When it comes to entertainment, many may argue what constitutes an “entertaining” event. Factors like cost, venue, audience and content interchangeably contribute to the type of support each event receives.
But what is certain is that each event will target a specific group in an aim to satisfy that group’s needs.
In Guyana, entertainment has significantly transformed to include myriad types of shows and parties that have quickly become highly anticipated annual affairs. In addition to the countless celebrities that have graced Guyana’s shores and the various theme parties that we have grown to love and unwaveringly support, Guyanese have been introduced to the Very (sometimes Very Very) Important Person experience- an undeniable plus for those who believe that entertainment should be enjoyed in style.
In a developing country where poverty and other social ills remain paramount concerns however, many still question whether these dynamic forms of entertainment are necessary: the celebrity shows, the fancy themes, the VIP features- can we afford it all?
But Rawle Ferguson- co-founder of Hits and Jams Entertainment, one of Guyana’s premier entertainment bodies, believes that it all comes down to a matter of choice. “Entertainment is a must for every human being. People get stressed regardless of their status or spectrum of life, and so all these activities are tailored to certain sections of our country,” Rawle told Guyana Times Entertainment. The promoter believes that to question or judge someone’s choice for supporting a particular event would be unwarranted as individuals are responsible for setting their own priorities and choosing whether or not to support that event based on their own financial and other capacities. “For us (Hits and Jams), we want to engage everyone and bring them to a certain standard so we ensure that the people have the options to go to certain events, but it is left up to their personal decision whether they want to attend or not.”
Affordability
According to Rawle, affordability is never a problem when it comes to HJ fueled events as the company continually aims to host activities suited for “the common man”. “Without us, entertainment would be dull in Guyana. We ensure that we host events of a high standard that the regular man can still afford. We came from poverty ourselves, so we understand what it is to want to experience something at a high standard but were unable to because we couldn’t afford it.” This subsidised entertainment strategy has, according to Rawle, allowed HJ to revolutionise entertainment in Guyana as they have been able to provide wide ranges of attraction which all Guyanese can experience regardless of class. “What we have done more than ever is have a closer connection with our people, tending to what they really need in terms of entertainment. We have a radio station which is up there with all the others in the country and when you look at the other promoters you see that the standards have all been lifted. This is a direct influence of Hits and Jams because we have raised the standards tremendously.”
But with these raised standards, older generations have still questioned the level of vulgarity featured in many of the entertainment activities being hosted, to which Rawle again said was a matter of choice. “I think if you’re 18 years and older, people have the opportunity to make their own decisions. Every man should choose their journey.” He argued that the older generations had their own level of what would be deemed “lawless”, citing songs and other media which have sent subliminal messages that may have be deemed ‘taboo’. He stated that ‘lawlessness’ may have been an accusation thrown at those persons by the generations before them as well, adding that this will always be a matter of opinion.
These arguments aside, Hits and Jams Entertainment continues to pave the way for entertainment in Guyana by continually reinventing itself in the local industry. Rawle hinted that a large project is in motion that will provide a permanent entertainment location for young people and families and may be unveiled before the end of the year.
Wooing Rihanna
Additionally, larger projects such as a Rihanna concert are currently in motion. “We have met with Rihanna and her management and we are working on getting her to come here within the next two years,” Rawle said, adding that the Grammy Award winning singer seems very interested in visiting Guyana where she has deep roots. Plans are also in motion to make the Jamzone Pageant larger than before by taking the pageant to the United States of America and Canada in order to recruit Guyanese contestants who live in those parts of the world. Rawle stated that the final leg of the pageant will be brought back home, bringing the focus on Guyana and opening up a range of tourist possibilities as a result.
Hits and Jams Entertainment is well aware of their success and influence and as a result is willing to spread its wings in other areas to assist in the revival if other types of art. Rawle said that collaborations in the areas of fashion, poetry and art are all possible as there is no limit to the possibilities. “Anything in the world is possible if people come together and realize their goals and work towards it. Guyana can be far beyond the sky, stars and the moon if we coexist and work together. We need to support fresh new ideas in order to find what is good for us, and in this quest all we ask is that critics not be demanders, but advisers.”
Bhisham Mohammed