Creating marketable art

Lampshades made from banana fibre paper

It is nation on a mission to hone the creative acumen of Jamaica, encourage artistic minds to explore new frontiers, and most critically, create a sustainable artistic industry.

"It not how much good art is created, but if that art is marketable and financially viable for the artist, is the biggest issue," said Collin Porter, manager, Technical Services, Jamaica Business Development Corporation (JBDC).

August is a historic month, the celebration of Emancipation and Jamaica's completion of golden jubilee as an independent nation. Both landmark days in the history of the nation, where the breath of freedom infuses vitality and pride into the nation's bloodstream.

Wicker basket

Porter informed that through the JBDC's incubator, opportunities are being given to individuals to enhance their creative skill sets in accordance with market demands. The idea is to marry the traditional skills and make them marketable according to the demand and style of the consumers.

"We hold regular workshops and training sessions for various creative industries," Porter said. "And one of the critical elements is to make these products market relevant."

The market relevance of the products, according to Porter, is obtained from Things Jamaican stores, operated by JBDC. "This is a critical link," he said. "We need to understand that whatever we have been doing traditionally, and the designs that we have been making traditionally, might not be in demand."

Based on the feedback of the customers, products are tweaked to make them move quickly off the shelf.

Gift basket made from banana fibre paper

Emphasis is given to use of locally sourced material.

"At times, it might not be possible to get the raw material locally, but instead of getting the cheap variants of finished products imported, we import the raw material and manufacture the products according to our specifications and quality control."

"It is a myth," the technical services manager said, "That quality things cannot be produced in Jamaica. With the right guidance and direction, a lot can be achieved."

His entity is currently involved in initiatives such as developing leather-ware and making paper crafts.

They are also experimenting with making paper from banana fibre, which Porter hopes will be a commercially viable and uniquely Jamaican product. This complements a suite of products made from recyclable material - jewellery from paper beads and newsprint, and toys made from cereal boxes - which are being seen as sustainable merchandise.

Paper beads necklace

"Effective marketing is the key," Porter said. This is what the incubator unit is doing, he informed. "We are trying to assess the market and product trends and tie the concepts in accordance with the market needs."

"With confidence, you have won before you have started," said Marcus Garvey - the confidence to develop the country by giving youngsters and those with a creative mindset to take their ideas to the production line.

It is time to rejoice, reminisce about the glorious past and build on the foundations laid down by the forbearers, and it is also time to hone sustainable, indigenous skills for wealth-creation and take Jamaica to newer heights.