Digita Global Marketing (DGM) has opened a $75-million multimedia production space on Mountain View Avenue, Kingston, designed to streamline content creation for businesses and creatives.
DGM acquired a 1,000-square-foot facility for about $50 million, with an additional $25 million spent on outfitting the space, according to CEO Kemal Brown in a release. He said the investment was aimed at building a professional, adaptable environment for videography, photography, live streaming, podcasting, and voice-over recording.
“We wanted to create a space that simplifies, streamlines and centralises production,” Brown said in the release about the space, called Studio D.
The launch comes against the backdrop of a shifting advertising market. Brown estimates that new media now accounts for more than half of advertising spend, eclipsing traditional formats. “That gap … will only continue to grow because of the speed of digital media, juxtaposed to traditional media,” he said, adding that print can still be tied into digital ecosystems. “ The New York Times and the Financial Times have done a fantastic job of doing that.”
Brown declined to put a dollar figure on Jamaica’s advertising spend. Experts, however, unofficially view the advertising market from which new and traditional media generate revenue at betwen $15 billion to $20 billion.
Unlike traditional studios, Studio D allows clients to bring their own equipment or rent from the in-house selection, offering flexibility to tailor projects to budget and scale. The facility is fully soundproofed, equipped with professional lighting, a dedicated editing bay, and a lounge area. DGM says the goal is to eliminate common barriers in content creation and provide an all-in-one solution.
Brown noted that the company will primarily target business clients, even as social media creators remain part of the ecosystem. “Our core customer group are businesses, but those businesses are supported by the creatives, such as influencers, photographers and videographers, who will collaborate with their clients, request budgets, and then they will need a space from which to shoot,” he told the Financial Gleaner.
Studio D is designed to work in tandem with Enigma, DGM’s co-working and ideation space launched last year. Together, they form an ecosystem that supports creators from concept to execution. “Most studios focus solely on production, but we wanted to create an end-to-end creative experience,” Brown said. “Enigma provides the space for brainstorming, collaboration, and planning, while Studio D offers a professional environment for high-quality production.”
