A burgeoning industry all over the world, animation is building momentum on ‘the rock’. Research indicates that the animation industry has grown globally at an annual growth rate of 10.5 per cent to reach US$140.6 billion at the end 2012 (from US$74 billion in 2008) and the global animation software market has been forecast to grow at a compound annual growth rate (CAGR) of 18.1 per cent over the period to 2015. This fast growing industry is propelled by an increased demand for animated entertainment for all age groups.
Traditionally, animated series had a strong foothold in the younger viewing market but has evolved to be an entertainment staple for teens, adults and family programming. In 2010, Jamaicans got a treat courtesy of Alcyone Animations when the “Cabbie Chronicles” series started airing on local cable. The series, an animated comedy, follows the life of Cabbie, a temperamental Jamaican taxi driver. Supporting Cabbie in the series is his loving, church going wife, Eula; Tanya Chung, Cabbie’s ‘hottie hottie baby modda’ with whom he has a tempestuous relationship; a lovable rogue, Stoosh Puss, a fellow taxi driver; Reverend Bimmaz, Eula’s dubious pastor whose past is known only to Cabbie; Fluffy Empress, a flamboyant regular in Delly’s cab; and Officer Smith, a policeman who is the bane of every taximan’s existence.
In August of this year, another animated comedy series “Mek Wi Laugh” premiered on local television. Created by Rennae Garel, the cutting edge animation consists of thirteen episodes featuring Garel as well as comedians Donald ‘Iceman’ Anderson and Ludlow ‘Pretty Boy’ Floyd. The episodes are made up of four segments showcasing various aspects of the Jamaican vernacular and diverse cultural landscape. The series evolved out of regular comedy sessions originally staged at the Pulse Complex in New Kingston, which received great support.
On the business side, the United States, Japan and China remain the world’s major animation market leaders. Jamaica is however developing a local industry that could become a major earner of foreign exchange. With excess demand for thousands of skilled animators worldwide, Jamaica’s geographic location and facility with the English language could position the country as a near shore hub for animation.
Interest in the Jamaican animation industry is already growing, with overseas animators looking to outsource production to Jamaica. Initiatives such as the Animae Caribe workshops (organized by JAMPRO’s Film Commission), and the ‘Kingstoon’, Animation Conference and festival (organized by Reel Rock GSW Animation Studio with the support of the World Bank) have exposed local talent to global industry leaders and to a variety of 2D and 3D animation styles widely used in all over the world.
In recent news, local animation company Reel Rock GSW Animation landed a contract out of France to collaboratively produce a 13-episode cartoon series for children. The project will employ up to 75 animators and is a big opportunity for the local firm to make its mark on a global level. Reel Rock GSW, the World Bank and another animation company called Toon Boom are also embarking on a mission with the UWI Mona. The partnership will see the Caribbean Institute of Media and Communication (CARIMAC) providing training for qualified young persons in a specialized new animation programme for six months at the UWI’s Mona and Montego Bay campuses. On successful completion of the training programme, outstanding participants will be able to obtain employment with GSW Animation Limited in the growing field of animation development.
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