Etceterathecompany's Blog

The one woman media powerhouse…. talk is cheap but good publicity is impacting!


The entertainment buzz is high in T&T for the week and weekend ahead as all roads lead to South Trinidad where Caribbean soca artiste, Bunji Garlin celebrates his birthday at the Sting Nightclub.

Among the slate of celebrities carded to perform are, Busy Signal, Beenie Man, Macka Diamond, Bad Gyal Ce’cile, Problem Child, Synergy TV’s Metro, the Danceaholix and not forgetting a line up of local artistes, that makes the cast seem bigger than life.

Fay Ann Lyons, wife of the entertainer who has thrilled audiences around the world throughout her career, will also perform for the masses- thousands of whom are expected to fill the La Romain based nightclub. Tickets are said to be going faster than expected and promoters are expecting an influx of eager party-goers on the night but warn that the venue will not be over-capacitated.

With such a line-up of Caribbean entertainers, who wouldn’t want to be at The Earthstrong of a Lyricist on July 17th? Simply put…there’s no where else to be on Saturday night, that’ll offer that kind of star power! All roads truly lead to South Trinidad for the celebration of the year!


Dey Riding De Riddum Hard! November 27, 2009

'Soca Sensation'- Machel Montano

Soca collaborations, riding rhythms– are these new techniques being attempted among Caribbean artistes, in a bid to catch the attention of the mainstream music industry? Machel Montano, the youngster who at age 9, was chastised by the elders of that time for his involvement in the artform, is today revered as the trendsetter. He single handedly made strides in recent years to collaborate with Jamaicans ( who, mind you- have been heard mainstream and are well received, despite their accent or “demeanor”) and even Americans, as in the case of Doug E Fresh and Latinos- I recall a track with Pitbull (a favourite for many)!


Following Montano’s effort to introduce the concept of collaboration, there was a sudden venture into riding ‘riddums.’ Now, mind you, it’d been done with Soca Parang music, but hard core Soca- no. Basically, a producer would create his masterful rhythm and invite artistes, so fit, to compose tracks and vocalize. In the end, you’d come out with maybe 5 or 6 artistes singing a variation of lyrics to one melody. It’d work for the season, as the artistes on the tracks, stood to benefit during the season when promoters would be looking for the artistes who’s been given the most airplay- which in most instances would be those riding ‘riddums.’

It’s a great strategy, especially when used together. Think of it as a marketing ploy- piggybacking off the success of an already established brand- for example: Jamaica’s dancehall crooner, Beenie Man’s collaboration with superstar, Janet Jackson or in simpler forms- LG Electronics partnership with the highly acclaimed Prada brand- cross branding at its best!

I’m no expert on the music business however, I do understand a strategy when I see one. This in itself has proven ideal for Caribbean Soca artistes- all it needs however is packaging, from PR to elements of physical structuring- a TEAM is required for tantamount success. Only then, will mainstream music execs see and feel the music….