Etceterathecompany's Blog

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

What is Soca Music, Really? December 2, 2009

Is it easily identifiable- yes!
Is it easily created- no!

While many artistes in the industry seem to think it’s all about a good, catchy hook- I think you’ve got it wrong. The hook works for mere fly by nights who aren’t seeking longevity in the biz. A good soca track’s got to have relatable lyrics, a feel good melody and yes, the hook! Yes, I know- in recent years, it’s been all about ‘de bam bam, de rag, de flag and de wining, but in between in it all, there’ve been some good music.

One of T&T's foremost vocalists and songwriters, Shurwayne Winchester.

I personally appreciate artistes like Kerwin Dubois, Allison Hinds, Shurwayne Winchester, Destra Garcia and Nadia Batson. Consistent in all of the areas outlined above, these artistes have shown their capabilities, time and time again.

Now, mind you- while the hook alone has worked for some, among them, Iwer George- reality is, not all soca artistes have that natural knack for getting the ground to follow- and by ground, I do mean the man on the street. You must know that before the music gets into the all inclusive fetes that you all dream to perform at, the ground must approve!

A lil silly tune could do it for you, that’s no doubt, but question remains- will you make it into another year with another one of those?

Take a moment to think, absorb and understand that the more crap that hits the airwaves in T&T, the less good music we have to market ourselves to the international public…. STOP, THINK, THEN SING!

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A Sweet Soca Sensation Stinks Without Solidification. October 17, 2009

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.