IslandMix - Soca, Reggae, Zouk and Caribbean Entertainment

http://www.miami.com/mld/miamiherald...ts/6968550.htm

Soca hopes to sell itself at Carnival
By JACQUELINE CHARLES
jcharles@herald.com


More photos

Queen of Galactika Lesley - Ann Lawrence performs with fellow members of the Fun Generation.
CARL JUSTE/HERALD STAFF


It is the other Caribbean sound. The one that for nine months of the year defines the circuit, the seasonal party train that embarks in Trinidad and Tobago in February and winds down each October in Miami.

And they are the Caribbean's other stars, unknowns to mainstream music fans of, say, Jamaica's Sean Paul, but household names among soca aficionados -- Machel, Rupee, Bunji, Alison.

So along with the tens of thousands of carnival revelers who will descend upon Miami this weekend for nonstop dancing and Wild On-style partying, so will they: some of the biggest names in soca music.

For these performers, starving artists compared with their more widely known counterparts in reggae and hip-hop, Carnival isn't just a cultural showcase. It's an excuse to seduce.

The goal over the next few days is not only to satisfy their fans, but to lure a non-Caribbean audience and do for soca what crossover dance-hall stars Sean Paul and Elephant Man are doing for reggae: Make the sound palatable to a hip-hop audience.

''We're trying to bring the music to the mainstream,'' said Edghill Thomas, 24, a solo Trinidadian soca artist who goes by the name Maximus Dan and will be making his first appearance at Miami Carnival this weekend.

To do so, many artists will spread themselves thin, zig-zagging across South Florida for as many as five shows in one night, for which the average artist will earn only $1,500 or less per appearance.

''I'm not hoping for much,'' said Thomas, moments before taking the stage inside the Elite Ark, a dimly-lit nightclub near Brooklyn's Carnarsie neighborhood where he and several Trinidadian soca artists put on an impromptu performance to kick off New York's West Indian Labor Day Parade.

``The intention is to go to Miami, meet a few producers, network with radio and media.''

SELLING THEMSELVES

While many Caribbean Americans view Carnival as an escape from the daily rigors of life -- just as their forefathers used it to celebrate emancipation from slavery -- many soca and calypso performers see it as a marketing vehicle for an art form that has taken a back seat to its island kin, reggae. An offshoot of calypso, soca is less social commentary and more double-entendre with a happy, hypnotic beat.

It's during Carnival -- and the scores of performances leading up to the fete -- that artists such as Terencia ''TC'' Coward get to hype their work, much of which can't be found at franchise record outlets, but rather at mom-and-pop Caribbean shops.

''That's what we do, we use Carnival to expose the music to more and more people,'' said Coward, a Barbadian singer who became prominent in soca with her popular pro-female anthem, Kim.

But others believe it's time for artists to branch out from the circuit and not rely as much on the seasonal party to promote their talents.

''You can't preach to the converted constantly,'' said Elon ''Juice'' Lovell, a New York promoter managing Timmy, a rising soca star who in his shows does a scintillating strip-down to boxers.

While soca has as much potential as reggae to appeal to American audiences, Lovell said, it hasn't been marketed correctly by either record companies or soca artists, many of whom are content with the pittance they receive.

''Soca music is the only music that operates on a 12-month cycle where artists are forced to come out with a hit every year,'' said Lovell, sitting in a Brooklyn diner after a recent soca show. ``Rhythm and blues artists have three to four years.''

The end result, he said, is that big-name record industry executives have a hard time envisioning soca outside a carnival/party scene.

''Soca artists have to get to the point where they see themselves as a commodity,'' he said. ``They have to sell themselves.''

NO 'DOGS,' PLEASE

But selling yourself, even signing with a major record label doesn't always spell instant success, as internationally respected soca performer Machel Montano can confirm.

Three years ago, the Trinidadian artist made headlines when he announced a six-record deal with Atlantic. But creative differences have stymied the deal.

''We wanted to do soca, they wanted to do pop,'' said Montano, who also wanted his 13-piece band Xtatik to be part of the plans.

While he agrees that soca will have to evolve in order to cross over, Montano said he did not want to have to grind out a Who Let the Dogs Out, the soca song that became a Grammy winner after it was commercialized by the Baha Men. Said Montano, ``It did nothing for soca.''

Nice article

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For all those who didn't know that I was obsessed, all I have to say is:

''We're trying to bring the music to the mainstream,'' said Edghill Thomas, 24, a solo Trinidadian soca artist who goes by the name Maximus Dan and will be making his first appearance at Miami Carnival this weekend.

Isn't he just great?

Nice article! Caribbean artists do have a lot on their plate and carnival is their time to shine!!!! They give us an opportunity to take a much-needed break. And we can only support them.

Great article......

it shows us again that soca music needs to wake up,grow up and organize.

we need to have professional management,marketing and promotion teams on board ,that can help promote we music to wider audiences.

we need to groom we artist ;give the a look,teach them how to interview well ..this is ways to sell yourself..

put together a show ,not just running on stage and singing a tune and leaving.im not buying that anymore,maybe in my younger days but now im looking for a great performance.

Sell me "The Dream".....that being a soca artist is the best ting in de world.


Fireeeeeeeeee

Socafire correctamundo. The artist needs to be carefull who manages dem as a whole and I really think that is a big part of the problem. Yeh it's OK for your pathner to come along for the ride but realisticly how far can he take you if you really want to make it to the top of the world not just in the West Indian community. There was a time when Jamaicans had love Soca music but as the years went by the music had seem to lack in luster and it took a different direction. As an art form we have to be carefull how we portray or music and culture b/c only we ah lone going be listening to it.

:) Great article. It's so true/sad about how our soca artist having to work their butts off each year for a $1,500/performance. Well I think it's about time they start networking and taking their talent/work seriously. I love my soca music/culture and I'm having a blast marketing it mainstream. So all who wanna be vex at me can stay vex then :p

__________________
Successful people work on themselves! While the "over-night wonders" become arrogant and quickly disappear, really successful people work on their personality, their leadership skills, management skills, and every other detail of life. When a relationship or business deal goes sour, they assume they can learn from it a...nd they expect to do better next time. Successful people don’t tolerate flaws; they fix them!

Elaborate a little on the marketing mainstream b/c I am a new artist getting ready to buss and I am focusing on going main stream. I have been promoting a while in the Boston area and I have a lot of big shows under my hat both reggae and Soca but my real talent is writting lyrics ( no nursery rhymes just pure reality) and laying down vocals. Any helpas far as going mainstream will be greatly appreciated.

Pebbles,

You're 100% on point.
Let dem be vex.....


What part in marketing do you play in the business?

We need more knowledgeable people willing to work within soca music to help it grow. It’s amazing that we have a lot of soca recording artist and how many legit record labels????
When I say legit, I mean willing to invest in an artist development.....None.

What I notice every year is a ton of compilations. Who benefits from this?
Whoever releases it but not the artist? They’re willing to take your song (only if its hot and they know they can sell it) but not willing to invest into you.....

Sure you see a few artist on a label.....example.VP records....I don't see them putting any real money behind the soca artists. And why should dey, if we own people are pimpin de artist.

We need to develope stars. The top soca acts are not stars but just great performers. Can you actually call them a star? I can’t.....and im not sorry about that, they did it to themselves.Dey pimp themselves out for too long and now they’re over exposed.

We must learn from the mistakes our genre made and adopt a RELIABLE AND PROVEN BUSINESS STRATEGY.
THIS STRATEGY IS WORKING FOR RAP,RNB,REGGAE,DANCE, ROCK,POP,LATIN,COUNTRY,BLUES,JAZZ,ect.....

What the hell is wrong with Soca


IN OTHER WORDS, SOCA (THE BUSINESS) NEEDS TO WAKE THE F.... UP!!!!!




FIREEEEEEEEEEE

Socafire yeh have ah email address way meh could send yeh ah sample of one of meh tracks meh wuking on. If I had the authority I would definately geh yeh the job for Soca Ambassador.:)

I hope you guys are not pranking around.

But if you have a bio, demo and on point then PM your information to me. :)

__________________
Successful people work on themselves! While the "over-night wonders" become arrogant and quickly disappear, really successful people work on their personality, their leadership skills, management skills, and every other detail of life. When a relationship or business deal goes sour, they assume they can learn from it a...nd they expect to do better next time. Successful people don’t tolerate flaws; they fix them!

Pebbles check yeh PM and meh Imix ppl remember Rasta for 2004 b/c meh come to mek meh Trini ppl proud.

This is a workshop that may be useful for you guys then.

Impact! Marketing Retreat Announces This Year's Agenda

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7:00am - 12 noon Registration
7:30am - 8:30am Leadership Begins With the Individual
Breakfast with Life Coach, Valorie Burton

8:45am - 9:45am Maximize Revenue With Direct Marketing
Panel Discussion

10:00am - 11:15am Strategize for Market Infiltration and Optimizing Your Exposure
Panel Discussion

11:30am - 12:30pm Work Outside of the Box: The Marketing & Promotion Machine
Panel Discussion
12:30pm - 2:30pm Speaker's Luncheon with Author
Dennis Kimbro

3:00pm - 4:15pm Workshop: Replenish Your Marketing Tool Box
4:30pm - 5:30pm Advertising: Appraise the Quality of Your Creative Ideas
Panel Discussion

7:00pm - 9:00pm Welcome Reception
Sponsored by: MTV Networks

10:00pm - Until "Welcome to Vice City" Party
Sponsored by: Remy Martin & Akdmks
Hosted by Traci Bingham


Friday, November 7

7:00am - 9:00am Small Business Breakfast
Sponsored by: Mirror Imaging

8:45am - 9:45am Technology: The Irreplaceable Partner
Omar Wasow, BlackPlanet.com

10:00am - 11:00am Recognize the First Move Advantage...And Learn to Overcome the Next Mover Disadvantage
Panel Discussion

11:15am - 12:30pm Keynote Address:
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12:30pm - 2:30pm Working Lunch With MTV Networks
Panel Discussion
Moderator: Ed Gordon

3:00pm - 4:00pm Grow the Market by Capitalizing on Urban Cachet
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4:15pm - 5:15pm Innovate or Die: Setting Trends That Build Brand Loyalty
Panel Discussion

5:30pm - 6:30pm State of the Industry: The New American Mainstream
KEITH CLINKSCALES, Vanguarde Media

7:30pm - 9:30pm iMR Happy Hour Sponsored by Converse
10:00pm - Until Closing Night Party Sponsored by Enyce

FOR MORE INFORMATION just let me know. Take care

__________________
Successful people work on themselves! While the "over-night wonders" become arrogant and quickly disappear, really successful people work on their personality, their leadership skills, management skills, and every other detail of life. When a relationship or business deal goes sour, they assume they can learn from it a...nd they expect to do better next time. Successful people don’t tolerate flaws; they fix them!

If Soca comes to the states do u think it would get watered down and over time the youth in the states trying to use it in the wrong ways??

Also me being a youth that grew up listening to hip hop and now really getting into soca and favoring it i have noticed one beautiful thing about soca and that is that the artist will perform and when their done they dont need 10 security guards they just lime with their fans and are one with the their supporters not being held on a higher pedestal... just a interesting view i would like to hear wut u guys think