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Presented by Kris Granger
Graduate 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
• ...
Innovation in a Creative Context
• R&D of New Products
• Innovations in business models
• Repurposing of offering to be pr...
Description of Cultural and
Creative Sector in Trinidad and Tobago
• Carnival, Costuming and Design
• Music
• Steel Pan In...
Trinidad and Tobago Carnival
Trinidad and Tobago Carnival
“Trinidad and Tobago is known as a

world leader

in
theorganisationand presentation of carni...
Trinidad and Tobago Carnival
creative activity

…Having emerged primarily as a
and a sociocultural practice, the Masquerad...
Carnival Facts
• An annual country-wide festival
• It has inspired the structure of several
carnivals throughout the regio...
Innovations & Entrepreneurship
in Carnival – Case Study
• There are over 450 Mas Bands in Trinidad and Tobago comprising
–...
Tribe’s Innovation Culture
• Tribe has been able to transfer its brand into an
Entertainment Industry household name throu...
Tribe’s Innovation Culture
• Refining its offering to the masquerader each year
• Customisation of costumes
• Identificati...
Tribe’s Innovation Culture
• Technology Platform
– Provides worldwide
registration
– Online Payments
– Customer Tracking a...
Island People’s Innovations
Island People’s Innovations

Parties and
Promotional
Events
T-shirt
Line

Event
Management
Services

Event
Management
Trai...
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...
The Trinidad & Tobago
Music Industry
Trinidad & Tobago’s Music Industry
The local industry has its own, very strong identity derived from the country’s very
di...
Kes The Band
Flashback (2008)
The Kes App
The Kes App
Achievements in innovation
from 2008-2012
• Fast rate of innovation
• Internationalisation
• International Commercialisati...
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
Inve...
Conclusion
• T&T has been slow (but steady) in innovations until the
last decade
• But bursts of innovation have been happ...
Thank You
Innovation and entrepreneurship in the cultural and creative sectors in Trinidad and Tobago | Presented at USST Shanghai, ...
Innovation and entrepreneurship in the cultural and creative sectors in Trinidad and Tobago | Presented at USST Shanghai, ...
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Innovation and entrepreneurship in the cultural and creative sectors in Trinidad and Tobago | Presented at USST Shanghai, China by Kris Granger

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Kris Granger visited the University of Shanghai for Science and Technology and presented on Trinidad and Tobago's creativity culture, using the Creative Sector as a case.

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Innovation and entrepreneurship in the cultural and creative sectors in Trinidad and Tobago | Presented at USST Shanghai, China by Kris Granger

  1. 1. Presented by Kris Granger Graduate Student, Arthur Lok Jack Graduate School of Business, The University of the West Indies
  2. 2. 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
  3. 3. 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
  4. 4. Description of Cultural and Creative Sector in Trinidad and Tobago • Carnival, Costuming and Design • Music • Steel Pan Instrument and Band Performances
  5. 5. Trinidad and Tobago Carnival
  6. 6. Trinidad and Tobago Carnival “Trinidad and Tobago is known as a world leader in theorganisationand presentation of carnival festivities both in Trinidad 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 landscape of Trinidad and Tobago… in the Carnival business
  7. 7. Trinidad and Tobago Carnival creative activity …Having emerged primarily as a and a sociocultural 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.”
  8. 8. 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
  9. 9. 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
  10. 10. Tribe’s Innovation Culture • Tribe has been able to transfer its brand into an Entertainment Industry household name throughout the Caribbean
  11. 11. Tribe’s Innovation Culture • Refining its offering to the masquerader each year • Customisation of costumes • Identification and capitalisation of new markets
  12. 12. Tribe’s Innovation Culture • Technology Platform – Provides worldwide registration – Online Payments – Customer Tracking and Customer Profiles – Personalised Customer Interaction (worldwide scheme) • International Design Consultancy
  13. 13. Island People’s Innovations
  14. 14. Island People’s Innovations Parties and Promotional Events T-shirt Line Event Management Services Event Management Training Carnival Presentation
  15. 15. Trinidad & Tobago Carnival: Packaged for The World
  16. 16. 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
  17. 17. The Trinidad & Tobago Music Industry
  18. 18. Trinidad & Tobago’s Music Industry 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: Calypso Soca Rapso Extempo Groovy Soca Brass Bands Parang Chutney Hindustani Classical Chutney Soca Soca Parang Gospelypso
  19. 19. Kes The Band
  20. 20. Flashback (2008)
  21. 21. The Kes App
  22. 22. The Kes App
  23. 23. Achievements in innovation from 2008-2012 • Fast rate of innovation • Internationalisation • International Commercialisation
  24. 24. Kes on New York Television
  25. 25. Kes performing in Japan and China
  26. 26. The Steel Pan
  27. 27. The Steel Orchestra
  28. 28. 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
  29. 29. 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
  30. 30. Thank You

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