Project Background
The International Trade Centre (ITC), a joint agency of the United Nations (UN) and the World Trade Organization (WTO), supports the internationalization of small and medium-sized enterprises (SMEs). Based in Geneva, Switzerland, ITC is implementing the EU Youth Empowerment Project (YEP) focused on the Tourism and Creative Industries in The Gambia. This project aims to enhance the competitiveness, inclusiveness, and sustainability of these sectors through three specific objectives: improving the business environment, enhancing investment and market access, and boosting MSMEs' competitiveness.
Key actions include streamlining creative industry regulations, strengthening business support institutions, enhancing branding and marketing, creating market linkages, building MSME capacities for sustainable tourism, and improving skills for youth and women. The project addresses challenges such as weak coordination, skill gaps, climate vulnerability, and limited market diversification. Funded by the EU for 56 months, the project empowers youth and women, promotes job creation, and fosters skills development, targeting MSMEs and various public and private sector institutions.
The Gambia, known for its rich Culture and vibrant musical traditions, has a unique opportunity to leverage its creative arts sector to promote tourism. Music, as a universal language, offers a powerful medium to showcase the country's heritage, identity, and diversity. In an increasingly digital world, social media platforms offer the most effective channels for reaching global audiences.
This activity aims to produce a high-quality music video series featuring performances by emerging Gambian artists in a studio setting, representing traditional, contemporary, and classical musical genres. The series will be strategically used to promote The Gambia’s cultural richness and tourism appeal across digital and social media platforms.
2.0 Objective
The objective is to conceptualize, organize, produce, and manage a professionally crafted music video series featuring studio-recorded performances by emerging Gambian artists, with the aim of promoting The Gambia’s cultural diversity and enhancing its image as a tourism destination through targeted social media engagement.
3.0 Scope of Work
The selected production firm will be responsible for the complete execution of the activity, including:
3.1 Planning and Coordination
• Develop a detailed production plan and timeline.
• Identify and curate a diverse selection of emerging Gambian artists across musical genres.
• Coordinate with relevant stakeholders, including the Ministry of Tourism and Culture, The Gambia Tourism Board (GTBOARD), National Centre for Arts and Culture (NCAC), and local creative communities.
3.2 Studio Production
• Coach and mentor selected Gambian emerging artists prior to production.
• Conduct professional studio recordings of artist performances.
• Ensure high-quality audio and video capture using industry-standard equipment.
• Integrate visual elements that reflect Gambian culture, including traditional attire, instruments, and language.
3.3 Post-production
• Edit, master, and finalize each video for digital and social media distribution.
• Add subtitles (where necessary), tourism branding, and promotional messaging.
• Ensure versions are optimised for platforms such as YouTube, Instagram, Facebook, and TikTok.
3.4 Promotion and Distribution
• Develop promotional assets including short teasers, graphics, and banners.
• Execute a rollout plan for publishing and promoting content on relevant platforms.
• Engage influencers and media partners to boost visibility.
Download the terms of reference for more information.
To apply, please submit all quotes (technical and financial) by 1:00pm 15th July 2025 to Daouda Niang dniang@intracen.org and copy yusupha.keita@intracen.org