Brand loyalists expected at Tobago Jazz

John Arnold, chairman of the Tobago Jazz Experience, in an interview with Newsday said its organisers expects 81 percent brand equity.

This year’s event, to be held from April 22 to the 30, will feature Grace Jones, D’Angelo, Morgan Heritage, Shabba Ranks, and Kes the Band as its main acts.

The line-up drew mixed responses from the public. In a February Newsday article, some members of the public described the line-up as, “Uninspiring”, “lack of imagination”, and “out of touch”. Some went so far as to make suggestions such as Fantasia, Angie Stone, Avery Sunshine, Kem, Maxwell, Music Soul Child for the lineup.

But Arnold said, despite what some have described as an uninspiring line-up, the shows will be quite powerful.

Arnold could not give an idea as to how sales have been going as, “we have not looked at that as yet.” But he assured there was a lot to look forward to at this year’s nine-day festival, among them fringe events such as the inclusion of a film festival; Leve - an event marrying fashion, music and food; Fashion Coda; and Plymouth Jazz at Dawn Arnold said questions surrounding this year’s line-up needed to consider the budgetary constraints. The festival was given a budget of $12 million, $3 million less than last year. In the eyes of the organisers it is the best show that can be put on with the money provided.

“The show is working within the budgetary constraints,” he said, adding that headliners did not make a show but were rather part of the show.

He assured, however, “we do have proper entertainment.” While many have discussed the profitability of the festival, Arnold said the purpose of the event was not profit but rather to boost Tobago’s visibility and to merge people with the various communities in Tobago. “It is a catalyst to come to your island and adds to your visibility campaign.” Arnold noted that the model of jazz for profit in Tobago had come and gone. “I think you have to go back to the history of the festival. There was a reason that model had to change, to embrace a community kind of thing.” He said when the jazz festival model was changed in 2009, it took a tourist-centred approach.

Arnold noted that many people needed to look at why the festival was being held and what one intended to gain from the festival.

The festival has drawn new sponsors, among them the National Lotteries Control Board (NLCB) and discussions were being had with other potential sponsors.

Saying that there were three models upon which festival are born, home-grown, tourist-centred and indigenous, Arnold said all of TT and more so Tobago needed to analyse, “what they [festivals] do for us and what we want them to do for us