- PHOTO BY CLAUDINE HOUSEN
International performer, Shaggy, was one of many performers at MIDEM in 1997, when reggae played host to the opening night activities.
IN JANUARY 2006, 9,300 music professionals from 92 countries will converge on France, for five days of MIDEM (short for Marche' international de l'edition musicale) 2006.
The conference, which is the world's largest music industry fair, held annually at the Palais des Festivals in Cannes, France since 1966, gives an opportunity to discover new sounds and services, explore business opportunities, learn about tomorrow's industry, make deals and, of course enjoy live music and party.
"MIDEM is where the latest technologies for music production, promotion and distribution are displayed each year. In recent years MIDEM has been dominated by technology companies like Microsoft, Cable and Wireless, Apple and many other new providers of digital distribution and content management solution. MIDEM is therefore where serious music business persons go to know where the industry is heading, so they can make appropriate adjustments," said Lloyd Stanbury, entertainment lawyer and music producer.
MAJOR RECORD COMPANIES
Among the music industry sectors represented at MIDEM are independent and major record companies, music publishers, online and traditional distributors, live music professionals, A&R executives, agents, producers, promoters, import/exporters, manufacturers, service companies, retailers, attorneys and rights organisations.
Just about every single music genre is represented. Participants have access to the trade show floor, the MIDEM online database, the MIDEM conference programme, concerts, showcases and recitals, networking events, clubs and lounges, as well as parties and receptions throughout the show's duration.
A series of panels, workshops and round tables inform participants how to get their music into films, advertisements and video games. These fora also show how to make the most of international associations and provide essential updates on the state of the live music sector. Discussions take place on niche genres and specialist topics such as publishing, finance and entertainment law.
NEW TALENT
This music market comes complete with live music. The MIDEM package allows access to new talent at a wide panel of concerts. A defining moment for reggae music came in 1997 when Jamaica hosted the opening night concert. Those who performed included Shaggy, Jimmy Cliff, Ken Boothe, Freddie McGregor, Half Pint, Anthony B, Mutabaruka, Benjy Myaz, Chevelle Franklyn, Cindy Breakspeare, Joseph Hill of Culture, Daddy Rings, Everton Blender, Papa San, Gibby, Jahmali, Mykal Roze and Mystic Revealers, among others. Not to be left out of the historic contingent was top dancehall sound system, Stone Love.
However, many are sceptical about the rewards of going to MIDEM and the benefits it has had for Jamaica. The doubts arise as many people have the wrong expectations.
"Some people had unreasonable expectations. People were expecting million-dollar deals and nothing nuh go so. It's about building relationships with those on the cutting edge of what is happening. It's about how to counter piracy. MIDEM is about artistes selling their products to as many clients as possible," said Desmond Young, president of the Jamaica Federation of Musicians.
LOCKED IN
According to Stanbury, there may be other reasons. "Most local music operators are not equipped to do business outside of the ethnic Caribbean business communities around the world, so they remain locked into a closed circle," said Stanbury.
MIDEM has given local music industry personnel who were prepared for the conference an opportunity to better position themselves in the overseas market. Stanbury has only missed two MIDEM conferences since 1994.
"MIDEM is not just about trying to get a record deal or a music publishing deal. MIDEM is also about publicity for your artist or product. Close to 1000 radio/TV/magazine representatives specialising in music attend MIDEM each year. For me it is worth the trip just to be able to get information and products to these people," said Lloyd Stanbury.
"All the major reggae music distributors attend MIDEM every year. That includes companies like VP Records, Greensleeves Records, RAS Records, and sometimes JET Star Phonographics. Those of us in Jamaica who question the wisdom of travelling to Cannes should ask themselves why these companies go every year," said Stanbury.
"At MIDEM I have met several Jamaicans who are now very successful CEOs of large international independent labels operating in countries such as Germany, the U.K., U.S.A. and Canada. Its just the locally based Jamaican music business professionals who are not taking advantage of this very important event. If Jamaica intends to grow its music industry within the global marketplace, the industry must be represented at the most important music trade event in the world," he said.
BIGGEST SELLING ARTISTES
"Many things have happened since 1997. Shaggy and Sean Paul are two of the biggest selling artistes in the world. Reggaeton, the fastest growing music genre in the world. Dancehall artistes who have gained acceptance in mainstream URBAN American music. Black, green and gold, now the most fashionable colour combinations among the young urban population worldwide,"
Stanbury said.
"There is no question that Jamaican music has enjoyed its best years since 1997 in terms of worldwide sales and popularity. The biggest and most significant Jamaica music industry initiative at the international level in terms of marketing has been the 1997 Sounds of Jamaica showcase at MIDEM. That activity must therefore get some credit for the recent music successes," said Stanbury.
Out of that trip came Half Pint's publishing deal with BMG, Kingston Music's six-album distribution deal with Tabou 1 Records, as well as Gibby's promotional and distribution deal with Charisly Records.
Kymani Marley and his manager Clifton 'Specialist' Dillon, as well as Geejam Studios head Jon Baker, went to the 36th annual MIDEM, held in 2002, to announce a new deal with SONY/Epic France for the release of a compilation package titled Adelante.
SECURE BUSINESS DEALS
The following year Kymani Marley was absent. However his promotion team saturated the venue with promotional material announcing his Many More Roads CD, for which he was nominated for a Grammy.
"I have managed to keep in touch with music trends internationally from the creative, technological and management sides by being a regular MIDEM participant.
Every year I attend MIDEM I secure business deals for the clients I represent there. The most important part of
participating at MIDEM is the preparation you need to make several weeks before you arrive in Cannes. To make MIDEM work, one has to get in touch with prospects before getting to France and MIDEM provides all the information and tools you need to make contacts before arrival. The follow-up that is done after MIDEM is equally important. If you don't prepare for MIDEM you will get nothing out of attending MIDEM," said Stanbury.
"For me, MIDEM was an eye- opener. I'm willing to learn. Those who went and didn't do well didn't have what the world wanted. Look at the successful songs; it's not the ones made in Jamaica. Nothing is wrong with the music, but the lyrics," declared producer, Gussie Clarke, the largest music publisher based in the Caribbean.
