André Jebbinson, Staff Reporter

Singer Jovi Rockwell (left), Jon Baker (centre) and Kirk Kennedy of JAMPRO at 'A Taste of Cannes', held at JAMPRO's Trafalgar Road, New Kingston, headquarters on Tuesday evening. - Winston Sill/Freelance Photographer

For years the Jamaica Promotion Corporation (JAMPRO) has been helping many young Jamaican talents to be recognised around the world. A strong contingent of over 50 artistes, producers and lawyers will travel to France to attend the MIDEM Music Festival under JAMPRO's leadership to represent Jamaica from January 21 to 27.

Participants will have an opportunity to meet with professionals from all over the world to discuss various aspects of the music business, and begin negotiations for future business opportunities.

JAMPRO has assisted entertainers like Shaggy, who had the opportunity to perform on the Jamaica Night Showcase organised by Jampro at MIDEM 1997. There, he was able to make significant deals which were partly responsible for the upshoot in his career.

Other local entertainers have made the trip to the largest music festival on earth. This is part of the ongoing mission of JAMPRO to assist Jamaicans with developing and benefiting from their art.

"The entertainment industry has a lot of potential, especially as reggae music is so popular. Persons have combined traditional and new trends in marketing the music," said Nardia McKenzie, Film, Music & Entertainment Commission consultant at JAMPRO.

According to McKenzie, the FME Commission, a division of JAMPRO, is designed to attract investment and promote Jamaica as the location for varied entertainment offerings. The country's ability to offer technical, production and general administrative assistance is complemented by the mandate to increase investment, export, employment and foreign exchange earnings.

Keep up with the times

In order for entertainers to fully benefit, they must keep up with the times.

"This includes the opportunities which exist through digital technology. In the next 10 years it is expected that CDs will diminish as digital distribution is becoming more popular," McKenzie said.

There are times when an entertainer needs that extra push to help them get over their hurdles. Those attending the festival this year will be able to do so. JAMPRO is creating the platform at this year's MIDEM where other upcoming acts will also be showcased on the Sounds of Jamaica night in France.