REQUIEM FOR PANORAMAWords of a SoothsayerBe wary of the side effects of Panorama……Last year I wrote about Panorama in a mood of reminiscence, the big yard, grass track, dust in yuh face, North and South Panorama, Thursday night semi finals etc. and the fact that sooner or later, Panorama, and the monster it has become, will inevitably send all bands into extinction, as is the case with those from the Southern region. This region had more than enough steel bands, players and general participation from as far as POS, to host one of the heaviest zonal prelims and finals of that era. This region broke through as upset winners as early as the third edition of the national finals in 1965, and were the ones to watch until their last time in winners row 1975. Presently there is difficulty in making it to the finals, and they were unable to represent their zone at the two national finals held in the southland in 07and 08. Nonetheless there is virtually no more competition from the South, now it is all about North and the big 5, what a thing, but, kudos to South’s saviour Clive Zanda and Deltones POS 09For the Umpteenth TimeTo reiterate, we all know the reasons for the apparent demise of Pan music, as the preferred music for Carnival. We agree that this is so because of the electronics, the DJ’s, the new Soca and road march choices, the divorce of pan and calypso, and of course Panorama. Going to the panyard was a treat, plenty music, now we go to hear one tune. On the road tune after tune, now if the steel band comes out at all, and plays with any enthusiasm, you are lucky. This year I am ashamed at the sub standard and dismal road performances from the big 5. Some of the blame rests with the overpowering by the electro sounds, but, the steel band’s role as the pied piper is no more, as they continue to fail at making onlookers leave the pavement and join in for a chip to eternity. So since Panorama is the be all and end all, and has dug and partly covered a grave so deep and wide enough to fit the entire steelpan diaspora, well pan lovers, what is the next step?Symptoms, Problems, SolutionsDownturns, downsizing, cutbacks and meltdowns, are some of the buzz words and solutions of the global political, business and financial outlook. Similar strategies have also been adopted by the world governing body, however, looking at Pan from a marketing perspective allows for this definition of the problem, and analysis of the situation. They have failed to understand the nature of the problem, before attempting to solve the related problems. It is important not to confuse the symptom[s] with the problem[s], hence the importance of defining the Pan problem firstly. The governing body is having trouble selling the Pan product, maintaining its respect, and bailing it out of Carnival extinction. This does not mean that there is not a need or appetite for the Pan product; therefore, the problem may simply be the marketing mix. Mistaking symptoms for problems has lead to misguided decisions and serious mistakes. International marketing analysts claim that as much as 50 percent of a successful product's actual price is the marketing. Consequently, the segment who wins the marketing game generally will capture the larger share of the market, as is the case with Mas and music in the fete and on the road.Therefore, small, medium and large, 35, 65 and 100 players, judging in the panyard etc. is purely damage control, and will not save Pan or take Panorama to another level. We returned to the big yard for C2K9, and what was new or different? There was change, rearrange but everything remains the same. Now is the time to become market oriented, and address the needs of the stakeholders, the internal and external customers of the steel band. Notable example, the prestigious X band, respected and admired for their structure, governance and marketing skills, were embarrassed internationally for attempting to play with more than 100 players, why, because that segment of internal customers, the players and arrangers, did not arrive at a consensus on the downsizing, therefore size does matter, big band is big band. And further to this, the eventual winners of the medium category, who currently have enough players on the bench to field another medium band, was denied entry to the big band category for some lame reason, despite the fact that there are not even enough big bands nationally to stage a preliminary round, since they all go forward automatically to the semi final..Marketing works like Magic:Did Silver Stars win Panorama by 1 point based on music and competition categories only? I will not subscribe to that. Reflect on their pre carnival marketing model, Ray Funk and his lengthy historic print media sequel, the sale of their annual Pan and Parang, Alvin Daniel and Mark Loquan CD launches, the press releases, and the hype in general. By the time they hit the savannah stage, they had already won the support of the people, the press and the politicians, as was evident with the crowd response, and the buzz after the semi final stage in which they placed 5th, by the judges, and 1st by the people. Leading edge marketing is what it took for this steel band to regain big band respect and status, and the said marketing is needed for Pan and Panorama to go forwardThe external customers are indeed suffering and disgruntled, the audiences, the supporters, the sponsors, the international market, has anyone taken into consideration their views or their needs? The sponsors and the international market are key players in rescuing Pan from this predicament, get in bed with them. How else could you gain their support and respect without proper market analysis and business planning? Your organization suffered a crushing oversight in the UWI G Pan, the National Steel Symphony and UTT projects. As a reactionary measure you launched a National Youth Steelband. Wake up guys; study the business models of the foreign Pan movements, and local organizations e.g. the hosts of the Trinidad and Tobago Steelpan and Jazz festival. Begin believing in miracles, you will walk on water, and resurrect the national instrument. Nevertheless, you deserve a great deal of compliments for your commitment and efforts over the years, so to be reasonable and impartial, you will be allotted 3 years instead of 3 days, to raise pan from the deadProduced and Compiled by……………….D. Anthony BlackmanCopyright Reserved…………………………..March 4th 2009
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