In Trinidad and Tobago, the soca and calypso industries have been somewhat hindered. Many may say, in recent years artistes have made some leeway, among them, Rupee, Kevin Little, Machel Montano and FireBall.
Now although the artistes mentioned have managed to secure either record deals or the mere attention of international audiences, the fact remains that Soca as a mainstream genre of music, is nowhere near where we would like it to be.
Many local philosophers, eager to share their view, argue that the music is too fast and as such, audiences across Europe, the US and Canada will never relate to it. Some others say, the local dialect is a problem, the international crowds won’t understand what’s being sung. I beg to differ… strongly differ.
The music, ‘in my opinion’ must be collectively sold. There needs to be a clear- cut local medium for distribution, publicity, promotion and management. One, Two or Three artistes cannot penetrate the world in a bid to engage millions to embrace a NEW genre of music. Educating our artistes on the importance of various facets of media, is foremost important as without publicity, marketing and branding- there is nothing.
Rather than approach the wider world in mono fashion, approach the world as a team of professionals- artistes, musicians, PR agents, Managers etc- a corporate entity that in a boldfaced way, tells the masses what they WILL listen to.
The artistes can only sing- the agents behind the product posses the power to persuade, sell and sensationalize to suit.