The serious business of entertainment

published: Sunday | August 3, 2008

Think of the entertainment industry and the picture of psychedelic lights, glittering stage performances and pumped up adrenaline flashes across. Many are lured by this very glitz and glamour and often perceive this industry is nothing but a cake walk that anyone to everyone can sashay on.

But what meets the eye is just the tip of the wide gamut that this industry offers. "There is a popular perception to single out music sector in entertainment, which is not the case," said Kam-Au Amen, lecturer, Reggae Studies Unit, Institute of Caribbean Studies, University of the West Indies (UWI), Mona.

On a crest

The entertainment industry is riding on a high; specially as world economies are looking beyond shores for cutting edge in the entertainment and related services.

According to a recent study by Prof Vanus James of Mona School of Business, the copyright sector, which covers the entertainment industry in its entirety, yields as much as $6.18 for every dollar of foreign exchange invested. In certain subsectors, Professor James noted, the return is around $6.57. On the other hand, the same dollar invested in communications (cable television for example) will yield $1.49.

"For anything to be successful, it takes a team effort, so one needs to look at the opportunities and roles that are key and critical for the smooth running of the industry," said Amen.

Opportunities unlimited

Amen said that the avenues for the incumbents are wide and varied, there are some key areas such as:

Visual & performing arts

Music

Fashion

Events and festivals

Audio-visual (radio, film & television)

Internet & computer based

Publishing

Sports

Tourism & travel

Amusement/theme parks

Gaming & wagering

Toys & games.

Amen elaborated on the sectors where there is a demand for professionals. "We need managers," he said, emphasising the industry is on the lookout for trained people.

Broadcasting

Amen foresees competition in this sector, "This is because of the large number of jobseekers attracted by the glamour," he said.

He said that job prospects will be best for applicants with a college degree in broadcasting or a related field. "Experience, such as work at college radio and television stations or internships would be helpful," Amen said.

He said since more and more channels are vying for the share in the broadcasting pie, they are less willing to provide on-the-job training, " they seek candidates who can perform on the job from the word go," he said.

Motion Picture

Amen said that better job prospects are expected for multimedia artists and animators, film and video editors, and others skilled in digital filming and computer-generated imaging.

Those opt to be in this field have options open locally and abroad.

Patience is the key to getting a break in this sector. "Success comes to those who have experience, talent, creativity and professionalism," he said.

Publishing

Strong communication skills and the ability to meet tight deadlines are key pre-requisites in this industry, said Amen.

He, though, sees a slowdown in demand, "Computerisation is making firms more productive, but this means that they would require less people to run the operations," Amen said.

Entertainment training

The UWI offers a Bachelor of Arts in entertainment and cultural enterprise management.

Amen, who is the coordinator for entertainment and cultural management programme, said that the programme is aimed to train students to understand the changes and opportunities in media. "We train the students to understand convergence of media, information technology and culture," he informed.

He said that the programme also focuses on entrepreneurial development and innovation in the sector and is targeted to both entry level and those in the industry, who want to enhance their skill sets.

He said that there are several themes that are covered, which include:

Caribbean history and culture

Cultural product development and management

Events planning and management

Legal concerns of the entertainment and cultural enterprises

Publicity, marketing and distribution.

Fun but hard work

Amen said that working in the industry is fun and also has potential to earn good money. But behind the glamour, there is a lot of work, "be prepared to put in long working hours and a lot of discipline," he said.

Entertainment is a worthwhile career path and sky is the limit for those who have the right mix skill sets, dedication and an open mind.

amitabh.sharma@gleanerjm.com