This summer thousands of artists, art-lovers and creative entrepreneurs from across 19 Caribbean countries will descend on Trinidad and Tobago for the region’s biggest arts festival.
CARIFESTA XIV aims to celebrate the Caribbean’s rich and varied cultural heritage while providing employment and networking opportunities for those in the cultural and creative industries, boosting tourism and showcasing the best of the region’s talent. This year’s event promises to be bigger and better than ever, according to Arlene Holman, Marketing Manager for CARIFESTA XIV who says: “In every hosting of the festival, each host country is encouraged to innovate. Trinidad and Tobago have introduced a number of new activities and events with a view to widening the target market and reach of the festival.
This year patrons will experience some new events on the calendar of activities: a Caribbean Jazz show, J’Ouvert, Food & Rum Festival, Gospel Showcase and other exciting shows.”
A long history
Long before economists were throwing around the term ‘orange economy’, leaders in the Caribbean understood that the region’s creative entrepreneurs needed support, fellowship and an opportunity to shine. CARIFESTA dates back to 1970 when attendees at a writers’ and artists’ convention in Guyana decided that a large-scale festival would inject new energy into the regional arts community. Two years later, Guyana hosted the first Caribbean Festival of Arts. This first embodiment of CARIFESTA attracted more than 1,000 artists from over 30 countries. Given its success, stakeholders decided to institutionalise the event — handing over its management to a unit within the CARICOM Secretariat — in the hope that it would broaden its impact and influence.
Today the festival retains its core aims: to maximise participation in the arts, to encourage Caribbean unity through culture, to expose young people to the creative arts and to promote the region’s cultural industries. The last festival was held in Barbados in 2017. This year’s event, taking place August 16-25, will be the fourteenth CARIFESTA and organisers are predicting a huge turnout with 19 countries attending. Participants include Saint Lucia which, as a member country, will be sending its own delegation.
“In addition to its artistic and trade aspects, cultural diplomacy is integral to the festival, given that government-sponsored delegates are the main participants, and in view of the support required from the highest political levels in the Caribbean community,” says Dr Hilary Brown, Programme Manager for Culture and Community Development at the CARICOM Secretariat. “The festival is a unifying force in regionalism and contributes to strengthening CARICOM identity and spirit.”
The Orange Economy
CARIFESTA XIV’s packed line-up may include a “super concert” headlined by homegrown legends such as Machel Montano and Shaggy, food and drink festivals and daily performances but the festival isn’t just one big party. It’s also a business boon that helps small island economies diversify and grow.
According to Dr Brown: “For countries hosting the festival, participating contingents of artists as well as visitors and the local audience lead to an increase in demand for goods and services related to tourism and cultural industries. For participating countries, the festival provides a regional platform for showcasing their respective culture and arts with an opportunity to generate business.”
The Caribbean’s cultural and creative industries, also known as the ‘orange economy’, are on the rise. In 2011 the Latin American and Caribbean orange economy was worth US$ 175bn according to the Inter-American Development Bank, and had exports totalling US$ 18.8bn. Saint Lucia had one of the strongest creative sectors in the Caribbean, contributing 8 per cent to the country’s overall economy and boosting employment by 4.4 per cent.
A lot has changed since CARIFESTA began in 1972, not least the advances in technology which can now be leveraged to extend the festival’s exposure and target markets. Recognising the need to ensure the event keeps up with the times, CARICOM restructured CARIFESTA in 2004 with a new strategic plan. “The new model seeks to provide more opportunities for professional and artistic development for the region’s artists,” says Dr Brown, “opening up the festival for more artists to participate, leveraging the intellectual property value through merchandising and media rights, measuring the economic impact and stimulating more action on the part of policy makers.”
Following that restructuring, the festival is now held every two years (instead of every four) and has a marketplace component where international buyers can network with entrepreneurs. There is also more emphasis on the online potential with a new website and greater use of social media in promotion and marketing.
Small countries, big talent
Trinidad and Tobago is especially eager to focus on new talent at this year’s event and began searching out the region’s undiscovered artists in January with a talent search and casting call roadshow. New talent will perform alongside established veterans such as Jamaican reggae superstar Shaggy, Guadeloupe performers Kassav, soca legend Machel Montano and calypso singer Calypso Rose.
Dr Brown says there is a wealth of talent in the Caribbean, and wants those artists to have the tools to monetise their skills. “CARICOM is known for its rich, cultural diversity that has distinguished the region internationally. The region’s historical legacies in relation to heritage, diverse cultures, languages and peoples, the development of uniquely Caribbean genres of music and legendary creative talent provide unlimited possibilities to generate revenue.
“The Caribbean has tremendous resources in terms of creative and cultural content. These industries represent leverage points for building competitive exports and driving the development of national innovation systems and employment.”
