Artistes vs Promoters

 "The future for legitimate show promoters look bleak," declared Teensplash promoter, Linval Gibbons.

The Gibbons Promotions CEO pointed out that promoters are a dying breed. "Look at events like Reggae Carnival, Hot Shot, DJ Roll Call, Fresh, to name a few, all of those events have stopped over 10 years ago" Gibbons said; adding that only a few bonafide promoters remain.

"Sumfest, Gibbons Productions, Supreme Promotions are among the few that are still flying the banner high," noted Gibbons.

According to the promoter, there are some artistes who are 'flexible' but others are charging way too much for a show.

"The truth is that, we just cannot compete on the same playing field, artistes keeping birthday bash, some artistes have three birthday bash for the year. That is killing the business. Artistes pay fellow artistes 'chump change' while we, the bonafide promoters, are being charged an arm and a leg," Gibbons impassionately stated.

Gibbons explained that an artiste organising a show can afford to have as many as nine 'big name' acts on his event, whereas the bonafide promoter can only afford maybe two or three.

"Why should I go to a show to see two artistes when I can see all 10 for the same price or even less. They are killing us...help!" he exclaimed.

While Sumfest promoter, Robert Russell, is giving thanks for the "few reasonable artistes," he can relate to the frustration being experienced by Gibbons.

"Some artistes fees are very high, while others are very reasonable. The other ones that try to charge an arm and a leg are pricing us out of the market," the promoter pointed out.

"There is only so much sponsorship money to go around. To try to recover the cost of the show from gate receipts alone, it would not be possible with the cost of production," stressed Russell.

Russell pointed out that promoters have to limit their gate charge as the reality is that "people just don't have that kind of income."

Local artistes are paid anywhere from $40,000 to over one million. According to Russell the performance tab runs into the millions.

It appears as if artistes are the only ones benefiting from the shows as they are already paid, with promoters yet to recoup the money pumped in.

Among the main expenses that promoters have to deal with are security which can range anywhere from $400,000 to over two million; venue which is in the same region as security; stage and lighting which range between $500 - $2,000,000.

According to Russell, the overall cost to stage Reggae Sumfest this year was in the region of $120 million. "Without sponsor we couldn't stage it," he said adding that he is expecting to break even as they are still in the process of collecting from ticket outlets.

"I expect to break even, or if I lose it should not be a heavy loss," he informed. "Rain fell and people didn't come out, the promoter has no recourse as money already went into it," said Russell.

"A lot of promoters have dropped out of the game, because they can't afford it, they can't sustain the losses," were the sobre words from Russell.

Female dancehall DJ Macka Diamond doesn't share the view that artistes are cramping promoters' style.

"Some of the artistes charge us still. They ask for pay as they are not into 'bartering' because they claim they don't keep shows," said the Bun Him deejay.

Her advice to fellow artistes is, "Now would be the time to be reasonable because of the recession. If you rate your fans and the financial challenges they are facing you would be," she shared.

For gospel deejay, Calvin 'Prodigal Son' Whilby, both parties should try to find a middle ground.

"Based on business ethics you can find the right middle ground. I know I am one of the reasonable ones. Whenever I do my events whatever is due to an artiste I give it to them. I have artistes brethren that pass through but even when they do that, if it is even their bands you have to take care of them," Prodigal Son told the Sunday Observer.

Promoters all agree that artistes are not taking into consideration the other factors that go along with keeping an event.

For an artiste-promoted birthday bash or stage show, ticket prices can range between $800 - $1000, while Sumfest, with more overheads, will not allow the promoters to charge anything less than $1,500 (dancehall night) to $5000 (international night).

For the past few years Teensplash has maintained a gate cost of $999, while Sting entry price starts from $1500.

Promoters agree that artistes/promoters can host their events at more affordable entrance cost as they don't have the huge performance bill facing them.

"We just can't compete with that," stressed Gibbons adding that his one wish is that artistes will be more reasonable so that bonafide promoters can continue to host top-class productions.