The Government needs to focus on reggae, film and other creative services to grow the ailing economy, according to the just-released Creative Economy 2010 published by the United Nations.

Structured policy would provide jobs and allow the island to earn a larger global share of revenues related to music forms it birthed.

“In order for Jamaica and the Caribbean to survive in a globalised world, policymakers and stakeholders seeking economic growth and job creation must position the creative industries as the cornerstone of any serious development strategy,” stated the 450-page report in an embedded case study on the island written by Andrea Davis founder of International Reggae Day. “The inherent entrepreneurial talent of Jamaicans has developed and sustained the country’s creative product brands over the past fifty years without a proactive public policy, institutional infrastructure or formalised venture funding.”

Davis said that Government’s lack of a sector driven master plan has resulted in “staggered duplication, inertia and ongoing loss of wealth-generating opportunities” due in part to the servicing of the creative industries within five ministries and at least six agencies.

“It is now time to unleash the full potential of Brand Jamaica by providing the creative industries with the required overarching support. If properly managed, Brand Jamaica could foster joint venture projects and macro branding opportunities that would maximise the global appeal of the country’s lifestyle brand and national identity.”

Jamaica has a US$6 million trade surplus in its creative services, latest data up to 2008 stated the report’s index. This means that the island’s exports in the creative services surpassed its imports at US$39 million to US$33 million respectively. It is a rare occurrence for the island to have a competitive advantage in a sector as overall, its total imports are twice as much as its total exports resulting in a trade deficit of US$542 million for nine-months to September 2010, latest Bank of Jamaica data indicates.

“Jamaica’s national brand identity has international consumer appeal and proven economic potential. The success of Jamaica in nationally and internationally marketing its cultural products demonstrates that Southern economies can expand into international markets by increasing brand awareness and packaging a diverse product line built on their cultural production.

The creative economy of Jamaica represents 5.1 per cent of total output (Gross Domestic Product) which when compared with 12 nations ranked the island in fifth position with the US in first position at 11 per cent.

“The United Nations estimates that the creative industries are growing at a faster rate than the world economy in general. Yet there is still a critical lack of empirical statistics on the contribution of Jamaican music or creative industries to national GDP. This has resulted in repeated undervaluation of this sector in an array of studies, with estimates ranging from $1.5 billion to $1.7 billion in generated revenue,” stated Davis.