Krista Henry, Staff Reporter

The usual cadre of corporate sponsorship, including Digicel, Red Stripe, Cable and Wireless and more, while still maintaining a hold on entertainment events, have had to make room for other sponsors to step into the limelight.

In party venues filled with posters, blimps, signs and products from sponsors patrons loiter around, subliminally open to a consumer happy world. What better way for companies to get their product out to the masses than through entertainment, one of the more thriving sectors in the country?

But while some companies have traditionally taken the limelight of mass marketing, they have also taken bashing from the sector they are trying to utilise as they curb the creativity of artistes.

Coalition stand

In April 2005, the Coalition of Corporate Sponsors - comprising Red Stripe, Cable & Wireless, Supreme Ventures, Digicel, Courts, the Jamaica Tourist Board and J Wray & Nephew Ltd. - announced that it would no longer inject money into entertainment events at which certain accepted standards of behaviour were breached. The Coalition released its statement after the closing Carnival concert in Kingston.

The group described the performances, which included profanity and violent lyrics, as "an affront to the many parents and children at the event".

After this, the Coalition blacklisted Bounty Killer and Beenie Man from Red Stripe Reggae Sumfest 2005. However, in what was considered by some a hypocritical move, former members of the Coalition jumped back on the bandwagon as the artistes were allowed back on the event in 2006.

It would seem proof that the marketing power of entertainment cannot be denied. Although some considered the Coalition disbanded after the ending of the blacklisting, Maxine Whittingham, head of corporate relations for Red Stripe, confirmed that it is still in operation.

"The coalition has not been disbanded, although we may not be as active as you would have been aware of," she said.

"We changed our approach to the way we handled artiste relations. We decided as a Coalition that it was important to encourage a kind of understanding with the artistes themselves. Previously we worked through the management and we found out that most times the artiste wasn't aware of the dialogue of the Coalition. Once we talked to them, everything went well."

However, with the restrictions placed on entertainers who enjoy taking their work to the limit, some promoters may opt to find alternative companies to sponsor their events.

Non-alcoholic sponsor

One of these major sponsors outside of the Coalition is the Wisynco Group. Director of Marketing, Zachary Harding, told The Sunday Gleaner "We are the exclusive non-alcoholic sponsors of Sumfest, we did Jazz and Blues, Reggae Campfire, Sting, Unity Splash, ATI 1& 2, some major parties like High Society."

At the 2007 Air Jamaica Jazz and Blues Festival, Ocean Spray, which is distributed by Winsynco, was the title sponsor of the small stage, showing their support for emerging talent such as Rootz Underground.

"We're not restricted to musical concerts or shows, but do any event which patrons we think may have an interest in and where we can develop loyal patronage. We choose based on track record of events, the level of organisation, marketing and professionalism. We will choose the event or not choose the event based on whether it is appropriate. We try to work with promoters that are professional," Harding said.

Whittingham testifies that having a brand name on a show adds credibility to the event.

"Red Stripe is the type of brand that adds credibility to any activity. Most promoters see Red Stripe as a go to brand for what we bring to the table," she said.

One of the better avenues of reaching out to the consumer is through entertainment, Harding testifies.

"It's huge. It's one of the ways for us to show our product to a larger number of people. People live for entertainment, whether it be sessions, dances, shows. Music is an integral part of that. It's worked for us. Over the last three years we've grown by 350 per cent, which is an insane growth. It's not like its a new brand - we've been around for 15 years - but doing these shows have taken us more out to the people. It's now what they see and connect with," he said.

Whittingham said "If you want to reach the consumer, reach them where they are, entertainment is considered the top of range. Its proven to be beneficial, we're passionate about our consumers".

And the consumers have long ago proven to be passionate about entertainment.