sponsors to dictate what dancehall music should be like.
