Monster Marketing Moves By Caribbean Artistes featuring Olatunji Yearwood, Bunji Garlin and Busta Rhymes
A series highlighting Caribbean artistes who use innovative marketing moves to differentiate their brand.
This week is our soca edition, where we highlight two artistes who broke through the information clutter. Vote for your favorite.
By Marissa Williams
It is getting harder and harder to break through the tidal wave of information that engulfs consumers every day. Gone are the days when strong lyrics and a catchy beat were all you needed to get some attention from the masses. This context makes it impressive when savvy musicians find ways to break through the noise and grab the very limited attention of their listeners. It is even more impressive when they can sustain that attention for more than five seconds. This context highlights the need for Caribbean musicians to invest in a rock solid marketing team focused on brand-building. In this week’s edition of Monster Music Marketing Moves by Caribbean artistes, we salute a few names that took an innovative approach to building brand awareness and differentiating their brand and their music.
OLATUNJI YEARWOOD ON X-FACTOR
- Soca star, Olatunji Yearwood, made a debut appearance on the popular show- XFactor. This European television staple is a music competition franchise * that according to a Simply New* case study boasts; +64 million views of XFactorUSA.com +260 million Facebook impressions; +1.6 billion Twitter impressions; +2.87 billion engagements over 15 weeks and was rated Highest rated social media response for any broadcast series in 2011.* Olatunji executed flawlessly. He did his thing quietly and let success make the noise, and, boy oh boy was that noise like a huge echo in an amphitheater. In a few scintillating minutes, Olatunji garnered up international recognition for his brand and for soca music. He got rave reviews from the judges panel, from fellow soca artistes and the support of his homeland of Trinidad and Tobago and the Caribbean diaspora as a whole. We can not wait to see what is the next chapter of this movie.
BUNJI AND BUSTA RHYMES DANCE COMPETITION
- It was ground-breaking enough that two major lyricists from complementary genres joined forces on a song aptly entitled ‘Drop it’. Bunji Garlin (otherwise known as the Viking’ has established his reputation as being ‘arguably’ one of the best lyricists in the soca kingdom. He has won the coveted ‘International Soca Monarch competition several times starting in 2002 and he has also won the Soul Train Award for Best International Performance for the song “Differentology in 2013. In 2017, his release ‘Turn Up’ reached to number three (3) on the Billboard Reggae Albums chart.* Busta Rhymes has been a friend of soca music for quite a while. He collaborated with Machel Montano on the song, ‘Make It Shake’ and was also on a version of Marzville’s song ‘Gas it Up.’ He also worked with Bunji previously on a remix version of Differentology. Everyone waited with eager anticipation for these two power houses to ‘Drop it.’ And when they did, the excitement did not stop there. The collaboration already was a bold step to open soca music to a broader market. It took on even broader wings when they stepped up their promotions even more. The two artistes decided to up the ante a notch. They have borrowed the ‘KeKe’ formula and initiated a dance competition with the hopes I am sure that it goes viral. Stay Tuned!!
Two innovative campaigns. Three great artistes. One beautiful Caribbean. Tell us what you think about these Monster Marketing Moves (M3) by these Caribbean artistes.
SOUND OFF: Which Monster Marketing Move Will Have The Most Impact In Your Opinion?
MISSION: To elevate the brand of Caribbean culture in the fields of MUSIC, BUSINESS and the ARTS by celebrating the work of cultural ambassadors while advocating for upcoming Caribbean talent1.