Presented by Kris GrangerGraduate Student,

Arthur Lok Jack Graduate School of Business, The University of the West Indies

Structure of Presentation

• Innovation in a creative context

• The Cultural and Creative Sector in Trinidad and Tobago

• The development of innovation within the cultural and creative industries

– Carnival

– Music

– Steel Pan

• Projected growth avenues for the sector

Innovation in a Creative Context

• R&D of New Products

• Innovations in business models

• Repurposing of offering to be provided in a different medium

• Use of new technology platforms to change the way products are used, created, delivered or marketed

• New ways of producing products

Description of Cultural and Creative Sector in Trinidad and Tobago

• Carnival, Costuming and Design

• Music

• Steel Pan Instrument and Band Performances

Trinidad and Tobago Carnival

Trinidad and Tobago Carnival

“Trinidad and Tobago is known as a world leader in

theorganisationand presentation of carnival festivities both inTrinidad and Tobago and in other cities across the world.

The local Masquerade sub-sector, which focuses on design,production and presentation of costumed bands, has become

one of the key drivers in the Carnival business

landscape of Trinidad and Tobago…

Trinidad and Tobago Carnival

…Having emerged primarily as a creative activity and a socio-

cultural practice, the Masquerade industry has now evolved to also become a

substantial contributor to the local economy during the Carnival

season.

In addition, Carnival festivities are viewed as a potentially viable and

sustainable global economic industry supported by

talent, expertise, skills and knowledge that are almost exclusively indigenous to Trinidad and Tobago. Carnival is, in this context, considered Trinidad and

Tobago’s most important cultural export.”

Carnival Facts• An annual country-wide festival• It has inspired the structure of several

carnivals throughout the region and world• More than 29 carnivals in the United

States, seven in Canada, more than 52 in England, and four throughout Europe are the product of Trinidad and Tobago’s Diaspora

• T&T is known as a world leader in organisingand delivering high-class carnivals

• Carnival visitor arrivals have grown by over 60% in the last 10 years

• Carnival has had over 40,000 yearly visitors who spend approximately US$28 million, over 10% of the annual visitor expenditures for T&T

Innovations & Entrepreneurship in Carnival – Case Study• There are over 450 Mas Bands in Trinidad and Tobago comprising

– Large Bands– Medium Bands– Small Bands

• Each band operates as a full time business organisation• Most recent macro-innovations include:

– International Online Registration for Masqueraders– The interplay between costume design and fashion design– Constant re-analysis of the Value Chain– Interrelating Carnival with other aspects of Entertainment/ Tourism

throughout the year

• Points on Entrepreneurship– Carnival is a feeding ground for promoters, decorators, event planners,

musicians– Each year there is a growing series of events in the months leading up to

Carnival

Tribe’s Innovation Culture

• Tribe has been able to transfer its brand into an Entertainment Industry household name throughout the Caribbean

Tribe’s Innovation Culture

• Refining its offering to the masquerader each year

• Customisation of costumes

• Identification and capitalisation of new markets

Tribe’s Innovation Culture• Technology Platform

– Provides worldwide registration

– Online Payments

– Customer Tracking and Customer Profiles

– Personalised Customer Interaction (worldwide scheme)

• International Design Consultancy

Island People’s Innovations

Island People’s Innovations

T-shirt Line

Parties and Promotional Events

Event Management Services

Event Management Training

Carnival Presentation

Trinidad & Tobago

Carnival: Packaged for

The World

New Look of Carnival

Costume design by local fashion designer and winner of Project Runway Season 9, Anya Ayoung Chee for Tribe Carnival 2012

Costume design depicting the theme Beasts, Butterflies and Bacchanal for Tribe Carnival 2013

The Trinidad & Tobago Music Industry

Trinidad & Tobago’s Music Industry

Calypso Soca Rapso Extempo

Groovy Soca

Brass Bands Parang Chutney

Hindustani Classical

Chutney Soca

Soca Parang Gospelypso

The local industry has its own, very strong identity derived from the country’s very diverse ethno-cultural population. It has created more genres than any other country in the region, including:

Kes The Band

Flashback (2008)

The Kes App

The Kes App

Achievements in innovation from 2008-2012

• Fast rate of innovation

• Internationalisation

• International Commercialisation

Kes on New York Television

Kes performing in Japan and China

The Steel Pan

The Steel Orchestra

The Steel Pan

• Trinidad and Tobago’s National Instrument• Invented in the 1930’s• Brought to fame in the 1940’s• Invented by Trinidadian Winston “Spree”

Simon• The PHI pan or Percussive Harmonic

Instrument (an electronic, multi synthesising instrument) was invented by Department of Electrical Engineering Laboratory, Faculty of Engineering, UWI St Augustine on Jan 31st

2008• The steel pan app for iPadwas launched on

Nov 18th 2011

Conclusion

• T&T has been slow (but steady) in innovations until the last decade

• But bursts of innovation have been happening throughout the Creative and Cultural Sector, allowing for quick “catch up”

• The sector has been very influential around the world• Avenues for growth:

– Through technological platforms– Through effective branding of Trinidad and Tobago Carnival– Through internationalisation of music and artistes– Through continued diversification

Thank You